Lesson 1: Need More Clients?
TIPS-The Ideal Practice System

Do You Really Need More Clients?
...Or do you need to start building value from the first phone call?

Some practices have lots of new clients, yet still aren't as successful as they could be. One reason is because of the way they process potential new clients. When you process new clients properly, you won't always be searching for more new clients, you'll be better at relating to the ones you already have.

Here's an easy way to tell how well your practice is building value from the first call. For several weeks, have everyone who answers the phone keep track of potential-client calls and the results of those calls. You'll want to track six things:

1. Name of potential clients
2. Did they make an appointment?
3. What percentage made an appointment?
4. Did they keep their appointment?
5. What percentage kept their appointment?
6. Who took the initial call?

Target results for the percentage of potential clients that make an appointment - #3 above - is 90% or better. If 10 potential clients call in during the week and 9 schedule appointments, the percentage is 90%. You're building value if at least 90% of the potential clients who call or drop in schedule an appointment.

Target results for potential clients that keep their appointment - #5 above - is 90% or better. If 10 potential clients are scheduled to come in during the week and 9 keep their appointments, the percentage is 90%. You're building value if your kept-to-schedule percentage for new clients is 90% or better.

When you measure the results of both current and new staff members at building value with potential clients (#6 above), you can identify:

a. which staff members are best at your key marketing position, the front desk;
b. which staff members need more training or have personal strengths that would be better utilized in another position.

To measure how many potential clients are calling (or dropping in), you'll need to identify who these people are. It's important to find out which callers are new to the practice without asking whether they are "new." There are a number of reasons for this related to the psychology of building strong relationships with pet owners.

Example #1: "Have you been in before?" or "Are you new?"
This approach is to be avoided. You don't want to mistakenly ask a current client if they are new. No matter how large your practice, your current clients will not feel as if they are special if you ask them this question. When a pet owner new to the practice does call, asking if they're "new" is not the best way to put them at ease.

Example #2: "When was the last time you were in?"
A client new to the practice will tell you that they've never been in before. You can then let them know that you're glad they contacted your clinic. "Well, Mrs. Jones, as I said, my name is Sally and I'm so glad you called."

This approach will also give you important information about your current clients. If a long time has passed since they were last in, it may signal a lapse in health care for their pets. This question will help you find out what has transpired since their last visit and schedule the animal for what they really need. This is the way to practice high-quality medicine.

If your new client scheduling and kept-to-schedule percentages are below 90%, you can increase follow-through by learning how to build value for your services.

1. Treat every communication with a potential client as the marketing opportunity that it is. Marketing is not about sales. It's about establishing and maintaining relationships. Struggling practices sometimes consider callers asking about price just "shoppers." However, these callers are looking for reassurance that they are calling the right office. They want to know whether you can help them and their animal. If your attitude is a "put-off," you'll lose the opportunity to build value for your services with these potential clients. You can give people the reassurance they want by letting them know what makes your office special. What makes the service in your clinic worth the price?
    
2. It is not enough to provide high-quality care if the pet owners you serve don't realize it. To gain a reputation for delivering high-quality care, everyone in the practice must be able to let people know about the high-quality service you provide.

Example: A potential client asks how much is a spay or neuter. Reactive Response: "That will be $129."
Builds-Value Response: "The charge for _______ is $_______ and here's what that includes: First, we do blood work and a complete examination to make sure that Checkers doesn't have any problems that we should know about before the surgery. We use a special monitor to measure the heart and respiration during the surgery. We use the safest anesthetic available. We use a catheter during every surgery so that should we need to bring an animal out of anesthetic quickly, we can react immediately. This is a precaution that is rarely needed, but we feel that it's an important part of the high-quality care we provide. We use pain control medication to make sure that Checkers stays comfortable during and after surgery. We also offer a free pet care class to learn more about taking care of your animal so that you'll have a long, happy life together. I have an opening for Checkers next Tuesday or Thursday, which would be better for you?"

When you build value for what you do from the very first phone call, you won't always be searching for more and more new clients. You'll be better at relating to the ones you already have.

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27636 Ynez Rd., L7-187, Temecula, California 92591