TH THE IN INFL FLUENTIA IAL VE VET NE NEW GRAD ADUAT ATE Dewi W Hughes: Business Consultant CP CPD RD FEB FR FRIDAY 23 RD FEBRUARY 2018 Kindly sponsored by
Our aims during this session • Learn Learn som ome e com ommunicat ation on tec echniqu ques es to o be becom ome more ore 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 o han andl dle di difficult be behav aviou ours rs – fo for e example w when ow owners rs obj object to to, or or re reject yo your adv advice e an and d re recom ommendat dation ons
Getting the balance ce Clinical Expertise Managing the relationship
Influenced By? Customer Type? Knowledge Level? Financial Status?
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 of these crucial skills.”
Th The v value o of 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 our own own job ob sa sati tisf sfacti tion on
2 T Tried & & Tested P Processes: ID IDEALS LS • I nt ntroduc uction n – ga gain in in interest and d attentio ion • D eter etermi mine n e need eeds/ s/Disco scover ver i informa mati tion – as ask k open n qu questio ions 1. IDE 1. DEAL ALS • E xp xplai ain n the he be benefit fits of of you our prod oduct or or service • A sk for or com ommitment – ca call to to a acti ction • L ea eave r ve rel eleva evant i t informa mati tion - re reminders rs • S eek eek f follow-up up – set a timeframe to o talk again & Ha Handling objec ections AMOA OA 2. AMOA 2. A cknowledge t the o objection M ake i it s specific – ask q questions t to h help i identify t the r real i issue O vercome t the o objection – (Explain) e evidence, data, i information A ssess t the c customer’s r reaction – have y you c convinced t them?
Customer/Client Ps Psychology - 1 Peop ople buy from om peop ople they trust, and they tend to o trust peop ople they like
Th The a art a and s d science o of pe f persuasion Aristotle’s Ethos Pathos Logos
Customer/Client Ps Psychology - 2 Peop ople tend to o buy ben benef efits ts not ot 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 ofte ten re require red to pers rsuade/sell an idea or r re recommendation to a ow owner? § 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 • I nt ntroduct uctio ion • D is isco cover inf informatio ion/ n/ determine ine the he ow owners rs’ ’ ne needs • E xp xplain the e proposi sition ( Re Rele levant nt Fe Featur ures /Be /Benefits of of you our r ide deas as or or re recom ommendat dation ons) • A sk sk for commitmen ent • L eav eave e rel elev evan ant informat ation • S eek eek follow-up up
ID IDEALS LS scenario 1 – An An o owner a er and l long t term erm cu custo stomer mer o of 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 significa si cant b t build u up o of 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 of 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 starti sta ting to to b build u up o on 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 want wa nt to discus uss wi with h the he ind ndividua ual ow owner? § 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 owner 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 of 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 of of wh what you you wa want to o prop opos ose § 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 Wellbeing Best practice approach Welfare Extended time with healthier, happier pet Animal Owner More proactive – less reactive Best Practice – helping you to be the best Vet
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 ore com omfort ortabl able WMT? § It It’s i important t that w we b bring t the i issue o of f your dog’s tooth decay yo 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 owners co commitm tment ent § Sp Speaks for itself! Direct Alternative
might you L ea Wh What at in informat matio ion mig eave e the the own owner 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 owner?
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 on f flipchart i t in o order to to feedba fe dback § Tim Timin ing g – 20 20 – 30 30 minutes es
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