Receptionists: Stop playing doctor and start hooking new clients

Veterinary medicine is a service profession. Our most important relationship is with clients, and the client service team is the practice's most important tool for offering exceptional service—and phone skills are a critical part of both. Why? Because one of receptionists' crucial tasks is converting phone calls into appointments. After all, if the pets don't visit the veterinarian, we can't take care of them.

Jennifer Graham

When today's pet owners make decisions about their cats' or dogs' healthcare, they're not just looking at location, facility, and menu of services. They're looking at the quality of the experience you provide.

Many callers, especially potential clients who haven't visited your practice before, will ask about prices. While some phone shoppers are really only interested in prices, many are paying attention to how the receptionist handles the call: Does she sound friendly and helpful or short and rushed? Does she seem knowledgeable and willing to help? Are there a lot of background noises and distractions?

Phone shoppers provide an excellent opportunity to talk about your services, as well as the service you offer. Most clients rank excellent service above price when they're considering a veterinarian. So whether on the phone or in person, create a welcoming environment, treat clients like family, and keep the focus on the pet, and you'll be well on your way to hooking clients. Here are a few more tips:

1. Leave an impression

The first step to getting clients off the phone and into your clinic: Wow them right away. Receptionists repeat their greeting many times daily, and it creates a strong first impression—good or bad—on callers every time. Don't take it for granted. Every call is a potential appointment.

Ask yourself: Does your standard greeting need some polishing? Can clients understand you? Are you speaking slowly and clearly?

Great phone skills can be learned. Work on greeting callers warmly and with a smile. Never give a rushed greeting. Develop a relationship and create rapport with callers by making a connection. One easy way to do this is to get the caller's name early and use it throughout the call. You can also say something like, "Congratulations on your new puppy! I bet he's really cute!"

If you're quoting prices for services, be sure to get the pet's pertinent information first. Here's an example: "I'd be happy to help, Janet. Let me get a little more information about your kitten so I can give you the most accurate estimate."

2. Acknowledge the reason for the call

When you get to the meat of the call, speak with confidence about your staff and your services. If clients call with a concern about their pets, it's OK to repeat the concern back to them. This lets the client know you're listening and interested in helping. Then validate the caller's concerns by using positive language: "I'm glad you called. It sounds like we should see Fluffy today."

Warning: Regardless of the situation, receptionists should never give medical advice over the phone. (Turn the page to read a letter from a veterinarian who's struggling with a "Dr. Receptionist.") Your only recommendation should be to schedule an appointment. If clients persist, try a statement like this: "Dr. Schuring has extensive experience in that area. She has appointments open on Friday." If clients refuse to schedule a visit, ask if they'd like to leave a message for a veterinarian. The doctor can call back later to speak with the client about the appropriate course of action.

If a caller catches you off guard or asks a question you can't answer, don't give a negative response like, "I don't know," or "I'm not sure, I'm just the receptionist." Instead, prepare an effective go-to phrase. One of my personal favorites is, "That's a really good question. Let me check with a doctor and call you back." By responding this way, you acknowledge the caller's concern and offer help without being negative or lessening your position. Remember, people who call your practice want you to solve their problem, not just answer their questions.

One way to prepare and polish your phone skills is by using scripts (head to dvm360.com/phonescript for an example).Scripts provide standard responses to common questions so your team can give consistent information. Of course, it would be difficult to create a script for every situation, so an alternative would be to keep a list of brief talking points with the same standard information near the phone. But be sure to improvise, show your personality, and have fun. Clients don't want to talk to someone who's just reading off a computer screen.

3. Close the deal

You've acknowledged the caller's concern, created rapport, and talked up your clinic, so go for it and schedule that appointment. Don't just offer the client an appointment; assume he or she will take it. Try saying, "Dr. George can see your puppy at 4 tonight. Are you available then?"

Always offer the earliest appointment available. If the time doesn't work for the caller, then suggest one or two other times. Offering too many options can get confusing and gives the impression that your practice isn't busy. For example, avoid saying, "We have three doctors working that day, so we're pretty flexible. Do you prefer morning or evening?"

Another way to sweeten the deal is to give new clients an incentive. Our practice offers phone shoppers a $15 gift card to use toward their first visit. It's an easy way to get our practice's name in people's hands (and wallets), plus the card also is valid at our pet hotel and pet salon.

4. Finish strong

Keep in mind that your last impression leaves a lasting impression. So always end on a positive note, even if the caller doesn't: "Thank you for calling, have a good day," "If you have any other questions, please don't hesitate to call. We look forward to meeting you and Sammy Thursday evening."

Because a phone call is typically a client's first contact with your veterinary practice, receptionists bear the burden of making that critical first impression a memorable one. Remember to smile and treat callers how you'd want to be treated. When you show your personality and have fun, clients will notice and will want to visit your practice in person.

Jennifer Graham is a client services team member at Bradford Hills Veterinary Hospital in Wexford, Pa.