How to tactfully make client recommendations

Effective client communication is at the heart of veterinary care. Making recommendations that promote the health and well-being of pets while respecting clients’ needs and concerns is a delicate balance. The following key points will help veterinary health care teams tactfully approach conversations to build trust, ensure client satisfaction, and achieve the best outcomes for pets.

Understand the client’s perspective

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Before offering recommendations, it’s crucial to understand the client’s unique perspective. Clients come from diverse backgrounds with varying financial means, personal values, and emotional connections to their pets. Recognizing these differences can help your veterinary team tailor their communication effectively. Things to consider include the following:

• Emotional and financial issues: Clients often face emotional stress or financial strain when making decisions about their pet’s care. Acknowledging these challenges fosters a sense of empathy and partnership.
• The human-animal bond: Many clients see their pets as family members. Decisions about care can carry significant emotional weight, and understanding this bond is essential.
• Cultural and personal values: Respecting a client’s cultural and personal beliefs ensures recommendations are both respectful and practical.
  

TOOL: Ask the following questions when starting a conversation with a client:

• Is my client aware of the problem? If not, start your communication here. Don’t assume clients are aware of the problem with their pets.
• Is my client involved in the problem? Does your client seem committed to learning more so they can change their pet’s lifestyle? Are they concerned about the treatment because of the cost? Educate your clients so that they understand that treatment can involve small steps to help their pet, but it will take their involvement.
• Does my client want to do something about the problem? Turn the client from a passive information processor to an information seeker (ie, they need more information or clarification). Lean on supplemental educational materials.
• Does my client have the confidence that they can do something to solve the problem? Does the client have self-efficacy (belief in their ability to complete the task)? Brainstorm solutions, show the client success stories, and encourage them.
• Does my client have the tools they need to solve the problem? Give them information and point them to the educational resources they need to learn more about the disease, diagnostics, and treatment.
• Are there financial constraints, cultural, and/or language barriers that keep them from committing? Your team must understand that not all clients are able to proceed with advanced diagnostics and procedures. It becomes important to remain nonjudgmental and offer the clients solutions that are suitable for their needs while still honoring our oath to provide patient care.
  Open communication helps to manage expectations when there are care limitations.
  

Recognize the role of effective communication

Strong communication is the foundation of successful client recommendations. Your veterinary team should prioritize clarity, empathy, and collaboration in every interaction by doing the following:

• Actively listen: Encourage clients to share their concerns, priorities, and questions. This helps you address specific issues and demonstrates that the client’s voice is valued.
• Use clear language: Avoid medical jargon. Instead, use simple terms to explain complex conditions or procedures.
• Leverage your entire team: Communication doesn’t rest solely on the veterinarian. The entire veterinary health care team plays a vital role in delivering consistent and effective messaging. Veterinary technicians, assistants, and receptionists can reinforce recommendations by educating clients, answering questions, and addressing concerns.
• Ensure consistency: A unified team approach ensures your clients receive clear and consistent advice.
  

TOOL: Practice the CLEAR technique. The CLEAR technique helps guide team members through effective communication, focusing on these 5 key areas:

• Clarity: When communicating with clients or team members, ensure your message is straightforward and free of jargon.
• Listening: Actively listen without interrupting. Make eye contact and use body language that shows engagement.
• Empathy: Show understanding of the client’s or team member’s concerns and emotions. Acknowledge their feelings and provide reassurance.
• Assessment: Check for understanding. Ask if they have any questions and encourage clarification if something is unclear.
• RESOLUTION: End the conversation with a summary of the next steps, and ensure all parties know what to expect moving forward.

Prepare for those difficult conversations

Not all clients will immediately accept recommendations. Handling resistance with professionalism and compassion can make a significant difference. Take the time to role-play different scenarios to help your team get comfortable with their communication technique during a difficult conversation.

• RESPOND TO RESISTANCE WITH EMPATHY: Address concerns respectfully and provide reassurance.
• ADDRESS FINANCIAL LIMITATIONS: Offer payment plans, recommend care credit options, or suggest prioritizing treatments. Help clients understand the importance of certain interventions while respecting their budget.
• MANAGE DISAGREEMENTS: Avoid confrontation. Instead, focus on maintaining trust by finding common ground and reiterating the shared goal of the pet’s health and well-being.

TOOL: Conduct a debriefing session after a difficult conversation. This process allows the team member to reflect on the situation to identify what went well and what could have been done differently. This will help improve communication techniques for future interactions. Sharing the experience and solutions can also help your entire team to learn from one individual’s interaction and may uncover unrealized barriers in the practice’s standard operating procedures.

Strategies for tactful recommendations

Making recommendations requires a thoughtful approach. By framing advice as collaborative and client-centered, teams can build trust and encourage compliance. Strategies include:

• Tailor recommendations to the client

1. 1. Assess the client’s perspective.
2. 2. Customize advice to align with what’s practical and achievable for the client.

• Frame recommendations as collaborative solutions

1. Use inclusive language, such as “Let’s work together to find the best solution.”
2. Emphasize partnership rather than presenting advice as a directive.

• Explain the why

1. Highlight how recommendations benefit the pet’s health and quality of life.
2. Provide evidence-based reasoning without overwhelming the client with details.

• Be transparent about costs and alternatives

1. Clearly outline the financial implications of recommendations.
2. Offer a range of options to fit different budgets while prioritizing the pet’s needs.
3. Stress the value of preventive care to minimize long-term expenses.

Be aware of how communication techniques are changing

From patient intake to medical services, the digital transformation has changed how veterinary teams interact with clients and provide medical care to pets. Real-time scheduling, online intake forms, virtual exam visits, monitoring data from wearable devices, and synchronous and asynchronous communications expand the opportunity to communicate with your clients. Digital tools make it more convenient for clients to access care and help your team communicate with everyone caring for a pet.

Tactful client communication is essential for building trust and ensuring pets receive the best care possible. By understanding the client’s perspective, using effective communication strategies, and leveraging the entire health care team, veterinary professionals can make recommendations that resonate with clients. This approach enhances client satisfaction and strengthens the partnership between the veterinary team and the pet owner—ensuring a healthier, happier life for their beloved companions.

Louise S. Dunn is the owner of Snowgoose Veterinary Management Consulting in Winston-Salem, North Carolina, and a former practice owner. She has taught practice management workshops at 10 veterinary schools and publishes and speaks nationally. She is a founding member of VetPartners and a member of other professional organization.