The Wagging Tail

When dealing with clients, each of us brings our personal experience and background to the exam room. My most successful classmates were those who could adjust their mannerisms, word choice and overall style of communication to fit the client’s comfort level, rather than expecting the clients to somehow adjust their level of understanding.

I am very much of an introvert at heart, and early on I had to force myself to look up, smile, make eye contact, etc. If the clients understand the message that we’re trying to communicate, then we’re more likely to be successful at providing high quality medical care to our patients and feel rewarded by having clients who understand and appreciate us.

By practicing three methods — courtesy, concern and active listening, I dramatically increase my success when dealing with clients.

Common courtesy begins as soon as the client enters our facility. We acknowledge the client with a smile and eye contact. If we’re busy helping other clients, we let them know that we’re aware of them and will get to them as soon as we can. When possible, we try to call clients by their name, address their Pets, ask about their family, etc. Every client is a VIP client.

Showing genuine concern for a client makes them more likely to trust my recommendations. In the exam room, I always try to relate a quick personal story to my clients to let them know that I can identify with them. If they have a boxer, I let them know that I have two boxer puppies right now “and boy do they keep me busy!” If they have a cat with diabetes I tell them about my cat Jon Tom who lived to the ripe old age of 22 — who by the way, also happened to have diabetes. It really helps to build a bond when they know that I’ve been in their shoes. It only takes a minute or two to make this connection, but this connection can last for years.

Actively listening can prevent the misunderstandings that often lead to client complaints. Active listening involves observing body language, facial expressions and tone of voice. To ensure that I understand the client, I repeat what they’ve said. For example, “Fluffy has been vomiting once a day for the last week, is that correct?” When I address the client, I speak slowly and clearly in terms that they can understand.

I recently saw a Pet on recheck whose owners went to “their regular vet” for an ear infection, walked out the door with a full set of vaccinations, heartworm prevention, flea prevention and home dental care — but their Pet still had an ear infection. To avoid these kinds of misunderstandings, I always end each visit with, “Is there anything else you wanted me to check on the physical exam?” or “Is there anything else that you wanted to talk about?” I remind them to call us if they think of anything else when they get home.
Effective client communication is a learned skill, but one that I know is extremely important to the success of my practice. I remind myself each day to be courteous, find a common connection, and really listen to my clients. After all, practice makes perfect.