Five ways to connect with your clients
When you have problems to solve and lives to save, communicating with clients may seem like an afterthought. Doctors are notorious for having a poor bedside manner and this may be in part because of the focus on information and problem solving and not on communication. In contrast to human medicine, all of our patients have caretakers (i.e., pet parents/owners). In order to arrive to the correct diagnosis and prescribe the best treatment, we have to communicate effectively with their caretakers. Despite how passionate I am at communicating effectively, I am still a work in progress. The other day, I found myself struggling to explain why we haven't cracked the code on canine hip dysplasia and I sunk into the quicksand of explaining selection pressure.
When you're slipping into communication quicksand, try these 5 keys to effective communication.
Tell a personal story
It's absolutely incredible to see how much more engaged clients (or people in general) become when they hear a personal story. All of us on the veterinary team have been emotionally touched by a gentle dog, a sweet cat, or maybe even a special client. Personal stories are excellent reinforcements for the deluge of medical facts we have to impart to our clients. Share some of those touching stories you have had in your career (or life) with your clients. It may help to remind them that they are not alone in their situation. Moreover, it reminds all of us that our relationship is deeper than a mere professional-client interaction. We are a team and we share a common story of fighting for the best in pet health and wellness
The Gift of Silence
You may have just spoken to a client for 45 minutes. You gave a thorough explanation, down the molecular level, of the nature of their pet’s condition. But you still haven't communicated effectively. Why? Because the client hasn’t had the opportunity to express their concerns. Although the information you gave the client is pertinent and germane to the diagnosis, there wasn’t enough time left for you to address what the client is most concerned about. You have essentially run out of time. Unfortunately, they leave the hospital feeling like they haven’t been listened to.
Don’t be afraid to use silence judiciously. Pause purposely so that the client can fill in the blank. When veterinary healthcare providers listen more and talk less, it allows them to hear the client’s perspective more clearly. You can start and finish with the patient’s perspective as the basis for communication. Save time to specifically address concerns and allay fears. Although it may seem like you are focusing on the negative aspect of the treatment and prognosis, it is good to discuss those out in the open in case Mother Nature doesn't read the textbook. Clients will feel like they have been listened to and they will leave feeling so much better (and hopefully leave a five star review on google.)
Adoption is always the option.
The beauty of treating a different species is that all of our clients are essentially adoptive parents. Whether it’s from a breeder, a rescue, a friend or a family member, the story of adoption is a beautiful one. Ask how your clients how they adopted their four-legged (or two legged, or no-legged) family member. Pet parents and pets unite in truly amazing ways. I always notice this particularly in pet rescue situations. The pet has such a strong and powerful impact on their human that it's difficult to tell who rescued whom. For me, those stories are great ice breakers especially when I’m meeting someone new. It’s also a chance to simply hear a heartwarming story or it can be useful to change the complexion of an emotional situation. Regardless of what function it serves, it helps to bring you and the client closer which is always great.
Best in Show
Dogs, cats, and all animals are absolutely incredible. Their incredible diversity is one of the many reasons why I’m fascinated by them. It’s hard to look at an image of a Great Dane standing next to a Chihuahua and not be agape in amazement. Clients who are knowledgeable about breeds love this diversity too. I like to ask clients what they like most about their chosen breed. They may be able to give you a dissertation about the breed and how their pet fits the breed profile. Conversely, some love to celebrate the unique idiosyncrasies of their pet and how they don’t fit into the general breed stereotypes. Breed discussions can be a lovely unifier that serves to highlight our collective fascination with the animal kingdom.
Ask, Tell, Ask
Experts, especially veterinary healthcare experts, are in the business of helping people and animals. Sometimes - we wish it was all the time - we know exactly what needs to be done to solve or improve the situation. So we state the facts, prescribe a treatment or remedy, and fervently hope that our recommendations are followed. When they aren’t followed, we get frustrated. There may be a myriad of reasons why some of our recommendations may be disregarded. One of them may be because we haven’t given voice to our client’s concerns. Ask, Tell, Ask is a communication strategy which involves an alternating exchange of information between you and the client. This orchestrated exchange allows you to hear what the client is most concerned with, deliver information specifically tailored to those concerns, and evaluate how they are feeling. Having multidirectional communication not only provides a deeper understanding but it also allows for shared decision making. If you are recommending a course of non steroidal anti-inflammatories for a cat’s osteoarthritis, the client may agree with you regarding the diagnosis but chooses not to follow through with therapy because they are concerned about the potential adverse effects of the medications. If the room is bursting with anxiety, and the source of that unease hasn’t been addressed, it doesn’t matter what you teach the patient. You’ll never get to the underlying problems. Addressing those concerns in a sincere and meaningful way will make everyone feel more comfortable about the recommended course of action.