TH THE IN INFL FLUENTIA IAL VE VET NE NEW GRAD ADUAT ATE - - PowerPoint PPT Presentation

TH THE IN INFL FLUENTIA IAL VE VET

NE NEW GRAD ADUAT ATE CP CPD FR FRIDAY 23RD

RD FEB

FEBRUARY 2018

Dewi W Hughes: Business Consultant

Kindly sponsored by

Our aims during this session

• Learn

Learn som

• me

e com

• mmunicat

ation

• n tec

echniqu ques es to

• be

becom

• me more
• re skilled

d at at pe pers rsuadi ading/s g/selling g co conce ncepts or reco commend ndatio ions ns

• Be

Be be better r equ quippe pped d to

• han

andl dle di difficult be behav aviou

• urs

rs – fo for e example w when ow

• wners

rs

• bj
• bject to

to, or

• r re

reject yo your adv advice e an and d re recom

• mmendat

dation

• ns

Getting the balance ce

Clinical Expertise Managing the relationship

Customer Type? Knowledge Level? Financial Status? Influenced By?

Onswitch survey 2013

Onswitch survey 2013

Pa Pan E n Eur uropea ean Stud n Study 2 2013

• Factors influencing choice of vet

1. Other owner recommendations

• 2. Website, Facebook, Twitter
• 3. The press

In spontaneous responses ‘clinical factors’ weren’t even mentioned!

May 2017 – Dr Michael McDermott Nottingham University – Centre for Evidence-based Veterinary Medicine “Ve Vets across the profession struggle to communicate effectively due to a la lack of f robust train inin ing on the topic ic – de despi pite the fact they would d be be be better eq equipped ed t to d dea eal w with ca career eer ch challen enges es w with en enhanced ced s skills”

98 98% felt lt co communica mmunicatio ion n sk skills s wer ere e as s important, if if no not more so, , tha han n clinica clinical l kno nowle wledge

2015 – AHDB Study “The veterinary profession is aware of the importance of communication and relationship-building with their clients. Practical training and education of these ‘soft skills’ has now been implemented in many veterinary courses and is also available as post-graduate veterinary training. This study supports the importance

• f these crucial skills.”

Th The v value o

• f i

f impr proving y g your c customer’s ex exper erien ence: e:

• Gro

Grow you your busin iness

• Re

Retain existing g cu customers

• At

Attract act new cu customers

• St

Strengthen y your r reputation

• In

Increase se you

• ur own
• wn job
• b sa

sati tisf sfacti tion

• n

2 T Tried & & Tested P Processes:

1.

• 1. IDE

DEAL ALS & 2.

• 2. AMOA

ID IDEALS LS

• Int

• Deter

• Exp

• f you
• ur prod
• duct or
• r service
• Ask for
• r com
• mmitment – ca

• Lea

• Seek

• talk again

Ha Handling objec ections AMOA OA

Acknowledge t

• bjection

Make i

Overcome t

• bjection – (Explain) e

Assess t

Customer/Client Ps Psychology - 1 Peop

• ple buy from
• m peop
• ple they trust,

and they tend to

• trust peop
• ple they like

Th The a art a and s d science o

• f pe

f persuasion

Aristotle’s Ethos Pathos Logos

Customer/Client Ps Psychology - 2 Peop

• ple tend to
• buy ben

benef efits ts not

• t

fea eatures es

Op Opportunit itie ies to sell ll the be benefits ts?

§ De

Describing to new/potential al clients the var arious ser service o ce offer erings p s provided ed b by y your p practi ctice ce

§ Ex

Explaining th the b e ben enef efits o ts of p parti ticu cular step steps o s or pr procedu dures yo you migh ight want to take in in workin ing g up p a a cas ase

§ Ra

Rationalising your r re recommended tre reatment e.g. ph pharmaceutic ical l in interventio ion, in in terms of f the be benefit fits (NB. Expe pectatio ions? Expla plain inin ing g ris isk als lso!)

§ Ot

Othe hers?

Di Discussion in gr groups ps

§ Wh

What a t are th the so sorts o ts of si situ tuati tions w s where y you a are o

• fte

ten re require red to pers rsuade/sell an idea or r re recommendation to a ow

• wner?

§ Gi

Give e examp mples:

Ø Changes in practice? Ø Investigations? Ø Interventions? Ø New process/protocols? Ø Etc. § 5

5 minute tes discussion – fe feedba dback on though ghts/ide ideas

Ho How w to get it wr wrong!

§ 2 litre turbo diesel, fuel injected engine § 210 bhp and a nought to sixty in 7 seconds § 21 inch alloys § Xenon headlights § Cruise control § Leather interior § 400 litre boot capacity § Folding rear seats § Side impact airbags § Yaddah, Yaddah, Yaddah

ID IDEALS

• Int

ntroduct uctio ion

• Dis

isco cover inf informatio ion/ n/ determine ine the he ow

• wners

rs’ ’ ne needs

• Exp

xplain the e proposi sition (Re Rele levant nt Fe Featur ures /Be /Benefits of

• f you
• ur

r ide deas as or

• r re

recom

• mmendat

dation

• ns)
• Ask

sk for commitmen ent

• Leav

eave e rel elev evan ant informat ation

• Seek

eek follow-up up

ID IDEALS LS scenario 1 – An An o

• wner a

er and l long t term erm cu custo stomer mer o

• f th

the p e practi ctice, ce, b brings i s in th thei eir d dog f for i it’ t’s s ro routine annual va vaccination and duri ring your r ove vera rall he heal alth h che heck k you u exam xam the he oral al cav avity and and no notice a a si significa cant b t build u up o

• f p

plaque IDEALS scenario 2 2 – A n A new ew cl clien ent t to t the p e pra ract ctice h ce has s br brough ght their ir cat in into the pr practic ice and d yo you soon ide identify ify some oral l healt lth is issues, in in pa partic icula lar there is is so some i me inflamma mmati tion o

• f th

the g e gums o ms on th the r e right si t side o e of th the ca e cat’ t’s mo s mouth

• th. Y

You a also so see th see that p t plaques a es are e sta starti ting to to b build u up o

• n th

the mo e molars a s and p pre-mo molars i s in pa partic icula lar.

In Introductio ions

§ Fo

For your chosen scenario:

§ Ho

How will you introduce the question/issues you wa want nt to discus uss wi with h the he ind ndividua ual ow

• wner?

§ Wh

What sp t specific l language w will y you u use se to to g get th t their at attent ntion n and and int nterest?

Di Discover informati tion - De Dete termine need needs

§ No

Now t think a about w what i informa rmation y you w would ne need to gat athe her from the he ow

• wner be

befo fore ‘s ‘selling’ ’ yo your ide idea/s to them

§ Wh

What’ t’s i s imp mporta tant to t to th them? m?

§ Wh

What u t understa standing d do th they h have o

• f th

the su subject t yo you want to dis discuss?

§ Wh

What d t do th they ey pe perceiv ive as be bein ing g the nature of f any y cu curren ent i t issu ssues/ es/problems ems wi with h the heir pet?

§ Re

Remember r to focus on the use of OPEN questions

Ex Explain the Fe Features and Be Benefits

• f
• f wh

what you you wa want to

• prop
• pos
• se

§ Fo

For any of the recommendations that you’d want to ma make: e:

§ De

Describe the fe feature – in in other words ds what it it is is yo you wa want nt to do

§ Th

Then transla late this is in into the be benefit fit us using ng the he ’whi which h mea means th s that’ t’ l linking l language

£ Financial

Best practice approach

Extended time with healthier, happier pet

Owner

More proactive – less reactive

Best Practice – helping you to be the best

Vet

Wellbeing Welfare

Animal

Fe Feature WMT WMT Be Benefit

§ Do

Doing a a s scale a and p polish n now w will r reduce th the build-up up of pla laque ue on n your ur ca cat’s ’s teeth h WM WMT?

§ Re

Remo moving ing this his rotten n mo mola lar will will ma make your ur dog dog more

• re com
• mfort
• rtabl

able WMT?

§ It

It’s i important t that w we b bring t the i issue o

• f

f yo your dog’s tooth decay y to yo your attention no now so so that you’re e more e prep epared ed for wh when we we mig ight have to take measures la later on n WM WMT?

As Ask for r the own

• wners co

commitm tment ent

§ Sp

Speaks for itself!

Direct

Alternative

Wh What at in informat matio ion mig might you Lea eave e the the own

• wner wi

with?

§ An

Any t things y s you ca can l lea eave t ve them t em to remi remind t them o em of wha what you’ u’ve spoke ken n about ut?

Se Seek f follow up up

§ Ho

How will you follow up with this ow

• wner?

Gr Group work

§ Wo

Work u up y your I IDEALS ap approac ach/ h/lang anguag uage/specific que uestions ns etc. etc.

§ Ga

Gath ther y your n note tes o

• n f

flipchart i t in o

• rder to

to fe feedba dback

§ Tim

Timin ing g – 20 20 – 30 30 minutes es

Cu Customer/ r/Cl Client Psy Psycho chology - 3

Be Being g abl able to

• han

andl dle ou

• ur

r

• w
• wner’

r’s obj

• bjection
• ns –

co conv nvincing incing the hem of our ur rat ration

• nal

ale

1. 1.

Re Rejection piggybacks on physical pain pathways in th the b e brain

2.

• 2. Re

Rejection serv rved a vital function in our r evolutionary ry pa past

3.

• 3. We

We c can r relive a and r re-ex exper erien ence so ce soci cial p pain mo more e vi vivi vidly than we e ca can physica cal pain

4.

• 4. Re

Rejection cre reates surg rges of anger r and depre ression

5.

• 5. Re

Rejection tempora rari rily lowers rs our r IQ IQ

Fi Five surprising facts about rejection

Han andlin ling obje jectio ions AMOA OA

Acknowledge t

the o

• bjection

Make i

it s specific – ask q questions t to h help i identify t the r real i issue

Overcome t

the o

• bjection – (Explain) e

evidence, data, i information

Assess t

the c customer’s r reaction – have y you c convinced t them?

Ob Objec ection n ha hand ndling ng - Ca Case St Study dy 1

§

You You have just examined a dog

• g that has been brou
• ught in by

y a co concer cerned ed o

• wner
• er. T

. Thei eir 7 7 y yea ear o

• ld B

Border er T Ter errier er h has b beco ecome e in inappetent an and they’ve noticed it is shying aw away ay fro rom contac act on

• n
• ne side of
• f its head

§

On On exam aminat ation you can an see evidence of a a build up of plaq aque on al all te teeth th, a as w well a as i inflammati tion o

• f th

the r right u t upper g gingival m margin

§

Th This is a a cas ase where re you would wan ant to tre reat at the inflam ammat ation, , but al also carry arry out a a ro routine clean an an and polish to impro rove the oral ral hy hygiene ne of the he dog

§

Wh When you tell the owner this, you get the following response: De Dear Lord d more expe xpense! Every time I come here I end d up p spe pendi ding g mo more and mo more!

Ob Objec ection n ha hand ndling ng – Ca Case study dy 2

§

An An owne ner ha has s broug ught ht the heir cat in n for a rout utine ne che heck up up and nd an annual al vac accinat ation booster

§

On On exam amining the cat at, you notice it has as distinctly bad ad breat

• ath. The
• wn
• wner has said they’

y’d not

• ticed this also,
• , but had not
• t thou
• ught it

im important

§

On On closer exam aminat ation you identify 2 right premolar ars that at ar are de decaying g and d one that is loosening

§

You You explain the prob

• blem to
• the ow
• wner and the fact that to
• sol
• lve

th this p problem y you’ll n need to to p perform e extr tracti ctions u under g general an anae aesthetic

§

Imme Immedia iately ly you notic ice the lo look k of f ala larm m on their ir fa face and they re respond by say aying: I’ I’m m not at all ll happy about that. My sis ister’s cat die ied whils ilst havin ing an

• p
• peration
• n under an

anae aesthetic ju just la last year. I I know I I react really lly badly ly to to G GA a as w well a and I I’m r really r relucta ctant to t to p put T t Tommy th through th this.