Connecting with Customers for better Rep-Practice Relationships
How to build trust, and promote loyalty, with today’s veterinary practices.
The lines of distribution are becoming more and more blurred every day as veterinarians and pet owners can source products from many different outlets. The internet has become the great equalizer for price and availability. We used to be able to easily distinguish between an over-the-counter product (OTC) and a veterinary product; whereas now if the product is not a prescription product, it seems to find its way to internet retail outlets for the world to purchase.
Veterinary distributors are finding themselves competing with the internet just as veterinarians have for the last couple of decades. With the ease of availability also comes pricing transparency and pricing pressures. Our mission is to create a relationship with our veterinary customers that instills trust and promotes loyalty.
Sales reps work every day to relate to customers as people, not just a number. Many of the conversations end up being about numbers though. Prices are becoming more competitive and margins are eroding for both distributors and veterinarians. Handling pricing objections successfully is now more important than ever. Is it possible to follow a system in order to have a conversation that won’t detract from that personalization and your partnership? Yes, it’s possible, and I will explain how.
Every conversation is a measurement of relatedness between two people. The more related you are as people, the stronger the relationship. Relating to one another is important. Considering the viewpoint and attitude of your customer gives you the ability to remain connected no matter what the topic of discussion.
When the proper focus is put on the other person’s point of view, you can discuss almost anything, because investing the time to relate to one another shows respect and provides the foundation for successful conversations, even when you don’t agree. You must seek to understand their perspective and then make sure you demonstrate you understand. Sometimes you encounter people who are positive, sometimes they are indifferent, and other times they are negative. It’s up to the reps to identify where their customers are on any topic and relate to them at their level.
Pay attention to words used
Listening to the words a customer uses is a very important part of becoming connected. Their tone of voice and the cadence with which they speak are both important clues as to how your customer is feeling and what they are thinking.
It is important to focus on these clues because they can assist you in figuring out where your customer is coming from (positive, indifferent, or negative), and you can start to tailor your conversation accordingly. It’s important to note that relating to a customer does not necessarily mean agreement. It does not mean that you will completely understand where he or she is coming from either. Relating to a customer simply means that you can identify where he or she is entering a conversation from as far as emotion and engagement. This analysis offers the ability to allow the customer to own his or her emotions. When people have conversations with their best friends, they give them room to have whatever emotion needed at that time. It is important that you give customers the same space.
Trying to convince a customer that he or she should see something differently when they’re not interested (indifferent), or opposed (negative), can cripple your ability to relate to them and be successful with your call. Acknowledging the customer and their unique point of view is the first step.
There is an interesting phenomenon among humans. If we feel that we have been heard, our ability to hear someone else naturally increases. Acknowledgment lets the customer know that they have been heard. Again, acknowledgment does not mean agreement. An acknowledgment can sometimes start with, “It sounds like…,” “It seems to be….,” “It could be….,” “Sometimes that can be….” These are beginnings of statements that let the customer know that you have heard them.
The sentences should reiterate that you understand how they feel, but you are not telling them how they feel. A good acknowledgment should also refrain from using the word “you.” If you’re dealing with a negative or indifferent person, the last thing that you want to do is make the issue “their” problem by using the word “you.” These are fantastic techniques that I learned many years ago. These practices are rock solid and work in everyday life as well as in business situations.
Once you have successfully acknowledged your customer, the establishment of a respectful rapport is the primary goal. Your next step is to become aligned with them so that you can carry on with your conversation. If you do not attempt to get on the same page with one another, you will not relate. Aligning simply means that we can demonstrate the ability to look at any given issue with the same thoughts or feelings as the customer. Once you have acknowledged them verbally and shown them that you can relate to them, you can then establish a rapport that will enable productive conversation.
You may learn that the conversation is best suited for another day. Just by showing that level of understanding, you will gain their trust. It is not enough to say, “I understand,” or “I appreciate how you feel.” Those words are just words – and they aren’t always believed. You must prove that you take someone’s views seriously. This requires using the same energy and emotion to connect with that person’s level at that moment. After all, that is how we do it every day with our friends when we really care.
Maintaining a relationship with our customers is as easy as reminding yourself of these conversational elements and tactics. The ability to put the tool into practice every day will create a much more meaningful relationship for you and your customer. These are the building blocks that you have mastered in your everyday interactions with those that you respect and appreciate.
Industry expertise
There’s another level to creating a bond between you and your customer. The more that you know about your industry, the more your clients are going to rely on you for information and recommendations. Becoming a student of the industry that you serve is the first step in becoming a good partner to your customers. Research industry trends, what items are important at what time, and the things your customers are most interested in. Provide your customers with relevant information that could help their business. It’s paramount to show respect for your customer’s opinion, their emotion, and their objectives.
Use your skills to make sure that the customer feels that he or she has been heard and understood. Engage with the customer at their level and then move him or her towards a decision or resolution. When you couple this level of understanding and interaction, and then combine it with a piece of information that you think may provide them value for their business, you will create strong bonds. You will be more successful!
Photo credit: istockphoto.com/Ridofranz