What's in it for me?

If you were going to spend $100 on a new set of tires, wouldn't you want to know why? Were the old ones worn out, or do the new ones work better in snow? Knowing why you should care makes it easier to make the decision to spend. And the same is true for clients and their pets. Clients expect a recommendation each time they visit your hospital, and they want to know how your recommendations benefit them and their pets. Once they know why they should care, they're more likely to comply.

Mary Ann Vande Linde

Add oomph to your recommendations

Clients make decisions for their own reasons—not yours. So your challenge is to find their reasons and meet their needs. In other words, you need to talk about the care you offer and also about the benefit to the client. Keep in mind, the benefit always answers the question, "So what?"

Say your practice offers in-house heartworm disease testing. So what? Well, Ms. Jones doesn't have to wait for Muffin's test results. The benefit is instant peace of mind. Ms. Jones knows Muffin is healthy, and she only needs to continue his heartworm prevention to ward off heartworm disease.

What is eating Mrs. Smith?

This benefit is nice, but you can get more specific by honing in on the most compelling benefit for each client. You'll discover the benefit the client's looking for when you listen carefully to their answers during the physical exam.

For example, you might ask, "Where does Muffin go for walks?" Ms. Jones answers, "We walk about half a mile around the neighborhood twice a day." Knowing this, you can better explain the benefit of heartworm prevention.

During those walks Muffin can romp and play and Ms. Jones doesn't need to worry about heartworms, mosquitoes, or intestinal parasites from other yards and pets. This also gives Ms. Jones peace of mind if Muffin sleeps with her.

Position your practice

Next, reinforce your recommendation with:

• An outside reference, visual, model, or picture. A picture is worth a thousand words. And when you use a picture of a client's pet or a textbook model, it's magic. Pet owners can see how the disease actually affects their pets or their lives with their pets.

• A timeline with reminders. It's vital to give clients a deadline for the procedure, whether it's three days or six months. Set reminders in the computer or make the appointment today.

• A care plan or estimate. A technician should review a care plan with the client line by line. This piece of paper is more than a money quote. It explains how each team member will care for and support the pet and the client through the procedure.

Tell a story

If you don't have a great visual or you're trying to describe the features and benefits of a procedure over the phone, paint a picture for clients with your words. Your goal is to explain the benefit of the procedure—Muffin will stay healthy and enjoy a high-quality life. Consider this example:

Practice Your Message

Around 6 months of age, dogs reach sexual maturity. They can sense other dogs miles away. And if they aren't neutered, they run the risk of accidentally meeting cars when they're looking for other dogs. We recommend neutering at 6 months of age, before the call of nature beckons, to decrease Muffin's risk of car accidents. You'll also keep Muffin from becoming an unwanted suitor and causing an unplanned pregnancy, and you'll decrease his risk of cancer.

This word picture offers many benefits: You're decreasing Muffin's risk of car accidents and cancer and the chance that he'll contribute to the population of unwanted pets. Beyond all of this, you're offering Ms. Jones peace of mind.

Show clients the benefit

Your recommendations can save lives. They plant seeds in your clients' minds that sprout and grow as their pets mature in your hospital's care. And satisfied clients will tell their friends and family about the care you offer. So what? Your practice grows; your services grow; your patients live healthy, high-quality lives—and you enjoy a more satisfying career.