In planning for 2014, I’m sure that you have thought about increasing your veterinary practice’s new client numbers for the new year. Have you set a goal, and more importantly, have you created an action plan? If you’ve created an action plan already, I commend you. If not, don’t panic! Here’s a plan that involves utilizing one of your most valuable resources…the Client Care Team…in order to reach your new client goals.
Monitoring your new client numbers should be a part of your monthly progress check. Think of it as one element of your practice’s TPR (temperature-pulse-respiration). Anytime you set a goal, it should be a SMART goal:
- Specific
- Measurable
- Attainable
- Relevant to your Mission
- Timely
Using the SMART goal format, determine your 2014 new client goal. Then take a look at the marketing you have in place to attract new clients. Struggling with a marketing plan? Keep an eye on our 2014 Events calendar for a HTC Social Media Workshop near you and you’ll go home with a 3-month marketing plan!
With your goals in place and a marketing plan to attract new clients, what happens once the potential new client contacts the practice? Is it a sure thing? Let’s focus on how to capture a phone-shopper and turn them into a new client, and how to get the Client Care Team on board.
Step 1: Start by Getting Back to the Basics
Create an outline which models how a telephone interaction should go with a phone-shopper. Two commonly missed steps in telephone protocols which make a huge impact on the caller include (1)”smiling” while talking and (2) asking specifics about the caller’s pet. If the first one seems a bit hokey, give it a try. Say the following without a smile, and then with a smile:
“Thank you for calling (your practice name). This is (your name). How may I help you?”
There is a noticeable difference in the way we come across when smiling unless we are trying really hard to not sound positive and upbeat. After all, who would want to take their pet somewhere that sounds anything less? We want our clients to know that we CARE and can’t assume that they already know that!
The second commonly missed step is actually a huge opportunity for veterinary practices that are wanting to make the impression that they truly care more about the pet rather than the bottom dollar. Ask the pet’s name, and ask about the pet’s medical history and lifestyle. Treat the pet like a “living being” and not an “object”.
Step Two: Model
Next, demonstrate the telephone protocol for the Client Care Team and discuss why each step in the telephone interaction is so important. In order for staff to buy-in they need to understand “why” rather than being told “because I told you so.” Then, turn the microphone over to the team. Have them practice with one another while you provide coaching. Then, solicit feedback from their peers. We do some of our best learning from our mistakes, as well as from collaborating with our peers.
Step Three: Track
Finally, put the protocol in motion and track the Client Care Team’s progress. Make it fun! Set goals and offer incentives. Keep going with it as long as things are moving in a positive direction. If they aren’t, no worries…it’s time to rewind and provide more intensive one-on-one coaching.