VNA Level II Module 1 - HillsVet.comvna.hillsvet.com/pdf/en-us/Module_11.pdf · recommending advice...
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After completing this module, your basic understanding should include: • What communication is, and its importance to proper pet care. • How influencing pet owners to utilize your products and services is great medicine, and great business. • That people don’t care how much you know, until they know how much you care. Your progress is saved. Slide 1 of 14 VNA Level II Module 1: Communications Learning Objectives SM
Transcript of VNA Level II Module 1 - HillsVet.comvna.hillsvet.com/pdf/en-us/Module_11.pdf · recommending advice...
After completing this module, your basic understanding should include:
•Whatcommunicationis,anditsimportancetoproperpetcare. •Howinfluencingpetownerstoutilizeyourproductsandservicesisgreat medicine,andgreatbusiness. •Thatpeopledon’tcarehowmuchyouknow,untiltheyknowhowmuch youcare.
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VNA Level II Module 1: Communications
Learning Objectives
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VNA Level II Module 1: Communication
IntroductionLevelIofHill’sVeterinaryNutritionalAdvocateexposedyoutoavarietyofconceptsdesignedtoenhanceyourunderstandingofproperpetnutrition.ThroughoutLevelII,we’llbuildupontheseprinciplestoassistyouincommunicatingyourunderstandingofproperpetnutrition.Beingaproductiveveterinaryhealthcareteammemberandadvocateforthepet’sbestinterest,reliesonyourabilitytocommunicateeffectively.
“Information”canbeobtainedinmediasuchasdata,ads,references,comments,perspectives,words,pictures,movies,video…Allofusfilterthoughtheinformationweareconstantlyexposedto,andretain(foravarietyofdifferentreasons),selectiveamounts,whichweterm“knowledge,”theprocessbeing“education”.Tobenefitothersthough,wemusttranslate/transferthisknowledgeeffectively.Thiscriticalstep,andthefocusofthisModule,is“communication”.Thesuccessfuloutcomeofeffectivecommunicationresultsin“application”-theclient’sutilizationofyourpractice’sproductsandservices.Withoutconsistent,effectivecommunication,alloftheinformationyouconvertintoeducationdoesnotmanifestitselfinpositiveoutcomes.Thus,insteadof“appreciation,”(bypetowners,otherhealthcareteammembers,pets,evenyourself),youoftenbecomemiredin“frustration.”Whilecommunicationmustbetakenseriouslyandconductedresponsibly,itshouldalsobeapproachedasanenjoyableopportunitytohelpthepetsandpeopleyouserve.
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It doesn’t matter how much education you have (how “smart” you are), IF you’re unable to effectively COMMUNICATE, the pet owner can’t make an informed decision.
Information >> Education >> COMMUNICATION >> Application >> Appreciation
Figure1.Communicationisthe“link”betweenyoureducation,andbeingabletoapplythoseskills,talentsandabilitiesrelatedtoproperpetcare.
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RecallfromLevelI,Module10,TheAmericanVeterinaryMedicalAssociation,intheirThePrinciplesofVeterinaryMedicalEthics,define“marketing”and“merchandising.”Inessence,“marketing”involvesencouraginganimalownerstouseveterinaryservicesANDproductsforthebenefitoftheanimal.Youcan’tpromoteandencouragepeopletouseveterinaryproductsandservicesifyoucan’tcommunicateeffectively.Itisalsoquiteprobablethen,thatINeffectivecommunicationcandeterpeoplefromusingveterinaryproductsandservices!Asanadvocateforthepet’sbestinterest,youhaveanobligationtocommunicatewell.Remembertoo,fromLevelI,Module10,thatamaindefinitionofclientis“dependent.”ClientsAREdependentonyouforproperpetnutrition,andtoprovideappropriateproducts.
CommunicatingisNOTjust“sending”information,(verbal,non-verbal,written…).Communicationalsoinvolvesacriticalelementthatisoftenoverlooked-knowingtherecipientreceivesANDunderstandstheintent.
Effectivecommunicationistheresponsibilityofallpartiesinvolvedandshouldideallyintegratetheskillsetsofallveterinaryhealthcareteammembers.Thisshouldbedoneinsuchawayastoinstillconfidence,trust,complianceandpractice-bonding(loyalty)inthepetowner.Remembertoo,theimportanceofsuchelementsaspracticephilosophyandambiance,(externallyandinternallyatthepractice,asdiscussedinLevelI,Module10).InthisModule,we’llfocusprimarilyondirectinteractionwithpetowners.
Communicate=“ToConnect,”“Toestablishrapport.”
Communication=“Thesuccessfultransfer,(send>>receive>>understand)ofintendedmeaning.”
WHAT is Communication?
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Communication = Connecting (the successful transfer of intended meaning).
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VNA Level II Module 1: Communication
ThelateJimBrockmeier,DVM,atalentedcommunicator,presentedlecturesontheconfusiongeneratedfromsomethingasseeminglysimpleasatwo-personconversation.Dr.Brockmeierstatedthatthereare(atleast)sixentitiesinvolvedineveryconversation(firstperson):
Howconfusing!Itisnowonderthatmanyoftheproblemsrelatedtoclientandteaminteractionsinvolve“mis-conversation,”(ofteninaccuratelyreferredtoasmiscommunication):
Conversationsinvolve“spoken”words,notnecessarily“intended”words.
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WHO is Involved in Communication?
WhoItrulyam WhoyouportrayyouareWhoyoutrulyare WhoIthinkyouthinkIamWhoIportrayIam WhoyouthinkIthinkyouare
“Isaid…” “That’snotwhatImeant”“Iheard…” “Butthat’swhatyousaid”“Ididn’tsaythat” “NoIdidn’t”“Butyoudidsayit” “Yesyoudid”“NoIdidn’t” “Ididn’tmeanthat”“Yesyoudid” “Butthat’swhatIheard”…
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VNA Level II Module 1: Communication
Ithasbeensaidthatinmostconversations,oneiseitherspeaking,orpreparingtospeak.Thatistosay,whileonepersonisspeaking,theotherpersonisnotnecessarilylistening,butrather,“preparingareply.”
Realizingtheconfusionthatcanresultfromcasualconversation,effectivecommunication,(whichcanbeextendedtowritteninstructions,talkingonthephone,emailcorrespondence…),needstobeincorporatedintothe“clientinteractionacumen,”ifthehealthcareteamwantstoachievehighproductivity.Conversationsmayinvolvesixentities.Communicationmayalsoinvolvemanyentities.Thedifferencebetweenthetwohowever,isthatwithcommunication,thereisafocusandconsistency,whichhelpstominimizethechanceformisunderstandings.
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As an advocate for the pet’s best interest, you have an obligation to communicate well.
WHO is Involved in Communication?
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VNA Level II Module 1: Communication
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WHY Communicate?Question:Whybotherwithcommunication?Answer:Toensureviews,thoughts,knowledge,meanings,concerns…arereceivedandunderstoodbyallinvolved.
Dependingontheintention,communicationscanhaveanumberofpurposes,suchasto:
Remember,however,thatpeopledothings,(takeaction)basedonTHEIRreasons,notyours!Inordertobeanadvocateforthepet’sbestinterest,especiallyrelatedtoproperpetnutrition,youshouldnotmakeassumptionsaboutanypetowner.Aparamountedictinmedicineis:“Diagnosebeforeprescribing.”Saidanotherway,asstatedbyStephenR.Coveyinhisbestsellingbook,TheSevenHabitsofHighlyEffectivePeople,(Habitnumber5):“Seekfirsttounderstand,thentobeunderstood.”Saidinanevenmoreconciseway:“Listen,withtheintenttounderstand.”Simplystated:
LISTEN!
Pleasenote:“Simple”shouldnotimply“easy.”Youshouldcontinuallypracticeandrefinelisteningskills.
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The phrase, “Diagnose before prescribing” is not to insinuate that non-veterinary health care team members conduct any type of medical diagnosing with pets. That is exclusively a veterinarian’s function.
Inform Buildtrust/credibility ConsoleInfluence Enhanceefficiency EducateNegotiate Advocate GaininformationDefend Persuade DirectPromote Translate EnhanceeffectivenessAssist Share Listen…
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Listening
To be able to be an effective advocate for the pet’s best interest, you need first to understand, then to be understood.
Everyonewithaproperlyfunctioningauditorysystemiscapableof“hearing,“(perceivingsound).“Listening,”ontheotherhand,istheabilitytohearsomething-“withthoughtfulintention.”
InDr.Covey’sbookmentionedabove,hepointsoutfourlevelsoflistening: •Ignoring •Pretending •Selective •Empathic
Ignoring Listening: isactivelydecidingnottobeattentive.
Pretending Listening:isactivelydecidingnottobeattentive,butactingasifyouare.
Selective Listening:istuninginforkeywordsorphrasesthatareofinteresttoyou,inordertorespond.
Empathic Listening:isappreciatingtheotherperson’sframeofreference.Itisnotnecessarilyagreeingwiththeirposition,butitisacknowledgingthattheydohaveanopinion.Indoingso,theotherpersonisaffirmed,validatedandappreciatedforhisorherviews.Onlythen,canyoubeofserviceandvalueinrecommendingadviceorsolutionstotheotherperson’sneedsand/orwants.Whiletherearecomponentstoresponsiblepetownership,(properpetnutritionbeingone),understandingspecificsituations,(asdiscussedinLevelI,Module5,NutritionalAssessment),willallowyoutoprovidethebestguidanceforeachpetandpetowner.
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VNA Level II Module 1: Communication
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“People don’t care how much you know, until they know how much you care”.
Oneofthemostpoignantdemonstrationsof“caring”istolistenempathically.Eventhoughtheveterinarypracticecanoftentimesbeanextremelyhecticenvironment,thehealthcareteam’sabilityto“listen”toeachclient,andthencommunicateaccordingly,canmakethedifferencebetweenmediocremedicineandgreatmedicine,averageserviceandsubstantialproductivity,sellingpetfoodandpromotingproperpetnutrition!
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Listening
Empathic listening is a critical part of effective communication.
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Whenmostpeoplethinkofface-to-facecommunication,itisusuallyinthisorder: •Words •Inflections •Bodylanguage/gestures
Curiouslythough,whenpercentageshavebeenassignedtothesethreeareasinavarietyofstudies,inregardtotheircontributiontocommunication,thefollowingorderisconsistentlyobtained: 1.Bodylanguage/gestures 2.Inflections 3.Words
Stateddifferently,spokenwordshavelessofanimpactoneffectivecommunicationthantheinflectionsusedinsayingthewords.Bodylanguageandgestureshavemoreofanimpactthantheothertwo!
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HOW Do We Communicate?
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VNA Level II Module 1: Communication
Veterinaryhealthcareteammembersneedtorelatespecificinformationtopetowners,asestablishedbythepracticeownersandmanagement.Topicssuchas:
•Neutering •Behavior •Parasitecontrol •Vaccinationprotocols •Oralcare •Testresults •Wellnessnutrition •Therapeuticnutrition…
Oftentimes,theattempttoaccomplishallofthesethingsisthroughverbalcommunicationwiththespokenword.Thisinformationmustbeaccurateandrelevanttothepetowner.Itmakeslittlesensetodiscusspuppysocializationtoaclientwitha6yearolddog,orbloodworkresultstoaclientwhosepethadonlyradiographstaken.HOWEVER,petsusuallyeateveryday,soproperpetnutritiondiscussionsarealmostalwaysrelevant!Giventhattheinformationwearetryingtoconveyisapplicable,HOWweconveytheessenceoftheinformationisparamounttoeffectivecommunication-thatofallowingthepetownertomakeaninformeddecisionbasedonvalue,(benefits/price),andourcompetenceandsincerity.
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HOW Do We Communicate?
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Body Language
Figure 2. Negative body language suggests to the pet owner that you are not interested in their needs or concerns.
Muchofwhatweintentionallyorunintentionallyintendto“transmit”toanotherisviaourbodylanguage.Itisthereforeimportanttoknowsomeofthepositiveandnegativeconveyancesrelatedtofocusingonthepetownerandthepet.
Sometypesofbodylanguageperceivednegativelyinclude:
•Armsfolded •Avoidingeyecontact •Looking“offinthedistance” •Tappingafoot,drummingfingers •Poorposture •Leaningbackagainstsomething •Writingwhilethepetownerisspeaking •Frowning •Yawning •Lookingatyourwatch •Lackof(ifappropriate),physicalcontactwiththepet
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VNA Level II Module 1: Communication
Conversely,someformsofbodylanguageperceivedpositivelyinclude:
•Smiling! •Empathiclistening! •Leaningforwardslightly,yetrespectingtheotherperson’s“space” •Armsnotfolded •Occasionaleyecontact •Correctposture •Physicalcontact(ifandwhenappropriate)withthepet
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Body Language
Figure 3. Note how this health care team member is communicating in a favorable way, using body language.
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Anotherwayclientscandetectinterestandsincerity,orthelackthereof,isbyone’sinflections(toneofvoice).Reading,“Fluffylooksrealgood”,formostofus,appearsasacheerfulphrase,butifsaidinamonotoneorflippantly…mightbeconstruedatnegative,evensarcastic.
Eventhoughitmaybedifficulttobeupbeatattimes,petownersexpectveterinaryhealthcareteammemberstobepleasantandcourteous.Apowerfulwaytobeaspokespersonforthepet’sbestinterest,istonotonlybecompetentandconfident,buttoalsouseavibranttoneofvoice.Alongwiththisapproach,becognizantofotherimportantwaysyouconveyacaringattitude.Propergrooming/personalhygiene,appropriatedress,freshbreath,callingthepetbythecorrectnameandgender…areallperceivedpositivelybythepetowner.Thisenvironment“setsthestage”foreffectivecommunication,andenhancesyourabilitytopromoteproperpetnutrition.
Remember, as a veterinary health care team member, you are in the “service” business. Pet owners want your attention and in return, they are much more likely to listen to your suggestions.
Figure 4. A pet owner benefiting from effective communication.
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Inflections
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Communicationisanintricateprocessoflistening,thenhelpingtofindsolutionstothepetowner’sneedsorconcerns.Asaspokespersonforthepet’sbestinterest,thebetteryoucommunicate,themoreeffectiveyouwillbeinnotonlypromotingthebenefitsofproperpetnutritionandHill’s®petfoodformulas,butalsoinhavingthedelightedpetowneracceptyourrecommendations.Thusthepetownerwillvisityourpracticemoreoften,creatingmoreopportunitiesforinteraction.Maximizethesevisits!
Tocontinue,youwillneedtocompletethequizforthismodule.Whenyouareready,clickontheforwardarrowbelowtotakeyoutothequiz.
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Summary
AreYouReady?
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VNA Level II Module 1: Communication
