Ultimately, we want our clients to know that we care. We work hard to keep our practice from being perceived as too expensive, as only caring about money, or as being about quantity rather than quality. Undoubtedly, you’ve heard lots of talk about the importance of building relationships with clients in order to bond them to your practice and to mitigate those negative perceptions. Yet, how many of you truly understand how to start building rapport with clients in order to build these bonds?
Of course, our relationship with a client starts out as strictly business…”help my pet stay healthy”. However, getting the diagnosis right is only one part of the equation to keep the client coming back. Another important part of the equation is showing an honest interest in the client and their pet. This further strengthens the relationship when it comes to deciding on a veterinary practice to provide lifelong continued care for a pet because the client feels as though they are being cared for, too.
To do this, ask genuine questions and actively listen to the client’s responses. Active listening means avoiding anticipation of what you are going to say next, or focusing on when the client is going to finish speaking. Some examples of genuine questions include those which will elicit more than a “yes” or “no” answer.
For example, a potential new client calls:
- Ask the client to tell you a little about his/her pet, and don’t be surprised if the client seems caught off-guard. This is an opportunity often missed by veterinary practices, and it makes a huge impression especially if you are trying to convey to clients that your mission is to provide the best care for pets rather than making more revenue. As a result, the client may not be sure exactly what you are asking them, so explain that you are interested in the pet’s name, breed, age, lifestyle, medical history, etc.
- Next, take notes both mentally and in the client record when a client shares personal information about themselves or about their family. Then, refer back to this information during a future encounter. This will make a huge impression! For instance, during the course of an appointment, Mrs. Jones shares that, per her petsitter, Fluffy initially started not acting like himself while she and her family were away on their annual skiing trip last week. Make a note that the client and family like to ski and use this as a conversation starter in the future. The client will be fascinated that you remembered, and this will demonstrate to the client that you are interested in them as well.
Another small conversation that builds bonds with clients is to express your gratitude for their continued loyalty to your practice. You can do this by just simply saying “thank you” with sincerity or by acknowledging how long or how often they have been coming to your practice during a conversation.
“Mr. Smith, I know that you and Sparky may not be excited about seeing us as often as you have been lately, but we really enjoy seeing both of you. I am sorry, however, that it isn’t under a different set of circumstances.”
We all like to receive recognition, but we each vary to what degree or on what scale the recognition is given. A simpler example may be to merely tell the client that you look forward to seeing them the next time.
Building bonds with clients doesn’t happen over night but can happen in no time if you ask genuine questions, actively listen, take notes, and aren’t afraid to express your gratitude. These things help in starting small conversations, which build trust and create solid long-lasting bonds.
Melinda Dwyer is the HTC Events Coordinator and Client Care Coach. She has more than 10 years of client service experience in the veterinary, and other service care fields.