What do clients really want? (Proceedings)
Nov 01, 2010
CVC IN SAN DIEGO PROCEEDINGS
People have a hundred decisions to make every day: from what time to get up, the route to take to work, and what they'll focus on for the day to how and where they'll spend their hard-earned money. Many veterinary practice owners assume that clients' buying decisions for veterinary services are fairly logical. The client adds up the cost and benefits of one practice, compares it to another, and chooses the practice with the better score. However, people don't always make wise and rational decisions based on an analysis of costs and benefits. If clients don't choose a veterinary practice based on objective criteria, how do they choose?
Many veterinary practices think clients are buying expertise, but most clients can't truly evaluate your knowledge or skills. What clients can tell is if the relationship is good and phone calls are returned. In fact, clients are experts at knowing whether or not they feel valued. Owners in Well-Managed PracticesSM tell us that clients most appreciate their quality of care, personalized touch, compassion and friendliness, and convenience. According to this year's study, Well-Managed Practice SM owners, associates, and staff members all agree – better communication strengthens the effectiveness of their teamwork and their ability to enhance the client's perception of value.
A relationship – Become a wholehearted listener. Truly hear what people tell you, both in words and with body language. It's a talent many people don't take the time to develop, but those who do invariably find success, whether in business or relationships. People who learn to listen create rapport that can last a lifetime. The most precious gift you can give to each patient and client is your engaged presence. It simply can't be said enough: You're selling a relationship, not your expertise.