When last did you offer a client a choice of which antibiotic they wanted to use today? Do they feel like Amoxycillin would do the job or are they keen to try Doxycycline? How about asking your client’s input on the pain management regime you wish to put an animal on post-operatively or the anaesthetic protocol you wish to use for your next operation? It sounds absurd, but somehow we make a clear distinction in practice when to actively recommend and when to sit back and let clients make decisions when they may not understand the severity of the condition, the potential risks associated with their choices or the consequences the pet and they may face due to the decisions made.
1. Know the facts
The best way to make an active recommendation is to know the facts of the products you stock, the facts surrounding outcomes of similar cases and the benefits that it may offer the client. Yes, it is impossible to know every detail of every product, but take the time to read up to the products you wish to endorse and it will also help you feel and act more confident in front of pet owners.
The most important thing to know is what would make the product of value to your client. Ask the “so what” question. Understand why you want to recommend it and why the client should care. Remember that the client does not know all the facts and they come to you for guidance – give it to them.
2. Seek Opportunities
Opportunities are all around – look for more creative ways to interact with your clients, understand what is of interest to them and look for new ways to offer them services from your practice. Can you sell products that you stock at your practice to clients without them feeling like you are forcing a sale? Learn to communicate in a slightly different way – by offering them what you know is best – and then leaving it up to them to decide.
Look for ways to talk about nurse’s clinics, weight management services, dentals, puppy socialization classes, etc. What did you wish someone told you about caring for your pet before you knew what you know today?
3. Ask the right questions to uncover needs
When asking a client whose pet is on a weight loss diet: “What do you feed your pet?” – you would most likely get the same answer: “He eats the weight loss food you recommended” or “pellets only” or “I never give him anything else”… have you tried asking “What is your pet’s favourite food?” – then you hear about the fillet, the treats and the biscuits that he só enjoys. Learn to ask the right questions.
If you keep asking the wrong questions, you will get the wrong answers – you may also ask the right question to the wrong person and not get the answers you are looking for. If the husband and the kids feed titbits but the wife is strict with the pets – you will only get half the story by asking if the pet is on a strict diet. Learn to ask open-ended questions instead of closed “yes/no” answers and you will also learn more from your clients.
Also, before you just jump in and recommend a treatment plan to a client – just ask a few questions. Diabetic cats are a great example where clients may have difficulty administering the insulin at the right time every day. Learn what the client fears are that may prevent buy-in for your treatment and address these concerns in your conversation with them. Often it is fear of the unknown that drives dismissive behaviour. However, clients may not want to appear stupid in front of the veterinarian, so they will ask the nurse or receptionist to explain if they do not understand what you are saying.
4. Clients want a recommendation – make one!
Never underestimate the value of your opinion – most pet owners want it. Yes, they will Google, but they often argue with you before they get to the heart of what they want: the absolute best for their fur-child. The clients who come to you are often stressed out, confused and not 100% sure what the best options are for the highest quality of life of their pet. They want your recommendation – so make one!
What is a strong recommendation?
- Offers a service, product or solution that meets their uncovered needs.
- Is specific and clear: “I would recommend feeding Hill’s Prescription Diet z/d”, not “I would recommend any of the following 4 products – they are all good, we would not stock it otherwise.”
- It clearly explains what is in it for the client and the pet if they take this recommendation (you quote the headline benefits and features of the product/service.
- The best is to reinforce it with a success story: “I have used it on many of my other cases before with great success” or “I use it on my own pets”.
5. Handle objections diplomatically
Often, we forget that we fetch the pet from the hospital ward, have the animal with you in your arms when you tell the client that the pet was diagnosed with a serious condition. All the client wants to do is hug the pet and they do not hear what you are explaining. Alternatively, they hear about the condition for the first time and they are emotionally too overwhelmed to hear the rest. Then they may object.
What can you do to overcome objection?
- They don’t always say yes – and that is okay. Listen to their reasoning – to understand, not to respond. Remain calm, repeat what you are hearing back to them and then address the issues. Often, they are looking for empathy and understanding from you – not judgement!
- Give take-home material that they can read when they are in a better headspace and more equipped to deal with the news. This may also help mitigate what they will find on the internet that can override your recommendation.
- A no today does not mean a no forever. Sometimes people need to hear things more than once before they fully comprehend it. Do not lose your cool – discuss it and hope that they will come to the right decision.
Bottom line: you spent years forming your opinion – share it. Learn to communicate with clients the way that they want to be communicated to. Use simple language that they can easily understand (not vet terminology) and be more specific. Help your clients understand the reasoning behind your recommendation and actively recommend!
