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The language used by a vet when speaking to clients can make or break long-term relationships. By John Burfitt
There’s a story communication trainer Jen Jackson says she has heard again and again from the vets she has worked with that says everything about their need to improve how they communicate with clients.
“I’ve had vets tell me there’s a point they often get to when speaking to a client during a consultation, when the client’s eyes glaze over as the vet is describing what’s wrong with the pet and what needs to be done about it,” Jackson, founder of human experience consultancy Everyday Massive, says. “The vet is talking and talking, but they can tell the client is just nodding and not taking a word in, as they most probably don’t understand what is being explained but don’t want to look stupid by asking. And vets tell me at that point, they have no idea what to do about it.”
This is where applying the concept of ‘speaking human’ could be useful. ‘Speaking human’ is a communication strategy Jackson believes can benefit anyone working in medical fields to help improve client relationships. Jackson and her partner Dougal wrote the book How to Speak Human which explores how communication impacts people’s experience at work, and how language, in particular, plays a crucial role in improving clarity, comprehension, engagement and relationships.
The book explores an array of strategies and tactics that address the complexity of how people communicate, and demonstrates the long-term value of clear and direct straight talking.
The choice of language is something Jackson believes can be a major stumbling block for practitioners in specialist fields such as veterinary medicine who often need to communicate complex and scientific matters to people who have little background in the area.
“When we get caught up in our work, it’s easy to forget that others don’t necessarily share the same depth of knowledge or have the training that we do. It’s a very common trap to fall into,” she says.
“So when we’re at work, we need to consider who we’re talking to and tailor our communication to resonate with them. This requires more effort, which can be challenging in the heat of the moment, but it can make a profound difference to the client’s experience.”
Keeping it simple
Melbourne training consultant Louise Davis has been providing training in ‘speaking human’ for years and says understanding of the concept has grown in recent times as many businesses have found blockages in the way they communicate with clients.
“I explain it by saying it’s a bit like one person with all the expertise is speaking German to someone who speaks Japanese, and there’s little messaging getting through,” she says.
“Too often, we complicate what we’re saying by just making assumptions about what we consider everyday language. What we instead need to do is think about the smartest way to express what needs to be stated so that everyone understands and expectations are clear. And, most importantly, trust with that client is maintained and possibly strengthened as a result.”
One key ‘speaking human’ strategy is adopting the ‘KISS—Keep It Simple, Stupid’ principle so that focusing in on the point and being clear in how it is expressed leads the conversation.
Another strategy is losing acronyms and jargon from discussions wherever possible. “The veterinary profession, like any other specialist field, is prone to technical lingo, and this can be a source of confusion,” Jackson says. “When talking to clients, just say it as simply as possible, as if you were explaining it to your mum!”
Using the written word and visual cues to further explain a situation is another important element.
“When someone sees a visual representation of the issue and the solution, that’s actually helping both parties,” Jackson adds. “Not only does it often reduce the number of words required to explain something, but it can also help the vet clarify their own thinking.”
Taking a ‘swapping places’ approach where you put yourself in the client’s shoes in order to better imagine what that client would like to hear is another key strategy. So too, Louise Davis adds, is building a rapport through adopting a personable and professional approach that builds trust. That can eliminate feelings of intimidation so the client feels comfortable making further enquiries.
“Sometimes at the end of the consultation, asking the client to repeat back what they understand the situation is and what the treatment plan is about can be a great opportunity for both parties to work out what’s been understood and where the gaps are,” Davis says. “That can take a minute or so but might end up being the most important part of the consultation for what it achieves.”
Don’t dumb it down
As for labelling ‘speaking human’ as just a way of telling vets to dumb down the way they talk to clients, Jen Jackson calls such a suggestion disrespectful. “That’s pretty offensive. We all have different experiences and baseline knowledge,” she says. “This approach is simply trying to find common ground to work from.
“If anything, I’d call this ‘smartening up’. If you have all the qualifications you’ve worked so hard to achieve as a vet, then
surely you’re also clever enough to say what needs to be said in a simple way.”
A clearer and more effective way of approaching language has to result, Louise Davis adds, in building better trust between vet and clients.
“Changing the way we talk about veterinary care can change clients’ perceptions about the value of veterinary care, and encourage them to prioritise visits,” she says. “By using specific language that can be understood can build trust and stronger client relationships as well as increase compliance, and ultimately, maximise patient outcomes.”
