Personalize your message
Other emotional messages that help build strong relationships with clients involve making sure the things you say and do are
personalized to the pet. An example: "We want to help this little guy feel better. When we see older dogs like Rusty with
various health issues, it is important to coordinate all their medications to avoid complications."
This lets the client know that you want the same outcome they do; that you are thinking about Rusty and what is best for him,
rather than sounding like you are giving standardized, off-the-shelf advice.
Your recommendations also need to be personalized to the client. An example: "From what you said, it sounds like it would
be difficult for you to give Jake his injections at home. There is an oral medication we can use instead, or you can bring
him back and the nurse can give him his injections. Which would be easier for you? "
These statements demonstrate that you listened to the client and are willing to customize a solution that will work for her
and the pet. Your action here likely will evoke good feelings, which are the foundation of good client relationships.
Your results will demonstrate that a client's willingness to take your advice and follow your recommendations depends more
on their feelings about you than on your medical expertise.
Ms. Gavzer, MBA, CVPM, is a veterinary business consultant and nationally known writer and speaker. She is an adjunct instructor
for the American Animal Hospital Association and a founding member of the Association of Veterinary Practice Management Consultants
and Advisors. She may be contacted at