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Preventive pet healthcare can have a significant positive impact on the health and well-being of pets. While there is strong buy in among veterinary professionals and many pet owners are on board, we’ve all encountered clients who are skeptical, uninterested or opposed to the processes and procedures to increase the emphasis on preventive care. Forward booking makes sense and ensures that patients are on track to receive regular prophylactic care. But for the commitment-shy or those who don’t like to look too far into the future, forward booking can be a tough sell.

As most of you know, forward booking is the process of booking ALL patients’ next appointments before they leave the office. It’s an important practice because it can increase the odds that patients visit the practice as required and receive appropriate services on schedule.

Practices that advocate preventive pet healthcare have trained staff to suggest, explain and schedule these appointments before a client completes an appointment. Using information and materials available in the Preventive Pet Healthcare Champion Workbook, many have adopted scripts and talking points to persuade even the toughest clients to book medical progress exams and preventive healthcare exams during their current visit.

Staff who are equipped with the tools and knowledge to advance preventive care and forward booking can make a powerful case to the client. But occasionally, staff comes across the immovable object, the client who cannot be persuaded, cajoled or influenced and may even become hostile. When this happens, it’s time to switch to Plan B to preserve the client/practice relationship and de-escalate the situation.

In identifying a course of action for dealing with obstinate clients, some answers can be found in the sales literature. Summarized below are strategies that can be employed to get to maybe, or possibly even yes!

1. If the client does not offer a reason for declining forward booking, try to understand why. When a client says “not interested,” calmly ask why. It could be that information was miscommunicated or the client doesn’t fully understand forward booking. In any event, having a clearer grasp of the issue will allow you to address it and possibly convince the client of the value of forward booking.
2. When dealing with THAT client, the one who gets testy, impatient and yes, even argumentative when asked to book an appointment in advance and is too busy refusing to hear what you have to say, don’t get ruffled. Remember, you can’t control a client’s attitude, but you can control your response to it. First and foremost, do not react and show frustration or annoyance--it’s not personal! Be firm and wrap up the conversation, thank the client for listening, and express hope that in the future he will reconsider for the good of the pet.
3. There are also clients who don’t seem to be processing your forward booking requests. Although we would love for all our clients to see the value of preventive pet healthcare, sometimes they are preoccupied with what’s going on in their lives and simply don’t have the bandwidth to sort through more information. If a client does not seem to hear what you are saying as you discuss the value of forward booking, take a breather! A simple statement like, “You seem to have a lot on your mind,” may be enough to bring them back to the conversation. This break may be enough for the client to collect himself and focus on what you are saying.
4.  Finally, evaluate your delivery. Are you being real and demonstrating concern for the client and patient? If you suspect that you are delivering a programmed presentation, throw away the script and speak from the heart. If you understand the benefits of preventive pet healthcare and forward booking, you are capable of making a compelling presentation. Scripts are guides to help speakers hits on key points, but to be truly persuasive, the passion and emotion of the delivery is what will resonate with the client.

All of us, regardless of position or the industry in which we work, at some point, are going to have to sell. It could be an idea, a strategy, or even your skills and expertise. As staff works to promote some of the preventive pet healthcare practices, sales skills can come in handy. When staff is asked to promote concepts like forward booking to clients, they must be prepared for reactions that range from indifference to obstinance. Success is not guaranteed, but by sometimes just walking away from the encounter with self-esteem intact and the relationship preserved is a win!

Be sure to visit the Partners for Health Pets website for forward booking resources and inspiration!