Stress Heads and Dragons Scupper Sales

Shocking. The only word for the results of a recent mystery shopping survey I conducted.

Five practices in the best demographic Sydney, and quite possibly Australia, were surveyed. You’d expect them to be aiming high in terms of client service this, after all, is where all the professionals, CEOs, actors and actresses live.

The Test

The scenario, ‘A mystery shopper had a new puppy and wanted to know the price of vaccinations’.

The practices were scored on:

1. Timely answer of phone.
2. Product knowledge.
3. Rapport building.
4. Conversion into appointment.

Results

All answered the phone quickly, which was good. But only two of the five practices surveyed had sufficient depth of knowledge to be able to answer basic questions. Again only two of the five showed any interest in what kind of puppy the caller had gotten and made any effort to build rapport. And shockingly (in parallel with UK surveys of this kind) not one actually tried to convert the call into a beneficial action for the practice by offering an appointment.


Stress Heads and Dragons

There were two absolute bloopers. The first (in the most expensive practice) was the incredible lack of knowledge, shown by whoever answered the phone. She couldn’t even tell us the price and claimed not to be from “out the front”, was “too busy” to talk. But she did promise the vet would call us back later.  Evidently she was too stressed to even get the vet to do that, as we received no call.

The second was a tirade of near abuse dished out by a receptionist (I’d call her a dragon) who was very, very knowledgeable about every expense item puppy ownership would incur. She seemed to be implying that we were highly irresponsible in getting a new puppy at all. My mystery shopper was left feeling quite shocked, guilty and deflated about her new pet.

From this one can only conclude that the practices concerned have given their people insufficient training on the most fundamental of skills, client care.  Or they have the wrong people.

Dave’s Tuppence-worth

The new puppy/kitten call is (along with euthanasia) one of the most sensitive interactions a practice will ever handle. That it clearly is so badly serviced, even in today’s market, is a poor reflection on our industry.  Though the sample size in this survey was small, the parallel with other larger surveys is worrying.

Practices that aren’t trying will be in real trouble if times get tougher. Take time to listen to your team on the phone today. I’m sure you’ll learn something useful. Then (more importantly) take time out to direct, or coach them if they get it wrong.

How Social Media Could Leave Egg on Your Facebook

The use of social media is becoming more and more important in the way we communicate. Social networking sites like Facebook, Twitter, My Space and LinkedIn allow far closer connections between friends and family. But also between business and customer. 


In a recent articles series, US vet business advisor Jason Canapp, writes an excellent nuts and bolts series entitled ‘How to Get Your Hospital on Facebook’. If you haven’t read them then you can click here to learn about setting up your site.

I thought I’d run with this topic and see if I can help develop the learning a little further. For the proactive veterinary practice (or indeed any business) this change in the way we are communicating opens up some exciting possibilities.

However this new medium comes with new rules. The business or individual that doesn’t take the time to learn and respect them, runs the risk of at best becoming irrelevant, at worst (as Daily Mail columnist Jan Moir found out) suffering some very real reputational damage.

So before you rush headlong into the digital age let’s have a conversation about some things to be aware.

The Uninvited Guest

Back in 2000, a group of brainy, techno-whiz, marketing-types penned what I believe to be one of the best texts on the use of the web in business ever written. It’s called ‘The Cluetrain Manifesto’.

If you are into social media and you haven’t read it then firstly you are crazy. Secondly, you’re in for a treat. To quote one of the seminal paragraphs,

"Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.

"Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal.”

This advice seems even more relevant today than it did a decade ago.

Then, only a few people had email and ‘networking’ was still something only people in suits did. Now, everyone is connected online through a variety of sites.

If you doubt it then watch your nurses/vets at lunchtime. By and large they jump onto their favorite social networking site and chat to their pals. If even my mum and mother-in-law use these sites then you know they’ve penetrated deep into the mainstream!

In short, there is a massive conversational party going on in the ‘socio-sphere’. Indeed you may yourself be part of it. So what’s the problem? The problem is that ‘business’ isn’t on the invite list.

Party Poopers

For once, this is a medium that is controlled and governed, not by the businesses that operate them, but by the people who use them. And that really is a crucial thing to understand.

The analogy of being an uninvited guest at a party is an excellent one because your business’s encroachment into the social media world will be viewed potentially with suspicion. People will not be naturally inclined to sign up to hear/read yet more marketese and spin. Especially not as this is their domain.

A business that sets forth into the social media world using the same old sales messages is akin to those attractive folks who wander round bars and clubs in revealing outfits, flirtatiously trying to sell tequila chasers. They have no interest in a relationship exchange with you; they just want your money. It’s a painfully obvious ploy and clients, existing or potential, will see right through it.

Because this how businesses are viewed as well, the direct ‘buy my product’ message just isn’t going to work. Why, for example, would I want to sign up to your Twitter feed or Facebook updates only to get the same uninspiring flea and worm messages I regularly ignore on your website? The answer is I don’t and I won’t.

Talk, Don’t Sell

What’s required is a different approach. This is a communication tool, not a sales tool.

The power of social media is that you can get involved in conversations, add value to discussions. Forward useful information. Post and share pictures. Be funny. Be sad. Be human!

The real value is that if you can interact socially and usefully with people online, then you’ll be building a great relationship, one little tweet (twitter posting) at a time. Then, when the time comes and a client needs your ‘real’ service, you’ll be the first person they call. But not because you told them to, better than that, because they trust you and all because they got to know you better and you had time for them online.

Done well, social media can bring a practice, staff and clients together - closer than ever.

Two ‘Old’ Online Rules that still Apply

In your excitement to get online and get chatting there are a couple of old rules that will always apply.

1. Content is still king – Fresh, well written content regularly published is as important with social media as it was with “old” websites. If you don’t update your Facebook pages regularly, or your ‘tweets’ are vapid rubbish then expect no followers at all. You must offer a reason to read on.

2. Relevance still matters – If your practice is in York, then followers from Sydney really are just a waste of time. I’m not a fan of twitter-based applications that claim to sign you up hundreds of new followers. For me the only followers that matter are the local followers, because this isn’t a popularity contest. If you’re spending time on this as a serious business activity then you should still expect serious results. Don’t waste your time.

Dave’s Tuppence-worth

Social Media has the power to build strong bonds between your clients and your staff. But practices need to adopt a new way of talking.

Out are the old style direct sales messages. In are the softer, less contrived, added value conversations. New skills of writing are needed, and new levels of trust allowing staff the ability to communicate directly with clients in this dynamic environment are required.

Due to the lack of control over conversations, there are risks involved in exposing your business so publicly in this way. But well implemented, successful practices can expect this medium to become as important as the booster reminders or website.

If you have more to add then please just drop a comment below. Or feel free to add to the article and I’ll publish it below. Get involved in the conversation!