Dealing with clients face-to-face is easier than by telephone because you can interpret one another's body language. Furthermore, clients that are there in person can see for themselves if you're rushed off your feet, and appreciate that it may not be possible for you to give them your immediate attention.

Most practices are moving with the times, and encourage their customers to see the veterinary surgery as a place where all their pet's needs can be fulfilled, rather than just the place they have to visit when their pet is ill or injured. So you may find that many clients call in just to pick up preventative healthcare products and pet food. These clients are known as "bonded clients". Aside from the fact that they are extremely good for business, they are also careful and conscientous pet owners. Whether you look at it from a business perspective, or from an animal welfare perspective, these clients should be encouraged and nurtured.

The first face that any client sees is yours. You can make or break the relationship. With a professional approach, you play a vital role in ensuring that unbonded clients continue to see your practice as THE place to come when their pet gets ill. If you're really good at your job, you'll convert some clients from being unbonded to bonded, and a mutually beneficial relationship will evolve.

Here are some pointers on impressing your clients:

• Smile and maintain a professional attitude at all times. Clients do not want to see high jinks behind the reception desk, especially if they are there to have an animal euthanased.
   
• If you are on the telephone, use non-verbal communication with clients arriving at the surgery. Simply making eye contact and smiling at the new arrival is a means of acknowledgment.
   
• When interacting with your clients, try to keep your body language open. As well as making eye contact, turn your body so that you are facing them and avoid what may be perceived as defensive gestures, such as folding your arms.
   
• Prioritise to the best of your ability. 6 clients arrive simultaneously. How would you deal with the situation? 
  1. Greet each client and ask the nature of their visit.
  2. An emergency must naturally be given priority.
  3. Check in those clients that have arrived for an appointment, since this is a quick procedure and involves simply checking them in to the diary or computer appointment system.
  4. Deal with the client/s who are relatively easy to serve. For instance, allowing collection of a pre-booked repeat prescription or selling a bag of pet food to a client who is familiar with the product.
  5. Finally, lengthier matters should be dealt with. For instance, helping with a complicated query regarding an invoice, or discharging a hospitalised patient.
   
• Keep the desk covered at all times. If you need to go to the toilet or are due for your break, don't just rush off without arranging for a colleague to take over.
• Interact with your clients. Obviously it is essential to ask clients if it is OK to handle their pets, especially if you are unfamiliar with them. But owners love it if you pay their pets compliments. If you have scales in your waiting room, weigh dogs as they arrive. Offer a treat from your freebie jar (see the "Reception Desk" section); but do be careful that food is not contra-indicated (i.e. if an animal is due in for an anaesthetic or is suffering gastric problems).
   
• Apologise for any delays.
   
• Use personal experience when discussing products and services. A client is far more likely to believe you if you say: "Yes, I've used Program regularly on my dog since he was a puppy and found it to be very effective" than: "Yes, Novartis claim that Program is a very good product". If you can't use personal experience, don't make it up! Make sure you know the product and can explain how it works, so you could then say: "Program is a very good product that works by sterilising flea eggs so they can't hatch in the first place. It is very easy to administer since it is given orally or as a six month injection." By differentiating the product from the usual run of the mill insecticides, you will have the client's interest and be more likely to make a sale. Remember, this is not a hard sell - the client WANTS an effective method of flea control, and by giving her what she has asked for, she will leave the surgery feeling content.
   
• Tell clients which vet or nurse they will be seeing. If the preferred member of staff is unavailable, explain why and let the client know who they will be seeing instead. Continuity is beneficial for both the veterinary surgeon and the client. Imagine how you would feel if you saw 3 different vets in one week for the same problem!
   
• Know your stuff. Be able to give clear, concise advice and instructions with regard to the products and services that your practice offers. Offer back up literature and/or free samples when promoting products or services.
   
• Be helpful beyond the normal call of duty. Offer a receipt, offer a carrier bag, offer to help carry heavy items or animals to the client's car (especially if he or she is elderly, disabled or pregnant). Ensure that vaccination certificates and other important documents/forms are completed neatly and legibly.
   
• Always deliver what you promise. For instance, if you take requests for repeat prescriptions, be sure to follow through with the task and have the item/s ready when you say you will.