{"id":21668,"date":"2022-04-01T22:36:45","date_gmt":"2022-04-01T22:36:45","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=21668"},"modified":"2022-06-15T17:48:49","modified_gmt":"2022-06-15T17:48:49","slug":"from-lickability-to-likability","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/from-lickability-to-likability\/","title":{"rendered":"From Lickability to Likability"},"content":{"rendered":"

You, a hurried veterinarian, are running late because you are multitasking. Your technician, Crystal, was already in the exam room and completed the basic patient advocacy talks with Mr. Jones and his Chihuahua-pit bull cross, an intact male named Buddy. As Crystal left the room, she noted,\u00a0 \u201cThe doctor will be right in.\u201d Argh! The definition of \u201cright in\u201d is so vague.<\/p>\n

The Lickability Test<\/h3>\n

As you enter the room, Mr. Jones barely looks up from his phone. You try to look into his one eye \u2014 that is all he turned away from the phone to share with you \u2014 and you greet him and Buddy. Mr. Jones growls, but Buddy approaches you with his tail wagging. He licks his lips and sniffs your hands. Mr. Jones raises his other eye because he rarely sees Buddy positively intrigued with anybody, let alone a veterinarian. (We can safely assume that Buddy is comfortable with your practice.) When you greet Buddy, he goes after your hand with a big slobbery lick. In fact, he goes after both hands and continues licking.<\/p>\n

What Mr. Jones didn\u2019t know, since he was accompanying Buddy to your clinic for the first time, was the number of treats Buddy received at his last visit. This time, the peanut butter smeared on your hands helped you pass the lickability test.<\/p>\n

What just occurred? You engaged in positive impression management with Buddy and your client, Mr. Jones. Acing Buddy\u2019s lickability test opened the door for you to a greater challenge: passing Mr. Jones\u2019 likability test. The lickability test was easy. On the other hand, the likability test takes more effort as you must overcome implicit biases, external distractions, diverse personalities and unpredictable emotions, among other challenges.<\/p>\n

The Science of Likability<\/h3>\n

Despite all those challenges, there is actual science to generating likability and rapport. Studied and researched by social scientists and strategically implemented by international intelligence experts, likability persuades people to do things they otherwise might not consider. How and why does it work? Scientifically speaking, it is what Dr. Robert Cialdini calls the principle of liking in his \u201cSeven Principles of Persuasion.\u201d (Learn more at bit.ly\/3Jl5j7a<\/a>.) The science can help you, the veterinarian, pass the client likability test.<\/p>\n

John Gervino, a retired U.S. special agent and a leading educator on the art of persuasion, influence and rapport-building, teaches the principle of liking through his Washington, D.C., consulting firm, Truth Intelligence. Gervino works to enhance job performance on a global scale through likability techniques, interpersonal dynamics and science-based communication skills. He helps individuals become more likable, resulting in better business relationships and increased professional success.<\/p>\n

A lifelong rescuer of dogs, Gervino shared his insights on the principle of liking in the veterinarian-client-patient relationship<\/a> and on how to build the rapport and trust required to pass a client\u2019s sniff test.<\/p>\n

\u201cIt begins with the liking principle,\u201d Gervino said. \u201cThe techniques form the basis of the science of liking, which along with other persuasion methods can be used to establish rapport, facilitate cooperation and, most importantly, gain trust.\u201d<\/p>\n

Liking techniques are used every day. They are based on the powerful persuasion tactics of marketers and advertisers to get us to buy products and do things not necessarily because we need them or they will make our lives easier but because we receive the messaging and like the messenger. Veterinary practices can use such techniques and feel good about it.<\/p>\n

Why does the liking principle matter? At the end of the day, pet owners are paying for the patient visit. They decide whether they\u2019ll return to your practice, so it\u2019s important that they like you.<\/p>\n

How It Works<\/h3>\n

Social scientists have studied the liking principle and its positive results for decades. Government agents use the principle to establish rapport in challenging situations and build the trust required to persuade people to cooperate.<\/p>\n

\u201cWhen people like you, it is good for short- and long-term business strategies,\u201d Gervino said. \u201cIn the veterinarian industry, this is good for the overall health of the pet patient because client-owners are more likely to listen to your recommendations, take your advice and return to your practice, affording the pet an environment of consistent care. People tend to want to be around you when they like you.<\/p>\n

\u201cThe liking principle targets the subconscious and is rooted in a person\u2019s System 1 thought processes, also known as mental shortcuts that take over decision-making processes without methodical analysis,\u201d Gervino said. \u201cOur brains like to operate in the System 1 thinking space because it is an intuitive, emotional and rapid response. The flipside of System 1 thinking is System 2 thinking, which is more deliberate, methodical and taxing on our brains. For example, when you are in the operating room performing surgery on a patient, you utilize System 2 thinking methods. Human beings generally tend to avoid System 2 thinking because it requires more mental energy.\u201d<\/p>\n

Why Do You Like Me? Let Me Count the Ways<\/h3>\n

Here are the three most important factors that tend to generate liking, according to the research.<\/p>\n

1. Physical Attractiveness<\/strong><\/p>\n

Let\u2019s face it, some people will like you simply because you\u2019re physically attractive. All day long, people make judgments primarily using their System 1 thinking processes, such as deciding how and where to spend their money. Some judgments are based on outward appearances, including personal grooming, clothing and external features such as a smile.<\/p>\n

Think about what you and your team wear every day. What can you do to highlight your positive features and attributes? (Remember, a warm smile goes a long way.) Presenting yourself professionally brings you one step closer to becoming likable.<\/p>\n

2. Flattery Will Get You Everywhere<\/strong><\/p>\n

Lynn Anderson wrote the 1968 song \u201cFlattery Will Get You Everywhere.\u201d Whether you call it flattery, a compliment or praise, finding something nice to say is a powerful tool for generating likability with someone. People typically want to be complimented and flattered because it makes them feel good. They also want to feel good about their pets. The takeaway is this: Make sure there is plenty of praise in the exam room for both the pet and its owner.<\/p>\n

Praise for the pet is a compliment to the client. Remember that when you offer a compliment or use flattery, be specific with names \u2014 first names when appropriate \u2014 and sound genuine, even if your response might not be merited necessarily. People want to believe the compliments, flattery<\/a> and praise you offer.<\/p>\n

Sometimes the greatest compliment of all can be showing clients that you remember them by knowing their names and their pets\u2019 without taking a quick look at the patient chart. A veterinarian\u2019s day is hectic, but briefly reviewing the chart before you enter the exam room can go a long way toward generating likability.<\/p>\n

Here are examples of how to use compliments, praise and flattery in the exam room:<\/p>\n