Morgan J. McArthur, DVM for Vetscript

I’ve taken up exercise. Again. At 40 years old I’m lightening my lard load. Going from fatness to fitness didn’t used to be hard. Youthful resilience allowed me to exercise with abandon, and if I didn’t get results I would work ever harder, never smarter. I can’t do that now – rigourous exercise and rigor mortis are getting too friendly with each other.

I’d never considered seeking professional fitness advice. I had a resistance problem – to new information. My experience and that of my mates had always been my guide. My attitude was: “Look, I understand physiology. I’ve been fit before. Frankly, I know what I’m doing.”

Smart? Not very.

The short version of this story is that I’ve now got a personal trainer and a nutritionist helping me achieve my goals. Is it working? Wow! Why didn’t I do this years ago?

I have experienced a very powerful “Aha!” response thanks to expert guidance. If your customers achieve similar results with your help both your business and your satisfaction will grow stronger.

Overlaying my “fitness model” onto veterinary practice here are some elements you might consider:

Help your customers identify their goals. The trouble with people and their situations is they’re all different. Until you get to know where they are and where they want to go you can’t be effective at helping them get there. They will enjoy your attention and you’ll see opportunities for how you can serve. You should have a procedure for collecting this data – a questionnaire that gathers basic information followed by a face-to-face meeting to discuss goals.

Establish a programme. Life is busy. A programme is a written goal guide, a pathway to achievement, and an open opportunity for you to interact with your customers. Scheduled “fitness checks” are vital and can take place at mutually agreed times.

See yourself as a coach rather than an advisor. Coaching is a contact sport. It brings you into contact with their situation so you can see problems from their perspective. Good coaches are empathetic. Empathy engenders trust and gives you an opportunity to guide and encourage. Few things are more powerful for building relationships and making change than encouragement. As a coach you’re not just an expert but a motivator, as well.

Want more fitness in veterinary practice? Offer the coach approach. No, not every customer is a candidate. For a long time I wasn’t. However, if you believe in your skills, can trot out a few success stories of others you’ve helped, and have a program to offer you’ll enjoy the benefits of strengthened satisfaction and fiscal fitness.

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