I call around to lots of veterinary practices and it’s not too often I enjoy a fantastic client experience. I get perky, I get zeal, I even get lots of questions and answers. What I rarely get is a person who closes the conversation confidently by making a trip to the veterinary hospital sound inviting and the solution to all my concerns. We don’t train sales in our team members; we train information. And while information
has
its place in our training program, it can never
be an end unto itself.
I believe we never train for sales because our team views salesmanship in the veterinary practice as unfairly capitalizing on a client’s emotions and love for their pet. Simply not true. All veterinary team members must understand that clients have little to no insight into the passion, training and
education all of us undertake when we choose this profession. They don’t see the effort that goes into our lunch and learns, our certifications and our licensures. How many of them really understand the kind of nurturing care that goes on behind the scenes or the concern that we carry with us long after we lock the clinic door? To merely tell a client about a disease or quote a price about a surgery and leave the decision up to them is drastically short changing our clients and their pets.
Our client care team members must make a hard case for how our practice, services and team members directly answer the client’s needs. We must invite our clients into our practice where they can partake of what it is we do best and experience firsthand why our work is superior. To do otherwise is to set them loose on the web, chat rooms and online pharmacies with no experience to guide them. Build scripts for your team members that outline strong arguments for your practice, your team and your efforts. Any veterinary team member that believes that modesty is the best policy when it comes to discussing your practice’s services and products is seriously shortchanging your clients and leaving a door open to pet care ignorance, noncompliance, and potentially serious blunders.
Bash Halow is a veterinary practice consultant. He is a Certified Veterinary Practice Manager, a Licensed Veterinary Technician in the State of Delaware, a Registered Veterinary Technician in the State of New Jersey and a member and founder of the New Jersey Veterinary Hospital Manager’s Association.
For more information go to
www.halowconsulting.com or
www.halowconsulting.blogspot.com
I believe we never train for sales because our team views salesmanship in the veterinary practice as unfairly capitalizing on a client’s emotions and love for their pet. Simply not true. All veterinary team members must understand that clients have little to no insight into the passion, training and
education all of us undertake when we choose this profession. They don’t see the effort that goes into our lunch and learns, our certifications and our licensures. How many of them really understand the kind of nurturing care that goes on behind the scenes or the concern that we carry with us long after we lock the clinic door? To merely tell a client about a disease or quote a price about a surgery and leave the decision up to them is drastically short changing our clients and their pets.
Our client care team members must make a hard case for how our practice, services and team members directly answer the client’s needs. We must invite our clients into our practice where they can partake of what it is we do best and experience firsthand why our work is superior. To do otherwise is to set them loose on the web, chat rooms and online pharmacies with no experience to guide them. Build scripts for your team members that outline strong arguments for your practice, your team and your efforts. Any veterinary team member that believes that modesty is the best policy when it comes to discussing your practice’s services and products is seriously shortchanging your clients and leaving a door open to pet care ignorance, noncompliance, and potentially serious blunders.
Bash Halow is a veterinary practice consultant. He is a Certified Veterinary Practice Manager, a Licensed Veterinary Technician in the State of Delaware, a Registered Veterinary Technician in the State of New Jersey and a member and founder of the New Jersey Veterinary Hospital Manager’s Association.
For more information go to
www.halowconsulting.com or
www.halowconsulting.blogspot.com
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