1 Senani Ratnayake BSc RVTSALES IS NOT A DIRTY WORD CANADIAN ANIMAL HEALTH INSTITUTE ANNUAL MEETING Senani Ratnayake BSc RVT Motivatum Consulting imotivatum.com
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3 Who Are We Attracting in Vet Med?Pet owners +/- grew up on a farm Previous involvement in shelter, 4H, rescue, breeding, pet store, practice Interested in animals so follow what is “new” via media and word of mouth They want to make a difference… finances are secondary motivation for most Veterinarians & RVTs, VTs, OJTs, VAs, VMRs, others
4 Pre-conceived Notions…Veterinary costs Roles and responsibilities Trustworthy resources High quality medicine Good customer service Practice versus Business Professional versus Friendly Standards of care, Ethics Team work
5 Maximize Opportunities…WHY DO PEOPLE GET INTO VETERINARY MEDICINE? ARE THEY FULFILLING THEIR GOALS??
6 Is there potential for trouble? Who is responsible??
7 Is there really a difference? WE are the advocates!
8 Don’t want to “sell” Client is on a budget We are too busy Don’t want to pressure the client
9 Don’t want to “sell” Client is on a budget We are too busy Don’t want to pressure the client EXCUSES
10 To do nothing is the ultimate insultTo do nothing is the ultimate insult. To do nothing is to leave it in the hands of somebody less qualified. To do nothing is to turn our back on the patient.
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12 Rejection is just part of the recommendation processRejection is just part of the recommendation process. Do not be afraid of it… Instead, be afraid of avoiding a recommendation to the detriment of the pets’ health later on.
13 Consequences Clients believe they are paying for our recommendations and knowledge If we do not inform clients when something is wrong, they assume nothing is wrong Early detection and preventative treatment are key We are the only TRUE advocates
14 It’s not selling. If the pet needs it or will benefit from it, If the client needs it or will benefit from it, If the pet and client’s relationship will be better for it… Then it’s advocating!
15 The question isn’t are you selling at every opportunity, it’s are you advocating at every opportunity? Perspective is Everything.
16 Compliance… 2 noteworthy types of compliance Medical ComplianceA clients’ adherence to a recommended process, protocol or course of treatment for their pet Regulatory Compliance The team’s adherence to standards, protocols, regulations and other requirements
17 Practice Success A successful practice increases compliance by focusing on both client medical compliance and team regulatory compliance Most practices focus on client compliance without first evaluating team compliance (and even more specifically, understanding/consistency) This lapse in process can dramatically affect your overall client compliance
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19 Common Client Compliance StrugglesFinances Perception of value Perception of necessity Understanding of circumstance/consequences Timing Personal beliefs It is important to be aware of their mindset, and even more important to pre-emptively address potential road blocks
20 SO WHICH ONE IS IT?!?! State of the IndustryGreat News… clinics “are up!” “On average,” clinics are growing! Reports indicate pet owners go to the vet once or fewer times a year Thank goodness Avril Lavigne got Lyme Disease… If it weren’t for dentistry we wouldn’t be doing any surgery at all!!! SO WHICH ONE IS IT?!?!
21 The Problem with BenchmarkingIndustry “averages” are routinely reported, but an average is meaningless without the range and shape of the distribution (all below represent the same mean) There is huge variability, every practice is different. The only comparison that matters is the one that compares you to yourself…
22 Economics: Demand SideWithin the next 20 years Canada’s population of seniors aged 65 and over will double, growing from 14% of the population to 25% (it was 8% 40 years ago) Canadian Pet market Outlook, 2014
23 State of the Industry Client demographic – baby boomersVeterinarian demographic – new graduates, foreign trained, retirement age Practice demographic - multiple models Access to information – clients and vet team External influences – media, marketing Technology – social media, internet Medical Advancement Niche medicine
24 Economics: Supply SideIncreased number of vets Increased number of practices Increased access to services – chip trucks, spay/neuter clinics (snyp truck), rabies clinics etc. Increased hours of operation
25 Who are the people & What is this practice all about Who are your people & What is your company all about Vs. What are the commonalities?
26 Commonality Relatability Comfort Trust Stronger relationship HonestyOpenness Forgiveness Buy-in/Pride …they are more likely to perceive value
27 Successful Educators are:Reps and Veterinarians confident engaging articulate relationship driven knowledgeable (experts in their field) strong communicators (good listening skills) able to adjust their style to the styles of others aware of best resources able to set, and stick to, a clear objective
28 What is “Value?” Value can be the monetary worth of somethingThe fixed cost of something is only part of the “Value” Value can have a non-monetary association, especially in the veterinary world where emotional connections are common
29 What is “Value” as a ClientThe “value” of a veterinary service based on the perceived importance of that service to a pet (life-threatening surgery versus heartworm test) The “value” of a veterinary charge based on the perceived usefulness of a chargeable item with respect to a particular purpose (a pharmaceutical for an itchy, stinky ear versus a pharmaceutical for parasite prevention)
30 Is Your Product “Valuable”?
31 Perception by the Team If the team believes in the value (both monetary and non-monetary) of the product, they can confidently convey value Any one team member has the ability to put a red flag into a client’s mind with as much as a comment or as little as a facial movement
32 Consistency Key ingredient in a good compliance recipeHow can we increase team or client compliance if we are all recommending different things?! The messaging must be aligned
33 Always Exceptions to Every RuleThere should still be some predictability in… How wellness care is selected How treatment plans are laid out How medications and food are selected and prescribed This allows for general banter, if nothing else, that is in alignment with the recommendations that have been made
34 Your Role in a Team MeetingHave the entire team present Teach them what the word “objections” actually refers to… make it a positive that we can identify them and pro-actively discuss them Discuss openly what their concerns are with “selling” – have field representatives that are quick on their feet and can support the team through their fears and reservations
35 Your Role in Providing SupportAs they begin recommending encourage the team to reach out, ask questions, report concerns – always follow up If they are only contacted when “numbers” aren’t showing positive outcomes they will be negatively reinforced… They see themselves as working hard for you – often they perceive you have “no idea” what it’s like. A thank you and some moral support goes a long way…
36 Your Role in Their MarketingHow do they normally connect with their clients? What can you do to make your product a part of that process, in their language?
37 Your Role in Their MarketingWhat can you do? Ideas for a post on facebook or a blog entry related to your product/disease condition? Is their signage, wording for an /letter, content that you can provide? Do you have a company facebook page that the clinic could “like” and follow for ideas and support? Support with client-facing key messaging that THEY can deliver…
38 Educate Your People Do your field team truly understand what being in a practice is like? Have they got an appreciation for how much time can realistically be devoted to your product? With this accurate knowledge, can they then be more pro-active in their approach, reasonable in their expectations and supportive in their processes
39 Change When changes are implemented, people need to understand WHY so there is buy-in Always enable the team to appreciate changes in the context of a bigger picture whether it be patient care or business health Business is not a “dirty” word – a healthy business is what enables us to do right by the animals we want to help care for – find ways to prove this
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41 Allow for Chaos Habits take time to overcome Allow for an adjustment period Then allow for a measurement period Track any unforeseen circumstances so they do not affect your results
42 How Do People Learn? Compliance is based on somebody understanding something is important, and then following through. Their understanding will be based on pre-existing knowledge and experience combined with our explanations… SO… How we teach or explain something to somebody will greatly affect their understanding and thereby their compliance later on.
43 Learning Styles Visual - 29% of learners Auditory - 34% of learnersKinesthetic – 37% of learners Approximately 20% of learners have a difficult time learning anything that is not presented in their preferred modality. *Statistics via Learn2 Solutions
44 “It’s not just a coincidence that the initials KO stand for ‘knockout“It’s not just a coincidence that the initials KO stand for ‘knockout.’ These kids are ‘knocked out’ of the education system. In every study I have seen regarding ‘kids at risk,’ kinesthetics make up the vast majority of the 26% dropout rate.” - Michael Grinder Author of Righting the Educational Conveyor Belt *Source: Learn2 Solutions Accelerated Learning Program
45 Visual Auditory Kinesthetic*Adapted from Learn2 Solutions Accelerated Learning Program Visual Auditory Kinesthetic Enjoys: Reading, watching tv/movies, crosswords… Listening to the radio, music, plays, debates… Active pursuits, social and sporting … Remembers: People/words by sight. Good at spelling but cannot remember order of alphabet unless recited. People’s names. Good at recalling facts. Likes to talk. Events. Directions: Uses a map. Gives verbal directions. Would prefer to lead the way. Reveals Emotion Through: Facial expression. Tone of voice. Body language. Handling Projects: Detail oriented, plans ahead, makes lists, likes to see the big picture. Talks things through, debates problems, verbal solutions. Step-by-step, likes to be physically involved. In Quiet Time: Doodles or stares into space. Hums or talks quietly to themselves. Fidgets relentlessly, can’t sit still. Conducts Business: On a face-to-face basis. Over the telephone. While doing something else. Recall: Visual, pictures, reading. Memorizes spoken word. 3-D aids. Responds Better: Show rather than tell. Hearing vs. Reading. Manipulating objects.
46 Knowing That… Try to incorporate all three elements into your process when working with the vets/teams Remember this applies to the clients as well Having a more focused and engaged client means an increased understanding of conversations and recommendations
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48 Resources… Show them HOW to use your toolsRole playing aside, ensure everybody has an understanding of the key pieces and have been given some language that they can use with clients Ask them what they like about the piece… ask them what else they might need. Bridge that gap for them!
49 Layering Information should always be layeredPeople remember things better when they are interconnected with other things they already know Layering by different people, with different mediums only increases compliance
50 What Have You Got?! Consider helping to create tool kitsOrganize what they have and where they have it, by category Enable the team to customize their approach without distraction or reliance on memory in the moment
51 Visual/Auditory/KinestheticOral Health Location Visual/Auditory/Kinesthetic Poster showing before and after for prophylaxis Exam room 1 V Poster showing before and after with food alone Exam room 2 Senani’s Nutrition brochure regarding dental diet Pharmacy Reception V and A (read out loud to them) K – put in their hand Actual kibble for dental food Kitchen V and K Sample option for food Exam rooms K (allow them to give it) Video on brushing Website V and A VOHC website Dental light V and K (put it in their hands) Jaw model Pre-anesthetic bloodwork brochure K – put it in their hand
52 Stories Help To AdvocatePersonal anecdotes (which team members have what stories) Testimonial Albums Feature products “Blockbuster” style! Brainstorm with the team to build their momentum and get them thinking!
53 What do they need to hear?Our company recognizes that we can only do well if you do well and can get compliance with your clients so… what can we do together to accomplish that?
54 What do they need to hear?What do you think the stumbling blocks will be? What are you excited about? Your success and our success means more animals got what they deserve – ultimately that’s our mutual goal.
55 Advocate Let’s SELL Together!
56 Dedication Responsibility Education Attitude MotivationSenani Ratnayake BSc RVT Motivatum Consulting imotivatum.com