Converting callers into clients

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Q: Because our new client numbers are down, I listened to a few recorded calls between client service representatives (CSRs) and phone shoppers. I was horrified to hear a CSR ask the caller, “Do you want to make an appointment, or are you calling around to check prices?” How can I coach CSRs to turn more phone shoppers into new clients?

A: You’re wise to notice a decline in new clients so you can immediately reverse the trend. New clients are essential for every hospital because they replace natural attrition caused by patient deaths and clients who leave the practice. When potential clients call your hospital, CSRs should follow the 4 steps below to convert them into clients.

Step 1

Ask for caller and pet names. When you engage callers, you make connections and build trust. Ask for their names at the beginning of conversations. Let’s say a prospect asks how much puppy shots are. You could say, “I’m happy to provide that information. May I ask your name and your puppy’s name?” If the caller questions why you need names, explain that it’s to get to know them and their pet and so you can share more accurate information. Getting to know callers shows your eagerness for them to become clients.

Use names at least 3 times during the conversation:

• Use names immediately after the caller provides them. Say, “It’s great to meet you, Kristen. Let me ask you questions about Max so I may share which medical services he will need.”
• Use names when determining which services and products are necessary. Say, “Which vaccines has Max received, and when were they given?”
• Use names when asking for the appointment, which is a friendly approach that also avoids saleslike language. Say, “When can we meet you and Max? Our next available appointments are [date/time] and [date/time]. Which do you prefer?”

Step 2

Ask questions to determine medical needs. Callers may ask about vaccines, but pets also need examinations, diagnostic tests, and preventives. The caller’s answers will let you tailor the conversation, discussing needed services and products based on your hospital’s standards of care. You also will more accurately quote fees rather than risk over- or underquoting. When talking with a puppy owner, ask the following questions:

• Where did you adopt [pet name]?
• How old is your puppy?
• What breed is your puppy?
• Which vaccines has [pet name] received, and when were they given?
• Have you seen any fleas, or has [pet name] been scratching?
• Has your puppy been spayed/neutered?
• Do you have other pets at home?

Explain needed services and products based on the caller’s answers. For example: “For Max’s first veterinary visit, he will have a nose-to-tail exam to check his growth and development. Max will need puppy exams at 12 and 16 weeks of age. Because Max is a Yorkie and will go to a groomer, our doctors advise vaccinating him for distemper/parvovirus and Bordetella, which protects him from a respiratory disease called kennel cough. [Explain your core vaccines.]” Then, continue by saying, “Max will receive an intestinal parasite test to check for worms, including parasites that can be passed from pets to people. We also will give Max medication to deworm him. We will start Max on monthly flea/tick and heartworm preventives for ongoing protection. When Max is 16 weeks old, he will be vaccinated for rabies, which state law requires. Max will get a puppy gift on his first visit, which includes a free dose of a flea/tick and heartworm preventive, a leash, puppy food coupons, handouts on training and raising a healthy puppy, a vaccine record keeper, a measuring cup for pet food, treats for training, and 30 days of free pet insurance. This gift is a value of $100.”

Talk about other new client incentives, such as a complementary new patient exam. Assign the retail dollar value to the baby gift or complementary service, which persuades callers to schedule now. Put puppy/kitten baby gifts in inventory so they will print descriptions on invoices, such as “puppy baby gift, a value of $100,” and a zero fee. Set a reorder point such as 15 units so you know when to stuff more bags and to contact vendors for additional supplies.

Step 3

Present the services before the fees. Never lead with prices because you then risk callers replying, “OK, thanks. Goodbye.” Leading with the cost of care centers conversations around money, and prospects will decide within seconds whether to schedule an appointment. Instead, educate callers about which medical services and products their pets need, and then share the expected fees. Use the term fees instead of prices. Fees are payment for professional services, whereas prices are the costs of goods. Consumers are more likely to negotiate prices, not fees.

Step 4

Ask for the appointment. Use the yes-or-yes technique to lead the caller to schedule now. Say, “When can we meet you and Max? Our next available appointments are [date/time] or [date/ time]. Which do you prefer?” Never ask, “Do you want to make an appointment?” This gives prospects an opportunity to say no.

CSRs create powerful first impressions that drive new client growth. Provide ongoing training to help them improve phone skills such as my online course, “Book Now: Get New Clients to Schedule” (https://csvets.info/ NewClients). Listen to recorded new client calls 30 days after training to reassess CSRs’ skills. Meet with employees individually and listen to their new client call together. Discuss what the CSR did well and improvements to secure the new client appointment. Consider a friendly contest with individual and team rewards for reaching monthly new client goals. Post new client numbers on employee bulletin boards. Seeing goal progress will motivate them to welcome more new clients—and ensure more puppy kisses in their future!

If you need a script for a challenging client conversation, submit your scenario to info@csvets.com for consideration in future columns.