How to hook veterinary phone shoppers

Q How can we turn phone shoppers into clients?

"One of our practice owners often reminds us that what we sell is information and peace of mind," says Pam Weakley, a Firstline Editorial Advisory Board member and practice manager at Dickman Road Veterinary Clinic in Battle Creek, Mich. "So if someone calls and asks, 'How much is a cat spay?' and my answer is, 'We charge $125,' I've done absolutely nothing to engage this phone shopper. I've not helped her make an informed decision or helped ease her mind about her pet's possible upcoming surgery."

Instead of just quoting the price for a service, Weakley says receptionists should try to engage the caller by asking questions. For example, if they're discussing a service, like a spay or neuter, they'll ask questions to find out the age of the pet and explain their procedures.

A good share of callers are referred by family members or co-workers, Weakley says. So the receptionist's goal is to get clients in the door so team members can impress them with their service.