communication at work...chapter 1 client service 7 1 interesting fact surveys show that the most...

Communication at work

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p22747_gg_hill's_2011_vna2_gb_chapters_1-5_English 08/12/2011 18:19

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N IThis VNA programme is meant to help you develop different skills within thepractice. Communication is a key element in all the areas you work in. Thisprogramme will give you the information and practical help you need to moreconfidently recommend and sell services and products to your clients –products and services that will ultimately contribute to improving the healthand well-being of their pets.

In VNA and NAP you have focused primarily on how you can contribute tocaring for pets through giving correct nutritional advice. You already have theknowledge and this programme will help you communicate it to others insuch a way that they accept what you say and use that informationthemselves.

As a veterinary nurse you are already capable and competent in caring for petsand helping their owners. During your training, and later during your workinglife, you have learned many different skills such as how to:

• effectively hold a struggling pet • give injections• take and analyse blood samples• help a patient recover from a surgical operation.

You will also have learned how to:• answer the telephone in a professional manner• give advice about correct nutrition

and much more besides.

All of these activities involve different aspects of communication.

DefinitionCommunication is the act ofconveying and receivinginformation, ideas or feelings.

Introduction

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A final thoughtClear, effective communication is not always easybecause it’s a two-way process between you andanother person (or people) and you may not always beon the same ‘wavelength’. However, a more in-depthunderstanding of communication can help you achievethe best results.

Using both theoretical explanations and practicalexercises, we hope that by the end of this module you willfeel confident about:

• the different methods of communication you andthe team can use to inform clients about theservices and products the practice offers

• what the difference is between services andproducts and how this affects yourcommunication – or marketing – of them

• why knowing about selling skills is important • how you can better contribute to your practice

team• how you can do an even better job of helping pet

owners take care of their pets.

A veterinary practice is a business. A good business is a community with apurpose – a team of people with a common goal. A veterinary practice is inthe business of selling services that improve pet health and welfare to petowners. This requires motivated, enthusiastic service providers with initiative,who are able to communicate these services clearly to pet owners in such away that they want them for themselves and their pets. In this case, theseenthusiastic service providers are you and the other members of your practiceteam.

Studies show that veterinary nurses generally love their jobs. Is there anythingmore rewarding than the warm purring of a contented cat that you arehelping to heal, the slow wag of an old dog’s tail when you gently change abandage or the grin of delight on an owner’s face when they are reunited withtheir pet after surgery? But have you ever wondered why it is that yousometimes feel pet owners (or even other members of your practice team)don’t seem to understand what you have said to them? Or why clients haven’tbought a product when you know it would the best thing to help their pet?


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C1 Client service

1.1 The importance of providing excellent client service . . . . . . . . . .71.1.1 The importance of client satisfaction . . . . . . . . . . . . . . . . . . . . .71.1.2 What clients are looking for . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

• Summary of key points• Self-assessment questions• Building your portfolio

2 Improving communication with clients

2.1 What is communication? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .152.2 How the senses work in daily communication . . . . . . . . . . . . . . .162.3 Three ways to improve communication . . . . . . . . . . . . . . . . . . . . . .18

2.3.1 Improve your listening skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . .182.3.2 Use different types of communication . . . . . . . . . . . . . . . . . .202.3.3 Keeping the message consistent . . . . . . . . . . . . . . . . . . . . . . . .21

2.4 The importance of creating trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . .222.5 Managing the difficult client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23• Summary of key points• Self-assessment questions• Building your portfolio

3 Improving client compliance

3.1 What is the compliance? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273.2 What affects client compliance? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .293.3 Measure compliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .323.4 Improve communication and enhance compliance . . . . . . . . . .33• Summary of key points• Self-assessment questions• Building your portfolio

Contents


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4 Professional selling: a specialised form of communication

4.1 What is the difference between products and services? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

4.2 Special features of services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .414.3 Measuring the effect of your selling actions . . . . . . . . . . . . . . . . .424.4 SMART goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42• Summary of key points• Self-assessment questions• Building your portfolio

5 Providing excellence in client service

5.1 Identifying and promoting benefits . . . . . . . . . . . . . . . . . . . . . . . . . .475.2 The five stages of selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

Preparation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49Opening . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50Features and benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51Handling objections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52Closing and completion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53

• Summary of key points• Self-assessment questions• Building your portfolio


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• client attitudes and expectations • what client service involves• how to provide even more excellence in client service.

This chapter will help you understand more about:

Learning outcomes

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Interesting factSurveys show that the most important mini-experiences are where face-to-face interactions withteam members occur, so it is the role of everyone in theteam to ensure that the client has a good experienceand leaves satisfied. This is at least as important asproviding the right technical expertise.

DefinitionClient service is the ability to meetand exceed client expectations

For a client, services are made up of lots of little mini-experiences such as:

• how easy it is to find the telephone number of the practice

• how pleasantly the receptionist answers thephone

• how long the waiting time is• how helpful the nurse is.

1.1 The importance of providingexcellent client service

What can we do to ensure that we attract and retain as manypet owners as we need for our practice? Providing excellence inclient service is one of the key ways to achieve these goals.

There are two areas that are good to consider when looking athow you can provide excellence in client services:

• the importance of having satisfied clients• what clients are looking for.

1.1.1 The importance of clientsatisfaction

Remember the last time you had a really good serviceexperience – for example, when you ate a lovely meal in afriendly restaurant. You probably recommended therestaurant warmly to your friends and encouraged them togo there.

Now think back to when you last had a bad experience –perhaps a bill for car repairs that was higher than expected.How many people did you tell then? – loudly! Verydissatisfied clients will complain to everyone they meet and,furthermore, for every dissatisfied client that does complain,20 say nothing – they just don’t return.

This means that, in your daily work, making sure every clientis satisfied with his or her contact with the clinic is the firstand most important step in ensuring a healthy business.

Client service


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If the client perceives better than expected service then satisfaction ishigh; but if the service received did not meet expectations, thensatisfaction is low.

Expectationsexceeded

Expectationsmet

Expectationsnot met

Mini-experiences make up the total service experience for the client. A useful way of describing client service is:

True StoryA man goes into a bank to pay in a cheque (Expectation: probably a queue,and probably a fairly uninterested bank clerk doing a routine job). As soonas he enters the bank, the clerk – who was working at another desk –notices the customer and comes over to help (Perception: minimal waitingtime and an interested clerk). During the transaction the clerk looks at theman’s second account and notices that it has quite a lot of money in it butwith a very low level of interest. ‘Would you like me to change this toanother type of account with the same accessibility but slightly moreinterest?’ the clerk asks (Perception: an interested and proactive clerk whowants to help the customer as an individual and do a better job ofmanaging his money). ‘Yes, please’, says the man, and leaves the bank verysatisfied. Satisfied? – Certainly!


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1.1.2 What clients are looking for

We are all clients and your clients have the same sort of hopes andexpectations as you might have in a similar situation.

Think about the last time you had a ‘service experience’. You will automaticallyjudge the service you received on factors such as:

• Friendliness • Honesty• Caring • Reliability• Courtesy • Accessibility• Competence • Environment• Communication

All of these are actually different aspects of communication. The secret whenyou work in a service business such as a veterinary practice is to consistentlyprovide all of these to every client.

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Competence

Courtesy

Caring

Friendliness

Interesting factGossip and ‘talking behindpeople’s backs’ are very destructiveforms of communication thatreflect onto clients and colleaguesalike. How would you feel if youfound out the staff in the shopyou last visited laughed about youbehind your back?

Interesting factPeople don’t care about howmuch you know until they knowhow much you care.

Interesting factIn surveys, clients alwaysemphasise the importance offriendliness.

Most clients are quite stressed and worried about their pet when they visitthe vet. Friendliness counts for a lot when they might have a very sick pet todeal with, or after a difficult journey with a reluctant patient yowlingmiserably in the back seat. In addition, a caring, friendly attitude from theteam helps ensure a repeat visit. Examples of this could be:• a phone call from the nurse to check that all is well the day after a pet

returns home after surgery or hospitalisation• a friendly, cheerful receptionist• a smiling, helpful team.

Showing you care about the pet and the owner as individuals means a lot topeople. Showing you care means taking an interest in the pet and owner andpaying attention to detail. Examples of this could be: • showing affection and kindness towards the pet • getting the name, age and sex of the pet correct • remembering details about the client from a previous visit, for example

that they love agility training with their dog (making notes in their casehistory helps).

Courtesy is about showing politeness and good manners, both towards clientsand towards colleagues. Saying ‘please’ and ‘thank you’, offering to help, andalways talking respectfully with clients is all part of courtesy.

Clients are usually not able to judge how medically or surgically competent a practice is – they assume that the competence exists. However, they can and do judge competence in other ways. These include:• how pleasant and helpful team members are on the telephone • how the nurse or veterinarian uses the computer • how effortlessly a team member gives their pet an injection.

Clients may re-evaluate their trust in the medical competence of the clinic ifthe pet doesn’t respond to treatment as expected, but often the problem isunclear communication.


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A final thoughtYou will have days when you don’t want to work with your clients, whenyou feel they are a disturbing nuisance. We all have them – it is quitenormal! However, on these days, it is really important to retain aprofessional ‘face’ and behave competently and caringly towards the clients.Remember, they may be your twenty-third client that day but for them, youare their first contact with the practice. You can make all the difference forthem in how they experience their visit to the vet.

Interesting factA recent survey revealed thatclients would like moreexplanation of the treatmentsthey have been asked to give totheir pet. Just like you would, theywant to know why they shouldgive a particular medicine or use aspecial diet, and how it will helptheir pet.

Environment

Accessibility

Honesty

Communication

Environment includes the touchable or material things that support clients’assessment of service. They include:• the physical facilities and equipment • cleanliness• personal appearance and attitude of contact personnel• the fees they pay.

Accessibility does not mean that the practice must be open every hour ofevery day! It does mean listening to the clients’ needs and helping them find a mutually acceptable solution – even if that means a referral to a specialistpractice. Accessibility includes things like:• how easy you are to contact • how friendly and helpful you are.

Clients have a natural suspicion of things they don’t understand. As we havealready seen, good communication and clear explanations are important, andthese come from honesty. Being honest is the basis for trust and when clientsare considering buying veterinary services they need to feel they can trust theveterinarian and his or her team.

Clear, straightforward communication is critical to practice success. We will talk about communication and compliance later in Chapter 2.

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Self-assessment questions1. What is the definition of client service?2. What is the first and most important step in

ensuring a healthy business?3. Services are made up of lots of mini-experiences.

Name two.4. How do clients judge the service of a veterinary

practice?5. Outline and give examples of four of these

judgements. 6. What would make a difference to your client when

they visit the veterinary practice and it is an ‘off day’for you?

Summary of key points1. Communication is a key element in all the areas

you work in.2. This programme will help you communicate your

knowledge to others so that they rely on what yousay and use that information for themselves.

3. Clear effective communication is not always simplebecause it is a two-way process between you andanother person, and you may not always be on thesame wavelength.

4. Ensuring that every client is satisfied with his/hercontact with the clinic is very important inmaintaining a healthy business.

5. People will judge the service they receive on howfriendly, caring, competent and accessible you are,as well as on the way you communicate with them.

6. An example of friendliness would be to give afollow-up phone call to the owner of a pet who hashad surgery to check if everything is okay.

7. An example of caring might be always getting thename, age and sex of the pet correct.

8. An example of competence might be alwaysshowing a helpful attitude, starting from replyingto any enquiry on the phone.

9. An example of accessibility might be how easy youare to get hold of.

10.Even on a bad day, it is important to retain aprofessional attitude and behave caringly towards clients.

Summary


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Mrs Mexico has brought her Chihuahua, Fajita, to the veterinary practice to get expert advice on how to lookafter her pet. You want her to use your practice on a regular basis. There are several important factors whichyou need to take into account when giving her advice. Identify one problem which she may have and describethe conversation which might take place between you.

Client Problem Advice to Client

Exercise 1

Photocopy and use the form below to keep a record of your answers to the question.Keep this information for your portfolio.

Building your portfolio


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• better understand the basics of communication• build a professional relationship through creating trust • deal with difficult clients using the AAA method.

This chapter will help you:

Learning outcomes

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DefinitionInterpersonal skills are thosenecessary for relating and workingwith others – such as verbal andnon-verbal communication,listening, receiving and givingfeedback.2.1 What is communication?

Communication:• is a skill you learn from the moment you are born• uses the senses: sight, hearing, touch, smell and even your ‘sixth sense’ – intuition• involves body language and tone of voice, not simply words• is a two-way process: there must be at least one communicator and one receiver • is about sharing feelings, emotions and abstract ideas, all of which may be difficult to describe

in words• is affected by social conditioning, that is, how you learnt to behave in the society in which you

grew up• is affected by disturbing factors such as background noise, the conversations in your head, and

your relationship to the person with whom you are communicating

Communication: a learned skillLike all skills, some people are naturally better communicators than others – but this doesn’t meanthat you can’t learn to communicate more effectively.

Think for a moment about how much time you spend every day talking to andworking cooperatively with your colleagues and clients. Without realising ityou are using a number of different skills which enable you to get on wellwith others. You have been learning these since you were born, and theyinclude:

• how you talk• how you listen • your body language• how helpful and responsive you are to others’ needs.

Collectively the skills needed for effective communication are calledinterpersonal skills.

Improving communicationwith clients


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55% 7%

38%

A two-way processAs you talk to someone, they are listening to and observing you. They givesmall signals back to you which either encourage you to continue speaking or put you off.

Active listening is an important aspect of communication and involves morethan just hearing what somebody has said. We will learn more about how todevelop listening skills a bit later in this module.

More than just wordsStudies show that in face-to-face conversation, by far the greatest part of theway we communicate is through our body language and the way we sound,rather than the words we use (see graph). Remember those really boringteachers at school who simply droned on and on so that you nearly fell asleep,and the contrast with those who were lively and interesting? The enthusiasmand energy you use when you talk to others makes a difference to how peoplereceive your communication.

Words

VoiceBody Language

Influences on communication

SmellAre they wearing attractive

perfume – or do they have someother, less desirable, odour?

SightHow are they dressed?

How do they move?

TouchHow does their hand feel

when we shake it?

HearingWhat accent do they have?

How fast do they talk?

We rely on our senses in every aspect of communication

2.2 How the senses work in dailycommunication


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Remove the barriersThere are many potential barriers to communication in aveterinary practice. These include:

• disturbing background noise, such as dogs howlingor telephones ringing

• distractions such as someone else talking nearbyor the pet demanding attention from the owner

• disinterest in what is being communicated• unclear communication – not saying what you

mean.

Think about how you get rid of these barriers. Forexample, if you are discharging a patient and need to giveinformation and instructions, you can give these to thepet owner in a quiet room before bringing in their pet.

The effect of your social environmentWithin any society there are particular communicationbehaviours that you learn as you grow up. These include:

• the amount of eye contact you have during aconversation

• using polite phrases such as ‘please’ and ‘thankyou’

• whether or not you make physical contact with thepet owner (for example, a handshake or a hug).

Inappropriate behaviour, such as swearing, the wrongamount of eye contact or not using courteous manners,creates problems with communication.

Sharing and empathySharing means that the person listening to you not only understands whatyou are saying but they also get the impression of the thoughts and feelingsbehind the words. This requires empathy – the ability to relate to anotherperson.


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Attending

2.3 Three ways to improve communication

There are three major ways in which you can improve your communication skills:• listen effectively• know how and when to use different types of communication• make sure everyone in the practice communicates the same message.

2.3.1 Improve your listening skills

Good listening is an essential aspect of good communication. People who cannot listen cannotrelate to others. Effective listening not only increases understanding, but also conveys empathyand respect, and helps create trust.

We use different types of listening in different situations but in all cases the following four partsare important:

Attending is about being interested in what the person is saying and showing this with the wayyou respond with your body language and actions. Ways of improving your attending can be:• facing your body towards the person• looking at them as they speak • nodding your head to show interest.

Remember to keep your body language open – avoid crossing your arms or legs, and try to avoidstanding behind a desk or table – this creates a physical barrier.

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Probing

Empathy

Listening

A rabbit has two big ears for listening and a very small mouth for talking. Practise being like arabbit: listen attentively at least twice as much as you talk.

Probing is encouraging someone to give you more information about his or her situation so thatyou can better understand their concerns and why these are important. Through gentlequestioning and careful listening you are able to understand what might keep them from doingwhat is best for their pet.

We all see the world in different ways, from our own viewpoint or reference frame. If your referenceframe is very close to someone else’s then you will communicate more easily with them becauseyou ‘see the world’ in a similar way to them. With our clients, our frame of reference may bedifferent from theirs and it requires considerable skill to put yourself in their shoes and reallyunderstand why they are communicating and behaving as they are.

By being empathetic, you show you understand the client’s situation and are therefore in a muchmore powerful position to help them find practical solutions.

Listening is an active, not a passive, process. It involves hearing not only the words the speaker issaying but also the message behind the words. A typical example would be someone sayingangrily to you: ‘There is nothing wrong with me!’ Their tone of voice and way of speaking tells youimmediately that there is something wrong – the difficult part is now trying to find out what iscausing them to be upset.


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2.3.2 Use different types ofcommunication

People take in and pass on information in different ways.By adapting your style of communication to your clientsyou will notice a deeper level of communication withthem.

Some people are primarily visual: they express themselveswith phrases like – ‘Yes, I see what you mean’ or ‘Goodbye– see you again’. They need to see things to understandthem, so using diagrams, models, written informationand even videos can help your communication.

Some people are listeners and rely on what they hear totake in information. They use phrases such as ‘I’ll behearing from you then’. They need clear verbalexplanations.

Some people are feelers, using touch and emotion tocommunicate – ‘I need to get a grip on this’ or ‘I feel reallyexcited by your suggestion’. Giving them things they canhold in their hands such as models (for example, dentalmodels, skeletal components) and talking to them interms of emotions will help communication, e.g. ‘Thisnew diet will help Fido feel better’.

Understanding your client’s reference frameThere is an old Native American saying that to reallyunderstand someone you must walk for a month intheir moccasins.

It is important to work with the pet owner to helpthem find a solution that works for them and whichensures that the pet gets the treatment he or sheneeds.

Example 1A stressed mother with two young children and a full-time job may feel overwhelmed with the idea ofhaving to walk the family’s overweight Labrador, and tomake sure it only eats its special low calorie food. What might you suggest? Some ideas are:

• the dog is kept away from the table at familymealtimes by being shut in another room

• an ad in the local newspaper might find someonewho is prepared to walk the dog on a regular basis.

Example 2An elderly man with arthritic hands may not knowhow he can possibly get his rather unpleasant cat withan abscess on its back to eat the prescribed antibiotictablets twice per day. What might you suggest?Some ideas are:

• he brings the cat to the surgery every day forinjections

• the vet prescribes a liquid form of medicine whichthe owner can give by mouth or mix into the food

• he gets a neighbour or friend to help give themedicine.


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Effective communicationIn reality, most people use a mixtures of visual, listening and feelingcommunication so using methods that will appeal to all styles is probably themost effective. These include: • clarifying an explanation with written support material, drawings or

models • demonstrating a procedure such as changing a dressing or giving a pill and

then letting the client try it themselves• repeating a message several times in different ways to ensure

understanding• using physical contact – a handshake, a touch on the arm – to convey

empathy and understanding.

2.3.3 Keeping the message consistent

It is very important that everyone in the practice gives the client the samemessage – from the veterinarian to the receptionist. This avoids confusion andmisunderstanding for the client as well as making the practice messages veryclear. One way to do this is to use practice meetings to discuss commonquestions that clients ask and decide within the practice what the standardanswer should be. This is then recorded in a book of protocols which can bereferred to at any time.

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2.4 The importance of creating trust

People care about their pets, and want to do what is best for them. To be ableto give advice about caring for and treating their pets you must be able toestablish a good relationship with the pet owner. A good relationship isfounded on trust and establishing trust takes time and determination.Creating trust is central to good business.

There are many practical ways in which you can help create trust with yourclients:

• dress professionally and behave responsibly towards clients (forinstance, do not carry on personal telephone conversations when aclient is waiting)

• greet them and their pets by name • show interest in, and enthusiasm for, the owner, their pets and their

children• handle the pet kindly and do not use unnecessary restraint• help the client feel like a friend rather than a number by establishing

personal contact• give an accurate estimate of the fees• be helpful and efficient on the telephone when a client rings• when speaking to clients, or explaining written instructions or

handouts, use simple language• it may be the hundredth time you have explained a procedure, but

make sure it sounds like you are saying it for the first time• contribute to keeping the practice clean and attractive for clients.

‘Creating trustis central togood business’

Interesting factYour clients usually have twosubconscious questions whenthey come to your practice:• How well does the practice

understand me and my needs?• What can the practice do

for me?

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A final thoughtIn this section we have looked at some of the most important aspects ofcommunication and shown how very important good communication is indaily life. Not only do you feel better when you have good communicationwith the clients you meet and your work colleagues, the practice functionsmuch better too. A happy, productive practice is a fun place to work.

2.5 Managing the difficult client

Have you ever thought about how much of your time isspent dealing with people? Someone once said, ‘You canplease some of the people all of the time, but you cannotplease all of the people all of the time’. Because you dealwith a cross-section of the community daily, it isinevitable that some clients will not be satisfied with thejob the practice has done. Almost always this is the resultof a breakdown in communication.

The main sources of annoyance for clients are:• waiting too long to see the vet – the clients’ time is

valuable too• not receiving an accurate estimate of the bill – it

helps to update the client if costs look to be higherthan anticipated

• thinking that the vet/team handled the pet roughly or unkindly – this is often because the client does notunderstand the procedure that needs to be done andthe amount of restraint necessary.

Angry and upset clients can be very unpleasant to dealwith. Fortunately, unpleasant clients do not turn up oftenand most are reasonable if you take the time to listen totheir complaint and then do something about it.

The AAA method is a simple but highly effective methodto deal with upset clients. Like any new technique youneed to practice to feel confident about using it.

The AAA method for dealing with angry clients

Acknowledge that there is a problem. Listen tothe client and let them ventilate their thoughts andfeelings. Ideally speak to them in a separate room,away from the rest of the clients, so that they cannotdisturb or upset them. Be careful to clearly identifytheir problem by repeating it back to them: ‘So, if Iunderstand you correctly, what you say is…’.

Apologise for the situation. This does not meanthat you or the practice has necessarily donesomething wrong. You are apologising for the fact thatsomething has happened and that the client is upset.‘I’m sorry that you feel you have been charged toomuch. Shall we look at the bill together and find outwhat parts you are not happy about?’

Apply yourself to solving the problem. In manycases, simply explaining something more clearly to theclient is enough. Other times they may want you totake some further action such as enabling them to talkto the practice principal, or to get some money back.


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Self-assessment questions1. Name three different communication skills which

enable you to work well with others.2. What senses are used when we try to

communicate?3. Does communication involve more than simply

words?4. Apart from words, what else do we share with

other people whilst communicating?5. What negative factors might affect the way we

communicate?6. Communication is a two-way process and the

person listening to you gives small signals whichmay encourage/discourage you from speakingfurther. What are some of these signals?

7. Describe three ways to improve communication.8. We use different types of listening in different

situations but in all cases four parts are important.Name these.

9. People take in and pass on information in differentways. Name three styles of communication.

10.There are many practical ways in which you canhelp create trust with clients. Name four.

11.Describe one method for dealing with angry clients.

Summary of key points1. Interpersonal skills are necessary when relating and

working with others. These involve verbal and non-verbal communication as well as listening,receiving and giving feedback.

2. Communication uses many senses; it involves bodylanguage and the sharing of feelings and ideas.

3. Communication can be affected by many factors –e.g. background noise, your own thoughts and yourrelationship with the person you arecommunicating with.

4. Three ways to improve communication are:listening effectively, knowing when to use differenttypes of communication and ensuring that thepractice communicates the same message toeverybody, avoiding confusion.

5. Attending a client is about being interested in whathe/she is saying and you need to respondappropriately both with your body language andactions.

6. Probing for more information is important tounderstand fully a client’s concerns about what isbest for their pet.

7. The way we communicate with others can facilitatea deeper level of communication – e.g. some peopleare primarily visual, some are listeners and someare feelers. In general, people are a mixture of these.

8. In order to build trust it is essential that a goodrelationship is established between the client andthe practice.

9. It is inevitable that some clients will not be satisfiedwith the job that the practice has done. Almostalways this is the result of a breakdown incommunication.

10.The main sources of annoyance for clients are:waiting too long to see the vet, not receiving anaccurate cost estimate and believing that thepractice handled their pet unkindly.

Summary


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Exercise 2


Mr Black brings Sooty in before his arranged follow-up appointment because he did not understand theinstructions that had been given to him. He is not happy and feels that he was not given enough time on his previous appointment. What can you do to make Mr Black feel confident that your practice does care about Sooty?

Client Problem Problem solving techniques to use with Client



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• the basics of compliance• why clients may not comply• the importance of C = R + A + FT in achieving compliance• how to make a recommendation• how to follow up effectively.


Learning outcomes

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3

82% 81%

68%65% 65%

18%

0

(Source: AAHA, 2003)

Core vaccinesFeline therapeutic dietsCanine therapeutic diets

Canine senior screeningDental prophylaxisFeline senior screening

Non-compliance rates in the USA

DefinitionThe World Health Organization(WHO) defines compliance as the extent to which a person’sbehaviour – taking medication,following a diet, executing lifestylechanges – corresponds withagreed recommendations from a healthcare provider.

3.1 What is the compliance?

In 2003, the American Animal Hospital Association (AAHA), using a generousgrant from Hill’s Pet Nutrition Ltd., conducted a comprehensive survey into theimportance of compliance for the veterinary profession.

The results are disturbing. What they show is that in some areas of routine practice care there areextremely low levels of client compliance. What this means in practice is thatpets are simply not receiving the best treatment they could, which may becausing unnecessary and avoidable suffering.

Patients receive the best care when their owners comply with veterinaryrecommendations. Although research shows that compliance is surprisinglylow in many key areas, the secret to success is clear: teamwork. When everymember of the veterinary healthcare team plays a role in: • recommending• reinforcing• following through with recommendations

– both compliance and quality of care improve.

Improving clientcompliance


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Factors affecting compliance amongst human patientsLow compliance is not unique to the veterinary profession: it is a seriousproblem amongst human patients too. Studies show that even patients with severe chronic diseases such as: • asthma• diabetes mellitus• cancer average only around 50 per cent compliance in their medication andtreatment regimens. There are many factors affecting patient compliance. The most importantof these is that the patient themselves becomes involved with decidingwhat their treatment will be, and that they get the help and support of aninterested and engaged healthcare team.


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Interesting factVeterinarians in the surveyconsistently over- ‘guesstimated’the levels of compliance in theirpractices. Interestingly thecompliance rates were highest inthe clinics that actually measure it.

C = ComplianceR = Recommendation and reinforcementA = Acceptance by the client, not only for the initial product or service, but for

the entire protocol (duration, dosage level, etc.)FT = Follow through by veterinary healthcare team

3.2 What affects client compliance?

Some of the primary reasons clients do not comply with veterinaryrecommendations are:• they do not receive a recommendation from the veterinarian or do not

understand the significance of the recommendation• recommendations are made without understanding the client’s viewpoint

and how they will work in the home.• there is no follow-up of the recommendation with the client by the

healthcare team

Improving complianceA useful tool to use when looking at how compliance can be increased is theformula:


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A small percentage of clients will refuse a recommendation on the basisof cost, or will not follow through a recommendation because of timeconstraints and inconvenience. In some cases, it is because they simplydo not understand the seriousness of the problem and its consequencesto the health of the pet. However, the vast majority are willing andprepared to do as much as they can to help their beloved pet.

Acceptance by client

ExampleBitzi, a very round Shihtzu comes in for a veterinary visit because of mildconjunctivitis. In addition to diagnosing and treating the conjunctivitis, theveterinarian also talks about the detrimental effects of Bitzi’s excess weightand refers Bitzi to nurse Sue who can work with her to manage the weightproblem. After the owner has agreed for Bitzi to go on a weight reductionplan using Hill’s™ Prescription Diet™ Canine r/d™, the receptionist books Bitziin for a re-examination of her eyes in 10 days. This coincides with the firstreweighing session with Sue. This way, the whole practice team works together with Bitzi’s owner toimprove Bitzi’s health and well-being. The outcome? A healthier Bitzi, a more satisfied owner, a more fulfilledhealthcare team – and better practice profits through increased sales ofservices and products.

The AAHA study clearly shows that in many cases clients did not actuallyreceive a recommendation from the veterinarian and the healthcareteam in the first place.

This is quite common in practice – the overweight dog with an acute earproblem is treated for the ear problem, but no one says anything to theowner about the pet being overweight.

As veterinary healthcare experts, we are the spokespeople for what isbest for the pets and it is very important to make clients aware of howthey can care better for them.

Recommendation and reinforcement

What can you do to increase compliance on a daily basis inyour practice?


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Some ideas for possible follow-throughs• Routinely phone all owners of pets the day after they

have returned home from an operation and ask themhow the pet is doing.

• When a pet has had a routine procedure performed atthe practice such as a dental clean or a castration,ensure that they go home with a bag of theappropriate food for their needs, e.g. Hill’s™

Prescription Diet™ t/d™, or Hill’s™ Science Plan™

NeuteredCat™. Ring them a couple of days later and ask how the pet isdoing on the new diet and if there are any questionsyou can help them with.

The veterinary healthcare team support compliance efforts by helping to educateand encourage clients.

Although giving clients advice on getting pets to accept medication or eattherapeutic foods is very important, following up withclients is about more than instruction. It’s a greatopportunity to reassure clients and congratulate them forproviding such good care for their pets.

Follow through by veterinary healthcare team

Interesting factThe AAHA survey shows that over80 per cent of pet ownerssurveyed want to discuss theirpet’s care with other members ofthe practice team, not justveterinarians.

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l l l l l l l l l l l l l l ll

l l l l l l l l

l l l l l l l l l l l l l l

l l l l l l l l l l l l

l l l l l l l l

l l l l l

l l l l l l

l l l l l l ll l l

l l l

l l l

l l l

l

Now, count the number of marks in each box. To calculate the compliance foreach area, simply use the following formula:

(Recommendation given/have need) × 100 = Clinic compliance in %

(Purchase product or service/have need) × 100 = Client compliance in %

(Follow-up/have need) × 100 = ‘Determination’ compliance in %

Foodrecommendation

Senior blood screen

Vaccination

Follow-upPurchase

product/service

RecommendationgivenHave need

Area

3.3 Measure compliance

Having systems in place, which can monitor compliance figures, will quickly show where improvements are needed – and the effects of active complianceinterventions.

A simple example of how you can look at compliance in the practice would be topull out 30 records from the computer. You can focus on dogs, cats, senior animalsor other groups to make it easier. Choose a letter or a number depending on howyour system is set up and go with the first 30 records after that.

Make a chart showing each pet’s vaccination, senior blood screen and foodrecommendation, including space for details of the pet’s need, recommendationgiven, purchased and follow-up (see example below).

Now, go through all the records one by one and look at the last visit. For eachsubject fill out the appropriate box by putting a mark in it. You should end byhaving something that might look like this:


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What the client hearsWhat we say and what the client hears or interprets canbe two very different things! For example:

Nurse: Your cat’s teeth need more attention Client: What does that mean? How do you give teeth

more attention?

Nurse: Call if she doesn’t get betterClient: When should I call – after one day or in a week?

Who should I speak to?

Nurse: It’s not good for her to eat table scrapsClient: Why not? It’s the food we eat – and she does love

them so. These little treats make her so happy.

3.4 Improve communication and enhance compliance

Communication plays a huge role in improving compliance. Clients rely on theknowledge and communication skills of the veterinary healthcare team inorder to make informed decisions about their pet’s best interests.

An effective recommendation should be:• clear• simple• easy for the client to act on• easy for the practice team to follow up.

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ExamplePet owners often see giving treats as an expression of affection for the pet.Therefore, to replace the treats, you need to identify another way for the petowner to show their affection. This could be petting, stroking or playing with a toy.

Just like us, pet owners have a relationship with theiranimal. They come to the veterinarian because therelationship has broken down – there is something wrong.They want the problem resolved and the relationship to

function well again. If a change in lifestyle is required, they need alternatesolutions to help them maintain the relationship.

Easy for the client to act on

Keep messages simple and avoid jargon – it has a tendencyto simply confuse. Support what you say with visual andwritten material such as models and printed handouts. In

some cases the owner may need a technique demonstrated – such as teethbrushing after a dental, or how to give an injection to an insulin-dependentdog.

Simple

People receive and take in information in different ways (seeChapter 2: Improving communication with clients). Forinformation to be clear, you need to be sure about what you

are trying to communicate in the first place.

Explain your recommendation, and ask the owner to repeat it back to you intheir words. This not only shows how well they have understood you, it willalso help them explain what you have said to their families when they gethome.

Clear

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A final thoughtHelping to increase compliance through good communication is probablyone of the most important areas where you can really make a difference forthe client – and for the pet. An important part of your role in the practicehealthcare team is to help ensure that the client has understood therecommendation from the veterinarian, and can put it into action in theirown home.

Any instructions given to the owner must be recorded inthe patient’s case records in such a way that anyone in thepractice, from another veterinarian to another member ofthe support healthcare team, can understand them and

explain them to the owner – or know who to talk to in the practice who canexplain them.

An example of an instruction may be ‘Recommend Hill’s™ Prescription Diet™

k/d™’ written in her case records by the veterinarian. You can then explain tothe client:• what ‘k/d’ is• why it is recommended – what it will do for the cat• how much the cat should eat daily• why treats are not allowed• how the client can help the pet make the dietary transition.

To ensure good compliance, it is a good idea to phone the client after two tothree days to ask how the cat is doing and if he or she is eating the new food.If there are problems, you can help resolve them over the phone and if the catis already eating the diet then the owner can be congratulated on theirsuccess.

Easy for the practicehealthcare team to follow

Lifestyle adaptations to help owners complySometimes it is necessary for clients to change their usual behaviour with theirpet to achieve the desired result. Part of achieving better compliance is helpingowners find solutions to these sorts of problems. For example: • A local teenager can earn some extra pocket money by helping walk a dog

that needs to go down in weight for an owner that hasn’t time• A routine for giving pills is established by fitting timings into the owner’s

daily schedule, e.g. ‘morning and night’ means when the owner cleans theirteeth after breakfast and before bed.

There are steps you can take that will help the owner, such as:• Understanding why the owner is reluctant to change the diet• Expressing sympathy for the difficult situation the owner is in• Encouraging the owner to believe that it is possible to change the diet• Providing practical solutions to show how the owner might achieve the

change• Calling the owner every week to encourage them, praise them and provide

further advice.


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Self-assessment questions1. What is compliance?2. What factors affect client compliance?3. Name a useful tool to use when looking at how

compliance can be increased.4. Describe a simple method of measuring

compliance.5. What role does communication play in improving

client compliance?6. How do we ensure that a client complies with your

recommendations?

Summary of key points1. Clients do not comply if they do not understand

the significance of the recommendation by the vet,especially if the vet does not have a clearappreciation of the client’s viewpoint.

2. Clients may not conform if there is no follow-upappointment.

3. The AAHA study shows that in many cases theclients did not receive recommendations from theirvet.

4. Some clients will reject the receivedrecommendations on the basis of cost, timeconstraints, inconvenience or simply because theydo not understand the seriousness of the problem.

5. The veterinary healthcare team can supportcompliance efforts by helping to educate andencourage clients.

6. Systems to measure compliance will show whereimprovements are needed and the effects of activecompliance interventions.

7. Communication plays a huge role in improvingcompliance. Clients rely on the knowledge andcommunication skills of the veterinary healthcareteam in order to make informed decisions abouttheir pet’s best interests.

8. It is important to explain recommendations to yourclient and ask them to repeat them back to you.

9. The instructions that are given to a pet ownershould be recorded in that patient’s records. Thiswill allow other members of the healthcare teamto provide further explanations should it benecessary.

10.One way of ensuring good compliance is to phonethe client after a couple of days to check how theirpet is doing and ask him/her if there are anyproblems you can help with.

Summary


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Exercise 3


Miss Treat-Happy is not complying with the vet’s recommendations with regard to Fifi’s weight loss diet. Usingthe CRAFT method, describe how you would deal with this situation.

Client Problem Different stages of Method



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L• the importance of providing added value for clients;• how effective selling skills helps pet owners provide the best care for their

pets• the difference between selling products and selling services.


Learning outcomes


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ServicesProducts

DefinitionEffective selling is aboutidentifying the client’s needs andthen providing a solution for themin such a way that you ensuresatisfaction for the clients andgenerate income for the practice.

For example, when you sell the Hill’s™ Science Plan™ range for healthy petsor the Hill’s™ Prescription Diet™ range for managing sick pets you are:• helping the pet achieve the best quality of life• increasing owner satisfaction with improved recovery• providing good client service through top quality professional products

Selling more products and services has a number of benefits.

Selling is about providing ‘added value’ for clients. This means you are usingyour knowledge to make a recommendation to your client that will help himor her make an informed decision about what is best for their pet. Ultimately,understanding and using effective selling methods mean you are improvingthe health and life quality of the pets that come to you.

Professional selling: a specialised form ofcommunication


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Perishability

Variability

ServicesProductsFeature

Separabilityfrom provider

Tangibility(you can touch it with yourhand)

Yes– if a service is not consumed at the time it is booked then itdisappears. For example, if a clientdoes not turn up for a dental cleaningfor their pet, that service (measured interms of the time booked for theservice and the money generated forperforming the service) is lost

No– a product can be stored if it is not sold, and may be used in the future

Yes– because so much of a serviceis knowledge, how that is presentedand received depends on both theservice provider and the servicereceiver

No– a car is a car, a book is a book –they do not change

No– a service must be given by aservice provider, e.g. an operationmust be performed by a veterinarian

Yes– a product can exist and beused separately from the personselling it

No– although some aspects may betangible (e.g. a vial of vaccine) most ofa service is knowledge

Yes– a product is something solidsuch as a car, clothing, a book

Some of the differences between products and services

DefinitionServices are any activity or benefitthat one party can offer toanother that is basically intangibleand does not result in theownership of anything.

DefinitionAdded value is when we enhancethe value of a product or service toa client in such a way that they aremotivated to buy it.

4.1 What is the difference betweenproducts and services?

Whereas products are tangible (you can touch them with your hand), servicesare intangible. Thus, whereas someone who buys a product such as a car endsup owning a car which she can sit in and drive, a veterinary practice selling avaccination does not simply sell a vial of vaccine (the product) but avaccination package of healthcare (i.e. a clinical examination by a qualifiedanimal healthcare expert as well as a vaccination which protects against fataldiseases). This vaccination package is a service, which includes a product.


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‘Describe the service as clearly and concisely as possible’

To assess the level of:• gingival (gum) inflammation• halitosis (smell of breath)• discolouration• tartar build-up.To clearly explain:• status of oral health• consequences for the pet – now

and later.

To give a recommendation for furthermanagement:• toothbrushing• diet• dental prophylaxis

– when– how much – how often.

4.2 Special features of services

As services are not tangible they can be difficult for clients to understand. To help,it is important to describe the service as clearly and concisely as possible. Forexample, a dental health check is not just looking at the pet’s teeth to see ifthere’s a bit of calculus, but:


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Time limited

TRealistic

RAction oriented

AMeasurable

MSpecific

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4.4 SMART goal

It is one thing to make a recommendation to a client or book an appointment for a service – it isanother to actually get the client to accept and pay for the service. It is important to be able tomeasure how effective you are in converting recommendations into sales. The best way to do thisis to set up SMART goals. These can include:• booking fill (number of patients booked in versus number of patients who actually come for

their appointment)• sales of products such as pet foods and shampoos• sales of services such as dental prophylaxis and cat neuterings.

If you focus on increasing sales of services/products in an area and monitor the effect of everyone’sactions you will find sales (and profits) rapidly increase.

DefinitionTurnover is the total income of thepractice before costs or taxes havebeen deducted.

Interesting factAn average of 40 per cent ofpractice turnover is used forpaying salaries.

4.3 Measuring the effect of your selling actions

A veterinary practice is a business that exists to sell veterinary services. It must sell a sufficientnumber of services to be able to generate the income that pays for: • salaries (including yours)• building maintenance• heating • lighting• insurance• health and safety; and• all the other costs involved in running a veterinary practice.

Ideally, it sells so many services that a profit is made which enables the practice to grow anddevelop.


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A final thoughtSelling is fun and will help you:• contribute more to helping clients take care of their pets• become an even more valuable member of the practice team.

SMART goal in practiceDental disease is a major problem affecting the majority of pets over the age of three. We aim to improve oral health in all the pets we serve by performing at least three dental prophylaxis per week(Specific) for the next three months (Time limited). This will be achieved by:

• examining the mouths of all pets that visit the practice;• mailing all pet owners with information about the importance of healthy mouths and gums for their

pets; • offering a special package price for dental cleaning• giving samples of Hill’s™ Science Plan™ Oral Care™ food to at-risk pets for prophylactic use,

or Hill’s Prescription Diet™ t/d™ after dental treatment to reduce recurrence of calculus. Everyone in the practice will know about and be able to answer questions about dental healthcare. The results will be measured in one month and further actions taken as necessary to achieve your goal. (Realistic? That is up to you to decide in the individual situation)

Actionoriented


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Self-assessment questions1. What do we mean by effective selling?2. What is the difference between products and

services?3. What do we mean by the term ‘added value’?4. How can you make sure your client has understood

the services you offer?5. Why must a veterinary practice sell its veterinary

services efficiently?6. What do we mean by setting a ‘SMART’ goal? 7. Give an example of a ‘SMART’ goal in practice.

Summary of key points1. Effective selling is about identifying the client’s

needs and providing a solution for them in such away that you ensure client satisfaction as well asgenerating income for the practice.

2. Products are tangible and services are intangible.For example, a vet does not sell a vial of vaccine (theproduct) but a professional vaccination package ofhealthcare.

3. Since services are not tangible they are moredifficult for a client to understand. Therefore it isimportant to describe everything clearly.

4. A veterinary practice is a business which sellsservices and must manage to sell enough togenerate the income that pays for the overheads ofthe practice.

5. It is important to measure how effective you are inconverting recommendations to sales and the bestway to do this is to set up SMART goals.

6. SMART goals are Specific, Measurable, Action-oriented, Realistic and Time-limited.

Summary


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Exercise 4


Ms Persia brings in her cat Scherezade to the surgery with an infestation of fleas. She has purchased a fleacollar from the local supermarket but Scherezade is still scratching a lot. How would you persuade Ms Persiathat she needs to purchase a professional product to deal with the problem?

Client Problem Your selling communication



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‘Match the needsand desires of the client’

• the five steps of the professional selling process;• how to create empathy with a client;• the importance of giving a consistent message.


Learning outcomes

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DefinitionSelling is the process of:• identifying the needs of your

clients and their pets; • identifying what product/

service you have that will fillthose needs;

• presenting the benefits of theproduct/service in such a waythat the client realises theirneeds can be met andtherefore decides to purchasethe product/service.

Example 1Nurse What a lovely Labrador you

have! He looks as if he hasjust finished his growth.

Client Yes, he is just over a year nowand a very happy boy!

Nurse Well, in that case you need tochange his food to an Adultfood. We have three differentbrands here – any one ofthese will work.

Example 2Nurse What a lovely Labrador you

have! How old is he now?Client He is just over a year now and

a very happy boy!Nurse He certainly looks that way! I

can see here that you are stillfeeding him puppy food, but I would recommend that weswitch him to Hill’s™ SciencePlan™ Adult Large Breed.Because he is over a year now,he has finished the majorityof his growth, and the puppyfood is therefore less suitableto him. Adult Large Breed iscarefully balanced for theAdult dog to help ensure thathe stays healthy. The foodhelps maintain the immunesystem, healthy joints and anoptimal weight – and it isvery easy to digest, so therewill be less poo to pick up!

Selling is a specialised form of communication designed to help your clientmake a buying decision. There is a formalised technique or methodology toselling that can help you be more effective. Like any technique, it needspractice for you to feel relaxed and confident about using it.

5.1 Identifying and promoting benefits

As a successful professional salesperson, you can carefully match the needsand desires of the client to the features and benefits of the products andservices you are recommending.

Consider the following two examples:

Developing your sellingskills


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As you can see in example 2, the nurse has clearly identified the need of thedog and is able to make a clear recommendation to the client. The nurseexplained the reasons behind her recommendation to help the clientunderstand why she should purchase the specific food. This is much morelikely to lead to a purchase and a better quality of life for the pet, than simplypointing the client in the direction of a range of products, hoping they willmake the right selection (if they make a selection at all).

Understanding the theory behind the selling process will help you:• better assist clients in making an educated choice about what is best for

themselves and their pet • better understand the sales process and how a client typically thinks and

behaves• confidently sell more products and services.

Selling veterinary services and products is about showing the client what you believe in as a practice. Selling high-quality services and products in aprofessional manner makes the practice very attractive to clients because theyknow they are getting the best possible advice and support for their pets.

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PREPARATION

*The third aspect is especiallyimportant in recognising that nomatter what information you havegathered about the client, theyhave to tell you what their realconcerns are. It is easy to fall intothe trap of deciding ahead of timewhat the client needs – withoutever asking them or listening totheir concerns. In order for you totruly help the client, you have tounderstand what their concernsare – and then you can choosefrom your range of services andproducts what will help themmost.

There are three aspects to preparation which are all equally important.

1. Gather information and knowledge about the service or product2. Gather information on the client and the pet3. Set an attitude of ‘How can I help my client and her/his pet?’

1. Finding out as much as you can about the product or service you are sellinghelps you feel comfortable with it. This includes:• understanding what it is and how it works• what makes it of value to the client• the philosophy or thought behind the product or service• practical facts such as cost, package size, how long a package lasts,

or which medical procedures are included if it is a service.

2. Finding out as much as you can about the client and their pet before youactually make your recommendation will help you focus correctly on whatproducts and services might be of interest. The sort of information you canlook for includes:• the breed and age of the pet • their previous buying activities – are they clients who generally accept and

follow all recommendations made by the veterinarian?

3. The third important aspect of preparation reflects your commitment tohelping each client and their pet as much as possible. This means having theattitude ‘How can I best help Mrs Jones achieve what she wants to whencaring for her pet?’

5.2 The five stages of selling

For a professional recommendation to lead to a successful sale there are fivestages. These are:• preparation• opening• features and benefits• handling objections• closing and completion.

The five stages flow into each other naturally. Let’s look at them in more detail.


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DefinitionA closed question only requires ayes/no or very short answer. An open question allows theowner to give a more flexibleanswer.

Example of using open and closed questions“Good afternoon! How is Tibbles doing these days?”(open)“Oh, she has a tendency to be a bit loose when sheuses her cat tray.”“Tibbles is three now, isn’t she?” (closed)“Yes, that is correct.”“According to our records you last wormed her aboutsix months ago.” (closed) “Yes, we did.”“This might be part of the problem. I wouldrecommend that we book a visit to the vet for a check-up and some wormers. When would suit you best?”(open)“Next week, please.”“Great! We will ask the vet to check Tibbles over andmake sure that it is just worms that are the problemand nothing else. In the meantime, we have a producthere called Science Plan Sensitive Stomach that isespecially designed to help cats like Tibbles who tendto have loose stools. Let me show you…”

The opening is the first contact you make with the client. You aim to create afeeling of trust with the client – a feeling that they can rely on what you aretelling and showing them. People are always a bit afraid in a selling situation.They are afraid that they will make a mistake, that they will buy something that iswrong, that it will be cheaper elsewhere, etc.

To build trust, you need to listen to the clients and try to identify the client’sneeds through the use of open and closed questions. Be sincerely interested inthem – this helps you understand them better and demonstrates that you careabout their needs and can help provide solutions.

OPENING


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DefinitionA feature is a characteristic of theproduct, whereas a benefit is apositive effect for the pet or theowner. If you look at thecharacteristics of a product (thefeatures) and ask yourself “so thismeans…” you can work out thebenefits to the client.

Working with features and benefitsFeature: Science Plan Senior is specially formulated for

the nutritional needs of older dogs…Benefit: so you can be sure Timmy will be getting the

right amounts of protein, minerals andvitamins to keep him healthy and active forlonger.

Feature: Hill’s™ Prescription Diet™ Canine r/d™ containshigh levels of fibre…

Benefit: so Bonzo will feel less hungry and be lesslikely to beg from you whilst we are slimminghim down.

For effective communication, it is helpful to focus on the benefits of theservice or product to the pet.

Example of features and benefitsScience Plan Oral Care contains carefully alignednatural fibres (feature) which work like a toothbrushon your dog’s teeth (feature). This helps keep your pet’steeth clean and markedly reduces their ‘doggy breath’(benefit).

Features and benefits are fun! This stage of the sales process is aboutmatching the feature of the product or service to the potential benefits for theclient in such a way that they are more likely to buy.

FEATURES AND BENEFITS

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Remember, clients buying veterinary services are buying:• peace of mind for themselves that they are doing the right thing for

their pet• a promise that their pet will be healthier and feel better• a solution to a problem.

Handling objections is easy, as long as you are prepared. You need to believe inthe specific product or service you are offering and you need to have read andunderstood the available background information.

Interesting factCost is seldom a true objection because people mostly buy for emotionalreasons – how the product or service they are purchasing for themselves (ortheir pet) will make them (or their pet) feel. The AAHA survey on compliance shows that:• only 7% of pet owners declined dental recommendations due to cost• only 4% abandoned recommended diets due to cost• only 5% turned down senior screenings due to cost.

Objections are good. They are a natural part of the selling process and shouldnot be seen as negative. They are an indication that the client is interested butdoes not yet have enough information to make the buying decision.

Objections are also partly to test that you are to be trusted in what you aresaying, so it is important not to take them personally, even if sometimes theyare expressed in a rather critical manner. Remain calm, positive and relaxed –after all you are recommending something that will help their pet!

HANDLING OBJECTIONS


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A final thoughtYou are a professional person with an important job. Your selling role isabout helping find the right services and products for the pets, so theystay healthy – and make their owners happy.

This is the final step in the basic selling process and is often the one that is ignored or forgotten –and yet this is where the results are really achieved. This is the stage where you ask questions such as:• so, would you like the 5kg or the 10kg bag?• shall I carry this to the reception desk for you so that you can pay?• when would it suit you to have an appointment for Toby – next Monday?

It is the stage when the client makes his or her buying decision and goes into action – to buy aproduct or book a service. It is very important to ask closing questions as otherwise clients canwander away without making a decision. When you have presented information that is of interestto them, people appreciate being asked to make a decision about it.

Sometimes, people will say ‘no’. Respect their decision and do not try to push a ‘yes’ – however,remember that you and your veterinarian are spokespeople for the health and wellbeing of thepets in your care, and that it is important that if pet owners say ‘no’ to a recommendation theyknow what they are doing and why they are saying ‘no’.

CLOSING ANDCOMPLETION

2. The Right WayIf we look at the cost per day it is actuallyvery reasonable. Studies have shown thatcats that eat this food live longer andhave a better quality of life than cats thatstay on their old food, so using the food isthe very best way of helping Puffball.2. The vet recommended this diet

because her kidneys are bad but itseems very expensive

2. The Wrong WayYes, diets are often quite expensive.

1. The Right WayThe fibres in the biscuits actuallywork like a soft toothbrush or sponge,so they gently wipe the teeth clean.Let me show you.

1. The Wrong WayThis brochure will explain it to you.

1. I don’t really understand how thefibre works in this tooth diet


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Self-assessment questions1. Preparation is one of the five stages of selling. There

are three aspects to preparation. Describe these. 2. The first contact you make with a client is called

‘opening’. How would you create a feeling of trustwith a new client?

3. Describe the difference between a closed questionand an open question.

4. Describe the difference between a feature and abenefit.

5. A new client starts to raise objections to buying aparticular recommended product. Should youperceive these as negative? How might you handlethe situation?

6. When closing and completing a sale, what type ofquestions should you be asking?

7. When a client says ‘no’ to your recommendation,should you go on pushing for a sale?

8. If the client insists on saying ‘no’, what should youdo?

Summary of key points1. Selling is a specialised form of communication

designed to help your client to make a buyingdecision.

2. The five stages of selling are: preparation, opening,features and benefits, handling objections andclosing and completion.

3. Preparation involves finding out as much as youcan about the products/services you are selling,finding out as much as you can about the clientand their pet before making a recommendationand a committed attitude towards helping theclient and their pet.

4. The opening relates to your first contact with aclient and your aim is to create a feeling of trust sothat they can rely on what you are telling them.Trust building requires you to listen to the clientand identify his/her needs through open/closedquestions.

5. Features and benefits require matching the featureof a product/service to the potential benefits for aclient in such a way that they are more likely to buy.

6. Handling objections is a natural part of the sellingprocess. When a client objects they do not yet haveenough information to make the buying decision.

7. Closing and completion is the final step in the basicselling process and is where the results areachieved. This is the stage when the client makes abuying decision and goes into action.

Summary


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Exercise 5


Photocopy and use the form below to keep a record of your answers to the question. Keep this information for your portfolio.

The senior veterinary nurse at Dogs4Us is holding an event at the practice for both new and existing clients to increase the sales of products and services offered. Using the five stages of selling, how would she go about this?

The five stages of selling Implementation


communication at work...chapter 1 client service 7 1 interesting fact surveys show that the most...

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