06 Jul Relationship counselling

Not returning calls, being evasive and short when you finally do speak, forgetting important dates – it’s clear that this relationship is coming to an end.

Except this time it’s about matters of health, not of the heart – your practice’s relationship with your customers has perhaps become rather one-sided.

Through the eyes of your clients, you just don’t care any more.

Maybe it’s time for them to call it a day?

Just as in all relationships, we have to work at being a partner in the care of the animals we see. Their owners choose us to provide top-quality care that complements their own boundless love and attention, and it is a choice – if we mess up, we’ll quickly be dumped and bad-mouthed around town.

Just as in any relationship, it’s the little things that say the most about how we really feel. And so, at the risk of taking all the romance and secrecy out of the practice – owner relationship, allow us to share our top ten tips for showing the love:

1. Keep it personal. Always introduce yourself by name, and address both the owner and pet / horse by name during the consultation
2. Use positive body language. Make regular eye contact, smile and nod where appropriate and avoid turning your back to clients whilst they speak
3. Prepare yourself. Read through the notes and get the owner’s and animal’s names in your mind, collect any equipment you need for the consult before beginning – one of the biggest owner frustrations in the vet or nurse leaving the room mid-consult.
4. Don’t use jargon. Technical terms will confuse and alienate owners at a time when they may already be worried or frustrated – keep it simple and explain diagnoses and prognoses in everyday language
5. Make clear recommendations. Stay away from phrases like “I think we should”, “perhaps we can try” and “let’s wait and see” – the owner is paying for your expertise, so don’t be afraid to demonstrate it
6. Use open questions: “so how has Fred been?” “what are you feeding him?”, “when was Lulu last wormed?”. You’ll get far more useful information than when you ask a closed question which only has a yes or no option for answering, and the client feels like they are having a genuine conversation, not an uncomfortable interrogation.
7. Provide additional information. Tell your clients about your OOH service, promote the puppy clinic or practice dentistry expertise – it isn’t hard selling, it’s simply helping them provide the best care in the most convenient way
8. Keep in touch. Collect mobile numbers and email addresses routinely and send out regular newsletters and invitations for booster vaccinations and check-ups.
9. Stay social. Blogs, Facebook and Twitter are brilliant for building strong relationships with clients and friends, but do make sure content is added regularly and positive community involvement is encouraged (your pages and feeds shouldn’t ever feel cliquey)
10. Make it easy for the owner to see you again – if it’s a price checker on the phone, offer an appointment; and book the next visit with the owner at the time of the consultation (even if the patient is discharged, put a routine health check in the diary)

Making your relationship work requires a bit of effort, but the rewards are great.

If you need some practical support then Onswitch regularly run one-day courses that will help you show the love, and become a more considerate partner, whether you are a clinician or part of the customer care team.  These take place onboard Bertha, our training bus, in a town near you three times a year. Prices start from just £285 +VAT per person, per day and the schedule can be found at www.onswitch.co.uk, where you can also make a booking.

So if you’re serious about saving your relationship, it’s time to wear your heart on your sleeve and show your customers just how much you really do care.