Do you know the average length of a relationship between a pet owner and a vet? Figures vary between reports, but most say that the average is somewhere between four and six years. That may seem like a while, but in truth it’s not very long. When you also consider the frequency with which pets pass, people move, and other factors, you’re at risk of losing clients all the time. So what can you do to keep the clients you have?
Lifetime Clients by the Numbers
The lifetime value of a client is precious. You can calculate this number by figuring out the total revenue your practice can reasonably anticipate from a single client in the care of their pet. Think of the average fee for a consultation, multiplied by the number per year, multiplied by the number of years that the client comes to you. If they have multiple pets or come for special treatments, you can take those numbers into account as well.
Additionally, it’s much easier to retain a client than to gain a new one. There are costs to marketing efforts as well as having empty appointment slots. When a pet owner first starts seeing you, they may not come as often which cuts down on their overall value. And, you can expect satisfied and loyal clients to recommend you to others – and that’s free advertising for you. When you put pencil to paper, it’s easy to see why it’s in your best interest to retain all the clients that you can, for as long as you can.
5 Tips for Keeping Pet Owner Clients
Alright, so it’s important to keep clients – but that’s often easier said than done. What are some practical ways that you can increase client loyalty and build a practice of dedicated pet owners?
Offer Virtual Visits
The convenience of seeing a trusted vet online cannot be overstated. It saves your client from having to load up their pet, drive to your location, sit in a waiting room, etc. In many cases a virtual visit can be the difference between getting immediate guidance and waiting days or weeks for an appointment. It can offer tremendous peace of mind for clients to be able to speak with you in urgent situations and get advice, even if that advice is to get the pet into the office. Not all visits should be virtual, of course – but having the option goes a long way toward helping your clients out.
Thoroughly Review Client Notes (always).
Before any appointment – whether in person or virtual – go through the client’s notes to refresh your memory about the pet’s medical history, previous treatments, and any specific concerns or requests mentioned by the client. Make sure to review the follow ups from the last appointment and see if those have been done. Gather all relevant information about the pet, including age, breed, any ongoing medications, and vaccination history. Also, have the client’s contact details readily available in case of any technical difficulties.
Make it Personal
Active listening goes a long way in building ongoing relationships. When you see your clients, be sure to ask some questions that aren’t necessarily about their pet. How old are the kids? What sports do they play? Have they been on any fun vacations lately? How was their recent holiday? And then, do your best to remember these details and include them in future conversations. This shows that you actually care about your clients (and their pets) as more than just a customer. Plus, finding things to talk about makes you more relatable and trustworthy.
Follow up and then follow up again
After every appointment, help your client to schedule their next one. If there are any next steps specific to a particular appointment, make sure to get those scheduled. If you are working with a pet that is being treated, don’t be afraid to call or text and see how it’s going. It’s a good practice to meet with the animals you see every six months. The great thing about virtual visits is that not every session needs to be in person. It can just be a quick check-in online to make sure everything is going well, or to talk about a particular medication. You can’t really over-communicate when it comes to people’s pets – after all, they’re family!