Ethical recommendations that work

Think you're communicating—and selling—your services effectively? Here are some key points to consider to help you make powerful and persuasive recommendations to your clients:

• Truly believe in the product or service that you're recommending. If you're not sold on it, how can you expect your client to be?

• Use clear, simple language to explain what condition you discovered. Refrain from using technical jargon as much as possible.

• Explain in simple terms what effect the findings will have on the pet's health.

• Clearly explain what course of action you recommend and what's likely to happen to the pet if those

actions aren't taken.

For example, move from this:

"Mrs. Brown, I see that Fluffy's teeth are a bit dirty," (even though they're rotten and in great need of cleaning). "If you wouldn't mind, perhaps one day, in the not-too-distant future, you could drop her off so we could clean them. Just think about it, OK?"

To a stronger consultation such as this:

"Mrs. Brown, Fluffy's teeth have a lot of tartar built up around them, as you can see here and here." (Showing and telling is a powerful combination.) "This dental condition is causing her foul breath and a lot of soreness when she tries to eat. Unfortunately, that's not the only consequence. Dental problems can also lead to gum disease and teeth loss, and can place a real stress on her health and immune system."

"I recommend that we schedule Fluffy to come in next week for a thorough dental cleaning before this condition gets out of hand. I know you want what's best for Fluffy, which is why I'm making this recommendation. Do you have any questions?"

As the founder of the Life on Purpose Institute, Dr. W. Bradford Swift empowers professionals to live true to their life purpose through writing, public speaking, and coaching. Send questions to ve@advanstar.com.