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Podcast

Mar 20 2024

Our Manager is Gossiping About the Team

In this week's episode of The Uncharted Podcast, Dr. Andy Roark and Stephanie Goss dive into a letter from the mailbag. It's from a kennel technician grappling with a toxic workplace culture. This dedicated individual is working tirelessly in the kennels for experience requirements for vet school. However, the atmosphere within the kennels is far from supportive, with the kennel manager engaging in gossiping and making side remarks. Despite reaching out to the practice manager for assistance, the situation remains unchanged, leaving the kennel attendant feeling frustrated and unheard. Andy and Stephanie provide valuable insight about looking at the big picture and how to navigate these kinds of conversations. Let's get into this episode….

Uncharted Veterinary Podcast · 279 – How to Get What I Want
You can also listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music or wherever you get your podcasts.

Do you have something that you would love Andy and Stephanie to roleplay on the podcast – a situation where you would love some examples of what someone else would say and how they would say it? If so, send us a message through the mailbag! We want to hear your challenges and would love to feature your scenario on the podcast.

Submit your questions here: unchartedvet.com/mailbag


Upcoming Events

🚀🎉 Get ready to ignite your leadership potential!

Join Dr. Andy Roark, Stephanie Goss, Maria Pirita, CVPM and Tyler Grogan, RVT for an unforgettable experience at the Uncharted Leadership Essentials Roadshow in Atlanta, Georgia, on May 5th and 6th. Embark on a two-day journey packed with dynamic discussions and hands-on training tailored to YOUR veterinary practice. Atlanta in May offers the perfect backdrop for learning and growth, with its vibrant atmosphere and bustling energy. This isn't your typical CE event – it's a transformative adventure filled with insights, camaraderie, and actionable strategies to elevate your clinic's success. Don't miss out on this opportunity to align with your practice leaders and make a lasting impact.

🌟 Can't make it to Atlanta? No worries!

Elevate your leadership game with the Uncharted Leadership Essentials Certificate program at home! Whether you're aspiring to take on a management role or looking to fine-tune your leadership skills, this comprehensive program is your pathway to success. Tailored for veterinary professionals at all stages of their careers, the Leadership Essentials Certificate consists of seven essential courses designed to empower you with the tools and knowledge needed to thrive in your role. From understanding the trust economy to mastering strategic planning and communication styles, each course focuses on key aspects of effective leadership.

Upcoming events: unchartedvet.com/upcoming-events/

All Links: linktr.ee/UnchartedVet


Episode Transcript

Stephanie Goss: Hey everybody, I am Stephanie Goss and this is another episode of the Uncharted podcast. This week on the podcast, Andy and I are getting into an email that we got through the mail bag asking about how we can encourage change in processes and flow in the hospital.

This one was a really great question and it led Andy and I to have some conversation obviously about the question that we got asked, but as we do we may have sidetracked a little bit down a few rabbit holes and talked about our own experience with change, particularly change in our team over this last few years as we have grown and learned the hard lessons of what happens when a team grows and gets bigger and you have communication challenges and you have to learn how to work together without stepping on everybody's toes. It is super relevant to this example. Let's get into this.

Dr. Andy Roark: And we are back, it's me, Dr. Andy Roark, and the one and only Stephanie Goss.

Stephanie Goss: How's it going Andy Roark?

Dr. Andy Roark: It's good. It's crazy. My life is radically changing by the day and I am holding on by my fingertips as things take off. 

Stephanie Goss: 2024 is a year of, is a year of change.

Dr. Andy Roark: It's like changing a bull rider on the saddle, and a bull rider not on the saddle, that kind of change is how it feels. I was traveling and I, my daughter came down to me, my oldest daughter, who recently got her driver's license, and I said to her, I'm leaving.

I'm flying away. I'll be gone for a week. And my flight is at 7am, and I have to leave the house at 5:30am, and tomorrow's the school day. And, if you still want to drop me at the airport, you can have the car while I'm gone. Otherwise, it'll be parked at the airport and she was like, see you at five, dad. And she did it. 

Stephanie Goss: All right. Look at her go.

Dr. Andy Roark: She got up and did it and she's just, she is living her best life. She's just living her best life. It's awesome to watch someone who gets great joy from being able to go to Starbucks and then consignment shop. And then just read things at the bookstore and come home and she's like boom freedom.

Stephanie Goss: Oh man. But also, I mean, how convenient to be like, Hey, we need some more milk to be able to make dinner. Do you want to go to the store and not have to be the one to leave.

Dr. Andy Roark: Yeah. Oh I have been looking for things for her to do 

Stephanie Goss: For sure. 

Dr. Andy Roark: Just to let her do them but is a hundred percent like I want A different flavor of toothpaste today. I need  you to go to the store.

Stephanie Goss: Go to the store. 

Dr. Andy Roark: And she does yeah, I should I have resisted the urge to send her looking for products that don't exist like I need a left handed toothbrush. Let's go ahead.

Stephanie Goss: You're  so mean.

Dr. Andy Roark: I need you to go, I need you to go get the the electric muzzles from the vet clinic. I don't want 

Stephanie Goss: They’d be like–

Dr. Andy Roark: I want the ones with the USB, I want the ones with the USB plug. Those are the muzzles I want. 

Stephanie Goss: Oh man, I can totally see their faces. 

Dr. Andy Roark: One time, 

Stephanie Goss: My dad is a big giant jerk.

Dr. Andy Roark: It would work one time. Yeah. 

Stephanie Goss: No, it is. it's a year of, it's a year of change. It's a busy year too. Like it started off with a bang and Oh we're rapidly coming up on our April conference and 

Andy Roark: we're reaching ludicrous speed here. 

Stephanie Goss: It is starting to reach lightspeed.

Andy Roark: It, we started with a bang. We rolled out the Uncharted Leadership Essentials Certificate at VMX and then everybody saw it, and then they were like, Holy crap! We've got two people that we moved into a management role who got zero training when they got promoted, and this is eight hours of the best Uncharted leadership content training stuff on demand, on their phone, whenever they want, This is, they should have this immediately. And also could they do the hybrid model where they do the uncharted cohorts so they meet in person as well? And I was like, yeah, that sounds great. And after the thousandth person I was like, We should assess we, do we, have the time to train all these people?

Stephanie Goss: Yeah do we even have the time to train because we're also, we're hitting the road and we've got our May road show. Everybody keeps asking me and it, that was so funny at VMX. Everybody was like, I heard you guys are hitting the road. Does this mean an Andy and Stephanie tour bus? Because I want to get in on that party bus.

Dr. Andy Roark: It is. It's a big, it's a big bus with our faces on the side.

Stephanie Goss: I was like, could you imagine an Uncharted party bus? it would be quite. Quite amazing. But,

Dr. Andy Roark: driven, it'd be driven by my 16 year old. Cause that's all that's in the budget. And it would be a death trap.

Stephanie Goss: but I'm excited about, we're going to be in Atlanta in May. And so I'm excited about meeting some local clinics. And it also sounds like we have some Uncharted clinics from out, you know, other areas that are bringing some of their team down to work on team training and, you know, kind of bulking up the leadership essential skills within their team.

So it's going to be 2024, man. It is. It is the year of change. Lots is happening.

Dr. Andy Roark: Yeah, it is. It is. So, anyway, the boy, the April conference is right on top of us. Communicating in a sea of noise I think is a real good topic right now. It's a lot of tightening the screws, getting those client reminders on point, getting clients back in the building, keeping them engaged, because, like, boy, the floodgates that opened up during the pandemic are closing, and it's gonna start.

It's going to start being more and more important to, to engage those clients, get them back on the program, and like, this is what we did forever and ever, but I think a lot of us just, we just gave up on that because we didn't have to when, we were book solid all the time, and so, anyway, I think a lot of people are probably starting to panic.

It's not, you're not alone but now is the time. It's been great to ride this raging river, but now it's time to start paddling again but, start paddling before you come to a full stop is all I'd say. That's what we're doing in April.

Stephanie Goss: But going back to your, going back to your my least favorite lyric choice we've got it. We've got a good one this week because we got a mailbag from a kennel technician, which is awesome. I said to you, it's been a hot minute since we had something from the kennels. And this one is actually a really good one because it's a kennel attendant who is also working in addition to their relief in the kennel, they are working on their volunteer hours for vet school and their experience hours for vet school. And they are struggling because they feel like the culture in the kennels in their practice is pretty, pretty toxic. And so There is a kennel manager for whom this kennel attendant feels like they are acting fairly unprofessional.

It seems like they are gossiping with the other team about this person making side remarks. They're hearing things You know second hand from the other kennel team members about the kennel manager talking smack basically about them and they're super frustrated. You know, they said that they've talked to the, practice manager and it, they're getting reassurances that the situation is being dealt with, but it doesn't seem like the behavior is changing at all.

And so they're like, look, I don't like, I have too much stuff on my plate. I'm trying to get ready for vet school. I'm trying to get my hours. I don't have time for the drama and it's exhausting to try and do. My job in an environment where I feel like the rest of the team is being poisoned against me.

And it just seems like from everything that they shared, this is a pretty toxic environment. And so they are like, look, I know that this isn't good on my mental health, but I really need the hours for vet school. what, would you guys do? And so I thought this one was was an interesting one.

Dr. Andy Roark: Oh we could totally–

Stephanie Goss: It could get a little spicy.

Dr. Andy Roark: Oh yeah, it's definitely, it's, I gotta, I don't know, I'll tell you what I would do. But, first, we gotta set up some headspace here. But, yeah, this is challenging. I sat with this letter when it came in a little bit, and I was trying to get my head around the perspective of the person who wrote to us.

And, often I'm like, okay, how do we get into this position? I wonder, and this is just It's just sort of, sort of thoughts in my mind, but when I look at this, part of the thing I wonder about, the first question I would ask someone who's looking at it is our writer, are they? Are they willing to advocate for themselves?

Because I see a lot of situations kind of like this. And I'm not saying it's the writer's fault at all. Don't get me wrong. But I'm kind of like, how did we get here and how did this shape up? And sometimes it's around self advocacy. Where if we're someone who goes along to get along, there are toxic dumps that we can end up in.

And it's just funny, I've just been thinking a lot about it. Life is interesting that way. Where, you know, I don't buy the idea that you should be the squeaky wheel all the time. And I don't really, I don't think that people who are the first to complain whenever something is not exactly what they want, I don't think those people ultimately get ahead.

I think that there's a lot of people who are quick to jump in and talk about they're unhappy and this is not okay. And at some point, if it's a rarity, you listen to them. And if it's every day, there's something they're unhappy about, there's something new. Those people quickly kind of get tuned out.

And so, I don't think that's the way we want to go. At the same time, if you're somebody who doesn't advocate for yourself, you don't stand up, you don't say, “I'm not doing this.” Oftentimes, people will just assume you're okay, and just Keep going the direction they were going, and sometimes that means not that you're stuck in a bad place, but you're in a place that's actively getting worse.

Like, whatever the water you don't like is, they're continuing just to kind of pour it into your bucket, because you haven't said that is not what you want. And so, so there's kind of that too. And again, I'm trying to put this on” the writer, but I'm just kind of rolling it around of “how exactly do we get here?

I think that there's a big question that I have here as well that I would put back to our writer also. The big question at Headspace for me is, What do you want? Like, what are you trying to do here? And I I had this really great conversation at a recent vet conference and this guy I know said to me, How do you assess your strengths and weaknesses, Andy?

I want to figure out where my weaknesses are and I want to work on them. And so how do you do that? And I sat there and I thought about it for a while and finally I said back to him, I think you're asking the wrong question. Like, I, that's, I don't think that's a good question. And I said, I really think that just thinking about your weaknesses for the sake of cataloging your weaknesses so you can work on the things you're not good at, I think that's a really bad strategy.

I think we all have a limited amount of time and a limited amount of energy, and working on something you're not good at just because you feel like you should, that's, I, don't think that's a good use of time. I said, I would not frame it that way. I would say to you, what the heck do you want to do next?

And then you tell me what you want to do next, and then we'll look at the personal barriers you have to getting there, and that's what I would work on. But cataloging your strengths and your weaknesses, that doesn't make any sense to me, really from a functional, practical standpoint. So that's been sort of my mindset of really, I think a lot of us need to be kind of pragmatic, and what the heck are we doing here, and what are we doing next?

And so in the case of our writer here, who says, I'm in the kennel, I'm putting up with this horrible situation. I've gone to the manager and it's not getting better, what do I do? I'll say, what's your next play? What are you trying to go, like, where are you trying to go? Because I don't know. Looking at what I'm looking at here, I'm going, I'm trying to, I'm struggling a bit to see how we get from where we are to someplace positive.

I don't know that I buy– and again, I could be wrong. You know, our writer says, I want to go to vet school, I want to go to vet school. I'm doing my internship. I'm getting my hours so I can go to vet school. And it's just, this is, I'm not saying they're wrong. And that may be what's required, but to me, that would be the picture of a stupid system where the hours I put in getting beaten up in the kennel are supposed to somehow make me a better doctor? That's ridiculous.

Stephanie Goss: I agree with you. And I think for me, from a Headspace perspective, like one of the first questions I think that if I was in their shoes that I'd be asking myself is what am I, to your point, where am I trying to go? What am I trying to accomplish here? Because if I want to get into vet school, I can check the box and say, I've worked 9,000 hours in a hospital, but if I can't. I'm going to bring some pretty damn good reasons why working 9,000 hours in the hospital impacted me on a personal, professional, developmental level for going to vet school that I'm giving the same kind of answer as the person who says, I've known since I was five years old that I wanted to be a vet, right?

Like it's, that everybody has to do something. So how is it setting you apart? And while diversity in your answers. Is very important and overcoming adversity is very important. You also have personal choice in this matter, whereas when you think about other circumstances of diversity not, you know, not being able to access the same kind of resources as your peers growing up in a foreign country and having to struggle with, you know, migrating to the U.S. to be able to accomplish your dreams. Those kind of examples of challenge and adversity are significantly different than saying, I had a job in a kennel, and it was awful and toxic, and I didn't do anything about it. Right? Or I chose to, or I chose to just put up with it because I knew that I needed my hours and I hated it and I learned about what I don't want to do.

But, you have freedom of choice in a way that others, in circumstances of adversity don't necessarily. And so I think for me, the headspace piece is, what are you, trying to accomplish? And what are your priorities? Because I do actually think that you have a lot of choice in this situation.

And it's really easy when you are in an environment where it's just sucking the life out of you to feel like you have no choice. I empathize greatly with the writer. Because I've been there in plenty of situations in my life. Where it's like, this is horrible and I feel like I don't have any other options.

Dr. Andy Roark: Well, I think that there's this old school mentality in vet medicine that you have to pay your dues. And I still hear people talk about that. You have to pay your dues. 

Stephanie Goss: It drives me crazy.

Dr. Andy Roark: Well, I mean, this is the classic example of paying your dues in that, here's this person, they're working in the kennel, getting knocked around, and it's like, okay, help me get my head around, if I'm on the admission board, how this person taking a beating in the kennel is, it means anything as far as whether or not they will be a good doctor.

And so I think that's, I think that's bonkers. Even taking the kennel part out of it and just being like, I'm putting my hours in the vet clinic. At some point, I'm skeptical of the value of this. All I can get out of talking to admissions groups for vet school is this, and I think this is valid.

A lot of people don't know what they're getting into when they say they want to be a vet. And it's a hard job, and you get your butt kicked a lot, and it's frustrating. And it ain't a puppy kitten business. It's a human being's business. That's what it is. And so if you get into vet school with the idea that you're going to snuggle puppies and kittens, and you're here because people are gross and you don't like people, I would say that was a failure on the part of the admission board, because you shouldn't be here.

Stephanie Goss: Those shouldn't be your only reasons, and if they are, you shouldn't be here, yeah, for sure.

Dr. Andy Roark: Correct. Exactly right. And so, I do think that you can make a strong case for looking more. I don't know, looking upon a vet school applicant who says, I understand the life of a veterinarian because I have spent a significant amount of time in the clinic. I have worked with clients.

I have worked with pets. I have handled the workload, the stress load. I have gone through the experience of going home and trying to unplug and I have coping strategies for those things. And I. understand the demands that are going to be put on me emotionally and from a time management standpoint as a doctor.

I do think I go, okay, well, that is a strong position for an applicant that it's hard to teach in vet school. And so to me, I go, yep. But I always thought that the reason to do hours in a vet clinic ahead of time is so that you can go into veterinary medicine as a doctor, eyes wide open. And so again, I circle back around to our writer and I go “I don't know how being in the kennel is necessarily helping you understand what you'd be getting into as a doctor” and again, I don't want this to be critical of a writer, but it's just, it's where my head is when I'm sort of thinking about what do we do here. So anyway, to your point about the, you said, well, you said, you know, well, I've got these 9,000 hours.

I think if you're going to go this route, and there are hours and things that you're going to try to get to go to vet school, at some point you check the box for having enough. And I think a lot of people miss that. I think a lot of people are like, Why did he get to go to vet school? I had 8,000 hours in a vet clinic and he only had 2,000 hours in a vet clinic.

And I'm like, 2,000 hours is plenty to know what a vet clinic is. and how it feels and how it works. I don't think you're scoring bonus points when you get beyond a certain number. That's probably in the low hundreds more than it is in the thousands, you know?

Stephanie Goss: Yeah, for sure. And, the other thing too that I think is important going back to what you were saying before this is that when you're looking at the length of time that you were in the clinic, I think that there's probably, it would be interesting– we should pick somebody's brain who's on an admissions committee or one of, one of the deans and ask them the perspective because I would think if I, just me as a, human being with my experience in vet med, if I sat on an admissions committee, for me, it would absolutely be I mean quality over quantity. I’m looking for someone who went into a clinic and had the opportunity to try all kinds of things. If you have someone who said, well  I worked over ten thousands of hours over the last, you know, five years, but I was in the kennel.

It was a super toxic environment. I learned a lot about what I don't want to do in veterinary medicine. My assumption, and I, we all know what assuming, you know, what they say about assuming, right? So I could be wrong, but my assumption would be. Oh, you didn't probably get a lot of other opportunities because if you were in a toxic environment, there's two pieces of play.

One is there has to be trust to allow for opportunities to happen in a practice. And so if you were working in a toxic practice, did you get opportunities to go work in the exam room with clients? Did you get opportunities to sit in on surgery? Or were you not given those opportunities? So from, the practice side of it, and the other part going back to the writer that I think sits on your shoulders when you are in a bad environment or you have something that truly makes you miserable. I think about it in the school context, like, I will admit I am a procrastinator my, my, ADHD and anxiety, like, I, I can procrastinate things, and I will tell you when I have a thing that I have, like, been dreading or that I don't want to do either because I don't understand it or I don't like it or whatever, I don't get a hundred percent return on the investment that I put into it because I'm so focused on getting through the awful thing that I don't want to do that I'm not looking at it with a whole and open heart and mind, if that makes sense.

And so I think when you think about our writer, if they are existing in this truly toxic kennel environment. How much are they actually absorbing from their experience in the clinic? Because they're probably dreading it. They're probably just trying to get their work done at a quality level that matters to them and get the hell out of there.

I would, if that was me and I was going to work every day and I, and someone, or multiple someone's were making me miserable, I would want to show up. Do the minimum that I needed to do to be professional and get the job done. And then I would want to go home. And so from an admissions perspective, I would definitely have to question that. And I would look at it from a quality over quantity perspective.

Dr. Andy Roark: Yeah. No, I completely agree with that. I think the lessons here I like to put forward to people is beware of the implied shortcuts where people are like, okay, what, you want to go to vet school? You should get hours in the vet clinic. And my question would be, why? And so if I'm on the admission committee and you come in and you sit down and you say, I worked 3,000 hours in a vet clinic, then, all I'm going to say to you is, What did you do there?

Stephanie Goss: What did you learn?

Dr. Andy Roark: What did you learn? And you're like, I can mop a floor. Like, boy, you wouldn't believe the messes I know how to clean up. I'm like, I, that doesn't, it doesn't help. You know, but again, the only reason that you would ever buy into that is because you buy into the. paying your dues model, which is just, it's, garbage.

It's, and I don't really think it gets people where they want, where they think it takes them either. So I think there's a lot of people paying dues that nobody really cares about. And so anyway, I'm not trying to dunk on this other than to say, I think you and I are both in agreement about what are you doing this job for?

That's it. I think we're both probably asking the question of. If you have gone to the manager and you have said, this is going on and they say we're working through it, what is your incentive to wait it out? You know, because now we're starting to get into where we're going to go with that. Some action steps.

But for me, it's about there's going to be some cost benefit analysis here. And if you have said. This is what's going on and it's making me miserable and they're like, Hey, trust us. we're working on it. That may be totally true. They may entirely be working on it and it takes time to work these processes and they cannot be public.

They have to be private and that is true. And do not owe it to them to spend your life waiting. For them to fix it and that like, and I hate saying that as a business owner because there's lots of times when I say, Hey guys, we're working on something. It's going to take a little bit of time before it gets smoothed out and run smoothly.

If somebody was like, I don't owe it to you to wait like that would hurt. That would hurt my feelings. but also if you're like, Hey, look, I'm going to leave in three months and I don't think you're going to fix it in the next three months. And I don't want to be miserable for three months that, you know, that would change that math and so I don't know that's part of it as well as you've gone forward and you've advocated and now they've said we're working through it I want to say that's a very valid thing for them to respond and I think it's good to not have the expectation That they're doing they've done something wrong.

I don't think that's true. But also Let's call a spade a spade and look at where we're trying to go, what we're trying to do, what our timeline looks like, and, where we hope to end up with. You know, the last thing I would say too, is again, jumping back to our, what are you, trying to do here? I suspect besides getting the hours, they're probably hoping to get like a letter of recommendation and things like that.

Stephanie Goss: Sure.

Dr. Andy Roark: If you're in the kennel working with a kennel manager who hates your guts and is toxic and is terrible.

Stephanie Goss: Right. What kind of letter of recommendation are you gonna get?

Dr. Andy Roark: Yeah, exactly right. Now you're not even gonna get that. You know, I don't know. That's, that, those are all the questions I kind of have from a headspace standpoint, is really, what is the math that we're doing here?

I think to turn this to a positive way in Headspace, you've always got to believe that you have options. You've always got to believe you have options. You always have to believe that you have power to make your situation better. And sometimes that's by leaving, and sometimes it's by advocating for yourself, and sometimes it's modeling the behavior that you want to see in the culture, and being relentlessly Ted Lasso optimistic. Like, you always have power.

You're not trapped here, you do have choices. I just, I think that's kind of where I want to kind of leave headspace and say, okay, we've done these things and we're, I think a good deep thought about, what am I trying to accomplish here really? And, You've got to eject the sunk cost fallacy. The idea that I have stuck it out here for a year, and it's been terrible, and if I leave now

Stephanie Goss: I’m starting over. 

Dr. Andy Roark: and, then I'm starting over, and the vet, school's gonna ask me, why did you leave this clinic? And I'm gonna have to say I couldn't take it. And like, that's, catastrophizing, that sunk cost fallacy. If you would not start working at the clinic now, then I'm not sure that you should continue working at the clinic.

Stephanie Goss: Yeah. Yeah. I think the last thing that I would say from headspace perspective, cause I, I agree with you on, that piece. I think the last thing that I would say is that there are right and there are wrong actions and sometimes managers do get it wrong. And so going back to what you said, I absolutely agree.

Like as a manager, I know that I can't tell the team all of the information, like navigating things on the backend from an HR perspective is hard and tricky. And it is my job as an employer to provide a safe workspace for every employee on my team and that includes being a psychologically safe workplace. And so if I have a team member who comes to me and tells me particularly about bullying I have a responsibility to do something about it.

Now that doesn't mean I have to tell them what I'm going to do, but if our writer went to their manager and they said, Hey, this is what's happening in the kennels. This is what the kennel manager is doing. I need help. If I was the writer and that manager didn't look at me and say, I'm really, you know, like, I'm really sorry that this is happening.

I want you to know that we're dealing about it. You know, we're dealing with it. we're working on it and I need you to be patient. If they didn't say something to you, like, I can assure you that no further bullying will be tolerated, especially if you have a zero tolerance policy in your handbook as a team member.

Like, if they're not giving you reassurance, if it's just an open ended, yes, we're working on it. It's okay for you to say, I. I need to, like, I need to know what are, is there a timeline? is there an active plan? So for me as a manager, my goal was always to not share details, but make the team member know what they could expect.

And so if I absolutely, if we had a zero tolerance policy against bullying, which it did in my practice, if somebody came to me in this situation, I would absolutely tell them. This is unacceptable. We do not tolerate it. We do not tolerate bullying. I, you know, I can't talk about individual cases and rest assured that this kind of behavior and using a specific behavior will not be tolerated.

Right. If I was that employee, I would feel I'm not really good about that, leaving that meeting because I would be able to walk away feeling the assumption that they are going to action what I just shared with them. And going back to your point about control, then the control goes back to me. So if I feel like nothing has changed, then I have a, then I have a choice to make.

Do I go back to them and say, “hey, you told me that things were going to change and they haven't.” Do you choose to walk away because somebody told you, Hey, they were going to change it and they didn't. There's lots of things that could go. It could go lots of different directions after that, but the control is still yours.

And so I guess I would say from that perspective, like If you have a manager who is being toxic and involving themselves in negative behaviors, like that's, wrong behavior from a man. It's wrong behavior from anybody's perspective. If it's a bull, if it's a bullying situation and if it's just toxic, it's still wrong from a  manager’s perspective.  

That’s where your point early on about asking for help is so important and I would encourage our writer, I would try again, maybe. But maybe you're also at the place where you're like, Pfft, I can't handle this anymore. Which is okay, you know, it's okay. No judgment. But I think that's important. 

Dr. Andy Roark: Just get out of my action steps. Get out of my action steps. Stop it. We're going to take.

Stephanie Goss: Sorry, sorry! It's like we're, it's like we're mind melding. It's 

Dr. Andy Roark: It's, it's kind of scary.

Stephanie Goss: We need a break. I can't handle it.

Dr. Andy Roark: We do need, we need a break. We need a break from each other. We're like, we clearly spent too much time together. Well, that's it. I will always…

Stephanie Goss: Well, let’s take a quick break.

Andy Roark: Well, we will, but I have to say now, I will always remember when Maria Prita came on to work with the two of us, and we would just look at each other, and a decision would be made, and she was like, I don't understand. No, we'd never discussed this. I was like, you were standing there when it was decided.

Stephanie Goss: It's just, this is happening.

Dr. Andy Roark: Stephanie said, well, I don't care. And then you raised your left eyebrow. And then we all started walking. I don't know what happened. Anyway, alright, that's it. Let's take a break.

Stephanie Goss: Hey friends, you have heard Andy and I talk on the podcast about our Uncharted Leadership Essentials Certificate. And because you have, you know that we designed it with every member of the team in mind, because we believe that everybody on the team should have basic, professional, personal business development skills in their toolbox to be able to help make, maximally effective, efficient, and excellent team.

And so we are bringing you one more way to have access to our certificate. That's right, you can take it asynchronously. our wonderful partners at NAVC are bringing it to you through Vetfolio. So if you want to take the certificate online, you can do that today.

​And if you are the kind of person who's like, I need my CE to be in person, or you have learners on your team who you think would do better going through it together in a group live. We've got you, because we are hitting the road. We are going to be live and in person in Atlanta, Georgia May 5th and 6th, and we are going to jam pack two days full of the entire certificate program, but it's going to be live and in person and we're going to do it Uncharted style, which means we're going to talk about your practices. And so, if you have been thinking about, man, I would love to do this certificate, but I would love to do it in person. Now's your chance.

Head over to UnchartedVet.com/ONTHEROAD. That's O N T H E R O A D, and, you will find out all the information about this upcoming road show that is happening in Atlanta, in May, and future dates and locations. And now, back to the podcast.

Dr. Andy Roark: Alright, let's get back into this. I've got a fairly tight little action plan here that I would put forward.

Stephanie Goss: Let’s see how much we're in each other's heads this

Dr. Andy Roark: Okay, do you want me to go first or do you want me to go tit for tat? Like I'll go, all right, here's my first one is make a contingency plan.

And I would do this for a couple reasons. Number one, it's always good to have a plan. Number two, it will make you feel better about your situation. If this is awful and you're out. What are you gonna do? And lemme tell you, I promise you, the path to vet school will not be closed because you leave a kennel job that's crappy.

Like I, I promise you it won't be. But you should have a plan so you're not just sitting at home playing Balder's Gate three on your PlayStation. And I don't know, I think people play that. I'm not allowed to have a PlayStation. It was when we had a…

Stephanie Goss: I was like, I don't even know what that is.

Dr. Andy Roark: Oh yeah, no, because you're not, you clearly don't hang out with the 20 year old male technicians like I do, and they tell me about their video games and I'm not allowed to have a PlayStation because it got taken away when we had a baby we had a baby, Allison also took my PlayStation away, I've not been allowed to have one again.

Stephanie Goss: No, my video game nerdiness is, Animal Crossing or Dreamlight Valley.

Dr. Andy Roark: Yeah, anyway. Don't, not, that's not the contingency plan.

The contingency plan should not be to play video games.

Stephanie Goss: Don’t go play video games.

Dr. Andy Roark: It should not be that. It should be something different than that. Anyway, step one, make a contingency plan. Because, one, if the worst thing you think can happen is that you leave, or you If you quit or you get fired, we can make that go away real fast by making a nice little contingency plan of what would you do?

And so I think you should, you should Go ahead and lay that down. If you have friends that work at other vet clinics in the area, you might be time to go for some Starbucks. Uh, It might be time to get a beer and just sort of say, you know, I'm sort of looking around for my next opportunity.

I'm just kind of wanting to know if there might be other things I could do. Start kind of warming up that, the possibilities for you to go somewhere else. But that's the first thing I would start with.

Stephanie Goss: And, I think you know, we have gotten mailbag letters before from people who have shared details that, you know, we may not have talked about, but if you are someone who lives rurally, because I want to recognize the challenges. As someone who lives in a rural location, we still have a decent amount of vet hospitals and we have friends who are part of Uncharted who like the next closest vet hospital is like a two hour drive or a three hour drive.

So I want to recognize the challenges that go along with that. And sometimes there, we have gotten letters where people are like, there is no other option. if I, leave this clinic, there's no other option and I hear, that and I want you to feel like we see you and I would also say that this goes back to, and I recognize that, take this with a grain of salt because I'm not on a vet school admissions committee and I would say if as a professional, if you told me you had this experience, here's what you learned from it, And because you're located in an area and might have circumstances that make it so that you can't leave that area, there are still experiences, life experiences, and job experiences that you absolutely can get that are going to look as good, if not better, on a vet school application that show your dedication because you can speak to what you did in addition.

And so for a lot of us, like when a door closes especially if we were in love with the idea of like, Oh, I'm going to get a job at my local clinic and I, this is going to be great because it's five minutes from my house and I'll get all my hours when we fall in love with an idea like that. And then things change.

It can be really easy to feel like I have literally no other options. And so I just want to say to like, step back and think about that because you really have no other options. I don't think so.

Dr. Andy Roark: Yep. You and I met someone who just got accepted to vet school when we were in Orlando. And we went to Universal Studios to do the Jurassic Park Escape Room. And the person running the game was like, Oh, I

start vet school in the fall. Yeah, exactly. Like, I start in the fall. I'm like, Oh, well, she's out there running escape rooms at Universal Studios and got into vet school.

Vet school is really about– the best thing you can do is make yourself interesting. I think it's that. but anyway, we'll circle back to that. I think you're, spot on. So make a contingency plan. What are you doing? Where do you go from here? I think the next thing for me is, at this point, I would state my position to the management, and I would state it clearly.

I would go to them and I would say, look, we've talked about this. I know you guys are working on it. And then I would, not in a bold way, not in a threatening way, not in an aggressive way, but in a clear is kind way, I would tell them what I need in order to continue to be here. And basically at this point I would say, I need to move out of the kennel.

And be where I am closer to medicine so I can get the experience that I need. And where I cannot be in this environment because it's really, it's not working for me. And so I don't know if you have a position for me like that or if there's a spot for me. but I am going to need to if I'm going to stay with the clinic, I'm going to need to move out of the clinic, out of the kennel.

And I'm going to need to do it probably in the next week or two. And I would say it to them, and I, and that's the thing, I would mean it. I would 100 percent mean it.

Stephanie Goss: Yes. And taking one like half step back. The only thing that I would do first is I would probably just. Even if you think you did it clearly the first time, I would reiterate and address. Or if you didn't do it the first time, I would address the things that you know for a fact or that you have experienced yourself directly.

So in terms of giving them examples of behavior particularly with the manager and like the reason that you, you need to, make the change, like lay that out for them. So, you know, I came into work and I heard, you know, I walked in and I heard, You don't have to say who it is, but I heard two kennel team members talking about this.

And the only other person who had that information was this manager, Sarah. So I didn't tell them. And so the only way that they could have found out is through this person. And I really need your help addressing this because I feel however, you know, however it is that you're feeling, but like when you say to them what you need, and I love your idea of saying very clearly what you need to have change.

Like, make sure to talk about the things that you've experienced yourself and not just, like, relying on the stories of others, 

Dr. Andy Roark: I don't know if I would, I don't know if I'm with you on this one. Like, so, I hear what you're saying. So, let me talk through my thoughts here. So, I hear what you're saying, and you're saying, I'm going to go in and for the record, I want to state that this is what was said, or this is what was done, or these are the specifics of what is bothering me. And I can see value in that. I think that my concern walking in, and some of this is your communication style and what you want to do, I think. I think my concern is, if I was going to go have this meeting, I would have already done what you said, so I'm not saying I wouldn't do it, but you're saying restate it, and for me, I'm okay, if I'm going to this meeting, what I don't want is for this meeting to turn into a debate about what happened in the past.

Stephanie Goss: Oh yeah. I was trying to say, if you haven't done that, I would do that now so that you are, you're addressing the issues so that when you ask for help and you say, hey, in order for me to stay here, like, I, this is really, you know, like, I'm not happy. And this is really impacting me.

I can't stay in this kennel position. So in order for me to stay here at the clinic, this is what I need. Like, if that comes out of left field for somebody, like as a manager, if you just said, Hey, in order to stay here, I'm going to need a, you know, a 20 an hour raise. If I have no context for that, I'm going to look at you and say goodbye.

You know what I mean? So like the half step back would be if you didn't do that the first time, and they may have when they talk to them, but we didn't get that information. So if you're in a situation like this and you haven't had that clear conversation with your manager, like I would absolutely make sure to have that conversation

Dr. Andy Roark: I can get on board with that, but I would be wary, I would read the room really well, as well as I could, and I would make sure that this is not turning into a debate or a, you know, a court case about what happened. 'cause at this point, I don't care. All I care about is I'm getting outta here.

I, and like, and at this point I would say. I'm moving, and that you've already told them that they were, you know, what you needed, and it's not happening. I want to move out of here. I don't want to be in the kennel anymore. And so I think that would be the statement I would make is I need to not be in the kennel.

And I will take another half step back and say, I would open up with talking about what I like about the clinic, how I think the clinic practices a good medicine, why I think the clinic is a great place for me to be, being grateful for the opportunity to be here, and I would say all of those positive things.

And then I would say, I don't feel like I'm getting what I need in the kennel. I'm not having a good experience. I, it's really, I'm becoming quite frustrated here and I've really decided that in order for me to continue to be here, I'm going to need to be out of the kennel. I'm going to need to move into the treatment rooms or work as an assistant or help with the front desk or whatever the other options are, but I'm going to need to move there.

But I, I think that for me, that's, very much it as I have to say to them, this is my position. And again, clear is kind and it's not. Threatening or confrontational and I would tell them all the great things about their clinic and why I want to still be at their Clinic and then you got to follow through and so if you say I need to move and they don't move you Then you need to tell them know that you're you'll be gone in two weeks Or whatever the exit plan is but to me It's not a negotiation if I'm this unhappy.

This is a, this is, yeah, it's not a threat, it's a promise. This is me saying, this is where I am and this is what I'm going to need. And if you can't give this to me, I understand. And I will always say good things about your practice, but I'm not going to be able to be here. And then I’m going to follow through.

Stephanie Goss: I love what you said about saying the good things about the clinic. And I think that is really important because I think every single one of us should have some sort of litmus test that allows us to say that it is, true or not. Like if you can't look at them in the face and say that you're learning things that are going to help you for vet school.

Like, what's the point? You know what I mean? Like, if you can't, if you can't do that, then I, for, on a personal level, then I, like, for me, I would be like, this is not the place for me. Like, that would make my decision for me. So, from a headspace perspective, on a personal level, like, deciding do I stay or do I go, one of the questions you know, we've gotten that question a lot in the mailbox, and I think this kind of falls in line with that.

If you can't. So if you don't think about good things about your experience there, then why are you there?

Dr. Andy Roark: Yep.

Stephanie Goss: You know, and it really, it seems simple, but like, that is the number one piece of advice that I share with people is like, take the time, sit down, you know, write yourself a list. And if you can't think of like, Three positive things, because sometimes, the answer absolutely is, it's a paycheck that pays the bills and meets my needs.

And that is okay. And if that's the only reason and you can't come up with at least one, if not two more other reasons that make being in that position worthwhile. Life's too short for me on a personal level. Like, I don't want to stay there. And so I, you know, I ask people like, sit down and really think about like, what are some of the positives?

And if you can't come up with like three, maybe take a look at that, is all I'm saying.

Dr. Andy Roark: Yeah, it kind of related, related to that for me. The last step for me would be, if I decided I was leaving, I would sit down and I would write down why I was leaving. And I would write that for me, because I tend to have a, you know, I tend to have rose colored glasses later on or get nostalgic. And this is not about anything other than, I want to remember what happened.

Stephanie Goss: Yep, mm hmm.

Dr. Andy Roark: That away, and so I would write that down, kind of like, when you have a termination or you have a hard conversation with an employee and you document it. What did they say? What happened? but you never know when it'll come in handy and you'll want to be able to say, well this is what happened, or this is why I felt this way.

And so I would write it down. And then I would put it away, and then I would leave it alone for a couple weeks, maybe a couple months, and then I would come back, and I would pick it back up, and I would think about the time that I was there, and I would think about the reasons that I left, and then I would start figuring out how to tell the story of what I learned. So that when you go and you interview for vet school and they say, tell us about a time you dealt with adversity, or tell us about a time that you, or tell us what motivates you to want to be here. I would say, well, I worked at a place that and this is what happened, and this is sort of the hardship that I had there, and this is what I learned from dealing with it, and this is how I want to make vet medicine better, or these are the things that I would take forward when I wanted to create a place for, pets to come and for people to work.

And I just, I think that you can always make, well not always, but sometimes you can make lemonade out of lemons that life gives you. This doesn't have to be a mark of shame and I wouldn't, you know, I'm not talking about shaming a clinic or bashing them or talking about them by name even. But, you can learn a lot from working in a bad job.

And honestly, some of the best, some of the best leaders I know are people who got their butts kicked and don't want other people to have their butts kicked. Like we've worked with a number of, I mean, this independent practice, but a lot of the corporate groups, there's a lot of wonderful doctor mentors and chief of staff and regional leaders who came out of that school and got absolutely smoked and said, Ooh, I don't, ever want someone to have an experience like I had and so I'm dedicated to smoothing the way and growing doctors and making sure they have a good experience coming in and they're dead serious about it, but it's because of that exact story that I'm encouraging you to write down and that's where it comes from. So anyway, you can take that and turn it into something that's meaningful and motivating and something that you can talk about what you hope to accomplish as a veterinarian.Yeah.

Stephanie Goss: Yeah and I think from a leadership perspective, I think that is the mark of a good leader is that sometimes it doesn't go right. Like we want it to be a great experience, right? And like the reality is sometimes it doesn't. It doesn't go right. Sometimes it is an absolute shitshow and it's what you learn from the mistakes.

It's what you choose to make out of the situation. It's how you approach the adversity that matters in the long run. That's just like for me, that's a personal core, belief. And like I, you know, when you were talking about what did you learn from it? Like that for me, honestly, is a big part of why I do the educating that I do now, because I had a horrific experience in terms of leading in a practice and that was just a toxic, dysfunctional environment, and I look back and I wouldn't undo it, really. I wish that there was things that had gone differently, but I wouldn't, if I could do my life over again, because I learned a lot of lessons about what I– about what I don't want, what my boundaries are, what they need to be moving forward because they weren't in that moment, what I want from a mentorship position, what I want in a work relationship. Like I learned a lot of valuable lessons that maybe I would have still learned them otherwise, but that shaped me into who I am and so I wouldn't choose to undo it.

And so I think that I love your part about reflecting on it and really thinking about it because I know that helped me. Immensely as a leader, moving forward to say, I don't want my team to feel the way that I feel now. And so I'm going to do something about it.

Dr. Andy Roark: Well, the middle of success feels like failure, you know, and 

Stephanie Goss: mmm-hmm. 

Dr. Andy Roark: you’re not at the admission to vet school success. You're halfway there, which feels like failure a lot of the time. So yeah, that's all I got. I hope this helps.

Stephanie Goss: Yeah. This was a fun one. Take care everybody and 

Dr. Andy Roark: Maybe we'll see you in April at the Uncharted conference in Greenville. We'll see.

Stephanie Goss: Or in Atlanta in May.

Dr. Andy Roark: Oh yeah. All right. See you guys.

Stephanie Goss: Take care.

And that's a wrap on another episode of the Uncharted Podcast. Thanks for joining us and spending your week with us. If you enjoyed this week's episode, head over to wherever you get your podcasts and leave us a review. It's the best way to let us know that you love listening. We'll see you next time.

Written by Maria Pirita · Categorized: Blog, Podcast · Tagged: communication, culture, management, Technician, Vet Tech

Mar 18 2024

Personal Touch in a Digital World

In this episode of the Uncharted Podcast, Dr. Andy Roark jumps into a crucial mailbag but this time with special guest Dr. Sarah Wolff. Together they tackle a pressing question from a practice manager struggling with maintaining the personal touch in client interactions after transitioning to digital communications.

Sarah Wolff, a seasoned veteran of the veterinary field, embarked on her journey inspired by James Herriot's tales. Over her 22-year career, she's navigated every role imaginable in a veterinary team, from humble beginnings as a kennel assistant to the esteemed position of medical director. Through her extensive experience, Sarah has witnessed the dynamic evolution of veterinary care, but one principle has remained constant: client relationships are the cornerstone of exceptional veterinary medicine. Today, she's dedicated to helping teams cultivate these relationships, fostering excellent client experiences that enrich both the practice and the individuals within it. For more insights from Sarah, visit her online at www.DrSarahWolff.com and follow her on Twitter @DrSarahWolff.

In this episode's mailbag entry, our featured practice manager voices a common concern among modern practices: striking a balance between efficiency-driven digital communications and maintaining the human connection with clients. With technology streamlining communication processes, practices risk losing the personal touch that sets them apart in the hearts of their clients. Let's get into this episode!

Uncharted Veterinary Podcast · 278 – Personal Touch In A Digital World

You can also listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music or wherever you get your podcasts.

Do you have something that you would love Andy and Stephanie to roleplay on the podcast – a situation where you would love some examples of what someone else would say and how they would say it? If so, send us a message through the mailbag! We want to hear your challenges and would love to feature your scenario on the podcast.

Submit your questions here: unchartedvet.com/mailbag


Upcoming Events

⚓ DON'T MISS YOUR CHANCE TO REGISTER!

Join us for the upcoming Uncharted Veterinary Conference in April 2024, where industry leaders will converge to explore strategies for breaking through the noise and crafting compelling narratives that resonate with your community. Learn how to Stand out in a Sea of Noise and register now at .

⚓ Can't make it to Greenville? Explore our new Leadership Essentials Certificate, offering 8 hours of CE and empowering leaders at all levels to achieve excellence. These are the core essentials for any leader in your practice, you don't want to miss out.

⚓ Elevate your leadership skills and join our vibrant community of veterinary professionals by becoming an Uncharted member. Gain exclusive access to valuable resources and benefits, including the Leadership Essentials Certificate, as part of your membership.

Episode Transcript

Andy Roark: Welcome everybody to the Uncharted Veterinary Podcast. I am your host, Dr. Andy Roark. Guys, I am here with the one and only Dr. Sarah Wolff today. So she is stepping in to Stephanie Goss Shoes, and we are taking a question from the mailbag about, is a great question. It is about a practice that has been working on their efficiency and communicating digitally and electronically, and they are really doing very well, but they're starting to get feedback from clients.

That it– you know, it's just, I don't know, the old, it doesn't feel the same way. And it's kind of this vague feedback, but the clients are just, you know, they're just not, they don't feel the personal touch like they used to. And I thought this was a great question, and Sarah Wolff is the perfect person to answer it. And so that is what we do. We dive in. Sarah is amazing. She will be speaking at the Uncharted Conference in my hometown, Greenville, South Carolina, April 18th through 20th. I will also be there. Stephanie Goss will also be there. It is going to be a fantastic place. If you can make it, do make it.

It's our standing out in a sea of noise conference. It is all about stuff just like this. So if you dig this episode, head out, head out to Greenville, get registered, get re You want to get registered before you go to Greenville. You should get registered before you leave, and then you and you should probably get a hotel.

You should get a place to stay. Anyway, you work out the logistics, and then you can book your travel to Greenville, South Carolina, and come and see us for the Uncharted conference. Anyway, guys, that's enough. Let's get into this.

Announcer: And now, the Uncharted Podcast. 

Andy Roark: And we are back. It's me, Dr. Andy Roark, and the one and only Dr. Sarah Wolff. That's right. I'm spinning the wheel, making a left turn. Stephanie Goss is standing in front of her house, but the bus is not picking her up today. It's me. It's me and Sarah Wolff. For those who don't know her, Dr. Sarah Wolff, she's a good friend of mine.

She is speaking at the Uncharted Veterinary Conference in April. She's been an attendee many times. We've known each other for years now. You are also a you are currently At you are currently at a conference where you're speaking as we're recording this 

Sarah Wolff: Well, I'm not speaking at it. I'm, to be totally transparent, I'm attending it and fangirling all the fabulous speakers.

Andy Roark: Oh wonderful. Oh, that's very nice. Well, so you are on the road, but you are a consultant you generally consult on The client experience in veterinary medicine. So, thanks for being here. How have you been?

Sarah Wolff: I've been great. It's been a great week of going to conferences and seeing friends and meeting new people and just hearing about all the fantastic things that are happening in the industry. So, I'm feeling very inspired at the moment.

Andy Roark: Oh, yeah, it's– I love going to conferences and getting all fired up, and then the real challenge is can I come home and organize my thoughts and actually turn them into things that happen. That's always, that's, the struggle where I am. I have, we just came back from a conference yesterday, and I think I'm, I think I'm doing a good job of converting my handwritten notes into actionable things I'm gonna actually do, but it's uh, I don't know.

Sarah Wolff: Yeah, I finally learned that I have to block off just a whole day after a conference. If I went to get ideas, I have to give myself a whole day to sit down, parcel through all the stuff I collected, all the names I wrote down, and figure out where do we go from here. Or else it just flies out the window and I never get to take full advantage of it.

Andy Roark: I leave my email responder on for two additional days. Like, from when I get back. From when I get back, you will still get emails that say, I'm out of the office! And I set it to be those extra days because I know I'm gonna come back and there's gonna be a pile of crap. And, if you respond early, people are like, wow, that's great!

But if their day hits and then they don't hear anything, then they'll email you again and it just adds to the pile. So, I have tried to create some space so that

Sarah Wolff: Wait, are you setting expectations that you can meet or exceed?

Andy Roark: Yes. Oh yeah. No, I've gotten a lot better at that as I've gotten older, a lot better, but boy, that was a terrible pain point for me.

I still say yes to too much stuff. I like there, everything on my calendar is just theoretical until I'm there and I'm miserable. You know what I mean? You're like that, block fits on my calendar in a two weeks. And then when I'm there, I'm like, why did I do this to myself? And so I think it's, it's always a back and forth, right? It's really hard. This is actually going to get into what our mailbag is about today. I think it's really hard to balance resting and working. And I really struggle with that, Sarah. Like, early in my career, I just, I always, when I was speaking and stuff, I was speaking a lot before the pandemic, and I just said yes.

I just said yes and then I was on the road a lot. I was on the road 130 days. And I was still practicing in 2016. So, I would I probably did way less practice than I did on the road, but I was still practicing. So I'm in practice. I've got kids at home. My wife works full time.

I'm on the road 130 days, 2016. And it was not working for me. It was not working for me. And so I came back and I was like, I don't know how, where the off switch is because, as you say, as a business owner, I had employees at that point. So I've got employees, I've got payroll to make and things like that.

And I don't know how you turn away, you know, business because you don't know that it's going to, there's going to be more in the future and I think people who have owned businesses really probably know what this feels like and people who haven't are probably, it probably seems silly until you're, in it, but I really felt that way.

So I went and I asked my dad and I was like, Hey, you know, I'm working myself to death and, then I would have periods where no one would call like over the summers and I would be like, I'm going out of business and it was just, it was terrible. It's always terrible. One way or the other. 

Sarah Wolff: And that's when you overbook then, because you're like, I'll say yes to everything, and then all of a sudden you're in the thick of it, and you're like, I said yes to too many things. I do the same when I'm booking myself, especially I do a lot of relief now, and like you said, theoretically, I'm like, amazing, four days that week, that'll be wonderful.

And then all of a sudden I'm driving to four completely different hospitals, practicing four different styles of medicine within five days, and at the end of the week, I need a whole day to turn back into a human, you know, and recharge myself. 

Andy Roark: Well you're doing, follow up from people you saw at one clinic while you're at a different clinic and you're like, this is wildly inconvenient and, but yeah, but you, do it to yourself. But anyway, so I said that to my dad and I was like, you know, I'm having a hard time saying no. And he was a physician, he was a surgeon and he just, he had no advice. He had no advice. He was like, yep. He's like, I just. He's like, when we're dead, I'm like, we've got to get more stuff in here, and then, you know, stuff's coming in, and I just take it all, and everybody burns out, and then we just hope for a dead period, and anyway, it took me, the best advice I got, I'll give this to you, because your career is really blossoming, and you're traveling and stuff, I'll tell you this just for what it's worth, Sarah, but like, the best advice I got about this, and I asked a lot of people, was from Dr. Marty Becker, and I talked to Dr. Marty Becker, and I said, Marty, I'm killing myself, man. I am just, I'm saying yes to everything and I don't know how to be off. And he said what he did is this and I have done it and he's a genius. But basically what happened was he figured out at the beginning of the year how much he was going to be off.

Like, like counted out the weeks, and he was like, I am going to be off this amount. And then he put that off time on his calendar, and just put it there. And he said that he could move it, so if he needed to move and something came up, he could move the days. But he never deleted the blocks. Once they're on there, they're there.

And ultimately what happens is, you keep moving it and moving it, and then also like Tetris, you get like blocked in, you know what I mean? But you're blocked in with this off time. It's the best advice I ever got, because at 100%, I would take all the work you want, but we don't delete those blocks, and ultimately, I just can't, I can't take anymore, and so I do book myself solid, but I have built that rest time in, and like, kept it there, and so anyway, that's where the idea, I talk a lot about work, work life balance happens three months from now, it's because if you don't get out ahead of it and put that, those blocks in, you end up just getting squished, but, anyway, Let me give you, I have a question for the mailbag that is a hundred percent up your alley.

Sarah Wolff: Okay Yes. 

Andy Roark: I want to give that to you. Is that okay? All right.

Sarah Woff: Of course. Let's get in.

Andy Roark: Alright, here's what I got. So from the mail bag, I get this question. It says, “typically we have a pretty, we have pretty happy clients and we rarely get complaints. Recently, though, we've been hearing that the customer experience is not the same, yet clients are super vague about what the reason why is.

Some say that our people aren't rude or anything, but I think what we're but the wait times for simple things like prescriptions seem longer or that they felt like they couldn't talk to the front desk and others have said that they just seemed rushed or that the personality isn't there. We haven't had any staffing changes that would, that would change the way that things feel or our wait times. Our wait times are the same as they have been according to our PIMS system. We have definitely moved over to using more technology to streamline communication so that the CSRs are doing a lot more digital communications. I'm wondering if perhaps splitting the roles between greeters and phones might help.

I'm just not sure what else we could do to improve the client experience when they come in. Texting and automations have really helped the CSRs control the volume of work so much that I can't get rid of that. But I also don't want our customer service to suffer because of it. How do you handle the client experience in the digital world?

Or are there things I could be doing to improve the customer service experience? So, so, I'll put that to you, Sarah, and sort of say, you know, when we Tackle these things here on the Uncharted podcast. We like to start with headspace. Like, why does this happen? Is this a common, is this a common feeling? Like where does your head kind of go immediately before we start fixing the problem?

Sarah Wolff: That's a great question. I think that This writer, I was going to say caller, but this writer is hitting a problem right on the nose that a lot of practices are facing, and that practices have always faced, just now it's texting and this level of digitization. But how do we balance the personal with the volume of work that we have to do?

And practices have been struggling with this for a long time, and now we're just facing the next round of what new things we're incorporating. It's something that has to be addressed in a new way because we're dealing with it with new challenges between us and our clients. I would also say that to let this person know, as a headspace thing, they are in the vast majority of practices right now.

This is a completely normal experience to be having. They're not doing anything wrong. It's just time to take a look at what they can do a little bit differently to retain the flavor of where they're at, you know, so just to kind of take the pressure off that this isn't because they're doing a bad job of anything.

Andy Roark: I like the retaining the flavor. Let, me, pitch you an idea because this is the headspace idea that sort of comes into my mind, but I feel like most things in business and in life are probably, they're on a pendulum, right? Like we swing one way and then we kind of swing the other way.

And we got buried with work, like pandemic workload was really high. And then also we've got these really great new technologies to go faster, to streamline, to take work and to automate it. It does not surprise me the idea that we Lean further into the digital communications and maybe sort of even overcorrect from where we were before.

So we went to like, we're swamped. Let's automate to get out of this, and then we swing too far. I could see that. The other thing that I, think is, and this is really sort of headspace, but this is philosophy, but I'll bounce it off of you. I think that through digital communications, I think they're wonderful, but I do think we're losing humanity as a society in some ways.

You know what I mean? It's so convenient to text. But I don't think that we feel connected to people when we text like we do when we pick up the phone. And I think it's possible to hold two things in your head at the same time. I think that you can say, I'm busy. And I really don't want to call someone.

And then I think you can also say, If I never call anybody. I'm going to feel lonely. And I think both of those things can be true. And so, that's not putting it on, on, on vets or anything, but so much is handled in the app. Like Starbucks, like, I, I, if I go to Starbucks I talk to the barista and I ask him how their day is going and I just, this is kind of how I am.

But when I use their app, I just walk up to the pickup window, grab my thing, and walk back away, and that by itself is not a big deal. But if that is a picture of how your life is, I think that we're moving towards a place where people are going to feel less connected. And again, that also comes back to the customer service experience, right?

Like, we are a relationship business. And if you go too far away from that and too much towards automation, that relationship business breaks down. And I think that's really scary for vet medicine because I worry that's the path to a price war where if you don't talk to anybody and you just, you know, get the work done as fast as possible.

Very quickly, everybody's fast, and everybody's convenient. Then it becomes, well, who's cheapest? And then that really becomes the defining factor of, I'm not gonna talk to anybody. I just want this done. And the person down the road charges less than you, so I'm gonna go there. And that's justI'm sure I'm catastrophizing, but that's I worry about that. Does any of that sound reasonable to you?

Sarah Wolff: I think there's a yes and a no, as there are to most questions, that aren't actually, you know, super, super straightforward, that we know from research that the more our communications are digitized, so the more we're texting and using apps, the more value people across all ages are placing on actual human interaction.

So, we know that it's true, that the less we interact with people, the more we value the chances we do have to interact with people, you know, with the asterisks of as long as they're good interactions, right? There's nothing worse than going from a bad digital interaction to a bad personal interaction.

Andy Roark: Oh yeah, I would much rather get a mean text than have an angry person. 

Sarah Wolff: Yeah, a phone call. Right. You know, so to some extent, you know, but we, there is a lot more value and we can talk about that when we're talking about solutions for this practice and for others out there, how we can take advantage of that truth, you know, that reality that's out there. But I think the other part of it is that different generations prefer to communicate in very different ways because of their experiences and how they've come up with the internet and with different technology.

And so, for Gen Z, texting, they do not want a phone call. Do not want one. That is a negative experience for them if they get a phone call, whereas a text message is okay. That doesn't mean, though, that all text messages are made the same, right? And I think that's where some more nuanced understanding of different communication comes in.

That a text message doesn't mean a preformatted text message. We all know now that this is really common, what a automated confirmation text message looks like when it comes through on your phone. You know, text Y to confirm your appointment. That feels very different from getting a text message like, Hey, it's Sally at ABC Vet Hospital.

We're so excited Fluffy's coming to see Dr. Roark tomorrow. Let me know if you need to change your appointment. We'll be here today till 5. Right? And then you walk in and it's actually Sally at the desk and she says, “Oh, thanks so much for letting me know you were running late. It's so great to see you, Dr. Roark's ready for you.” You know, there's, there can be a seamless integration of some of these communication channels that allow us to still use them efficiently, but retain the humanness of it and allow it to seamlessly flow into the personal interactions that we get to have. And I think that's the middle ground that we're struggling to find as some of us older generations are using this technology.

We're losing a little bit of that humanity, just as you said, and that's where we can infuse the branding, the flavor of our practices back into how we interact with our customers, even if we're not on the phone, you know,

Andy Roark: I like that a lot. And so when you say, you know, the more digital interactions we have, the more value there is in the personal interaction, I think that resonates a lot. I think I completely buy into this. I thought a lot about this, you know, in my life as a parent where, you know, because my wife works full time and I work full time and again I said I was, there's times in my life I was traveling a lot and I, would roll that around because I would feel, bad about the amount, the volume of time that I was away, you know, so I'm like, oh man, I'm not with my kids for like this amount of time and the best I'm the best answer I ever came up with was pretty early on I just decided down to my bones that I was going to be very present and very intentional for the times, you know, when I was with the kids.

And I just like, I'm not a great parent for a whole day. I'm a, but I can crush it for two hours. You know what I mean? Like, and again, that does not mean I'm like, I'm completely checked out. But you know, I mean, anyone with anyone, unless you were one of those people who really loves kids, you know what I'm talking about where it's like, no, I can be super fun dad and we can have that great afternoon, but then dad needs a nap. And, you know, and and then we're going to re engage and, have a really, we're not going to look at our phones at dinner. Like, we are going to come together at dinner and that's going to be the focal time. But you really can do, I think, you can do a lot for relationships just by being really present when you decide to be present.

And, so I think that's kind of what we're hitting on here is I don't think, I, know I don't think you're, saying this at all, but I don't think any of us are pushing to say, we need to go back to before we were texting and you need to be calling these people, you know, that's not, that doesn't make any sense, but there are ways that we interact with them and we can make a difference.

So, so your point about the personalized text and all texts are created equal. I think that's great. My favorite example that everybody's probably seen is the is the text from the groom or the boarding facilities that are really well done, when they send you the picture of your pet and say, “Oh, thanks for, you know, this is we took some pictures of Skipper. He had a wonderful time and this is one of his favorite things to do. And if you feel like leaving us a review, and it was like,” Oh, this is the review text. But also it's got a picture of Skipper and somebody clearly at least keyed it up. And it feels much more like an actual human interaction. And I think that, anyway, that, that, resonates with me.

I think that, that's a really good point.

Sarah Wolff: and I've, you know, I think for any of us, when we start using a technology, There is that real drive to try and use it to the utmost of its efficiency because we've justified the cost and the time and the training and the headache of changing our SOPs and all of that. So what we want to get out of it is as much efficiency as possible, but I think this writer, this question really hits on the head what we risk losing sometimes and as I said, it can be very vague.

It's not something where you're saying this exactly has changed, right? It's not that, oh, everyone's so rude. It's just, I used to feel a certain way when I interacted and engaged with your business and I don't feel quite as the same anymore. And to me, that feeling was a big part of the value of coming to you is that relationship and that feeling that I got.

And when we start to lose that feeling, that's when we know our client experience is starting to degrade a little bit and we can look at ways that we can ramp it back up, you know, so that feeling stays the same, even if the way that we're generating it for our clients is maybe a little bit different to adjust to new technologies, new needs, new demographics of clients we're serving. Maybe we want them to have the same feeling, but now we've got people who are 30 years younger than we did when we opened, and they have different expectations and different ways of getting to those same feelings.

And I think this writer seems to get all of that. They understand that's kind of what they're facing.

Andy Roark: Well, I love the question because they really capture for me, they capture this nebulousness that just, oh, it's the worst. If somebody says, I came in and Carol was rude to me, I'm like, I know how to fix that. You know what I mean? And again, I'm not immediately saying, maybe. Maybe Carol is rude, maybe she wasn't.

But at least there's someone I can go and talk to. You know, maybe we can pull, maybe we can pull the phone records and take a listen. And, like, there's just is this part of a pattern? Is this a coaching thing? But there's just a lot of immediate tools and I know where to at least start the process of working it through.

But when somebody comes to you and goes, Yeah, you know, not feeling it. It's like a relationship comes apart. It was like, oh, well. I just, I don't know. It's just, you know, the chemistry isn't there. You're like, I don't know how to fix that. It's kind of that kind of nebulous thing.

And so when I'm reading this, I feel like this person has done a really good job of kind of trying to drill in, trying to drill in. It is so, it sucks when there's nothing that's clearly broken. It's just not, they're just not feeling it. And so that's I think that's way more common than people think.

I think a lot of us are focused on real pain points. And so, we know we're like, this is broken and I'm working on it, this is broken, I'm working on it. And we don't, I don't know that we hear about the vague feelings of the clients just aren't as happy as they used to be. It's, I mean, it's kind of like if you have this practice and you used to pick up five star reviews all the time and people used to send thank you notes and now you're less thank you notes, you know what I mean?

And people just, they're not as excited about the clinic t-shirts that you're giving away as they used to be. You know, stuff like that. It's um, oh, but it's really, it's hard to pinpoint what that is if it's not a broken system. I mean, that's how I feel. Do you agree?

Sarah Wolff: I agree. I think for all of us, as you said, There are so many pain points and there's so many moving parts of a veterinary practice and really of any service industry gig. And I firmly believe that we are a service industry even more than a medical industry. You know, that trying to keep all those pieces going, all those pieces working, all those new employees up to snuff with everything is a full time job plus some.

So when you get to a point where, like you said, it's like we're 89 percent as good as we used to be. 

Andy Roark: Yes. 

Sarah Wolff: at this 50% of the job . You know, that's, that feels pretty fricking good, right? That's like a b plus. And you're like, cool, but we used to be a plus and the difference between a C and a B plus is probably about the same amount of work as a B plus to an A.

Right? Those final inches of improvement. Always take a lot more attention and a lot more nuance to achieve and to maintain because it's very easy for those things to start to slip. A few little things change and they have a knock on effect. You know, I would say for these, this practice, also kudos to this wonderful group of clients who have expressed this to them, right?

Because not only is it hard to see that from inside, but it's really hard to express a small piece of feedback like that, and that speaks volumes to what a place this practice has had in the community historically. That they've got clients dedicated enough and who care enough to say, you know, things are a little bit different, I don't like it as much.

That's a rare piece of feedback to get.

It is, man. And most people are craptastic at giving feedback. This is just in general. You know, it's like, I think about this, is everywhere go look at a movie review or go look at ratings of movies online. People will be like, This is terrible, but they don't know why it's terrible, especially if it's mediocre.

If it's terrible, they can be pretty specific about why it's terrible. But if it's just not a good movie, it's not really good, it's very hard for people to articulate why they just, why it was fine. I mean, think about with meals that you have. When someone brings you a meal, you go to a restaurant, and it's good.

And they were like, how did you like it? And you're like, oh, it's good. And they were like, how could it be great? And you're like, I don't know, make it better. I don't, that's 

Sarah Wolff: And I would say it's not their job to know.

Andy Roark: Oh, sure!

Sarah Wolff: You know, it's not a client's job to know what they, and I think that's where, Things like Uncharted come into the picture, right? Where, when you're struggling with this stuff, you know, it's not our client's job to know. And so then you get this vague feedback, and then you're looking around, and you're like, I think things are actually working pretty well for us, you know, like looking around, this is actually ain't so bad. So then trying to suss out those more nuanced changes, I think that's where reaching out for help is really important because also sometimes it's hard. You know, if you've been in the weeds working your tushy off at your practice, you may not have seen what other people are doing with text messaging for a couple of years because you've been spending a couple of years training everyone to do it your place.

Andy Roark: Yeah, exactly right. Well, and also, you know, it's really hard to look at yourself, too, because you're in, like, you're in it and you're working hard. It's hard to see yourself and your business from outside. And so, like, that's, all of this is really challenging. So I just, I want to just validate this person's sort of struggle.

And I do agree with you. I don't, I'm not trying to say that the expectation is that clients give us actionable feedback. I think that's exceedingly rare. And, that's I guess that, that was sort of the point. Where I'm sort of going with that, but you know, I think the big headspace pieces I would put forward and then you can add, any, ones that you like is this is I think the ho hum feeling, I, think that's common.

I think, a lot of people, there's a lot of people who just, you know, think my vet is okay. This is not uncommon. I think that, yeah. Working hard to train your people and to implement digital communications and stuff to get more efficient. That's mission critical. Don't regret that. I completely agree with not wanting to back off of that.

That makes a ton of sense to me. I would really push to have this person not take this too hard, and not to think that this is hopeless. A lot of times when I get vague feedback, it feels hopeless, because I'm like, I'm not exactly sure what to do with this, and that makes it much, like, I can sit with it a lot more and go, I don't, is it even worth the effort?

Like, I'm not exactly sure where to push. And so, that can be an overwhelming feeling. But, this doesn't strike me in that regard. I really think that this is one of those things where they can, we can get intentional. I think we'll do the action steps, but I think we can push in a couple strategic places and really make a huge difference.

Like we can add some pieces that wow pet owners. We don't have to give up all the things that we have found that have really made life better and made people more efficient.

Sarah Wolff: I would agree. I think the only thing I would add is that whenever we're dealing with a situation like this with clients, there's really three parts to it and we can only control one. We can control what we do at our practice and how we engage with our clients and allow them to engage with us.

Awesome. And that's what we'll talk about with action steps. What we can't control are two parts of our client's context that they're going to come to us with. One, the other experiences they're having. So if you're the 15th business in a small town to implement digital communication, it might be that they've reached their limit of wanting to deal with it, and it's not because of you.

It's because they have other experiences that are coming to you, and they're just over it, and they feel comfortable talking to you about the fact that they don't really like it as much as how things used to be done in their town. You know? But you're one of many. And the second part of their context we can't control is their expectations, and that's going to change, especially generationally.

You know, what do they expect when it comes to text messaging? Maybe it's very different than what we think a text message is, right? And so we can learn about that, and we can implement, we can utilize that information when we create our own action plans. But we have to remember, we really only control one third of what's happening in this picture.

Andy Roark: No, I think you're spot on. Well, let's let's take a little break and then we'll come back and get into some action steps.

Sarah Wolff: Alright.

Dr. Andy Roark: Hey guys, is your clinic slowing down? Are you having more open appointments than you had in the past? Are you wondering a little bit about what you need to do to get clients to, one, come into the building, and then, two, listen to your doctors and your staff when they get there? Well, you, my friend, might need to head over to the Uncharted conference in April.

That's right! It's in Greenville, South Carolina. It is April 18th through the 20th. This is the granddaddy of the Uncharted Veterinary Conferences. This is the one that we started with. This is our marketing and strategy conference back to our roots. I love this stuff! The theme of this conference is ‘Standing Out In A Sea Of Noise'

It is all about strategic communication. It is about getting heard. This is going to be a lot about your brand identity is understanding the modern consumer who is getting more price conscious because things are getting more expensive. We are going to need to up our marketing game, our communication game, our client bonding game, our trust building game, we're going to have to turn the volume over on that stuff.

Guys, we didn't have to do that for the last couple of years. People have been coming in, the pandemic was a surge in business. A lot of us are trying to keep our head above water. It's not going to be that way going forward. It's time to re-engage with our clients in a motivating, educating way to get them coming back into the building.

Guys, Uncharted is not a bunch of lectures. You are not going to come here and sit in lectures. You are going to work on your business at this conference. You are going to be surrounded by butt-kicking, positive people who love that medicine, who love pet owners, and who want to create a great experience and make a wonderful place for pets to get the care that they need.

They want to have a positive workplace. They want to have a place where people smile when they come to work and they're working on making that happen. And so if that sounds like you, or if you want to be surrounded by those people, you got to come to the April conference. Also, this is the last time for a while that the April Uncharted conference is going to be in Greenville, South Carolina.

This is our birthplace. It's our home base. It's our nest, this is kind of a big deal for me. At least I, you know, I, I have loved this conference in Greenville. I still love it in Greenville. I think Greenville will always be our home, but guys, we're spreading our wings. We are going to be moving out and doing new things and going to new places.

And it is going to be amazing. But if you want the original Uncharted experience, if you are like, man, I've heard so many people talk about Uncharted in downtown Greenville and how the conference just fits into that community and how amazing it is, this is your chance. You want to be here. Also, if you have been an Uncharted member, if you've come to our conferences before, if you loved it, you always thought there'd be a chance to come back to the old Westin Poinsett and downtown Greenville you should grab a spot.

I think that there will probably be a chance in the future, but it won't be for a while. I think there's going to be a lot of people coming back because they want to do it one more time at the Westin before we move on and check out some new places and do some new stuff.

So I do expect this event will sell out. Guys, go ahead, head over to UnchartedVet.com and grab your registration spot right now. I'll put a link down in the show notes. Again, you do not want to miss it. This is an investment in yourself and in your practice and your future. It is an investment in skills that you will have and use again and again, and it's an investment in connections.

You are the average of the people you spend time with and you're about to be surrounded and spend time with some really amazing people. Anyway, let's get back into this episode. 

Andy Roark: Alright, so let's get into some action steps here, Sarah. So, we laid this thing out. I think we're, I think we're in a good head space. I feel pretty comfortable starting to walk into this. So, if you're going in, you're working with a client. They've got this certain feedback.

It's sort of this nebulous, like, clients maybe aren't feeling it like they used to. Where do you start your process of fixing this? Do you go into, do you go into diagnostics? Or, like, how do you do that?

Sarah Wolff: For me, I find it's the most helpful to just create some sort of context for yourself, because when you're looking at something like this, it can feel really overwhelming to think, Oh my gosh, all the interactions that everyone on our team has with every single client everywhere, right? That's an impossible hill to look at.

So instead of doing that, because that will, I'm going to try to figure out, you know, what, yeah, it's just too much for any of us. We need smaller chunks. So I like to look through what are the interactions that our clients have with our practice? How do they engage with us? And just make a list of them, you know, and you can do it in chronological order or by department or whatever works for you and your brain and your team's brains.

So then at least you've got this hit list of what are all of the different ways they engage with us. And then you can start looking through those to say, which ones have we changed? Which ones are going well? Which ones aren't going well? You can even recruit some of these fabulous clients who've reached out and said that things feel a little different and just ask them specifically, “What interactions have you had that felt different, you know, or what do you miss?

What was better before that” and it can be vague still but it might help you pinpoint where on this long list Are we seeing some weaknesses? And at least that gives you a more concrete place to start looking at action steps instead of just an overwhelming vagueness of everything is not as good as it used to be.

Andy Roark: Yeah, I really like, what do you miss? I think that's a really good question. color in the lines a little bit more for me, Sarah, because I, think I understand what you're saying, but I want to make sure. So, when you talk about sort of making a list of the client interactions, you're not just talking about texting, email, blah, blah, blah.

You're thinking about specific things. Are you breaking it down? So, okay, so let me, So usually when I start thinking about efficiency in practices, I like to break it up into systems based on what services we're providing. And so I usually break a practice up into like five pieces. So I'll do like wellness appointments sick appointments surgery and dentistry Boarding, grooming, if they have that, but but that level tech appointments, like, those would be the five.

And so I'd say those are the five big services and I kind of go through those services. Are you sort of thinking in that regard of like, okay, let's look at, let's look at wellness services. How do they book appointments? Things like that. Are you more talking about modalities? Like, this is when we text them and how, help me understand what this list looks like or give me some examples of things.

Sarah Wolff: I think the way I think about it is from the client's perspective and there are different models that pull this apart in different ways. But I think about what I call the client experience cycle. So from when the first time they encounter your brand, be that on a website, a yellow pages ad back in the day, Instagram, driving by, whatever, to the point they're in your hospital till afterwards.

And so you can look at different phases of that, and it's gonna be a bit different depending on your business model, but when they're investigating who you are, when they're reaching out to you to schedule appointments, when they're there physically interacting with you. After the appointment, so your follow up period, and then the interim between that follow up period and the next time they schedule with you.

So you end up with these sort of five different phases of the cycle. And different practices have different ways of interacting with clients during those different phases. A lot of us will have, you call us to book, right? Then we send you a confirmation call or text. And you end up with very clear, contact points that you've engineered, whether or not you realize it for your clients to access you and you can make a list of the times that either you're reaching out to them or they're reaching out to you and see what systems you have in place, whether they're de facto or very carefully thought out to see how our clients being able to interact with you and for a lot of our clients that are long term clients, the vast majority of their interactions might be in between appointments.

You know, it might be that long term medication refill that they get every six weeks, right? That might be 90 percent of their interactions with us. But if you can think about that, most practices actually have a system for each of those specific interactions in place, and then that gives you a concrete place to start evaluating, how are we doing it, what's working, what's not working, and any changes you make that way are also then on a very manageable scale.

Right. It's not just every single time we call a client, it's different, you know,

Andy Roark: No. Yeah. I think that's, I think that's really important and not making people feel this is going to be overwhelming. I think anytime we start making a change to how we just generally talk on the phone, like that's a lot. it's a lot of phone talking. So we talked about sort of, creating context. We started talking about looking at, you know, how are they reaching out? What does that look like? So, so you sort of start to audit that and at least sort of feel what, figure out what you're sort of, your communication pathways are, if you will.

So that, that makes sense to me. I really like the idea of what do you miss? Anything like that. And granted, it probably is going to turn up nothing, but it's question to ask. 

Sarah Wolff: I live in a very small town, and this always makes me think of this town because we've, there's been a big influx of people moving there over the last 20 years, and then even more since the pandemic because we're commuting distance to New York City. And when we first moved there about seven years ago, people would talk to us all the time like, Ugh, we missed this town back in the day.

You know? And we'd ask like, Well, what, was so great about this town back in the day? Like, you wouldn't believe it. You'd walk down Main Street, you would get stabbed. That was one of the most common answers to what was the town like back in the day. And so it's this joke now amongst kind of everyone in the town, sort of the old town and the new town, like, Oh, I miss those days when we used to get stabbed walking on Main Street.

You know, but just that idea that um, we always miss what, there isn't anymore. You know, there's always that nostalgia. So then once you ask those clients, you can get a better sense of, you know, how much of this is because times have changed and how much of this is because we've changed, you know, to go from there.

And then I think once you've got that audit, you can figure out what are your high value touch points, you know, what are the places that you think are going to have the biggest impact on your client's perception of you as a business, and there's different ways to define that, and that might come down a little bit more to some of your harder numbers, are you trying to get new clients, are you trying to retain clients, are you trying to increase your transaction value, right, and then you can figure out based on that, kind of what are the touch points that play into that, So you can prioritize where you might want to start making some tweaks and see how they go.

Andy Roark: eah, that, totally makes sense to me. I, one of the things that stuck out to me in this question, It was the, there was, they actually asked, like, what about splitting up the roles at the front desk of the communication, texting, and the in person people? That is actually something that I think is probably worth exploring.

I think, sometimes it's not about the digital communication. It's about multitasking. You know, and if I put someone at the front desk, and they're supposed to be the face of the practice, and they're just continually checking their monitor and you like head down. That's like a different level of connection. You know whenever you're talking to someone and they are in their screen.

That's just, it's, almost like, It's worse if they're just sitting, it's worse than if they're just sitting there. Cause they are like actively, I– you can't help but feel so ignored. Even if they're working on your thing. And again, this is old school, but you know, We used to talk to the doctors and coach doctors, Please don't go into the room, And just sit with your back to the client and type in the computer.

Please don't do that. And it was just because It feels so off putting. It feels so– you feel so insignificant when people do that. And I can, I, totally can see in practices this idea that we're going to multitask. So, whether you have someone who is good at letting text messages just ping in, and not responding to them until I get this client fully taken care of, and then I'm going to dive back in, I think that can be fine. Or, you can divide and conquer where one person is doing digital communication and the other person is on face duty and then we switch, but that whole juggling, I think that hurts people in significant ways. I think also I would be looking out here for a lack of clarity of expectation for the front desk.

So if I say to the front desk, your job is to handle communication as efficiently as possible. Then, really what I'm saying to them is you should be knocking these texts uh, and digital emails and things out as fast as possible, but that's not really what I want. I, yes, efficiency is important, but that client experience for the client who is in our building, I think that is more important now than ever.

And so just clearly articulating the expectations you have for the front desk and what the, what your values are, and what your goals are, and how you want people to feel. That may sound silly and you think, oh, everybody knows that. I don't think the, I don't think that you do. I think it's easy.

Especially if you've added technology. It’s– you creep. You know what I mean? Like you add a new technology and people kind of start to use it. And then you get a little bit more efficient with it and they start to use it a little bit more and at some point you have kind of passed the point where you're not looking people in the eye anymore.

Because you're in this technology. If you'd walked in and just said, this is what we do, and I just didn't look you in the eye, you would notice it. But if it, if you're doing it and you just keep adding things, you creep that way and you don't realize how far you've kind of drifted. And so, that resetting of expectations and reminding people of the why, I think that's really powerful.

I also think you can really motivate people when you stop and say, Hey, we're taking care of these people. Like, like, this is a, possibly a scary time for them. We're going to really be there and be present for them. I think a lot of our people get really excited about that because they want to help people.

Sarah Wolff: I would add to that, I think splitting the roles could be really powerful depending on the size of your practice and your setup and if you've got space for that to happen. What I would say is that using some of these technology tools requires really understanding what the expectation from clients is with them.

And the expectation is very different for a phone call versus text messaging. That, especially for younger clients, if you offer text messaging, the expectation is a very rapid response not 10 minutes later, not 20 minutes later, certainly not hours later. That if they're able to text you during business hours, the expectation is that within a minute or two they're getting an effective response to it.

And I think if we, when we look at different things that we can add to our practices in terms of communication, we really have to think, is this something that we're going to utilize well? And if we're going to offer text messaging, it needs to be because we've got somebody who's on the text messages.

Not that once an hour and, you know, multitasking CSR has a chance to check that tab on their browser. And so I think if you've got a practice where you've got a lot of that going on, absolutely splitting up the roles so somebody can be more focused on that and giving those quick responses without impairing the ability to interact with the person at the front desk is a really good idea.

And as you said, you know, that, that chance to create a personal connection is so powerful for our clients, but also for our team members, you know, that creates so much more fulfillment in our day when we get to have those positive interactions and we have so much in common with our clients already, right?

We're all the crazy cat ladies and all of that. That's why we do this and that's why they come to us a lot of the time that we get to have this wonderful personal connection we might not get outside of our workplace too. To add to it, I think there's even more training we can do to improve those moments when we do have personal interaction, even if we've got the energy to have it, or the time and the focus, to teach people, teach our team members, especially new ones, what is that interaction going to look like at our practice?

You know, you were talking about the values. A value can be as simple as we respect everybody, and a respectful interaction is going to be very different for different people, right? For somebody in their 60s or 70s, that might be, or mean being called Mr. Smith, right? But a respectful interaction for a 25 year old client might be, Hey Jim, right?

And those two different people might get the same feeling from very different types of interactions. And it's not such a huge range of things, right? It might be three or four different ways that we could address people or tones that we could take with people. And if we give our teams that are on the front line of creating that human experience some of that training and some of that knowledge, it can empower them to have much better interactions in a way that might not come naturally to them if they don't have that opportunity to learn it.

Andy Roark: No, I do like that a lot. I think I think the tra– I think the training part is important. And just, mean to your point about the way we sort of engage with people differently to try to create that experience. We often don't practice that, and we often don't put our, like, front desk staff in a place where they see what other front desk staff do.

They're kind of in a little bubble, and they're talking on the phone the way that they talk on the phone. What are your sort of favorite tools, what are your favorite tools for that type of training, Sarah?

Sarah Wolff: I love having baseline scripts, so not scripts that everybody has to follow word for word because that eliminates the humanness, right? You have to be able to ad lib a little bit. But I love knowing what are the different types of interactions that we have with clients. And here's a baseline for what we want you to communicate when you have those interactions.

And so, the first time caller, here's how we talk to them. And it can be as simple as here's a suggested way of saying it, and here are the four bullet points you have to hit. Right? And then giving them a chance to do it 3, 4, 5, 2000 times. Right? And making sure that they have a chance to do it and figure out the way that they can say it that's natural to them but also supports the practice's vision for how we present ourselves and how we package veterinary care.

And if we can give them that opportunity before we put them on a hot phone, we're going to have a much better chance of them succeeding and our clients seeing that, but also them feeling really good and being able to knock it out of the ballpark right from the beginning and avoid some of that early stress and energy drain that we can see in new hires who don't get that same support and that chance to just have that little practice.

Because if you haven't worked a front desk before. that's a hard job. That is a really hard job that requires a lot of thinking on your feet, you know, and in the room we have spiels. So why wouldn't we expect our front desk team to need time to practice their spiels, right? Like I've got the way I describe a food trial and I've honed it over years of messing it up, right?

We need to give our front desk the same space to create the way they can do a spiel effectively. And be able to give them some positive feedback about what's working and what else we want them to include. So just having kind of those sample scripts for maybe those ten common conversations that your front desk is going to be asked to have regularly, and then giving them the opportunity to practice that and get it in their own words, can go a long way to smoothing those early transactions with clients.

Andy Roark: Yeah. I love that. I really like case based learning, which is, you know, we use that a lot in training veterinarians and technicians now. Why don't we use it at the front desk? I mean, they have cases and I'm just a huge fan of bringing the CSRs together and let them work in groups.

It's less scary when people work in groups, but I think that we can present to them case studies and say, let's imagine that we have this, a client is coming in and you can pick one. That's an actual client that they know and then just frame, frame up an issue for them and say this person is coming in and this is going on, you know, I want you, I'm going to give you guys five minutes to huddle up and decide how you would handle this and then we'll come back and we're going to talk through it.

And that may sound silly, but there's, it's so easy. Even it doesn't even matter what they say to me. It's the fact that they are going to huddle up together and get on the same page and sort of compare notes. And then I, can walk them towards. Let's, what would you actually say? What would that look like?

And it's just that's the type of sort of, communication challenge case study training that I just, I think it's, I think it's really good. And I think a lot of people think that you only train like that when you're onboarding somebody new. And I disagree. I think you can do it when you onboard somebody new and you include the senior people and you say, oh, you know, we're onboarding, so, so come on and be a part of this, but the reality is they're going to get so much out of having to talk to each other and even having to revisit these issues again. It's really funny. It's kind of, there's great power in saying, I know you know this and then telling them what you want them to know because it sort of lets people off the hook.

So bringing them together and just go, I know you guys know this, but just, it's because of the new technology. we're gonna, we're gonna do some cases together. And then, let them talk it out. But I think that can be so valuable. Especially if you have a stated purpose and you say, Hey guys, I really want to do some cases.

I want to focus with you guys on personal connection. And so imagine this is coming in and we're focusing on personal connection. How do we have this conversation with an emphasis on personal connection? And you will see people really raise their game and they'll start working on what their language is and they'll see other people. How they engage, and it can be a really good way to kind of set the tone. Everybody laughs, don't take it too seriously. and just get them thinking in that way.

Sarah Wolff: I agree, and I think it's, you can almost do rounds the same way you do, like, M&M rounds for medical things, you know, and the other thing that helps generate within your practice is consistency, and what you want is consistency. You want a client not to have to worry about when they call or when their appointment is, or who they're seeing or who's picking up the phone, right?

And so the more you have those group exercises, The more you're going to see consistency in the type of customer service that you're providing. And that's going to come back to you tenfold as your clients can trust the whole practice. They don't only call Tuesdays at three when Sally's on the front desk because she always figures it out for them, right? That puts Sally in a tough spot. It puts everyone else in a tough spot. And when you present those things to your team, you know, it's easy to say, this is a problem I want us to fix, but. That doesn't always make everyone feel really excited about it. So instead of approaching it from a, Hey, we've implemented a lot of new technology, being a personalized service, and really being a part of this community is extremely important to all of us, and we've always done a really good job of it, and we want to make sure we maintain that while we're using these new technologies.

Let's practice or brainstorm some different ways that we can communicate using them to maintain that in our team because that's what we really value in all of you and we don't want to lose that. We don't want clients to lose that wonderful part of you. And so if you frame it in that positive way, it's going to get everybody so much more jazzed up and on board with going through with the exercise in the first place and then following through on whatever you come up with going forward.

Andy Roark: Yeah. Well, you're spot on. and, you know, it's, I think, you touched on, and we should put this back in headspace, but you, you touched on something I think is really important, Sarah, is like, we always have to be careful when we're trying to make changes of the old “beatings will continue until morale improves” approach, you know, and so if the clients are like I'm just not feeling it and you're like, all right, everybody's in trouble like that's the Antithetical to them creating the inviting fun We're all happy experience that you need to be successful here And so that whole don't go in say guys this isn't working the clients don't like us.

Like you're just making your job harder. Go in and say, guys, I'm really proud of you. And I love the work that we do here. And you guys are doing fantastic. And I want us to go the next level. I want us to really start to weave in this type of, you know, deep connection that I know that we all feel good about and we all enjoy and you can, celebrate them to success. You do not have to go in. And try to, you know, give them the stick instead of the carrot to get them moving in the right direction. That's just, it's really hard to negative, to use negative reinforcement to build the type of culture that we're talking about.

So I, anyway, I think you're spot on. Have you got anything else?

Sarah Wolff: I would just encourage this practice and any other practice in this spot to know that they're doing a great job and that they've got wonderful humans and they've just got to keep figuring out how to make that humanity shine through whatever communications they're using.

Andy Roark: Yeah, I, agree. I think I really, takeaways from this is remember to lean into your positive reinforcement and if we're not messing up, we have an opportunity to make people feel special. And now that we have figured out our efficiency in a much, in a really significant way, now we have the opportunity to go back and really make them feel that love and reconnect with them, which is what we want.

I think that's, I think that's really cool. I think I think owning the fact that we leaned in and we worked hard on efficiency and now we're going to lean back and work on customer experience while we maintain efficiency. I mean, that's really kind of what it's like kind of climbing a ladder is you got to put the left hand up and then you gotta put the right hand up, but you don't take the left hand back down.

And so it's the same thing. Efficiency and then experience and then efficiency and experience and you just can't you can't increase your efficiency while tinkering with the experience dial very well. We've all got to be intentional you choose what you're going to work on you work on it. You look around and you make some adjustments.

I think that they're in that normal healthy cycle And so that makes me really happy. Yeah, I think good training ideas. Yeah, I'm gonna have to sit. I'm gonna go away and sit and think about how do I make my text messaging feel like not just an automated text message?

You know what I mean? I think there's real opportunities there to get creative. It's almost like, it's the same muscles you use when you say, How do I write an exceptional thank you note? There's the same type of muscle. You know, it's like, I don't want it to–

Sarah Wolff: It is, and there's formulas. This isn't, there are formulas, there are lots of resources, and there's infinite room for creativity. Just like the rest of Vet Med, the sky is the limit here, you know? There are so many different ways that you can get creative with this, and just knock it out of the park.

Andy Roark: If you want to learn more about client experience, if you want to talk more with Sarah Wolff about what she does and about about things like this, come and check her out at the April uncharted conference. It's in Greenville, South Carolina. She's gonna be speaking there. I will be there as well.We'll be hanging out. Come and visit with us, Sarah. Thanks so much for being here. I really appreciate you.

Sarah Wolff: sThank you for having me, it's been a blast.​

And that's what we got guys. Thanks for tuning in. Thanks to Dr. Sarah Wolff for being here. She's amazing. I really enjoyed having her on the podcast. Guys, take care of yourselves, everybody. Thanks again for being here. I'd love to see you in April.

Written by Maria Pirita · Categorized: Blog, Podcast · Tagged: communication, culture, management

Mar 13 2024

Top 3 Things Practices MUST Be Doing to Keep Clients Coming In The Doors

This week on the Uncharted Podcast, practice management super nerd, Stephanie Goss invited special guest Bill Schroeder to come discuss something all of our practices should be getting ready for – the big slow down. We know that some clinics still have clients coming out their ears while others are experiencing a very rapid slowing of appointment volume. So many of us have been focusing on hiring and retaining team members to support our case loads that we've put things like marketing, updating reminder protocols and website updates on the back burner.

Bill Schroeder owns InTouch Practice Communications, a full-service digital marketing agency built specifically for the veterinary community. As an entrepreneur, international speaker, veterinary thought leader, and digital marketing enthusiast who has leveraged his love of people and pets to help veterinary practices grow and thrive – Stephanie thought Bill would be the perfect guest to talk strategy with. Bill's team and their more than 8,000 client success stories are the basis for his speaking sessions and his drive to help practices learn how to actually implement these things in your practice. Bill serves on the Board of Directors for VetPartners, teaches within the MBA program at Purdue University, and can be found teaching from many of the veterinary conference stages around the world.

Stephanie asked Bill to come discuss the three most important things every clinic should be doing right now to keep clients coming in the doors. Between outsourcing google ads and online reputation management, Stephanie and Bill give you realistic tips that you can put into practice today. Let's get into this episode…

Uncharted Veterinary Podcast · 277 – Top 3 Things Practices MUST Be Doing To Keep Clients Coming In The Doors

You can also listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music or wherever you get your podcasts.

Do you have something that you would love Andy and Stephanie to roleplay on the podcast – a situation where you would love some examples of what someone else would say and how they would say it? If so, send us a message through the mailbag! We want to hear your challenges and would love to feature your scenario on the podcast.

Submit your questions here: unchartedvet.com/mailbag


Upcoming Events

UPCOMING INFO/EVENTS

Embark on the last journey to Greenville with us before we venture into uncharted waters!

In a world filled with noise—news, content, and promotions bombarding us from all directions—your business struggles to be heard above the clamor. Amid countless messages vying for attention, how can you ensure your message stands out? How can you craft a narrative that gives your brand a distinctive voice and resonates with your community without resorting to shouting?

It's time to anchor down and rise above the sea of noise. Join us this April at the Uncharted Veterinary Conference, where prominent voices in veterinary medicine and beyond will converge to explore how veterinary brands can break through the surface. Prepare to learn, share insights, and make waves in your veterinary practice. Register now to be part of this transformative experience in April 2024 at Uncharted.

If you can't join us in Greenville, consider checking out our new Leadership Essentials Certificate – you can access the program online OR in person. Our team may be coming soon to a city near you. Check out the program and all our upcoming dates on the website.

Our Uncharted Leadership Essentials Certificate consists of seven fundamental building blocks, empowers leaders at any level to achieve excellence. This on-demand program offers 8 hours of CE, fostering the skills necessary to lead high-performing and collaborative teams. Exclusive access is granted to Uncharted members as part of their membership benefits, making it the opportune time to join our community!

Upcoming events: unchartedvet.com/upcoming-events/


Episode Transcript

Stephanie Goss:

Hey everyone, I am Stephanie Goss, and this is another episode of the Uncharted Podcast. This week on the podcast. I have the pleasure of being joined by my dear friend, Bill Schroeder. We recently were having some conversation in our uncharted community about how some of our members practice schedules seem to be slowing down.

And for some of them visits have really kind of slowed down and dropped off. And we know that we're seeing that across the veterinary space, there's been some studies recently by AVMA and looking at the economics of practice. We know things are slowing down and some people are starting to feel that squeeze and panic.

And so Bill and I had a conversation about what some are, what are some of those things. That practices should be doing at all times to keep clients coming in the door, whether we've got clients coming out our ears, or whether we are in a position where it is really slow. And we're really consciously thinking about our marketing efforts for the first time, probably since COVID hit.

So I asked bill to come join me to have that conversation here with all of you. And I asked him to bring his top three tips for you all. And he brought it. And then some, so let's get into this. .

Stephanie Goss: And we are back. I, Stephanie Goss, am here with my dear friend, not Dr. Andy Roark, but in fact, I am here with Bill Schroeder. And for those of you who don't have the pleasure of knowing Bill, he is funny. He is fun. He is kind. He throws an amazing party but none of that has to do with what he does for business.

Bill owns InTouch Practice Communications, which is a full service digital marketing agency that is built specific for the veterinary community. They love to focus on, you know, empowering and driving business for their clients, empowering their clients to take control of their own digital presence.

Bill has a genius brain, I think, when it comes to these things. He has spoken at Uncharted Veterinary Conference. You may have seen him or heard him present at conferences all over the world. And he is just brilliant. A ball of fun. And so I was really excited to have him here with me. We've had some conversation in the Uncharted community recently about a topic that I know is near and dear to Bill's heart.

And so I said, hey Bill, you want to come do a podcast with me? And he said, sure, I would love to!

Bill Schroeder: Yeah, and thank you Stephanie. I really appreciate the kind words. It's really fun to be here and I can't believe that I'm knocking on the door of 30 years and, you know, of doing this. I, want to thank the, like the whole community for making this my home and it's like one of, it's, really great and it's a pleasure to be here and I guess while I'm thanking you, I want to thank you for what happens when you get scheduled to do a podcast like this, right?

It's like the hygiene things that happen, like, yeah. Like look at this desk.

Stephanie Goss: Bill's desktop is, it's 

Bill Schroeder: Um, that whiteboard back there does not look like you know a Madden like play

Stephanie Goss: Uh-huh, with scribbles written all over it.

Bill Schroeder: I was able to dust all my pictures. Although you can't see the pictures that I keep on my desk…

Stephanie Goss: of Andy? Of Andy’s face? 

Bill Schroeder: I was able to get them all clean so in case you were able to see them…

Stephanie Goss: we're never going to fit his head through the door. Once he finds out that Bill has a picture of him on his desk. 

Bill Schroeder: Well, we’re not going to. I’m just going to put it where it normally resides so that we can let him know that I’m always let him know that I'm thinking about him. So anyways, it's a pleasure to be here and yeah, I'm so glad that you've offered me this platform to kind of help because it's really a topic that is quite serious right now.

You know, we're coming out of this unknown time, which is that COVID bubble that we all scrambled around.

Stephanie Goss: Right. 

Bill Schroeder: It was this period of time where we didn't know what to do. We had to incorporate all of these new things like curbside and, you know, running, you know, and isolating staff and all of those changes to our operations.

And a lot of people were so busy that they stopped focusing on what is important. And that's growing the business, whether it be through existing clients and making certain that they understand all the opportunities and we'll speak to that in a little bit here but also growing because I mean, we're all human, right?

It became one of those situations where, quite frankly, it was easy to make certain that your appointment book is full, right?

Stephanie Goss: Yeah. Yeah 

Bill Schroeder: So yeah, and I wish I had the answer for exactly what's going to happen next or exactly what to do right now. From a data standpoint, and I'm, I love the data. I know what to do from, I know it's working for our existing clients, but anyone that says, here's the formula for a time exactly like right now, I would kind of run away from that person, just because of the fact that we've never been here before.

Stephanie Goss: Right, exactly. I was going to say there, I don't think there has been a time like right now and who knows whether there will ever be the exact same circumstances in the future for sure. It's kind of, it's kind of weird. It's that post feels like that in a way that, you know, kind of post apocalyptic. We did this whole thing, we created this whole new world and then just as quickly as we adapted when COVID hit, now things have changed and I think it's happened slower and, and I think that has given practices more time to adapt, but it has still changed dramatically.

Bill Schroeder: It has and, you know, there's some scary stuff that's going on out there. And, you know, one of the things that everyone needs to be aware of is that we've built these, well, internally at the agency, we've built these systems that allow us to monitor what's going on like real time out there within the market.

We're utilizing our client experience, the data that we are tracking and then listening posts that we have out there in, in the real world that are telling us. What's actually happening and the one thing before I get into like the tips and the things that you need to be doing, you need to realize that the intent- pet owners are that the intent is down to the point that we have seen things in markets where we're talking year over year comparison for search volume or searches for topics that are driving business within practices in a local market, we're seeing individual markets beat down as much as 40%.

Stephanie Goss: Wow.

Bill Schroeder: So, when I talk, and very specifically, to be very clear, it's like when we look at how many times very valuable search terms are being used within a market, sometimes we're seeing that year over year, like Or especially year over during COVID period of time, we're seeing 40 percent drops in the actual searches, people are busy, they're back at work, they're not, they no longer have the availability to take their pets out and they've take their pets to the practice, you know, like they could during COVID and to be very frank, in many instances, they've checked that box.

Stephanie Goss: Mmm-hmmm.  

Bill Schroeder: the people that hadn't done it in years and aren't the incredibly compliant. They're like, Oh, I did that. You know, I did that. You know, I took them into the practice, right?

Stephanie Goss: I'm good for another three or four years.

Bill Schroeder: Unfortunately, we're seeing some of that. So the problem and I just had this conversation yesterday where I was called in with one of my teams where there we had a client who was looking at Google ads.

And they were looking at their performance right now, and then comparing it to two years ago and saying, wait, something's broken. And I'm talking about the fact that they're about seven points up on on, you know, the average practice out there. And they're not satisfied with that, right? Well, there are markets that are 40 percent down, so 7 percent up, you're like, you're killing me.  

Stephanie Goss: Right. Yeah. Okay. So the heart of what I want to talk about today, we, you and I were talking about the fact that there has been, which I think is a good thing. There's started to be a lot of conversation in our Uncharted community. I've seen it in the other manager groups that I'm in, VHMA the management books groups on Facebook where people are starting to experience a drop off in appointments.

And a lot of people were scrambling for staff and for doctors during COVID and business was crazy. And we all know, I mean, how many podcasts did Andy and I do about the fact that everybody had clients coming out their ears and everybody was struggling to keep up with the client volume because there weren't enough hours in the day, there weren't enough team members.

And I think for some people that is still true. There are certain areas of veterinary medicine where it is still overwhelming and a lot of people are starting to experience significant drop offs. So clinics that had been booked six weeks, eight weeks, 12 weeks out now are like we're only booked a week out and we've got same day openings again.

And I think the biggest thing. For a lot of managers that hit was we had to really shift our mindset when COVID happened. Where as a manager, there's a fine line that you want to teach the team to walk between having enough space as a GP practice to have clients be able to be seen quickly and not gatekeeping, too many appointments on the books, where then you have the team standing around if sick pets don't happen to come in that day.

Right. And so we, over the years, kind of learned to excel at walking that line. And then COVID hit. And it was like everybody who kept to that line was drowning because there was nowhere to put the clients that had sick pets that needed to come in. So we all shifted that workflow and everybody started holding more same day appointments, creating spaces to take emergencies, all of that kind of stuff.

So we shifted the whole workflow and now that the schedules have changed and appointments have dropped off and everybody's like, Oh, I have all these. And so I'm starting to hear conversation amongst my friends and colleagues who are saying, okay, I'm going to admit this. I stopped trying to get new clients.

I stopped focusing on marketing. I stopped running Google ads. I didn't care about updating the website except for when we got new team members. Because the whole point for a lot of us who just are doing the everyday job was all of the marketing tools, all of the communication tools, it either was  either ways to get new clients or to make our lives easier dealing with the existing clients that we had. And it felt like for most of us, unless you were a startup or a new practice trying to get clients in the door, stopped thinking about new clients. And so now there's all these practices who are like, “How do I go back to getting clients coming in the door?”

And so I asked Bill to come and talk today about it. I said, Bill, you are so smart and you have all of these ideas. And I always love talking to you because I get so excited for the possibilities in practice when we talk. And I said, can you come and talk to to the top, like the top three things that you would suggest every practice should be doing to keep clients coming in the door.

Bill Schroeder: And we did not practice this. And I promise you that everyone should see just how in tune we are here, because you're going to see.

Stephanie Goss: Okay, 

Bill Schroeder: I put together the top three things that we're going to do.

For those of you who are listening and not watching, I'm showing a hand of five because I just don't know three.

I cheated. I did. We're going to do the top three to five.

Stephanie Goss: the top three to five things. Let's do it.

Bill Schroeder: But my point and you're going to hear where I start very planned and I could show you my notes just to prove it, but I'll be less dramatic.

I've been here before, right? And when the market as a whole or the economy is in a bad place, it's pressured and we're talking about the cost of groceries, we're talking about the cost of gasoline, we're talking about, you know, the general economy not being good, we feel it in veterinary medicine.

And the AVMA came out with a study real recently, and I think that their number was 55 percent of our clients are saying that they are, they define themselves as being transient. And I'm not, I'm, categorizing what they did. That's not word for word how it came in, but it's like 55 percent of your clients in practice would move.

Okay. And when you combine that with how price sensitive the market is, I believe that there is an unfortunate opportunity for people to move from your practice to the next.

So, my very first is to capitalize on your same day availability and the trend that is in urgent care. Now, back, I mean, I've been in this game for, like I said, like 30 years, and we've gone through these trends, right?

And when we're really busy, you hear practices speak about “Well, let's charge a same day appointment fee, right?” Like, okay, like if you're in that position, you can always be in that position. You're probably not tuned in right now because you're busting at the seams and, you know, keeping the door swinging is not something that's a concern to you.

Congratulations. However, I am routinely speaking to practices that used to book up three weeks in advance and they don't know what they're gonna do at the end of the week. Okay, so, And when you've, we're seeing a massive trend in people finding practices that will be able to serve them, whether it be just because of their convenience or because of the urgent care system that they've got.

So, because they have an urgent need, right? So, I, and I, the balance is different, so I can't give you the formula here that is like, reserve like nine, three spots per, you know, FTE, I mean, I can't do that because it, really depends upon your market, but to make certain that you and your team are capitalizing on that and they realize everyone from the CSR to whoever is handling your marketing needs to realize that this is important because what's happening is people, those people that are coming to you are the people that are the opportunity leaving.

They're that 55 percent that we talked about that migrated from or are trying to migrate from another practice. So, it's a two edged sword. We've got to capitalize on that and realize that's an opportunity for you. In order for you to capitalize on that, you need to make certain that you're marketing to that.

And that your team understands that same day availability is not bad. Your practice is a business. And the, at the end of the day, we should be filling up as many of those appointments as possible and marketing to the opportunity that is an open time slot. 

Stephanie Goss: That makes sense to me. And I think that clients too are becoming, at least I can speak to my own personal experience, like in human healthcare, right? Like I probably even five years ago, it would not have occurred to me that there were choices other than your regular GP, right? And specialists, obviously– and the emergency room. Like, those were your two options. You either were sick enough to go to the hospital or you waited and went and saw your, GP and on the human side, like the shift, and I will admit it, I have, we have a great urgent care here locally and I discovered it when I had a sick kid who I thought had strep.

I couldn't get her in during COVID to the regular doctor. And so I said, okay, I'm going to try this place. I can, they had an app I could book online. And I said, I'm going to go and I'm going to take her. And I don't really care about the experience because I just want to get seen. Right. And so I think experiencing that in our own lives on the human healthcare side has led clients to actively seek that as well, right, in the veterinary space. And so I love that idea about capitalizing on it. And I think that there are a lot of practices who have always had that, you know, we have same day spaces, but you're talking about not only doing it, but marketing to the clients who are looking for it and also clients who might not know that you have it, that are existing clients.

Bill Schroeder: Right, because urgent care really is having the availability to see someone right away, right? And it allows you then to kind of differentiate yourself. Like, there's this thing, and when we talk to pet owners, and we talk to clients about this, There's this thing that, and I'm sorry ER people that are out there, I mean, but I think you know this, right?

ER equals expensive. ER equals, it's gonna be a thousand dollars when I walk through the door, right? And that's rightfully so, right? You're, the ER practices are there to solve that problem. Right. It's a specialty place. But when you've got the GP and the ER and there's no, let's just, let's not talk about the finances between, let's talk about pet care.

And there's not a gap. I don't have another finger to point. I'm going to use my nose. there's, oh look at what I'm doing right now. I can move this without moving my nose. There's a gap here that exists, right? That can be filled by just creating a space within your schedule to see that.

And then label it as an urgent care. And that, that, that allows you to capitalize on that transient client. And see the pets. You know, regardless of the finance behind it, you know, because I think there's a huge amount and I'm going to be frank, I've kind of fallen victim. I think I'm a really good pet owner, but it's been like, you know, I have schnauzers.

So, you know, they have stomach issues, right. You know, and, you know, so you wind up going like, okay, this can wait till tomorrow. I've been down this road. Pancreatitis and I are very good friends.

Something that's never been said before. I think if that's not a t- shirt, if you don't take the t-shirt, I'm taking it.

Stephanie Goss: Pancreatitis and I are friends. I own schnauzers.

Bill Schroeder: Yes. So, but when that's the case, you know, you wait, but I would absolutely capitalize on that if I knew my vet had availability. Okay, so can I move into number two? 

Stephanie Goss: Well, and you can, I just want to say too, I think the flip side of that, you know, is that we automatically go to that. Let's not. upset the ERs, right? Because we do, we really want to take business away from them? And I will say that our local ER, so we, my clinic here had been doing prompt care model before COVID, our sister hospital and ours, we had a doctor who was assigned every day to be able to just take those cases.

Our ERs loved it because they were like, please, Take the ear infections, take the, you know, mild absent, take the stuff that we're seeing that we don't really need to or want to see, they, want to see the cases that need their specialty training and skill set and, pace of an ER. And so I think that there is some really beautiful relationship that can happen between practices that are offering urgent care.

So when you're thinking about marketing, and I've had this conversation with colleagues, if you're doing urgent care or you have spaces that you're able to market as urgent care, market to the clients, your current clients, market to potential new clients. Like you said, market to your ERs as a client as well, because if they know that you can do that, you can build your own backward referral.

Like we think about ERs having us as clients, as referrals, it works both ways.

Bill Schroeder: Yeah, that's a really good point. If you remember during COVID, we had criticalists that were doing, you know, wellness.

Stephanie Goss: right?

Bill Schroeder: Right. I mean, you know, and that was because of it, you know, just, you know, workload at the GP level and all that jazz.

They're really aware that they don't want that type of work. So, yeah, but I really think that having your front, your CSRs And your current clients and the, ER practice that you refer to understand what you need and want are really good first steps. And celebrate that availability.

Don't penalize people for making that transition in and tack that, you know, extra same day fee on there. Don't do it.

Stephanie Goss: Right. Right. 

Bill Schroeder: Okay. So number two.

Okay. Focus on Google Business Profile. We call it GBP. It's the old Google My Business, right? Make certain that it's optimized. And that's, for those who don't know, it used to be Google My Business, and in true Google fashion, they keep changing things so that there's something new to talk about, I guess.

But it's now the GBP. Same. Same ice cream, different, you know, label on it. It's the thing that is powered by your practice's location, the number and quality of Google reviews, and it is the Google Maps section. We see the greatest amount of organic traffic. Come through there. So make certain that you've got all your images correctly that your hours are correct, that you've linked your website And all the opportunities I could spend an entire hour go deep diving on this but make certain that you've optimized that and you Continuously, look for ways to make sure that it's up to date.

Furthermore, here's something that nobody's talking about. Did I cut you off stuff?

Stephanie Goss: no, I just was going to ask when you say make sure, like when you say make sure that your pictures and stuff are updated, you're talking about actual pictures of life in the practice, not pictures of your building. Right. Right. Cause I, like as a, as a. Consumer, when I pick up my iPhone and I go into my Apple Maps and I type in like what I'm kind of looking for and I click on a business, I want to see, I don't care what the building looks like.

I want to see what their food looks like, or I want to see what the environment right?

Bill Schroeder: You are so blowing my mind right now. You don’t even realize what you just did. I swear this was not practiced or anything. Okay so first off, you need those building pictures to some degree. I like building streets from the street because I understand. You know, I'm not fluent in the algorithm. Nobody should be, right? That Google in particular has matched up the Google Street View with the things and they can see what aligns based upon that.

So, that's necessary, but you shouldn't stop there. To your point, you should be able to reflect the culture, happy people, you know, not, surgeries, that cool tumor, that That you found that we all are like, wow, that's cool.

Stephanie Goss: That giant splenic mass.

Bill Schroeder: Yeah. Yeah. Yeah. Yeah. Could you please like send me pics? You know and we like that, pet owners don't but the thing that you walked into and I promise you when I pause this is exactly what I was gonna say.

Nobody's talking about this. Everybody talks about Google a business profile, but nobody talks about Apple Maps. Now, I guess cat's out of the bag now, right? I mean, you know, if more than one person watches this, we optimize Google Maps, and we do really well because of it. Okay? And no one else is we're watching.

People don't do it. Well, they're going to do it now, so Okay, well, welcome to the party, everybody. But the thing that people don't realize is Apple Maps is driven, and so is Yahoo! is driven by Yelp reviews. So go ahead and go into, right,

Stephanie Goss: Yes. I actually noticed that because when I Google a business, when I say Google, but when I am an Apple user through and through. So I look at my maps and I click on the business and the first thing I notice is what are the Yelp reviews that are there. And as a consumer, like I, that's something that I look at.

Bill Schroeder: right, and so, so, and I do too, and a little bit of it is because my car has Apple CarPlay, and it plays really nicely with Apple Maps rather than Google Maps. So I wind up hanging out in that space, right? So for those of you who don't understand what we're talking about, go on your iPhone. And then click on the Maps, not Google Maps, but Apple Maps, it'll just be called Maps on there.

And then, like, insert your practice name, right, to find it, as if you're looking for directions. And then go into the profile there. And look at the photos that are there, and you will find some photos that are powered by Yelp. And if it's not your practice, look at other businesses. It'll literally say that in the corner of the photo.

Now, the reason that I bring this up is because we have this negative, I guess stigma or stereotype, whatever we're going to say 

Stephanie Goss: We hate Yelp

Bill Schroeder: We hate Yelp. 

Stephanie Goss: Yes.

Bill Schroeder: But you got to play there, right? So the, key is working and letting the Yelpers know that you are participating there and celebrate it so that you can rank really well there.

So that's my second one. GBP Google business profile and Apple maps need to be atop of their game. Because that's serving up and directly connecting with the local pet owners.

Stephanie Goss: Okay. 

Bill Schroeder: Third, Google ads. You got to pay to play. the internet is, and I use this all the time. I've used this for a handful of years.

It's like a piece of electrical conduit.

Stephanie Goss: Okay.

Bill Schroeder: Organic in particular is a piece of conduit that we have beaten to death. And if, just like a piece of conduit, which is that pipe that holds electrical wire, the more wires you put through it, the more difficult it is to get that next wire from one end to the next.

It's clogged, right? So, you've got to build that very efficient side piece of conduit, so your wire can more directly make its way through. Now, you said quite accurately, and I really appreciate this at the beginning of our talk here, that I like to empower people to do the things that I teach on their own.

And I'm going to say that about 85 percent of the stuff that I talk about or I teach, and by the way, Uncharted, I'm going to be doing a workshop in Greenville, a hint, hint, shameless plug, on building your practice. So, I hope to see you there. But you can leave one of my talks or my workshops.

Empowered to do the things that I believe that you can do, which is a good percentage, 85 to 90%. I don't think you can do Google Ads. Not well, at least, unless you've been trained. Unless you're continuously going through the things that, like, I've got a team of people that do it. And the amount of time that we carve out to train independently, and the out, we literally have a consultant that, that we pay every Thursday to come into the agency and teach our Google Ads people that do this every day, all day, the new things that happened that week.

Stephanie Goss: Right, 

Bill Schroeder: So Google ads is really important. The things that I get asked about are how much should I spend? I shrug my shoulders and I say, if you're spending less than 500 a month on the actual ad spend, you're probably not spending enough and you need to question the quality of the ad and, such because it should turn into something where you're wanting to spend more.

Stephanie Goss: Right. And here's the thing. I think as a manager, this is what is so hard because Google ads has always been kind of, at least I'm just going to speak for myself as a manager. It was always confusing to me. It was the thing that I knew that I needed to do. But I didn't, to your point, I didn't know what I was doing.

And even though I took some classes and I like, you know, took some webinars, I watched your stuff. I looked at, you know, what, you know, people like you, Eric Garcia, Caitlin DeWild, all these people are saying, Hey, these are things that you should do. And at the time I was working with our friend, Brandon Brashear.

Is it? And I was like, Brandon, what do I? And he's like, yes, you have to do it. Okay. So I threw money at it and tried the thing. But I think as a manager, like, I love that you say, this is a piece. It's okay that this is a piece that you outsource and that you throw money at, because I think a lot of us have this experience where we try it.

And we're like, I spent 300 on that. And I got nothing back. That's the frustrating experience because we don't know what we don't know. And so it feels like we're just throwing money up in the air and setting it on fire because we don't know what we're supposed to do with it. We think that there's supposed to be this return on it, but we don't have that knowledge.

And so I will say that was a great relief to me to be able to say, Oh, okay. This isn't something that I have to figure out how to do or have somebody in the practice who knows how to do. This is something that I can take to professionals and say, Please help. And also get that kind of advice that this is what a realistic price and spend for your market should look like based on your particular market.

And this is how you can make that money work for you. It's kind of like when you, I thought about it at the time, like working with a financial advisor. It was like, Oh, all of these things that were really mysterious to me now are suddenly making sense.

Bill Schroeder: My lack of self control is going to come through here because I can't help but take a little bit of a deeper dive and kind of, you know, give some tips here around what I would do. And I'm going to rattle these off a little bit just so that you can take notes on them.

And the first thing, if you're going to work with a firm, make sure that the firm is charging a flat fee and not a fee that is based upon your spend. If you charge a fee that is based upon your spend, there is no incentive for them to increase the number of conversions and decrease the cost per conversion.

So it, whatever the flat fee is, if it's a good flat fee, that's what you should do because of exactly what I stated. Secondly, you should have a deep understanding of what a conversion actually is, and a conversion is taking someone from one state to the next, meaning they haven't called the practice, you need them to call the practice, or you need them to book an appointment, and then they actually book the appointment.

Now here's where the details get a little bit fuzzy. People can call conversions whatever they want, and people, some firms, drive traffic. Based upon their definition of a conversion and it makes things look crazy. Like I literally just quoted a project against another firm in the veterinary industry and they were claiming that they can drive conversions at four dollars a conversion. Well, I told the doctor I said, well, I guess if they can drive conversions at 4 a conversion, please tell me who they are because I would like to then funnel all my work through them because this is brilliant.

And if you spend 500, that's what, 250 appointments that you should have, right? So if you can't tie those appointments back to a conversion, it's not really a conversion. And what people do is they put garbage ads out there. To because I can make your phone ring for garbage. I can make it ring, you know, for low cost things or for ambiguous things that will just tie up your front desk.

But I'd rather use these numbers. I can make your phone ring for between like 12 and 15 dollars. But responsibly, I think that we should be talking between 40 and 50 to actually get an appointment through the door.

Stephanie Goss: Sure.

Bill Schroeder: Okay, so there's that.

Stephanie Goss: Hey friends, you have heard Andy and I talk on the podcast about our Uncharted Leadership Essentials Certificate. And because you have, you know that we designed it with every member of the team in mind, because we believe that everybody on the team should have basic, professional, personal business development skills in their toolbox to be able to help make, maximally effective, efficient, and excellent team.

And so we are bringing you one more way to have access to our certificate. That's right, you can take it asynchronously. our wonderful partners at NAVC are bringing it to you through Vetfolio. So if you want to take the certificate online, you can do that today.

And if you are the kind of person who's like, I need my CE to be in person, or you have learners on your team who you think would do better going through it together in a group live. We've got you, because we are hitting the road. We are going to be live and in person in Atlanta, Georgia May 5th and 6th, and we are going to jam pack two days full of the entire certificate program, but it's going to be live and in person and we're going to do it Uncharted style, which means we're going to talk about your practices. And so, if you have been thinking about, man, I would love to do this certificate, but I would love to do it in person. Now's your chance head over to UnchartedVet.com/ONTHEROAD. O N T H E R O A D, and, you will find out all the information about this upcoming road show that is happening in Atlanta, in May, and future dates and locations. And now, back to the podcast.

Bill Schroeder: and I guess the last thing that I want to say is that when you're doing call when you're doing Ads, you should always be using call tracking so that you can listen to the calls. Which means that you can get a separate number that is specific for that ad and only available through the ad That allows you to then listen to the phone calls that come through. It's brilliant what happens.

You can listen to your CSR, how they're receiving the ads, how they're receiving the traffic that comes through, and validate that the things that are coming through are actually the right type of traffic. So, when you're doing that, you're operating responsibly, and that's what it takes to run a responsible campaign, and a whole bunch of other really good, creative, and smart people.

But I will hit on that when we get to Greenville, and if anyone wants Any more information. It's one of my favorite topics to talk about. So ring me up and I'll drop what I'm doing and I'll spout about Google Ads.

Stephanie Goss: Okay. So Google ads are, so we've got to have our Google business profile optimized. We need to look at Apple and maps. And what is, the, does the Android phones where I don't, I haven't had an Android phone in like a hundred years. Do they run on the Google, maps?

Bill Schroeder: Yeah, it would be Google.

Stephanie Goss: Okay. So you're using Google Maps or using Apple Maps and you need to optimize both of those.

You need to be looking at Google ads and you need to be realistic about how you're approaching that. And so I would say what I have started saying to my manager friends is, I think for a lot of us, we think about it not dissimilarly to Yelp, there's not the hatred for Google ads like there is for Yelp. But a lot of us have tried it and have had no success because we had no idea what we were doing. So we were like “I’m never doing that again” Because I just burned that money, right? But we’ve got to do Google ads, what’s the next step?

Bill Schroeder: Okay, so, let me just clarify. I don't want anyone advertising on Yelp. I haven't had success there, but you need to be active there. There are quotes out there my friend..

Stephanie Goss: Yes, Google reviews. Yes. Okay. I mean, Yelp reviews. Okay. Okay.

Bill Schroeder: I'd want to make it a product, I can't make it work, and if somebody can, well then, God bless them, but I can tell you in the end, it doesn't convert well.

Okay, I got two more things. First, with the importance of reviews, whether they be through Yelp, like I just said, or through GBP, and the transient nature of today's people, we need to focus on the client experience. Okay, and we need– I talk about the word remarkable and how every single team member needs to know what's out there and meaning the potential, the growth that happens through positive reviews and a positive experience.

It should be something that's talked about during your meetings in the practice. So that you have the ability to celebrate those things and realize that we all grow if the reputation is good. Now, it hits both on the pet owner side and on the employee side. Like, nobody wants to work at the one star practice.

Nobody wants to show up at their state VMA and go, Hey, Steph, I saw you left ABC Animal Hospital. Where'd you go? Oh, I went to XYZ.

Stephanie Goss: Right.

Bill Schroeder: I don't know anything about it, but people say it's dirty and people are dirty.

Stephanie Goss: Yeah. I got a bad reputation. 

Bill Schroeder: So if you're gonna attract the brilliance that is folks like Steph, you've got to have a good reputation Okay, lastly, this is something I'm super proud of. Like I said over the years…

Stephanie Goss: Okay. Wait, before you go on. So you're moving on to your last tip. Cause I want to talk about, I want to talk about the reviews for a second. 

Bill Schroeder: Sure.

Stephanie Goss: So question, cause I love how you just talked about Celebrating the reviews and using them within the practice. And I think that was one of the best things that I tried with my team.

Because one of the, one of the benefits I will say of my, my last practice was a corporate practice and they used a program that compiled all of our reviews from all the different places and we got it spit out in a report and it was great. And. I was like, what do I do with this?

And I was, the team is so used to hearing about the clients who came in the lobby and screamed at the CSRs or the client who was rude in the exam room who's now getting fired or whatever. And I really wanted to focus on the positive and so I started taking those reviews. And we started reading them out loud at our team meetings and recognizing the team members when somebody gets called out.

Because I think it takes a lot, we all know it takes a lot for a client to leave a review anyways. Just to start. When we get clients who make it personal and say, you know, “Caitlin was the best was the best. She was so great with, you know, fluffy and she was, she just loved on her like she was her own.”

That means something and the team doesn't often see that unless we help put it in front of their faces. And so as a manager, I would say I learned to love the reviews by. I'm not actually reading them. And instead of turning it into, even the negative reviews or the reviews that had feedback that we weren't so excited to hear became a learning opportunity to say, okay, what could be valid here?

And what could we learn from it? Not, Hey, Dr. A, this client called you out. Like you need to fix this situation because I've been in practices where that has been the way that it's handled. Right? It's like, here's a client complaint, deal with it. But how do we turn those into celebrations for the team and also learning opportunities?

And so I love that you called out, like making it a part of the practice some ways, somehow so that the whole team is aware of it.

Because then it makes it easier for them to say to the clients who are just at the front desk and say, I just love you guys so much. You're so, so fantastic. It becomes more natural and easy for them to say, Oh, thank you so much.

For saying that we really love hearing that if you have a second, we would really appreciate it. If you would share that on our Google business page, you know, leave us a review that becomes easier because I think that has been the hardest thing for my teams to get on board with is how do we ask clients to leave reviews?

You know, how do we, push that without seeming salesy or unnatural, you know, because nobody on a veterinary team wants to be salesy like that. 

Bill Schroeder: You know, I think that there's an element, I think there's a couple of things here. So the first is accountability. It is when you're celebrating those things and you're talking about the positive and the negatives, people automatically become responsible for their actions because, Hey, I might hear about this.

You know, I can't be abrasive. You know, I've got to be on my game or I shouldn't be in the practice. Okay. And we all have bad days. I understand what it is and we're going to get those unreasonable clients that are going to give the inaccurate reviews. I'm not talking about that. I'm talking about the caustic person that needs to control themselves or be a professional.

So you've got that. And then you've got the benefit that comes off of celebrating the positive. So if we're talking about combat, combating, compassion, fatigue, Or all of the wellness type issues that we should be focusing on. Reviews can really help when that's a bright space as we start our day or we start our meeting and we've got somebody stand up and I mean, I could tell you tons of stories, as could everyone in practice, of the tear provoking moments that are brought on by the way that we can impact people's lives.

So there's there are those things and Yeah, so you mentioned how to get the reviews and you know what I like to do I like to listen to people speak and then I like to say something along the lines of wow I really like working with you and I'd like to work with more people just like you, you know, I mean, I really would I'd like to meet more Stephanie's in the world and Stephanie's families.

This is why I became a veterinarian and this is exactly why like you all in this room are my people. Would you mind leaving us a review because I think that and I don't care what you say, but I really use your words that will attract people like you. And I, so you've got that, and then there's something else that isn't done. And I'm just going to ask you a question.

Stephanie Goss: Okay.

Bill Schroeder: When's the last time that you've left a review? And everybody out there in the world, think about the last time you left a review.

Stephanie Goss: Uh – Huh.

Bill Schroeder: And then think about the last time that a business owner, that business owner called you and thanked you for the review. Think about it.

Stephanie Goss: Okay.

Bill Schroeder: It's never happened. It's never happened unless you've come to my lectures because like and I know don't roll your eyes Don't I know you some of you have probably jumped off the treadmill at this point Thinking that I have actually lost my mind and thinking that you've got enough time to be calling I haven't lost my mind What I'm talking about is exactly this for every five star review that you've got and every one star review if you care to do It for all your reviews you call and say hey This is, you know, Dr. Reynolds calling. I literally just read your review online, and I had to shut my door because you touched me. And I really appreciate what you did. I value your comments and I just wanted to say thank you very much. That's how you leave a voicemail. Now, if they pick up the phone, maybe you want to say, Hey, I'm surprised you picked up the phone.

And I was expecting your voicemail. I'm about to walk into an appointment. That's how you start the call, so you're not trapped for 15 minutes. And you say, Hey, but I just read your review and then you go through that. Before I step in, I wanted to stop everything and call you and say thank you. And the reason you're doing that is because that could be the only signal that you're putting out there that you've actually valued it.

Like, responding is fine, but unless you're going to get in depth and they're going to go back and read it, If you want more reviews, especially from that family, please let them know. And then I love that. the other side. You know, if you've got a bad review, I would call them. And in part of the resolution, if you are able to get to that point offline, you're stopping the conversation that people can read online,

Stephanie Goss: Right.

Bill Schroeder: And then you're taking it behind closed doors.

Hopefully you can come to some sort of resolution and, you know, you can get to the place where you could go. Can I ask you to take the review down? Did we satisfy that?

Stephanie Goss: Right.

Bill Schroeder: You know, so, and the last thing on reviews, unless you've got further questions or comments I need you to, need the market to know that 82 percent of all reviews, This is not veterinary related, okay, this is all small business reviews, 82 percent only come after an ask for such.

Stephanie Goss: So you got to be asking.

Bill Schroeder: So if you’re not asking. 

Stephanie Goss: You're not getting. Okay. What's the last tip?

Bill Schroeder: The last tip is something I've built up to for decades. Literally, and it's just dawning on me actually, Steph, that this is intertwined. This was not intended to be a reputation management like talk. I promise you it wasn't. But it shows you how much it intertwines.

There is someone that's out there that is listening. If they're part of the community. That I've known for many years.

Stephanie Goss: Huh. And, she called me and this is about 15 years ago.

Bill Schroeder: She calls me and she goes. Hey, do you have time to talk, you know? Glass of win? You might as well get a bottle of wine because I need to talk and so we had a bottle of wine over the phone and in the course of the conversation She's like I think I'm done and it was all about a review and how she just got like slayed and she did she got slayed it was inappropriate, She's a wonderful veterinarian many of you know this person and this person was done, you know, truly done where they were like, I'm selling my practice and it was not during the high point of practice sales where people were, you know, going at 18 times.

This was like, I'm leaving veterinary medicine and I spoke with her and I was like, you, perform such wonderful, you know, medicine, you're a beautiful person that is helping all these other people, right? And I wish I had a way to show you whether or not your business is working well. Like, like, the negative review that you've got is like two, like you dropped like one little bit on the big scale.

We need to take a look at all the other factors that go into your business and give you credit for that and be able to look at it. So I always envisioned this as being like this health score and that's what we call it now and it's I have this vision of like a thermometer right and being able to show where you're at and say hey this sucks right and I know I'm you know we're crying together right now because I can hear how exhausted you are this too will pass and it should not overshadow the brilliance the genius that you have in practice so I This last tip deals with data.

It's understanding your market, knowing what data points are most important within the market,

okay, and then being able to look at a health score for the practice. And if you want, this is a proprietary tool that we have that I'm happy to share with everyone in the audience. So if you want to give me a call, we can share contact information at the end here.

Or reach out to me, come see me speak in in Greenville, but it's a way to look at your practice in the market and score it against other practices that are of the same sort. And then ultimately there is scoring that puts up that says you're doing a good job. And sometimes it's like golf, like, and let me use an exaggerated situation here.

If you weren't looking at all the other practices. in the space with the data points that were really important, right? And you weren't comparing yourself. It would be like going out and golfing by yourself and, you know, shooting 200 one year and consistently hitting 200. Next year, you drop, you know, I don't know, 50 strokes off of your game and you think that you're ready for the PGA because you're not paying attention to everybody else. The great golfers are, you know, in their 70s.

Stephanie Goss: Right.

Bill Schroeder: You know, so you're still like a horrible golf,

Stephanie Goss: Yeah. Right.

Bill Schroeder: right? So, I mean, it's the realization and the comparativeness that we can provide. But data is super duper important. And with the availability of data that we've compiled over the last 30 years through AI's impact in space.

And these listening posts that I talked about earlier in our chat we can literally show you how you compare to other people. And to the point that I made earlier about the decline in appointment inventory or decline in intent that's out there. If you're seven points up on where you on what the rest of the market of practices that look like yours is doing, you're winning the game.

Stephanie Goss: Yeah.

Bill Schroeder: So pay attention to your data make sure it's right and make decisions that are data driven just like the scientists that you are.

Stephanie Goss: And I love that because I, well, the people who know me, I'm a huge data nerd. I love spreadsheets. I love numbers. I love to geek out. And for years as a manager, the only way to have a pulse check was to talk to other managers and say, “Hey, how's it going? how are you doing this?” And try and figure out some sort of comparison, right?

Like we had. the AAHA numbers for financials, like what you're charging for things and staff salaries and stuff like that. There was industry data between AAHA and Well Managed Practice, like we got some data there, but that was really all that was out there for a really long time. And I remember that's a big part, honestly, that's a big part of why building a community for me of, manager colleagues was really important because I had the ability to pulse check some of those other things against my peers and I love the advancements that have happened over the last 10 years, but really have flown since COVID. So, you know, this is one of those areas where I think it's a very positive change for us, and in terms of integrating AI into veterinary medicine is the ability to be able to connect and network and pulse check in that way, and to your point, be able to pulse check against  similar practices because it doesn't, it does you no good to be that golfer who's out there golfing alone and thinks that they're ready for the PGA. It also does you no good to be looking at practices that have or are completely different than yours. You know, our attend doctor practice compared to your two or our ER compared to your GP, like those things are different animals and we have to look at it.

It's the same thing we tell clients about, you know, trying to explain a dental estimate to them. You have to compare apples to apples. And so, you know, yes, somebody else down the street might have given a hundred dollar dental estimate and you gave them a, you know, a 700 dental estimate. Well, first that question that I asked the clients is what is included in that, you know, estimate, in that treatment plan? And I think it's the same here. And so I love the advancements that we've made. I love what you guys are working on in particular and getting super nerdy. There's options out there for all different aspects of comparing practice data. But what I love about this piece of it, Bill, and what, you are doing in terms of the marketing aspect, is I think for the average manager or practice owner, practice leader. I know every CE I went to, the conversation was, you need to pay attention to the reviews because, and this makes sense, you're getting real time feedback from your clients and it is a pulse check for you on how it's doing customer service, on your prices, on the experience in your practice, all of those things like your team, you're getting real time data.

From your clients and you're getting the feedback. And we as a society have been conditioned to leave reviews when things don't go so well. And so we know that clients tend to, on their own, leave reviews when things have been not so great as compared to when it has been great. And we have to change that behavior by asking them to leave positive reviews for us.

But I think that for the average manager, we were taught to look at the reviews from the perspective, not so much of the data, but like that was our pulse check. And I think to your point, if that's the only piece that you're looking at, it's really easy to get lost in the weeds focused on that one negative review.

Because here's someone who's giving you real time feedback and it's, it feels like the end of the world sometimes. I mean, I've talked to manager friends who are just unhinged over a review and I'm like, I'm done. I, same reaction as you. So what? Like look at the hundred other clients that you helped today who left you and who were happy with how the day went.

But that's not, that's not the volume of what we generally get unless we're actively trying to seek those kind of reviews online. And so I think it's really easy to slide down that rabbit hole of negativity. And so I love the pivot that you guys have made and the focus that you're leading the industry in terms of getting us to look at the bigger picture and not just focus on that negative, pulse point.

And so I hope we start to see more data and more nerdiness, not because I want you guys to have competition here, but because it's good for us. It's healthy for us as an industry to start to think about things like a business. Like, yes, we are a healthcare provider. Yes, we provide a service.That doesn't mean that we shouldn't be scientists.

That doesn't mean that we shouldn't be data driven. That doesn't mean that we shouldn't run our businesses like a business.

Bill Schroeder: You know, our account managers are so excited about these advancements and you know, there's two like two other examples like, you know. We know that like particularly like a new practice a de novo practice that comes out You know the race is to get as many reviews as you possibly can and you know before like AI and all this data and looking at this data and these this tool that I'm talking about It used to be, you know, Steph, you'd call talk to an account manager and it'd be like, okay Let's get as many five star reviews as we can and you go Well, I'm breaking into this market where the leader in the market has 300 reviews and you know a 4.85 rating how many reviews do you need and they'd be like, okay, don't worry about that Just get as many as you possibly can we can set up campaigns where we're literally saying it's going to take you, you know, 500 reviews to get to this space to win this market. So what are we going to do to get the 500 reviews and it becomes a campaign and a goal?

Furthermore, when we're talking about like Google ads to go back there, we've built this way, this line of, this frame of mind that is, and I'm happy to share this with you all, that it's like, we can look at markets and look at individual households, zip codes, not individual households, but individual zip codes in the households within and say, this is what the actual spend is on dogs within that market, right?

Within that zip code and then we can take that data and look at how much you're capturing by running data through your PIM. And then say, well, look, you've got based upon the market and what we know of the market, you've got about, I don't know, 60 percent of that market that's available out there.

Let's leave that alone and not spend any Google ad money over there and let that go. And let's go over here, a desirable market, not because everybody's driving a Mercedes, which we know can be so fast, flipping dangerous, you know, about just targeting based upon where we think the money is, but there's an opportunity and you're only capturing 5 percent of that market.

So let's go out there and focus on that. And making decisions like that is the difference between marketing and just spending money out there. And like I, real marketing that works is not easy. It takes work on both people's part. And some, experience and things like that, and those practices that do it, they succeed.

Stephanie Goss: I think that's the hard part for your average practice is that we experience the, we're just spending money because we know it's a thing that we should be doing and it's, and it is hard. And so I think I, for me, I'm excited to see. More and more of the, I mean, part of it has been my work with Uncharted because we're, we started as, you know, a marketing and social media conference and being exposed to it.

And part of it is just an awareness and a growth within the industry that, Hey, this is something that we should be paying attention to. And not only that, but like, here's how you pay attention to it. So, I love that. That's a great tip. That's a great place to end us on, Bill. I love it so much.

Bill Schroeder: Thank you.

Stephanie Goss: Thank you! This has been super fun. I hope that your top three?

Bill Schroeder: My top three (holds pu five fingers).

Stephanie Goss: I'm holding up my five fingers, Bill's top three tips for things that we have to be doing so that we keep clients in the door. I hope that is helpful for everyone. I certainly think that it was from a practice perspective and I was taking notes.

Bill Schroeder: Well, thank you so much for this opportunity. I love working with your group. You know, sometimes it just clicks, right? Where it's like You know, I've over, you know, done this for so long, we're very fortunate that we get to choose the people that we work with and we're fortunate to be able to choose to work with y'all and I love every moment of it. I can't wait for Greenville.

For those of you who haven't seen me speak before, we're gonna have some fun. I'm doing a workshop, teaching it twice, so there should be enough time for everybody to come through if they'd like to learn about all the current things that are going on. It's gonna be workshop style.

Stephanie Goss: And I'm going to, I'm going to, I'm going to fluff your pillows for a second here, Bill.

Andy always fluffs my pillows on the podcast. I'm going to fluff your pillows because you said in the beginning, you gave yourself a shameless plug and I love it so much. You, are going to be at the conference and you said something completely unrelated, which is absolutely true.

One of the things that I love about going to your workshops in particular, but your lectures is that, I have never left one without feeling like I had a tangible resource or an action oriented plan and the resources or materials to support it. That's one of the things I love about going to your sessions.

There are a few uh, speakers in our industry who wrote just consistently, not only talk about the big picture and the important things that you should know but also make it really practical and like, here's how to do the thing. And so if you are someone who is like that, I would really love to learn more about how to do those things that Bill was talking about on the podcast today.

I think it is completely okay to give a shameless plug that you should join us. You should join us in Greenville for our April conference. Because it is an opportunity to. dive into an extended workshop with you, not just like a 50 minute lecture at a conference and really walk away with some actionable tools.

And so that is something that I appreciate about you as a speaker, Bill. And I just, you know, high five, two thumbs up, five star review for you. Yeah.

Bill Schroeder: That’s so kind. I mean, that's my why. Like, you hit, like you hit exact, thank you that was such a great compliment because that's exactly why I do this. I started lecturing years and years ago, like over 20 years ago, because I walked out of a marketing lecture at a major veterinary conference and I went, but now what?

You just told me these things, like, but wait a second, why aren't we like telling these people how to do this stuff? And so thank you so much. I really appreciate that. That means a tremendous amount to me. 

Stephanie Goss: Yeah, you're welcome. And that's, that's, I mean, that's, part of why we love having you at Uncharted and why I love how different our format is. Not that I, I love going to the big conferences and the small conferences in our industry. And that's something as a manager that I always struggled with.

And it's my why too, for, working with Uncharted and in our community, because. Then what? What do I do now? Like I get excited about these things, but then what do I do with it when I get back to my practice? How do I make it applicable? How do I dive in? And so I think that is like, like you said, that is the highest compliment that someone like you or I can get is I, actually can, I know what to do with these things in my practice, or even if I still am not sure exactly how to do it. I have the tangible things to get me started and I know where to come back when I need help, need more help. And that's what the community and the conferences are all about. So I can't wait to see your face. I'm going to get to see you so, so soon in Greenville. And thank you again for being here today.

Bill Schroeder: Thank you everyone. I hope you're all well out there. Thanks for spending some of your time with me today. And I appreciate each and every one of you.

Stephanie Goss: Take care, everybody. Have a great rest of your week. 

Bill Schroeder: See ya.

Stephanie Goss: And that's a wrap on another episode of the Uncharted Podcast. Thanks for joining us and spending your week with us. If you enjoyed this week's episode, head over to wherever you get your podcasts and leave us a review. It's the best way to let us know that you love listening. We'll see you next time.

Written by Maria Pirita · Categorized: Blog, Podcast · Tagged: communication, culture, management, Vet Tech

Mar 06 2024

Managing With a Married Couple

Dr. Andy Roark and practice management super geek, Stephanie Goss are back with another letter from our mailbag. This time a manager writes in who is struggling with communication in her practice. This manager's newish to practice ownership DVM struggles to communicate with the team as a whole. The manager is fielding complaints from the team about the holes in communication. And to make it more challenging, the practice owner's wife is also heavily involved in the practice, despite her lack of veterinary background. This manager is struggling with knowing how to address the team's concerns when they share some of them as well as struggling to find their own place in the triangle between the practice owner, their partner and the manager. This one is a doozy, let's get into this….

Uncharted Veterinary Podcast · UVP – 276 – Managing With A Husband And Wife Team

You can also listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music or wherever you get your podcasts.

Do you have something that you would love Andy and Stephanie to roleplay on the podcast – a situation where you would love some examples of what someone else would say and how they would say it? If so, send us a message through the mailbag! We want to hear your challenges and would love to feature your scenario on the podcast.

Submit your questions here: unchartedvet.com/mailbag


Upcoming Events

UPCOMING EVENTS/INFO

🌟 Unlock the potential of your veterinary leadership team by embarking on a transformative journey together! In this episode, we explore the power of continued education in aligning leadership perspectives and the Leadership Essentials Certificate is the perfect opportunity,

This on-demand certificate program, spanning 8 hours of CE, is designed to equip veterinary professionals with the skills needed to lead high-performing and collaborative teams. Join forces with your practice owner and partner to enhance your leadership dynamics. For Uncharted members, this valuable resource is included in your membership – making now the perfect time to join our community and elevate your leadership game. Shape your practice's future by investing in the shared growth of your leadership team!

🚀 Accelerate your leadership journey with the Uncharted Leadership Essentials Roadshows

Calling all veterinary leaders to join Dr. Andy Roark, Stephanie Goss, and Maria Pirita at the Uncharted Leadership Essentials Roadshow in Atlanta, Georgia, on May 5th and 6th. Picture two days of dynamic, Uncharted-style engagement where you'll not only explore the Leadership Essentials Certificate program but also engage in real-world discussions about strategically working ON, not just IN, YOUR veterinary practice.

All Links: linktr.ee/UnchartedVet

Upcoming events: unchartedvet.com/upcoming-events/


Episode Transcript

Stephanie Goss: Hey everybody. I am Stephanie Goss, and this is another episode of the Uncharted Podcast. Andy and I are back this week with another letter from the mailbag. We received an email from a practice manager. Who is struggling because their lead DVM seems to have some serious communication issues. And it's starting to impact the entire team from this manager's perspective. They're struggling with getting everybody to be able to communicate with each other. 

It seems like there is a loss of trust. The team is really frustrated and this manager is wondering, how do I approach this when the person who is causing all of this challenge in turmoil is the person who's in charge of the practice?

This was a great question, Andy and I had a lot of fun. We might've gone a little bit off the rails as we do, but we brought it back together quite nicely. 

I think let's get into this, shall we? 

Dr. Andy Roark: And we are back. It's me, Dr. Andy Roark and the one and only Stephanie-1-2-3-Goss. That's right. Getting down with three P. Everybody loves three. I just yeah, I haven't heard any late career Britney Spears in a while, and that's where I'm like, you know what?

Stephanie Goss: Let's just, get into some Britney. I can be supportive of that. I'm a Britney, I'm a Britney fan. I'm a Britney fan.

Dr. Andy Roark: I, one of my great regrets is that Eric Garcia was in Las Vegas when I was also in Las Vegas, and he went to Britney and I didn't go. 

Stephanie Goss: Of course he did.

Dr. Andy Roark: and I regret, like there's not many things I regret in my life. 

Stephanie Goss: That's a life regret.

Dr. Andy Roark: Missing Britney Spears in Las Vegas with Eric Garcia is one of those things.

Stephanie Goss: Fair. I would also regret that. That was a bad life choice on your part.

Dr. Andy Roark: Oh, he came back and he was like, there's an enormous tree, and she like swung out of the branches, and I was like, shut up. Oh, man.

Stephanie Goss: That would be a life regret. I can understand. You made a bad life choice.

Dr. Andy Roark: Yeah. I feel like I'm regretting life choices all over the place right now. I'm Stephanie, I'm busier than a one legged man in a butt kicking contest. I'm telling you. It's a lot right now. It's a lot going on.

Stephanie Goss: It is. It is. I feel that. I, posted on my– I posted on my Instagram this morning because I was in my kitchen this morning and we do have a lot going on and I am very stressed. Like on, I like, for those people who don't actually know me, I actually work really well under pressure and my ADHD,

Dr. Andy Roark: That's– welcome aboard! Like,

Stephanie Goss: I'll go

Dr. Andy Roark: It's like, what? Why does Stephanie Goss thrive at Uncharted? Well, let me tell you about how Stephanie Goss works.

Stephanie Goss: Because she works well under pressure. I, my ADHD is like, oh yeah, it's fine. Let's just like do other things and be distracted by shiny objects. And then at the last minute, turn out 40 hours of work in a four hour period. Like, that's me. And also there's a very fine line between. And like complete, utter panic and overwhelm.

And I'm, I was like, I posted a story this morning as I was walking that fine line while I'm stress eating a brownie for breakfast. Just like, okay…

Dr. Andy Roark: I said, well,

Stephanie Goss: I'm dangerously close to the line.

Dr. Andy Roark: You knew you were in trouble, so you're stress eating the brownie for breakfast, and then I started messaging you at like 6 a. m. your time, and that, because you get up early, let me just stop and say, that's not unusual, like, you, you work East Coast hours, and we've decided that, so this is not boss waking, but, so, but I message you, And you wouldn't have, you wouldn't have got it if your phone was silenced or whatever, but it was like, “Call, me when you're up and moving.”

And so you see that while you're on the phone. And then I start calling the person you're on the phone with, to talk to them. And Tyler was like, I just, I hung up with Stephanie. She said, you messaged her, and now you're calling me. And she's like, and what is that grinding sound? And I'm like, that's the espresso machine, Tyler.

Let's go! And so it's that kind of energy,

Stephanie Goss: It’s that kind of, it's that kind of, well, we might need that kind of energy to deal with this mailbag question.

Dr. Andy Roark: This catastrophic mailbag. This is redonkulous.

Stephanie Goss: it is a whole, it's a hot special. It's a hot special. That's all I'm going to say.

Dr. Andy Roark: I like this. I'm excited about this. I'm excited about it because it's not me. I don't have to do it. But I'm very, it's like, I'll give you a plan that I don't have to carry out. I'm all about it. And so, I got a plan here. It's got multiple steps, it's got phases, it's got two different battlefronts that we're gonna fight, and like, it's, it is a robust plan.

Stephanie Goss: Andy went to town. 

Andy Roark: That, very well might not work. Like, it's like, there's a significant chance that we're just gonna burn the whole area and leave. That's how this might end up. We'll see. I'll tell you, I'll give you my best shot and we'll talk about when we cut bait. And, what does, getting out of this look.

Stephanie Goss: That's fair, because I, my first thought when I looked at this was that the answer is no.

Dr. Andy Roark: It's just like, no, there's a shot. There's a shot. But you have to set some clear boundaries. You have to set a timeline about how much you're gonna put up with. And then, what your checkpoints are going to be along the way and so anyway, I think this is a really good conversation if anybody is dealing with a situation that has multiple like there's multiple fires burning here i'm gonna lay down for you my best advice on how to fight a multi-front war and also like how to decide when you're like, this is not it's not worth it anymore. But it's not an emotional decision of “I've had enough today. I'm out.” 

It's like no, let's get smarter than that let's get more strategic than that and let's make a plan but also let's have a way of measuring success in our plan and making decisions about when we're gonna pull the pin on this plan and just blow it up and bail.

Stephanie Goss: Yeah. Okay. So let's set it up for everybody. Cause they're like, gosh, what are you guys going to talk about? So we got we got a mailbag email from a practice manager who is struggling in their practice because they have a lead DVM who has some communication challenges and most of it from, their perspective, most of it seems to stem from a lack of communication and so just not talking to the team enough but it causes a lot of challenges with the team, and so this practice manager is like, look, I'm constantly having to field complaints about the communication, about the lack of communication, and And bridge things between the team they said, you know, this is this is a doctor who is newer to owning a practice and they're awkwardly trying to figure it out as they go.

And that's, you know, understandable. You're doing something for the first time, there's going to be some challenges. And this manager is like, it doesn't seem to be getting, like, they don't seem to be learning from their challenges. And, so it's compounded this practice manager's like, you know, look, I'm all in.

I'm willing to help. I'm trying to bridge the gap between the team and do some teaching correction to like help you grow as a leader. And it's compounded by the fact that this uh, doctor who's the practice owner, their partner is also playing a big role in the practice. They are not on the medicine side, but they are playing a big role in the running of the practice.

And we don't have enough details to know, but having been a manager who's worked in plenty of hospitals where it is a partnership, husband and wife, and wife, husband and husband, whatever kind of partnership where you are cohabitating and also running your business together. Like, I have been in that management position at almost every practice that I've been at, so I have strong thoughts about that. But this manager is like, look, this is the situation because they're involved in the practice and it's really frustrating and causing challenges because there's three people trying to give directions and we're all giving directions differently.

And the manager's like, look, I'm at the point where I have team members, including doctors, who are Wanting to leave or threatening to leave and they said, I myself have thought about leaving because I feel like I don't get to do my job and I feel like I, I don't have a say because their partner is also so heavily involved in the practice.

And so they were like, I'm super frustrated. And what I love about it is that it wasn't– it didn't end there. And they were like, yes, I am super frustrated. And I'm reaching out to you guys because I'm wondering, like, can I? How can I approach conversations because the practice has a lot of potential. I believe in it.

I believe in my team and I feel like we've made a lot of strides since I have been working on things. And I also feel like there's more potential to, there's potential to do more and they feel like there's some significant roadblocks here and they're just wondering like how to even, where to even start.

Dr. Andy Roark: yeah. Alright, so there's a lot here. There's a lot here. This, again, I don't know what the answer is. We're gonna wade into this a little bit. It really depends on how people respond when we start pushing some buttons. And so, alright, so let's talk–Let's just talk headspace.

And so I'm going to go ahead and get the negative part out of the way before I get optimistic. And so, the negative part is, at the end of this, the question at the end, there's a couple of red flags that I have recognized a number of times, right? And so, the thing is, the practice has so much potential.

Right as they said that the practice has so much potential and to me, that's always a red flag because she this person I'm gonna say she's probably right that it has potential and that doesn't mean anything. The number of people I have worked with or employees that I have had I tell you what it's ripped my heart out is employees that have so much potential if they would just blank.

Stephanie Goss: Right.

Dr. Andy Roark: and they won't and they won't or they don't and I cannot I can't want it more than them I can't make anything for them But it guts me to see so much potential in a person and they would I'm confident they would just take off like a rocket if they would just blank and I tell them hey, this is what we need to work on and they're like, yeah, I'm not doing it I'm not gonna do that and like, and I can't make decisions about my life and my career and my business based on what I wish someone else would do. I can only make decisions on what they're actually doing and so again, I see that and i'm like it has so much potential i'm like, oh Grit your teeth my friend because the potential it has, it's something worth weighing, but do not make choices based on what someone else should do or what we wish they would do.

So that's the first part. The other part is, they say, you know, the practice has grown. I have grown the practice quite a bit since I've been there. And I go, ooh, that sounds like a sunk cost fallacy to me. That sounds like I have put so much into this, I am really reluctant to let it go. to let it go. And the truth is, would you take this job if it was offered to you today?

And if the answer is no, then you should think about that. That doesn't mean you're going to pick up and leave because we all go through hard parts. But, I think we have a natural tendency, I have poured so much into here, I can't leave. And I would say, boy, what you did in the past, that's over, that's gone.

Life moves on. You did that, and you put a lot in there. And, we're not thinking about the past. We're deciding about how we go forward. And so, beware sunk cost fallacy of, I've given so much, I can't bail on my investment now. And so, both of those two sort of flags I see at the end. Any other mental flags that you see like that, other than the obvious problems?

Stephanie Goss: Yeah, I will. It's funny. So, first of all, I want to say like, I see this person and I feel them and I you know, quite candidly, I– in different, completely different circumstances, I was this person and the pep talk that you just gave about looking at both of those things. Like I– when I was in that position.

I looked at it the same way. Like I remember vividly having a conversation with you that was like, I've poured my heart and soul into this place and it has so much potential. Like we've come so far and it could go so much further. and at the same time, like when I stepped back and it was, that fear of like, I have given up so much and recognizing what I had given up and how much I had, you know, sacrifice and how much the team has sacrificed and not wanting to let go of that. And it wasn't looking at, I was not looking at it from the perspective of what I take this job today. And when I asked myself that question, my answer was very different.

Dr. Andy Roark: It's absolutely freaking not.

Stephanie Goss: Not quite that fast, but it definitely was, it

Dr. Andy Roark: Would I? No. The answer is no.

Stephanie Goss: Which is so funny because I read this, that was the other piece. I read this and my initial thought was. no, this is a hot mess. There is no solving this. And then when I stepped back for a second, I really thought about it. And I was like, okay, this is a really tricky situation.

And it might not be a no win situation. There is always a choice. And even if the choice is leaving, that doesn't mean the choice equates to losing. And so I think thinking about it from a healthy headspace that there is, there are always options is really important. And just like, you know, as you say, like fluff your pillows, I think you're, spot on with the first two and I will tell you all like it worked on it, you know, that Andy's little pep talk worked on me.

Um, So, right.

Dr. Andy Roark: Well, thank you for saying that. I think you put your finger right on number three, which I had not thought of, but you're spot on. I do not think, from a headspace standpoint, I do not think that you can look at leaving as failure. And if you're like, for me to leave is for me to fail, and that is a fundamental flaw in thinking, I'm really glad you said that out loud, because I, in order to do this, we're about to get optimistic.

I'm gonna be optimistic about it. And, in order for that to happen, I need you, writer, to decide that leaving is not failure. It's just the, it's, where we have to go from here. It's playing the hand that we're dealt. It does not mean we failed because you didn't have the power to control the situation.

You don't have the power to control the situation. So, if the situation does not work, and you had no power, you didn't fail. You went along for the ride. And that's it. And so, I hope that we can exert some influence. And help try to get this thing back on the track, or at least get it to a place where you're comfortable going forward.

But if we can't get it back on the track, that's not failure, that's inability to reach a healthy place with two other people. Which is, again, they've got two thirds of this drama, and you've got one third. And, so anyway, I just think that's really important. I think it's also funny, just jumping back for a second. It's interesting to me, so the sunk cost parts kind of works with you a bit.

I, I'm the other way. It's the, I'm such an optimist. I look at what could be and, yeah, and where we could go and what we could achieve, and just the idea of seeing that potential. And then going, but it's not going to happen, so I'm walking. That's really hard for me. I'm much less bound by sunk costs and much more about missed opportunity.

And I'm like, the opportunity is so big, but it's not going to, it's not going to happen. And so anyway, that's kind of that.

Stephanie Goss: Yeah, that's funny. So okay, so I have a headspace piece. It's funny because like when we were sitting down and like thinking about it from Headspace I was like, well for me part of the headspace is our safe acronym But I actually I have it. I have a new acronym For our podcast listeners that I was like, oh this one feels really perfect for this situation because I do think that I, do think that this is not a no win situation, and I do see a possibility here where there is some addressing the concerns and there is conversation in the action step piece, and I think the SAFE acronym is, super important, but there's an acronym that I actually learned and I, my midwife taught it to me and it was the, acronym. About prenatal care that is called BRAIN, and I really love it because it is about making informed choices, and I think it just applies for all human behavior, and so the B stands for benefits, and asking yourself, like, what are the benefits of making this decision that I'm thinking about making, whatever it is. And so when I'm looking at a hard situation, I ask myself, okay, what could be potential benefits of the decision that I'm looking at making? Whether it's leaving, staying, whatever. What are the benefits? Then the second one is R, which is risk.

What are the risks involved if I go one way or the other here? And then A is alternative. So are there any other alternatives? And part of this for me is forcing my brain to think about beyond the immediate. There is a winning scenario and there is a losing scenario because that's just part of how my brain works.

I go like, black and white, here's one or the other, and so asking myself, like, what are the benefits, what are the risks, but then also, are there other alternatives, forces me to slow down and kind of think about that, and then I stands for intuition. And so it's the idea of what is my gut telling me?

Like, how do I really actually feel about this? And then N is for nothing. What happens if I do nothing? Or if I just wait it out? And for anybody who has been in labor, it is so painful for them to just say, just keep waiting. You're like, oh my God, get this thing out of me. But sometimes doing nothing is the best thing for everybody.

And I think that goes for us as humans. And so thinking about it from that perspective and forcing myself to do the headspace work asking myself, what do I, like, what are the benefits here? What are the risks? What are the alternatives? Where could this go is really healthy, has been really healthy mental work for me in terms of thinking about big challenges like this, because, you know, we've talked about it on the podcast before and young manager, Stephanie was quite a bit of a hothead.

And would just go guns blazing at whatever I thought was, that my gut says do this thing and I would just do that thing. And I learned some very painful lessons about taking some steps back, taking a deep breath, and thinking it through a little bit more before I act.

Dr. Andy Roark: I think the idea that there are strong parallels between managing a vet hospital and being in labor are hilarious. Like, I just, I'm like, ooooh, just gotta breathe, ooooh, 

Stephanie Goss: true! 

Dr. Andy Roark: Just, it's all gonna be worth it. Keep telling yourself it's all gonna be worth it. it's all gonna be worth it. If he doesn't get in here and help, I'm gonna lose my stuff. Like, it's like, it's just, they're basically the same activity in a lot of ways.

Stephanie Goss: I am laughing so hard right now because I'm just imagining so many of our listeners who might be shouting out loud in their cars right now, Stephanie is so right! Andy, shut up! Because it's true!

Dr. Andy Roark: I’m going to be honest here, I don’t have a lot of experience in this domain. Us non-baby makers are just like okay, I’m here for the ride. But no, I like it. I like it. I don't think—I like your acronym. I very much like your acronym. I don't think it, I don't feel it the way you do, I think. But like, I am, I'm confident

Stephanie Goss: You'll go along for the ride with me. 

Dr. Andy Roark: I am, no, but I am like, okay. I don't see me doing this in a lecture, just so you know. Like it's, I think it's more of a Stephanie Goss lecture than an Andy Roark lecture. So you don't have to worry about me stealing this one.

Stephanie Goss: He's like this, one time when I was labor. 

Dr. Andy Roark: Let's talk about labor. I saw this in the notes, like BRAIN/Labor and I was like, I don't know where this is going. But, I'm confident this is going to be focused and on topic. Alright, we might need to take a break here. Let's take a break here, and then we'll come back.

​

Stephanie Goss: Hey friends, I just wanted to talk for a quick second about the math with you all, because I've been thinking a lot about the workshops and normally here's where we tell you what's coming up and we've got some great stuff happening. So you're going to want to head to https://unchartedvet.com/events and check out the upcoming calendar.

But I want to talk about maths because if you are not already an Uncharted member, you can attend any one of our workshops and pay $99 a piece. Most of them are just $99. You can do it as a one off, great and fine. However, that adds up really quick and if you do the monthly workshop with us, and I've seen some of you there as repeat customers, which is amazing, but you could spend almost 1, over the course of the year doing workshops with us, or you can pay $699 and get a 12 month membership, which means you get all of the workshops that we do at no extra charge. You also get access to our amazing conversation in the community, our community members, and all of our community resources. And it is hopping over there. We've got conversation 24/7. We have got activities.

We've got book club. We are talking about, uh, development and, uh, leadership growth, doing our development pathway this year. We are doing hallway conversations where we're talking about topics. These are, uh, sessions that are community led, community driven.

It is topics about things that are going on in your practice that you want to talk about with your peers. All of that is happening and it's all included for your $699 membership. So simple math. Do you pay almost $1200 for the year? Or do you pay $699? If you're not currently a member, you should head over to the website and use this argument to convince your boss, Hey boss, I need to be a part of this amazing community because Stephanie told me so.

And because she's telling you that you will save money. Hopefully that works. Uh, but you know, I couldn't, I couldn't resist. I hope to see you at our upcoming workshops again and try to vet. com forward slash events for everything that's coming. And now back to the podcast.

Dr. Andy Roark: Okay, alright

Stephanie Goss: Breaks over.

Dr. Andy Roark: Break's over, and we have never had to take a break halfway through Headspace before, but 

Stephanie Goss: There's a first time for everything with me, Andy Roark.

Dr. Andy Roark: I know– I've only got, I think, all this is, I like everything we said for Headspace I think, the last thing I would say here is, sometimes, Often, I would say, I'm gonna say often, I'm gonna ratchet it up, often. 

Stephanie Goss: Ooh, often.

Dr. Andy Roark: When you have a problem that looks insurmountable, it's actually a couple of problems. And if you can break it apart into its component problems, it feels much different. And it's actually much more approachable. If you've just got a six headed problem, you're like, oh, this is amazing. But if I can break it apart into six problems, some of these problems I can address today and some of them I can accept and say, well, that's just gonna be around 

Stephanie Goss: That’s a problem. 

Dr. Andy Roark: That's a tomorrow problem. That's a 2026 problem. Like, like you can do that, but it doesn't feel so like existential. It feels real and actionable. And so I think it's important here in Headspace. Go ahead and separate this into two problems. So number one, we've got a communication problem with a new practice owner that is not giving the team the communication they need and that is.

That is a real problem. We can coach to that problem. We can work to that problem. And then the other problem is the spousal involvement. And I would try to de-emotionalize this. I don't think that's a term, but you get the idea. Basically, this is a job description accountability problem. And so we've got a job description accountability problem, which is what is, I'm unclear as to what everyone's job is now that your spouse is here playing a role and that, that, that's it.

But neither of those problems sound absolutely catastrophic to me. They're, you know, it's a clarity job description. Accountability problem, and it's a, and it's a coaching communication problem. And again, you can't make people do anything they don't want to do, and if you play all your cards and at the end you still don't know what your job description is, and what you're supposed to be doing, and you have a practice owner that the team is trying to mind read because he won't talk or communicate,

You've played all your cards, and now you need to decide what you're going to do.

But for right now, at least, you haven't played all your cards, and so you've got cards left to play. The only choice you have to make are, am I gonna play these cards, or am I so unhappy that I don't care how the game goes, and I'm gonna walk? And based on the fact that we heard this about how much we've invested, and the potential that's here, I think, it seems to me like they have decided to play the cards. 

Stephanie Goss: They wanna try and play.

Dr. Andy Roark: And so we have decided to play the cards.

Exactly. And so we've decided to play the cards, so let's just get into a good headspace. Let's get optimistic. Let's manifest positivity into the future. And then let's start laying these things down in action steps. Sound good?

Stephanie Goss: Yeah. Yeah.

Dr. Andy Roark: So, first one for me, split this into two problems, right?

Stephanie Goss: I love that. 

Dr. Andy Roark: So, split it into two problems, and I would probably have two different, I like to notebook my problems, I like to write things out. Try to separate and make the two problems crystal, so that you can just work on that problem. So when you're talking about what is the role for the spouse, Don't start talking about the communication issue. Now, they are related because one of the reasons you don't have clarity on your job and what the heck you're supposed to be doing is probably because the owner isn't communicating.

But let's get empathetic here, right? So we said we're gonna have a safe conversation. So safe is, can I sit next to this person, smile at them. Right? Am I triggered? A is can I assume good intent? And F is has this person been set up to fail? What here is my fault? And the last thing is E, what is the end result I want to achieve?

And so, so assuming good intent and assuming this person was set up to fail, let's give the wife a break here and say maybe she's all up in the business. Because he's not communicating what's going on. He's got the family savings tied up in this thing. She's not— she's looking at the family checking account and going, What the heck is going on?

And she's not getting answers from him. He's not clear about what the plan is. You know, I think that we can empathize with this person coming in from the outside. It's really easy to cast her as the villain. Like the immediate Here's the wife who's stickin her head in. I'm like, wait a second. What if the wife is desperate trying to keep this ship afloat?

And again, I don't know. But it's just healthier and better for us to assume that's a possibility. And to go forward assuming good intent and maybe a little bit of desperation on the part of others and saying, let's, come together because if the wife is feeling desperation and then you start fighting her for the steering wheel, it's probably going to escalate further.

It's going to get worse. And so just, that probably should have gone into headspace, but that's kind of where I am about splitting into two problems. When we split them into two problems, first thing split into two problems. When we split it into two problems. I want to talk about framing communication, okay?

And so from an action standpoint, the way we talk about problems is key. And the way that we discuss things can get people to lean forward or to lean back and cross their arms. If we go to the practice owner and the wife and say, Practice owner is not communicating. Nobody knows what he's thinking. He is a poor communicator.

Stephanie Goss: That immediately makes you defensive.

Dr. Andy Roark: Absolutely. You're going to get a defensive reaction. It's not going to go well. And so, I would frame this not in terms of the practice owner being a bad communicator. I would frame it in terms of the needs of the team and the perception that they don't know what's going on. And maybe you're letting them know, but they're not getting that messaging the way it's currently being delivered.

And you see the difference in that of like, message is not being delivered in a way that's working for them or get, or making them feel comfortable and you can kind of put it on the team is, I don't know, I don't know what to tell you, but they're, not getting it. We got to do something different and that puts me in a collaborator role of what does, what do we want information dissemination to look like here?

If you don't want to disseminate to them, can you and I have one on ones and you can let me know what the plan is, and then I can disseminate that information. I can do it in staff meetings, I can do it in morning rounds, I can do it in company emails, I can do it in our Slack channels, like, however you want to do it, but let's figure it out.

But part of, I think, having the team work well together feel comfortable, feel safe, have a good culture is, they feel like they need more information, they want to know more clearly what's expected of them, and they're, for whatever reason, they're not getting it under the current communication. And so, let's, how can I help with that?

The other thing I would empathize is if you're a brand new business owner, and this is a lesson I learned. I lean towards overcommunication just because I like to hear myself talk. But, it was still hard for me. 

Stephanie Goss: Really? You, Andy Roark? You like to hear your, you like to hear yourself talk?

Dr. Andy Roark: Well, since we're getting vulnerable, yes I do. And,

Stephanie Goss: He talks to, he, you talk to Skipper. 

Does he talk back, Does he talk back, yet in Spanish is what I want to know.

Dr. Andy Roark: Not yet, not yet. I talked to Skipper in Spanish. That's a whole other story. Let's not go, let's not go there. We've been– we did your labor a bit. Let's just put a pin in Skipper learning Spanish for right now. Okay, so, Where was I? All right, stop it, Goss all right um—

Stephanie Goss: This is my fault?

Dr. Andy Roark: It is. Okay.

Stephanie Goss: We were talking about communication and the perception problem.  

Dr. Andy Roark: The perception problem. Yeah, so, I when I was a young business owner, I, again, I really struggled with slowing down to go fast and the more pressure I felt, the less I wanted to communicate about why we were doing what we were doing, how we're going to do it, let's have a talk, let's all come to consensus, what are you guys already doing and how do we build on that?

Because I'm like, let's go. And I had to blow my face off. A number of times. I still blow my face off that way, but That was not at all what, that was not at all what happened when I messaged you and then called Tyler and then told Tyler to wait for my espresso machine to finish.

It was not at all me going ridiculously fast and not slowing down and communicating.

Stephanie Goss: I didn't say, I didn't say a word.

Dr. Andy Roark: Good. All right. Let's move on. Anyway, it's hard as a business owner, especially a brand new business owner, you have, I think you have to get burned a couple of times before you go, Okay, we're going to have this conversation.

We're gonna lay these things out. We're all gonna talk about this. It takes some people a lot of convincing before they realize that this is the significantly faster path. Then just let's go and you guys watch me and you'll figure out what's going on.

Stephanie Goss: Well, and I think, you know, you, mentioned earlier framing the, you know, the communication and looking at, can we have empathy for the wife versus painting her as the villain? And I think it's really important. You know, I am a huge– I have gotten on my soapbox on more than one occasion and talked about the fact that for so many of us who are managers. We learned by screwing it up and we learned by doing because they're not they're not a lot of us who go through our schooling and then go into the opportunity to become a manager and learn after the fact. We usually do it backward. And I think it is important to give empathy to practice owners as well, because the fact is, especially if you have a veterinarian practice owner, they didn't go to school to become a business person, like they didn't get their MBA first, most of them, they went to vet school. And so I think for me, the exercise and empathy is equally important from a communication perspective. And I think this is a really good opportunity. from a manager perspective to lean into skills that you should possess as a manager and help teach someone else some communication and people skills.

And it might go, that might apply to the wife too, or the partner too. We don't have enough information to know, but like if they're not a business person, part of it is like, you don't know what you don't know. And to your point, when you are a young business owner and you're doing it for the first time, You're just trying to, like, not have it completely fall apart, really.

Like, I can't, so many nights I've sat there and thought, the wheels didn't fall off today, and that feels like success. And I, it, like, the, you're setting the bar low a lot of the time because you don't know what you don't know. And so I think from an empathy perspective in terms of action steps, like, this could be a great opportunity, not only to ask yourself, like, what else could be happening here?

But how could you apply your skills as a manager to solve this problem and do some coaching and some teaching in a way that that opens the door to someone that in a way that doesn't feel like you have a communication problem or you're not good at communicating, but is more like, Hey, like I want to get better.

Would you be willing to work on this with me? You know?

Dr. Andy Roark: Oh, sure. Well, I would take that one step further, and just, I don't know if this is possible to set up, but I will tell you, if you really want to make a massive impact really fast, if you could get the practice owner and the wife and you to all take the Uncharted Leadership Essentials Certificate together, that Whether that's on demand or when we do it in person in Atlanta or in Minneapolis in June or in California

Stephanie Goss: In Anaheim in

Dr. Andy Roark: in Anaheim in November.

Yeah, so we're out on the road. We're doing it live so you can see it live. But anyway, and I'm not joking when I say this, first of all, the leadership positional certificate has got everything about. Building trust with the team. It's got getting team buy-in. It's got communication styles, which is a big deal.

It has got…

Stephanie Goss: Feedback and coaching

Dr. Andy Roark: It's got— the big thing is strategic, planning basics. So, vision and the core values

Stephanie Goss: How to come together as a team.

Dr. Andy Roark: and how to come together. And then, when you get it online, it's got discussion questions in it. It has, like, these are the questions that we would have groups talk about.

And so the three of you can do it, decide that you're going to do the first module, and then talk about it. And then actually just say, what's this look like in our practice? and I say that in all sincerity and honesty, because one, Especially if you've got a brand new practice owner and the wife is jumping in and she's probably, you know, learning a lot as she goes too. It's great, freaking great coaching for anybody who's leading or managing.

But number two, the conversations that are going to come up are going to be wildly valuable and you don't have to bring the stuff up. That's the thing. it's not you going and saying. I'd like to talk to you guys about trust building, and do you think we're building trust with our team? It's, hey, we all watch this thing, and this is what Andy was talking about,

Stephanie Goss: Andy said we have to do our homework.

Dr. Andy Roark: Look, and exactly, and, here's the homework, and I just wanted to kind of have lunch with you guys and talk about where we were, and let's do that.

And so anyway, I don't know if that's possible. I don't mean to oversell it. I'm not really, genuinely not trying to oversell it. I truly believe if you could get them to do it, it is a, non confrontational way to bring up the basics and essence of running a practice. It's like, I love it for medical directors and practice managers that are kind of struggling to see eye to eye.

Anyway, it just works really well for that. So anyway, Uncharted Leadership Essentials Certificate. Jumping back real quick. The way that we frame the question matters. So, for the non communicative, Doctor, I frame this as the team's perception is that they're not getting the information they need to be effective.

Stephanie Goss: hmm. Sure. 

Dr. Andy Roark: And for the wife stepping on toes wrestling for the steering wheel problem, I would frame that as a project management job description. It's not, hey, who the heck are you to come in and, you know, change the plan, take my job. It's, I don't want to step on your toes. I don't want you to step on my toes. I don't want redundancy in our work. I don't want to reinvent the wheel if you're doing something blank. Or if I'm doing something and you're not going to be happy with how I'm doing it, I'd rather know that before I do it.

That's how I'd frame that. And so I think you can frame both of those in healthy and productive ways. And so anyway, what I'd like to do. Now, if you're up for it, yes, we're sort of heading into the end of the podcast here. I split it into two problems. I want to action step each of the two problems.

You okay with that? 

Stephanie Goss: Yeah, let's talk about the doctor first.

Dr. Andy Roark: All right, cool. If I was going to go and talk to this doctor, we set the headspace and said, you know, get safe, right? we shouldn't be triggered here. I don't know if I'm going to have this conversation with him or with him and his wife.

It really depends on how intertwined she is. I, my worry about having the wife. there is that he's going to get defensive and feel ganged up on the upside would be if he wasn't defensive and I could frame it as a conversation about how leadership communicates to the team, I might be able to get us all to kind of work collaboratively together and maybe recruit the wife to help me get the communication flowing that I need.

But I don't really know. You'd have to kind of feel that relationship. What do you think about that? Thank you, Stephanie. Am I ridiculous to even think about this, or do you see the potential that I'm talking about?

Stephanie Goss: Yeah, I totally can see it. I think a lot of it has to do with dissecting what the actual problem is. And so from our writer's perspective, we don't know. We just know that the doctor is struggling with communication from the team. And so that could be anything from they're getting angry when they come out of the exam room and what they want done, isn't ready because they literally haven't talk to the team about it, or like, they're not mind readers. It could mean that they're telling what, like, tell– This is why I was laughing when you were talking about being the business owner. I remember a time where as a new business owner, like you just wanted to do all the things and solve all the problems and where you would start something and you would have a conversation with one person and then you're working on another piece with another person and then you are all playing the telephone game because everybody has little pieces of the conversation, right?

Like there could be a million different examples. We're humans, and communication is so much of our day, and how many times do we all screw it up in some way during the course of the day, right? So part of it, I think, is dissecting that apart, and I would agree with you that there could be potential to have this conversation from a leadership “Let's get united and let's come at it together” perspective, and I think probably the smarter play I would suspect is that there's probably enough, if they really are struggling communicating with everybody, there's probably enough to talk to them one on one about the communication side of things.

And I think it's important to have specific examples for the team from the perception perspective to kind of ease into that, because that is an easy win in the sense of, hey, this is what we I want to be able to help the team help you more, and if they are feeling like they don't get clear communication about what your expectations are, they can't work more efficiently and effectively.

And that's a problem that I would love to help you tackle. Would you be willing to talk about how we communicate expectations, how we communicate in the exam room, and kind of look at some of that with me? That feels radically different than. We've got even, more different than your approach, which I still love, but like we, we've got a perception problem, right?

And we can fix this because that feels very uniting and like, let's come together. But I think framing it for me, it has always been the path of least resistance. It's like, Hey, there's a problem in your life, even if you don't know it's a problem. And I would like to help you solve it.

Dr. Andy Roark: Yeah, no, I agree with that. Okay, so, walk with me. Communication issues, I'm totally with you. So, step one is ask for help, in my mind, which is what you just said is, help me, how do we handle this, right? State the problem. The problem not being “You're a terrible communicator.” The problem being, “the team doesn't feel informed. They're unsure of what the expectations are, and as a result, things are not getting done. Like, blank, and blank.” And so, give clear examples is number three. Ask for help, state the problem, give clear examples. And then, ask for solutions. how do we, how are we going to do this, right? Because this is supposed to be, I want it to be a discussion, not a speech.

Stephanie Goss: Sure. You're recruiting them to be a part of the solution.

Dr. Andy Roark: Exactly, and so. What, I mean, I'm trying to figure out, what, how can we get this information to them in a way that works for you? As opposed to, how about this? I'll meet with you twice a week, and we'll do one hour meetings, and blah blah blah blah, like, I don't know if he's gonna go for that or not. He'll like it a lot more if it's his idea, I promise you that.

And so what are our options? How can we approach this? Try to ask for solutions from them and then present your own solutions as appropriate, meaning, this is where you put your thumb on the scale. If he presents an idea, a solution that you've already thought of that you like, don't say, I also had that thought, say, that's a great thought.

I really love that idea, you know, and lean into it. And then ask for a pilot program, because these things are scary. And you're asking him to commit to communicating differently and just say, Can we do this from now until June 1st or the 4th of July? And just pick a time, and name it, and ask for that pilot program.

And it's a whole lot, if he hates it, then we're, then we'll stop doing it. But I think that the practice will work better, and you'll be happier, and the team will be happier if we do this. And so I'd really like to, if you'll commit, just three months. Let's try it for three months and really lean into it.

Can we do that? And then results will speak for themselves, or they won't. But that's kind of how I would approach the communication problem.

Stephanie Goss: The other thing that I would add to that is when you do, if you can, so to your point, asking them for help and, giving them the problem, giving them examples and then asking them to be a part of the solution and recruiting them to be, on board. I think a big part of it that. Where it often falls off the rails is in the follow through and the follow up because you, I am a firm believer that people can change and that you can teach old dogs new tricks and it doesn't happen in a vacuum and so part of it has to be the follow up and the encouragement and the catching them doing things well and talking about when things I'm going to, you know, beat you with a stick.

Right? But in a, Hey, I know things have been going really, well. And I saw you really frustrated the other day. Like, let's talk about it. Cause I want to, you know, I want to help you work through it. There's gotta be some sort of system or mechanism for followup on the part of the team, on the part of the doctor.

Cause otherwise you're not going to take someone who is. In the words of our writer, like significantly struggling with communicating with everyone and turn them overnight by one conversation into someone who's a master communicator, like this takes everyday progress and work. And so I think the last thing I would add to that is I love the pilot program idea.

There has to be check ins as you go. And then, hey, okay, we've been doing this for a month or we've been doing this for three months. What next? Like, how, where, do we go from here?

Dr. Andy Roark: Yep, totally. I agree with that. For the wife interactions, I would have a different conversation. I would, and again, I would, probably have this with both the owner and the wife together, because I think we, I do think we need to get clarity here, and I would really try to not, is really can't go to, if this goes to a defensive place, you're going to lose, you're going to get blasted.

And there's a chance that they're going to turn on you and hang, the problems on you and be like, well, you're it and you go, but why if like, I'm clearly not, I'm like, well, I tell you this as a spouse, it's a whole lot easier for me to hang problems on somebody that doesn't live in my house than to hang them on my spouse who I'm going to see all the time.

And some people will do that. And we've all seen it. They would much rather protect their comfort level at home than to actually fix a problem. And that's sad, but it's not everybody, but I think I would come to a place of peace of if this doesn't work and they're not going to hear this I'm going to be okay because I said what I wanted to say and I gave it my best shot and I'm not going to, and, if this becomes a terrible place for me to work, I'm going to go somewhere else.

And so I, that's why I want to make that peace. Alright, I would lean into confusion in this conversation, meaning I, you know, I'm unclear about what the expectations are for me. I think the staff at, I think the staff is, yeah, I'm not saying I would play dumb, but I would lean very much into, I don't know what the expectations are for me.

I don't know that the staff knows who to listen to, or I think the staff is getting mixed messaging. And that's causing some confusion. I see that— I feel like I'm doing a lot of work that's then being done again, or I feel like I'm doing work that was already done. I'm feeling like I don't know where I can act with autonomy and where I need to ask for permission.

I don't know. And so I don't feel like I'm serving you guys in a good way. And I'm, quite honestly, I'm starting to get to a point where I'm a bit frustrated about it. And so that's, actually what I would say. And then, I would remember your motivators. I don't know what this owner cares about.

I don't know what the spouse cares about. But I would like to understand that. Is it, is, are they being driven by a desire to make money because they have borrowed against their house, and they're gonna lose their house if this business goes under? Then I'm like, okay, money's not a dirty conversation in my mind, especially if you were like, we sunk everything we own into this practice and we're scared as hell. That's not dirty. That's the human condition. And so let's just talk about it and say, help me to get to help you get profitable, but you've got to give me a clear job description. You have to let me know what I'm allowed to do and how I'm allowed to work, right?

Ask them what done looks like, and this is why I would ask them together, because if you ask them separately, they'll probably tell you two different things. Ask them when they're together and say, I need to understand, when you think about having a manager in this practice, what does that manager's job look like?

What do they do, and what do you do? And I would like to make a list or talk through what those things are so I can understand your vision. And if you guys need to think about it for a little bit and then come back and we can talk about it more, that's fine too. But I really need to hear from both of you what the shared vision for my job is or what my role is.

But that's why I would ask them together for sure. I would not ask them separately.

Stephanie Goss: Yeah, that makes sense. And to, to your point if you have asked, if you have thought about what is motivating them or how they are motivated, then when you have the conversation about what done looks like and you have the rest of the conversation and particularly when you're having the follow up and pushing things along With people who might not be so willing to go on the journey with you It becomes significantly easier if you can frame it in the context of their motivators so if they are worried about the finances in the practice then you can speak to it from the framing of “Hey, I want to make sure that we're them As maximally efficient as possible.

I don't wanna burn salary hours by doing work that, that you also wanna do or that you would rather do yourself than have me do.” Or you know, like you can frame it in that language, because that's gonna push that urgency button for them because it is important to them.

Dr. Andy Roark: I agree with that. Figure out what done looks like. And get them to agree on what done looks like. And then, write it down. Write it down, type it up, give it back to them. And say, hey, I typed this up. I want to make sure that you guys, that this looks good to you guys. This will look like a job description.

Because it is.

But give it back to them. And say, are we in agreement? This is what I wrote down. I want to make sure everything looks okay for you guys. This is how we vision my job and what we're trying to get to. And I, ideally I'd like them to agree and say yes, but I'm putting it into their hand in writing, this is what you guys said, what the three of us agreed I would be doing.

And you can already see where I'm going with this. But, create it, make it real, put it back into their hand. What is the plan for us to get to this point? What needs to happen so that you guys are comfortable with me performing it this way? Are you good for me to start doing these things right now?

What do we need? And again, I would write that down as well. I'd say, this is what we need. And then, I am going to hold them to the plan and say, This is what we agreed on. This is my job. I'm going to give them clear feedback. Rome wasn't built in a day, just like we talked about before. They may be like, Oh yeah, you're right.

You know, I did kind of step on your toes here. Or I'm trying to get out of this, but I'm not out of it yet. And I felt like I needed to help. And anyway, give it some time, but Push steadily on that written list of what done looks like and give them feedback. And if you're feeling frustrated because you're not getting to do this, you want to know what the timeline is before you can take it over.

You want to know what training or steps or things they need to feel comfortable with you doing these things. We can have those conversations. But you have got a written plan you're working against and then let them know where your head's at as you go on without threatening It's not if I don't get to do this and I'm gonna

leave it's I feel like I'm I feel like this It's our expectations that were laid down But I'm not getting to do the bottom half of this list, and I've been asking on what does it take so I can get to the place where everybody's comfortable with me doing this, and I'm not getting a clear answer, and so I feel like I'm kind of stuck in a place where I'm always failing, and I don't know how to get out of this, and I feel like I'm not doing my job, and I don't know how I'm going to get to do my job, and so I just want you guys to know this is taking a toll on me, and I'm, starting to feel kind of frustrated with where we're going.

And the opportunities for me to have an impact here going forward. And I, anyway, I've asked before about what the plan is, and I understand the concerns. But I just wanted to be open and candid about where my head's at.

And then, if it continues not to work, you should leave. Um, That's it.

That's it. I mean, but if you've done all of these things and you have said to them, this was our plan, and honestly the same way I'm gonna use the plan for the job description, I'm going to try to use a communication plan and say, what is our plan for communicating better, blah, blah, blah. But ultimately it's a two pro.

I said at the beginning, we're gonna fight a two front war. Yep. It's fighting the war to get communication flowing to the team, and it's fighting a war of what's my job? I will tell you in my experience. These two things are probably tied together. They probably are stepping all over each other at the top, at the leadership level, and that's why communication is so bad down to the team level, they're probably not in agreement, or they don't know, and they don't want to say things that aren't going to be true.

And so oftentimes the not communicating and not having a clear organizational structure and decision making framework, those things are often interlinked. And so, but I'd still fight it as a two front war. But know that if you don't get the decision making mechanism sorted out, then communication is always going to be a challenge because you're not going to agree on what to communicate because you're not going to exactly know what the story is.

Stephanie Goss: And I think remembering that like people, we don't know what we don't know. And I can't, I mean, pretty much every single partnership team that I have worked for. didn't actually have a clear division of roles between themselves. There was one team that I worked for that there was, pretty after, after years of working together, there was very clear, this is my end of things.

This is your end of things. And here's how we divide the stuff in the middle. But, for a lot of people, it's like, you know, I've met a lot of practice owners where. One of them wants to do this thing and they want to buy the business and the other wants to support their partner. But they don't, they're giving up control.

And so if we assume good intent and we put our empathy shoes on, it is easy to imagine a world where maybe one person just feels like they're on along for the ride. And I know for me, if I feel like the ride is getting out of control, like I gripped the grip, the sides of the seat, you know, and hold on.

And so I think that thinking about it from that perspective helps with breaking the problems apart and asking them the questions in a way that doesn't feel like threatening or like, I don't, you know, it's not, necessarily about you, even though it is, it's about how can you guys work together.

And at the same time, I love what you said about “just leave” because the reality is the hard truth that I had to learn as a manager. It, and it was Andy was with me for, I learned this lesson very painfully. The reality is it's not your practice. And at the end of the day, you can't care more than they do.

And I have been there and it is a very painful place to work through that emotion because you do want it. And that says something about you as a person. And I love my fellow managers for it. And. it hurts, but the reality is you can't care more than they do and you can't make them do things that they don't want to do like you talked about in the beginning, Andy.

And so at the end of the day, like there is acceptance in the fact that it's not. It's not threatening, it just is. And if you do all of those steps and you, do all of the things, and that was, I'm telling you guys, this, episode is a real life therapy coaching that Andy gives Stephanie along the way because there was a time in my life where we had these conversations and I set the plan and I put it on the calendar and I said, I'm going to work this plan.

I'm going to do the things. And at the end of the day. The change didn't happen. And I said, I'm okay with it still hurt tremendously. And there was still a lot of emotions. But at the end of the day, I was like, I'm okay walking away because I did my part and I can't make somebody do something that they don't want for themselves.

Like I can't make it happen. 

Dr. Andy Roark: I think sometimes we need to take that shot and then Give up. But like that's it. So at the very beginning, I said, I hope I didn't over promise, but I said, I want to lay down like, when do we get out of this? And I would say, I would work this plan and go through each of the steps. And if at any point, there's an insurmountable barrier where they're like, we're not going to talk to you about your job description.

Stephanie Goss: Peace out. 

Dr. Andy Roark: I think, I would say, but exactly right, I would say I did it, I laid down my plan, I put in, I, I offered to have the meetings, I offered to try to make it work, and it didn't happen, and I'm going to, I'm going to walk, but I'm not going to go into every meeting being like, this has to go good, or else I'm out of here, but at some point I'm going to say, I laid down the plan, I, would say, I guess I would add, you know, I would probably set a timeline for yourself, and say, I don't know if it's six months if you don't see progress in six months, but if you're going to do that, what I would do is sort of jot down Some ideas about where we are right now, and how it feels, and what we see, and what the, like, actual problems are.

And then if you get to six months from now, and those are still the same problems, I would have a hard time going on. But I would say, but, when I got frustrated between now and six months, I'm say, I would say to myself, six months, I'm doing six months, I'm gonna keep my chin up, I'm gonna do my best, and we're gonna see where we are.

Stephanie Goss: Set a realistic timeline. Don't tell yourself 18 months from now, this is where I want to be because let me tell you, those 18 months will be miserable AF.

Just don't do, don't do, what I did.

Dr. Andy Roark: When you said that, I thought you were going to say, set up a realistic timeline, like three months, and I'm like, I think three months is too short.

Six to twelve months, I think, is, especially if you've got a lot of, if you've got a long history here. I mean, you know, it's the longer you've been in a relationship, kind of, the longer it sort of takes to emotionally extract yourself.

You know, set a timeline that gives you time for change, but also is not going to let you continue to be miserable for a long period. You know, Stephanie, you know how I feel when we are finished with a podcast? That I'm really proud of.

Stephanie Goss: How?

Dr. Andy Roark: J Just like when you have a baby. Like, that's how I feel. Like, it's, I feel like I delivered a baby with you. And I think that's the only way to explain it. I think that's probably the most accurate explanation that I can give. Now, let's slap this baby on the rear and send it out into the world. We should make an acronym. We should make an acronym for when we birth a podcast baby. Stephanie, she just left.

She just left the recording booth. Stephanie, come back! You don't, leave me with our baby, Stephanie! All right,

Stephanie Goss: I can't with you.

Dr. Andy Roark: You guys, take care. I'm gonna, I'm gonna take, enjoy our podcast, baby, that we made for you.

Stephanie Goss: Happy birthing day everybody.

Dr. Andy Roark: Happy birthing day.

Stephanie Goss: And that's a wrap on another episode of the Uncharted Podcast. Thanks for joining us and spending your week with us. If you enjoyed this week's episode, head over to wherever you get your podcasts and leave us a review. It's the best way to let us know that you love listening. We'll see you next time.

Written by Maria Pirita · Categorized: Blog, Podcast · Tagged: communication, culture, management, Practice ownership

Feb 28 2024

Rec Letters That Work

On this week's episode of the Uncharted Podcast, Dr. Andy Roark and practice management super nerd, Stephanie Goss take on a new kind of mailbag. This time, our listener struggles with writing a recommendation letter but not for the reason you might think. This person cannot stop gushing over their rockstar vet tech and is wondering what even makes for a good recommendation letter in the first place. Together, Andy and Stephanie give their tips for effective recommendation letters and how to politely decline if you may not be the right person to write it. Let's get into this episode….

Uncharted Veterinary Podcast · UVP – 275 – Write Prescription Tips For Letter Of Recommendation For My Tech

You can also listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music or wherever you get your podcasts.

Do you have something that you would love Andy and Stephanie to roleplay on the podcast – a situation where you would love some examples of what someone else would say and how they would say it? If so, send us a message through the mailbag! We want to hear your challenges and would love to feature your scenario on the podcast.

Submit your questions here: unchartedvet.com/mailbag


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So how do you make sure your message is heard? How do you tell a story that gives your brand a unique voice? How do you connect with your community without simply shouting louder? 

It’s time to drop anchor and stand out in a sea of noise. This April, we’re bringing big voices in veterinary medicine and beyond together at the Uncharted Veterinary Conference to discover how veterinary brands can rise above the surface. Get ready to learn, share, and make waves at your veterinary practice. REGISTER NOW TO JOIN US IN APRIL 2024 at Uncharted.

Upcoming events: unchartedvet.com/upcoming-events/


Episode Transcript

Stephanie Goss: Hey, everybody! I am Stephanie Goss, and this is another episode of The Uncharted Podcast. And this week on the podcast, Andy and I are tackling a question in the mailbag that at first blush seemed really simple. In fact, Andy and I thought this might be our shortest episode yet. Is this gonna be long enough for an episode?

Because we got a great but simple question from a doctor who was asking, “Hey, I've got a technician who is a superstar and they are applying to vet school and asked me to write them a letter of recommendation.” And their question was about not “what do I write” or “how do I write it,” but about this person is a rock star.

How do I keep myself from gushing about them? And I answered this question and a little bit more as we got into the conversation. This was a really fun one. So if you are in a position to ask for a letter of recommendation, if you are in a position to write a letter of recommendation for someone or you just want to hear some good advice about praising and talking positively about members of your team, this one's for you. Let's get into it.

Announcer: And now, the Uncharted Podcast. 

 Dr. Andy Roark: And we are back. It's me, Dr. Andy Roark, and the one and only Write-This-Down-Stephanie Goss. Write this down. That's right, I switched it up this time.

It wasn't Stephanie, Write This Down Goss. It was Write This Down Stephanie Goss. Which casts you much more in an administrative light, I think, than our usual intros.

Stephanie Goss: Yeah, the ever attentive, like, trying to capture your every word, secretary, is absolutely not who I am.

Dr. Andy Roark: It's not, no, that's not who you are, but you are my devil wears Prada assistant. When people come up to me, you're like, that's Michael Slight. You met him three years ago at a conference and he told you he likes cats, but only if they have three legs. Hi, Michael, how's your three legged cats?

I'm, you are that person. You like, you have that memory. I don't remember, I'm bad with faces, I, and I meet a lot of people, you are the whisper in ear, Devil Wears Prada assistant.

Stephanie Goss: I've always been that way. It comes from years of when I was in high school, and then in, eventually in college, I was a camp counselor, and then I ran a summer camp, and when you have a hundred new kids every two weeks, and you have to learn faces and names so that you can yell at, kids to be safe you, learn faces and names real fast.

Dr. Andy Roark: Well that also, that background also explains why you remember the specific things you remember, cause it's really weird what you remember. You'll be like, that's Donna Watkins, she's allergic to shrimp.

Stephanie Goss: It is. It is true.

Dr. Andy Roark: I'll be careful about bringing it up.

Stephanie Goss: Totally true. It's funny because for years I told you that I wanted a crown and then you guys made my dreams come true when I got uncharted speaker of the year last year and my award was the crown. But I have my new goal in life is to be like the FBI or you know, and like, or a secret agent, and have the little invisible earbud in my ear and be able to just tell Andy, this is who's, this is who's coming, and just like whisper, to you when we're out, out places.

Anyways we're off the rails already. This is good. This is going to be a fiery episode. How's it going, Andy Roark?

Dr. Andy Roark: It's– my world got devastated today. I–my daughter, no, it was him. First of all, okay, let me tell you a Skipper Roark story from yesterday. I was doing a podcast with a very respected board certified medical genius. And there were other people on the podcast watching the recording. Like, they were like, oh, we're gonna sit in on this.

And so I'm recording, there's an audience, there's this. And he comes in, as he just did right now, And I'm in my basement recording and I hear this rustling and I look and he is standing up on his back legs and he has discovered where I keep his, like he has some rawhides, but you know, he gets an occasional little rawhide treat and I look over there at one point and he's leaving the room with a rawhide and I'm like, I guess there was one that was out.

And he's, looking at me as he walks out of the room like, what you gonna do? And, then he comes back and he gets another one and I'm on this recording and I don't want to be like, I'm sorry, let me pause this so I can go and deal with my bad dog. Only when I got done did I find the whole bag got smuggled out and torn apart.

He must have eaten a dozen rawhide, he's gonna poop for three days.

Stephanie Goss: I was gonna say.

Dr. Andy Roark: He's just, he's a ticking time bomb. He hasn't gone off yet, but I'm like, he's going to

Stephanie Goss: You’re weekend is gonna be spent walking Skipper for endless poops.

Dr. Andy Roark: The eye contact he maintained with me as he walked out of the room with the treat he wasn't supposed to have was just like, it was, like, bullying.

He just looked at me like, “Yeah, nerd. I'm taking this. And you're not going to say anything,” and I didn't because I was trying to be professional. And so that was Skipper Roark yesterday.

Stephanie Goss: It's, like when you, I remember when everybody tells you, like, when you have your second kid, it gets exponentially harder and you have no idea until you have more than one, like, what that actually means, and I vividly remember mine, my kids are fairly close together in, in age, and I remember, like, they were really, good kids when I first had Jackson, Riley went through a very mischievous stage and it wasn't anything bad like drawing on the walls or you know I have some friends that have horror stories of their toddlers, but she always had this knack like right when I would have Jackson in the bathtub or I was, you know, had just sat down for him to, nurse or whatever.

And she would just look at you in the eye and then like, maintain the eye contact and skulk off. And you just knew that she was going to go do something.

Dr. Andy Roark: I, 

Stephanie Goss: just like, Oh, I just kid,

Dr. Andy Roark: Oh yeah. I, oh that,

Stephanie Goss: That's Skipper.

Dr. Andy Roark: Yes. Oh yeah, that I can 100% imagine. He's just like, yeah, I'm doing it.

Stephanie Goss: uh huh.

Dr. Andy Roark: I walked into the exam room yesterday and I had this kitten appointment, right? So brand new kitten, of course, they just came home in the car line, which is if you're a kitten, that's genius.

Go to the elementary school car line, somebody's going to pick you up, and then they're going to get in the car with you, and you are 75 percent of the way to a new home. You know? And sure enough, this little, probably six week old, you know, tabby cat has just walked up to the car line the kids pick up the cat and get in the car with it and mom's like great now we got a cat and so I walk in because the cat's there and scratching her head She's some ear mites and stuff and I walk in and there's the lady and she's got two kids with her, right?

And one of them is a baby. It's not a kid. It's a baby. She's got like the little headband with a big sunflower on it. You know I'm talking about just Absolutely, and she's smiling at me, like, just Gerber baby beautiful, you know? And, then the other kid's probably five years old, and he's on the phone, like, doing his thing.

And so I walk in, and I was like, oh wow, you decided to add a little chaos to your life. You know, holding this kitten, and she's like, oh, well. This is only part of the chaos. And I said, Oh yeah. And she said, yeah, my oldest is 15 and my second oldest is 12. And she said, and he's seven and she's just born and I'm 45. And I said, really? And she said, yep. Got a big surprise about a year ago. And I, it was funny. I was like, and so the kitten was an obvious choice. So, I don't know,

Stephanie Goss: I, I did that. I did that as well. I vividly remember the day because mine are like 18 months apart. And so I vividly remember the day Jackson was. It's a couple months old. He was born in July and it was November. I walked into the clinic with a toddler, a newborn and a puppy in tow that Santa brought for Christmas early in November.

He showed up in my house in a stocking and boy, let me tell you, that was one of the not so great decisions. And my team just looked at me and they were like, What in the hell were you actually thinking?

Dr. Andy Roark: It's like a moment of weakness and I’m like

Stephanie Goss: I was potty training a toddler, have a newborn, let's get a puppy! And let's get, and let's get a terrier puppy, who's gonna be bad and naughty.

Dr. Andy Roark: Yeah. 

Stephanie Goss: You know, we don't always make the best life choices

Dr. Andy Roark: No! Yeah. No. Not at all. So, anyway.

Stephanie Goss: Well, this episode today is about good life choices. I'm actually kind of excited about this one. This one might be a little bit shorter than our normal episode, but maybe not. Maybe we'll go off on a tangent. We got it. We got an email that is so fun for a change. It's not someone who's like, I have this massive problem.

They have a problem, but it's a positive problem. And so, we had a doctor write into us and ask like, Hey, could you guys do an episode and talk about letters of recommendation? And the reason was because they have a superstar licensed technician who is applying to vet school. And they were like, I'm struggling with writing this letter because all I want to do is gush about this person because they are wonderful.

And I'm worried that it might not be effective if all I'm doing is stating the positives. Like what should be in a great letter of recommendation? And I thought this one was fun both from a, like from the HR perspective, but also from your perspective, having gone to vet school and gone through that whole application process.

Like what makes up a good letter of recommendation?

Dr. Andy Roark: Oh man. I love this. It's a super great. I love it when someone's like, I want to celebrate this

Stephanie Goss: Uh huh. 

Dr. Andy Roark: so hard

Stephanie Goss: can't stop talking about them.

Dr. Andy Roark: That, yeah, that other people are like, all right, she sounds pretty great. I, it's a great problem to have. And I think this person is really smart in the realization that everybody has someone gushing about them.

Everybody does. It might be your, it might be your mother. Might be, only be your mother, but you're gonna get a letter recommendation from my mom. And it's gonna say great things. So I think that's really smart. I always think it's interesting when people ask like, you know, what gets you into vet school.

And I do, I would say right here, I don't keep really close tabs on vet school admissions. Although I am always interested. I talked to, the dean of students at a vet school like last, it was in the spring– 

Stephanie Goss: Uh huh. Uh 

Dr. Andy Roark: it was in the spring. And one of the things I always like to ask the dean, especially the um, a dean of students And I said to her, Hey so people always ask me how to get into vet school and so what advice should I make sure that I have ready when people ask me that? And she said, don't quote me on this. That's why I haven't told you what to do with this. goes, don't quote me on this but tell them not to write a euthanasia story. And I was like, really? And she was like, I have read so many euthanasia stories in my life and like bonus points if you don't write a euthanasia story. And so again, if that's your thing and that's like what motivates you and you're like, yeah, this is, I have to be honest, then you should be honest. But also know that the I'm going to write about a euthanasia story that inspired me to go down this path, just know that it's going to be challenging to stand out because a lot of people are making that play.

Stephanie Goss: Yeah. That makes sense. 

Dr. Andy Roark: I think that sort of, that kind of stuff is interesting. I, so I've got a little bit of sort of headspace in, in, in letters of recommendation. So I pride myself on letters of recommendation.

I think I write a pretty darn good letter of recommendation. I've gotten good feedback on that. And I'll tell you kind of what, the way I size it up and try to get some, pointers here. I think one of the things that, that we do when we're going to write a letter of recommendation, whether it's the vet school or anything else, we need to get intentional.

A lot of times what we hear is, rec letter is just write, just gush, about them. And I was like, okay, what are you trying to do here? Like what are you trying to communicate about this person? And you were like, they're awesome. And I go, that's useless. Right like awesome is too vague. It's too flowery like from this letter, which I totally appreciate. I don't need this information, but They used the word superstar and they used the word gushing.

They used the word fabulous and I'm like, I know Absolutely nothing about this person. You know what I mean? And I'm not sure that you know anything about this person. I will also say anybody who's out there talking about using chat GPT to write your rec letters real fast. One, love your focus on efficiency and time management to not.

It's not going to be the place. Maybe you could do a first draft and then get in there, but it's not the place because one of the things that chat GPT is not good at is specifics. It pulls and writes generic wording and generic wording is not going to get the job done here because you're going to make your person sound like a generic candidate and so start out.

What are you trying to communicate? Why like genuinely why would this person be good for vet school or for whatever you're recommending them for like what skills do they have? What attributes do they have? Tell me why, and you need to sit, and a lot of times, it's hard for me to write rec letters.

I don't just bang them out. I literally walk around for three days. And think about them and jot things on a, post it note in my pocket because I'm like, what, does this person do? 

Stephanie Goss: Mm-hmm.

Dr. Andy Roark: And start from there. And so the first thing to remember is what the heck are you trying to do? The second thing is, and I teach this in the exam room communication class.

And so, if you're like, oh, I'd like to hear more exam room communication from Andy, at DrAndyRoark.com, I have my exam room communication toolkit. And One of the 17 tools in there that we talk about is being authentic. And there's some, there's old, there's like seminal research. It's old.

It's like the 1980s. But it came out of Cleveland State University's business program. And. Basically, what they did in this program was they created two fictional job applicants, John and Steve, and they made identical resumes and identical letters of recommendation for the two candidates, with the exception of one line.

So both resumes were really good. Both of the cover letters or recommendation letters were glowing. Except for John, had one extra line in the middle of all the awesome stuff. It's like, he does this, and he rocks that, and he's amazing at this. Sometimes John can be difficult to get along with, but he delivers results, and bam, and more positive stuff.

And that was the only difference in the two in the two applications. And so then they sent the applications out to headhunting groups, like people who find jobs, and they said, please evaluate these candidates. And who scores better in the eyes of the headhunters? It's John, who sometimes can be difficult to get along with. Because that one wart made everything else real.

Stephanie Goss: Right. Sure.

Hey there, podcast listeners. I wanna take a second and talk to you about our Leadership Essentials Certificate. Now, some of you have heard, Andy and I talk about it on the podcast, but if you're new or if you haven't heard this before, I think it's really important, which is why I'm gonna share it with you now,

When our team sat down in the very beginning. We said, Hey, look, we really believe that there is a foundational truth here to build off of. And that is everybody that's a part of the Uncharted team, everybody that is a part of the uncharted community and finds us tends to believe that every single member of the practice has value and worth and deserves investment in.

That's number one. And number two is that everybody on the team is needed and needs to have some basic leadership, professional, personal development skills, and business development skills in order to help the practice and the team run as efficient, effective, and rockstar ish as they can. And so, um, our team sat down and said, what would that look like?

What would be some of those things that we would want every member of the team to have access to in terms of learnings? And after the last years of doing content for Uncharted, Andy and I pulled together the best of hits in terms of those foundational level content and workshop questions and discussion questions, and we put it together in one awesome, if I do say so myself, awesome, awesome package.

And that is our Leadership Essentials Certificate. And so if you were like, hey, this I would like my team to be maximally efficient. I would like them to be maximally effective. I would love them to learn how to be better communicators and how to work together as a team. We've got you. And if you're someone on a team listening to this right now, and you're like, Hey, I would like to do that.

We've got you to, there's the ability to take one module at a time. You can buy the whole certificate. You can take it online. You can take it in a hybrid version where you do some workshop in virtual cohorts, but you also asynchronously watch videos. You can even come and do the whole thing in two days live with our team.

And you can find out information about all of it at unchartedvet.com/certificates, that certificate with an S at the end, because there's more where that came from. And now back to the podcast. Oh, but don't forget to go sign up. 

Dr. Andy Roark: And who scores better in the eyes of the, uh, of the headhunters? It's John, who sometimes can be difficult to get along with. Because that one wart made everything else real.

Stephanie Goss: Right. Sure. 

Dr. Andy Roark: It made John real and you're like, when someone says this is the area I would like to see him develop in, suddenly you're like, Oh, this person's not just blowing smoke. They are genuinely telling me what they think, which means all of the other things they said, I believe are genuine.

And so I always remember that and talk about that and the takeaway of it is you should be yourself warts and all like you should be authentic about who you are. You should be authentic about who the person you're recommending is. Nobody believes in perfection. They believe in real people.

And so the first challenge in writing a letter of recommendation is capturing the person in an authentic way. And that will generally send them catapulting back the past the people who have just covered in fluff and, are not really believable as people. And so don't be afraid to say the, this is who this person is.

These are some of the memories that I have, these are challenges I have seen them overcome. This is some of the personal development that I have seen in this person. And that is powerful stuff that does not get talked much about but it–phrases like that articulate that this person is a learner and a grower and someone who develops and betters themselves and who you can probably assume is going to continue to improve and grow. And I feel like those are really important points that a lot of people miss in their letters of recommendation.

Stephanie Goss: Well, and from an HR perspective and from, you know, from my personal experience perspective. So prior to being in, in the vet field, I worked for the university and, I've read a lot of recommendation letters for the programs that I was involved in over the years. And I will also say that one of the things, as someone who has looked for candidates and looked through hundreds of candidates, like you mentioned, the Dean, and I don't envy that.

I don't envy that job because it's a really hard job. Because there is a lot of generic. And there's a reason why. Because I think a lot of people, whether they're applying for a job or they're applying for vet school, they think about who is the person who can give me the most glowing recommendation.

I think that's how a lot of people look at it. And there's nothing wrong with that. And I think a lot of people also look at it as. Who is the most well connected person that I know to write this letter? And I've had candidates ask me to write letters because they're like, Well, you are involved in this thing, and so you know people here, and so that will look good.

And It's not, they're not being shady about it, right? It's not with mal intent that they're looking at it that way, but they are, if you are trying to succeed, you're probably looking at all of your options. And at the same time, I think what I often. Do and we're, I'm going to get into this when I do action steps, but for me, I want to know why is it that they want me to write the letter?

Because I think that really, I think that really matters. And to your point, I love that this student asked their doctor that they work with to write the letter, because here's an opportunity for someone who, to your point, not only has had the opportunity to see them. Excel and flourish and can speak to that, but there's also the ability to speak to the depth of the relationship and why you're asking this person to write your letter.

And I have read hundreds of letters that it's very clear to me that this is someone that. The candidate respects, but there's no depth to the relationship. And I'm going to weigh that dramatically differently than a letter where it's clear that this person got a letter from their academic advisor that they've been working with for four years and they're speaking about the growth that this person has had.

That speaks to a depth of relationship and involvement in their life that is different. Right. it's the difference between you know, I, it's funny that the Dean said the euthanasia story, because for me, letters of rec, I would think, especially for vet school, there are hundreds of thousands of candidates who have known since they were five years old, that they wanted to be a veterinarian as a manager.

I can't tell you how many times I get cover letters from people who are like, I just think that working with animals would be the best job in the world. That's great. But why does that set you apart from the hundreds of thousands of other people who say that they've also wanted to be a vet since they're, since they were five years old?

Right? So, I think part of it, I love that you said what, you know, as the writer, what are you trying to communicate about the person? But I think that also goes both ways. If you are a candidate and you are asking someone to write a. a letter for you. I think part of it, the headspace for you should be, why are you asking this person?

Because I will tell you, as someone who has written letters for people, the best letters I have written have been able to be the letters where someone has come to me and said, I would like you to write this for me because I think that you can speak to my growth and development and overcoming challenges because of this, right?

Dr. Andy Roark: My communication skills, my ability to learn. I really love how you're taking this because you're putting power back into the student, or into the applicant's hands. And so I just, boy, I can't agree with you more strongly. I, the applicants, and it's funny, when you're asked for a letter of recommendation, the people who really have their stuff together, Like, you know it.

There's people who ask me for a letter of recommendation and just the way they talk to me, I'm like, you don't need, you do not need me. Like, you are gonna, you are gonna write your own ticket. And the person who can write their own ticket comes to you basically with a plan. And they're like, okay, I was hoping you could write me a letter of recommendation.

I thought because we spent this time together and we had these experiences, I was really hoping you could speak to this specific. you know, area of development for me. And what's happened is this person has looked at themselves and thought about the points that they want to try to make. And they have looked at people that they know and say, well, I think you know, I had a period, I really learned a lot about communication and motivating people when I worked at this job and this person was my manager there and they could provide that sort of insight.

And this person has actually seen me work with patients and animals. And maybe they could speak to my compassion and my thoughtfulness and my, you know, bedside manner, if you will. And, you know, but you, but when you go and you give, like, set the letter writers up for success. It's really hard. This is something that we do with training and Uncharted that blows people's minds.

And so it's funny if I say to you if I come to you and I say, I want you to think about a conversation you had with a client that's much harder. than me coming in and saying, I want you to think about a conversation you had with a client about dental care where the client had very limited resources.

Like, that second one is a much easier mental pull than “think about a conversation with a client” where you're like, I don't know. And so, anyway, the way we ask those questions matters. And so, I love that you called that out. I want, the next part sort of for me with this is, if you're writing, back to writing the letter, if you're writing the letter, remember that talk is cheap.

And we talk about this a lot when we talk about mission statements, when we talk about defining core values in the team.

And one of the mistakes that people make is they pick flowery words and they say at our practice we're about compassion and integrity and the highest inpatient care and I'm like what the hell does any of that mean? They're like, I don't know exactly. It's just you know, just theoretically these are the words.

Stephanie Goss: Well it looks good on the wall, right? Like 

Dr. Andy Roark: It looks good on the wall.

Stephanie Goss: And there should be part of that because you don't want it to look like a second grader wrote something, right? Like that's, and that's where people, they're coming at it from a place of good intention. Like we want this

Dr. Andy Roark: Oh, yea

Stephanie Goss: We want it to sound inspiring and we want it to, And it's so easy to get caught up in the language of that and trying to make it sound good.

I know as someone who has both written and asked someone to write a letter, I have gotten caught up in that as well as like, Oh, let me use a bigger word or let me

Dr. Andy Roark: Yeah, oh yeah. That's, 

Stephanie Goss: the sound more flowery. It's because it's really easy to do.

Dr. Andy Roark: Well, and I'm not trying to dunk on people. I'm sorry if I come off as, as, mean here. Because I don't mean to be mean. it's all done the best of intention. But like, those, I see those flowery words, and I see them on the wall, and no one in the practice It, they're not motivating to anybody, but I'll tell you how to make a motivating really fast.

If you want to make a motivating and you've got them written on the wall, you need to gather the team around and you need to point at the words and you say, Hey guys, I want to think of times that you saw someone on our team living this value. Like I want you to think about a time that you saw someone demonstrating integrity.

I want you to think about a real time. That you saw someone, ideally in the last week, maybe in the last month, maybe in the last quarter, maybe in the last year if we have to go back that far. If we have to go back that far to find an

Stephanie Goss: It’s not one of your values.

Dr. Andy Roark: maybe, maybe other words that should go on the wall.

but you know what I mean? Like, but, say, integrity. Give me an example. Like, we have this on our wall. Tell me about a time. That you saw someone demonstrating integrity. And let the team tell you a story about one of their coworkers. And buddy, you will see the team start to come together. You will see them start to look at each other and go, you know what?

We do have integrity. And that's what it looks like. And you will see other people's behavior start to shift. Because they go, Oh, man. I'm surrounded by people who are doing this stuff. I could do this stuff. If they see real examples, if they hear real examples, especially, I mean, everybody loves to have their friends say, you know, I saw Andy do this thing.

And he didn't think anyone saw him, but this is what he did. And that demonstrates the highest standard of patient care. Boy, I feel like a million bucks and then also like, but that's, us convincing ourselves that these really are values that I tell this story and I talk about this because the same thing translates into the letter of recommendation talk is cheap and everybody writes these letters talking about fantastic leadership and initiative and work ethic and intelligence and knowledge and, you know, compassion and willingness to to go the extra mile.

Everyone says that. Speak in specifics. Talk is cheap. You don't have to write a ton, but tell me a story. Give me an example of the behaviors that you're talking about. And if you can't come up with any examples, I think you should think harder about the person. It doesn't have to, a lot of people are like, Oh, I need some amazing story.

You, it does not have to be an amazing story. It can be, I was working in the exam room, and this person was an assistant, or this person was a technician, and I remember we had this experience, and I remember the way that, that this person would advocate for the patient. And specifically, I remember one time that she did this and that was common for her and now I'm like, oh, I see what you mean.

I wrote a letter for a technician going to vet school that I'm so proud of, but it was someone that I knew fairly well. And she asked me to write the letter. I was kind of surprised. I was an associate veterinarian. It was, you know, it was not because I was well known at all. But she asked me for this and I really thought about it and I sat and I wrote about the way I had seen her teaching another technician just a couple of days earlier. And I just wrote that down. And I was like, you know, this is what I saw two days ago. And this is not abnormal, this is what she's like to work with. And I believe that being a veterinarian is about being an educator.

And that's why I believe this person would be an excellent veterinarian. One of the reasons. And it was a fairly short letter and she had applied like five times and this was a BAM and then this time, you know, she got in, but I just, I, to me, that's what a good letter of recommendation looks like.

And what that means though is it's not easy and, it's impossible to fake it, but that's why it works. If it was something where it was just like, use these big words and the person will get in. Well, that doesn't work. Pulling specific stories or examples is hard, but that's why it works. And so anyway, that's speak in specifics.

Remember that talk is cheap. I think that's my other really big part of putting together a good letter of recommendation.

Stephanie Goss: Yeah. I think that's, I think that's good.

Dr. Andy Roark: If you do it, I mean, you know, try to be concise. Rambling on for three pages is, this is just one piece of an application. Length is not going to help. If anything, it's going to hurt. Like, you know, aim for a one pager. Which means you got to get in there and say what you're going to say and then get back out.

So, try to be concise, consider having somebody else read it, somebody that you trust to say, hey, what does this look like? Does this sound good to you? Because sometimes I'll write something that sounds to me like an obvious compliment and the other person will read it in a different way and says, oh, this person sounds like a micromanager.

I'm like, oh. She's definitely not.

Stephanie Goss: right.

Dr. Andy Roark: What made you say that? and they're just like, oh, well, it's just the way you, this turn of phrase that you used. Oh, I don't, I didn't think that. And I don't know if the person reading it would think that. But the fact that you thought that makes me think that there's a possibility someone else might think that.

And so I'm going to make that adjustment. And so just having somebody with fresh eyes read it is, always really valuable. The last thing I would say to sum all of this, or just bring this all back around, throw a little curveball here at the end is, I get the question sometimes, Andy, what if I don't want to write a letter of recommendation for this person?

Stephanie Goss: Okay. 

Dr. Andy Roark: And I think that happens sometimes. And I try to coach people. Sometimes we say, I think this person is great. I just, I'm not a good person to write a letter of recommendation for them. My wife is a college professor and somebody who took introductory biology with her three years ago, and they were in a class of, you know, 80.

And it's like, Hey, can you write this letter of recommendation? And she's like, I'm not a good person to write this for you. And my take on that is, you know, as Phil Richmond says honesty without empathy is cruelty. It's like, I don't want to be cruel to this person. I don't think there's anything wrong with saying, I think you're great.

I don't know that I can speak in specifics. At a level that's going to help you. I'm afraid, like, I, my fear is I will write something that's pretty generic. I think there's probably other people that you should, ask. And that's a little bit of an awkward conversation, but writing a crappy rec letter for them, or, saying things that you don't believe in, like that's, probably not a good play.

And so hopefully that doesn't happen a whole lot, but often you can come back with questions and say, “What aspects would you be looking for me to write to? And then is there anybody else that could maybe give more specific examples than I could or has worked with you more regularly than I have in those areas?”

Stuff like that can help you gracefully bow out of these if you're not the right person for them.

Stephanie Goss: Yeah. I think the other thing for me that this, and this goes to both sides, both to someone who's looking for a letter of recommendation and someone who's considering writing them is don't. Like I, I actually am a big believer in not ruling out not ruling out asking someone who has seen you go through challenge because I'll tell you one of my favorite letters of recommendation that I ever wrote, and I think it was one of the best letters that I ever wrote was actually for an employee that I had to fire.

And I had fired them already by the time I wrote the letter of recommendation. But I was happy to write the letter of recommendation because they were going through some challenges that made them at the time, not a great employee. Like it just wasn't the right fit for them. And I kept in touch with them and I watched them buckle down and find an environment that was better for them.

And I watched them flourish in the same role. And I watched them grow and develop and continue to face that challenge of, I mean, if you've been fired, like it's hard, it's embarrassing, you know, and then continue to go after the thing that they were passionate about and that they had, a dream about, you know, and I had I had an another candidate who was going through a lot of personal change and the, in their own life and really had a hard time at work.

They weren't getting along with their coworkers, but watching them. And I'm going to talk a little bit more about that in a second, but I'm going to talk have the challenges with work and having gone through coaching them and stuff to your point about getting specific. Talk about being able to provide examples like you're sometimes John can be hard to get along with, right?

It's like, here's, an opportunity for me to give an example of where you've been a real human being. And you've recognized that you are a real human being and you've worked on changing it. And not only. Did you work on changing it? And as the reader, I'm just hoping that you figured it out. If you're able to say, here was a challenge that someone faced, here's how they, here's how they tackled it.

And here was the result. As a reader of that letter, that tells me that this person actually knows you and experienced growth and change and development in you. And that letter is going to stand out hands down. Against any of the other letters that are just the flowery, you know, this person is wonderful.

This person is great. You know, that, that is all, true. So I think on both sides, like I always tell people, think about what has shaped you and what has grown and developed you. And when I, when somebody asked me for a letter, I want to know, like, why are you doing, like, what are you applying for?

What are you doing? Right. Like, why, do you want this? And then also. What are you excited about? Because being able to speak to what, specifically what someone is excited about, like, why do they want to get into this field? For me to be able to talk to that point and then be able to say, I know that they want to become a veterinarian because, you know, growing up on their parents equine farm, you know, farm.

influence them from the age of two. And I've also seen the dedication that they have given to small animal medicine, because despite living on an equine farm, they worked in my small animal practice from the time that they were in high school. All the way through college, they came back on their breaks.

Like, I have the ability to share why the thing that is their dream or why the thing, what they're excited about for the opportunity, to share how that bridges to the specific experiences that I'm talking about. That's the kind of stuff that makes writing the letter so much more powerful. And so I, for me, the lesson that I have learned, to your point about you know, sometimes you're not the best person.

Like what if you don't want to write it? Even if I am a good person to write it for them, like I want to put it back on them and often do, which is I would be happy to consider writing this letter. I'd love to sit down and ask you some questions because You should never, if someone says, Oh yeah, I'd be happy to write a letter of recommendation for you.

And that's the end of the conversation, that letter is probably not going to be a great letter. It just isn't. And like, I mean, you and I have been, I've been working together for seven years now, but if I was going to go to vet school, or I was going to, you know, apply to get an MBA or something like that.

And I needed a letter of recommendation. I might ask you to write one, you're someone who's known, who knows me probably better than anybody else professionally, but I would also consider like, are you the right person to write this letter? Because what am I trying to achieve? And I would want to sit down and say, Hey, can you speak specifically to these things?

Because this matters. This is why our relationship makes you the best person to write this letter for me. And there should be some thought there, I think on both sides.

Dr. Andy Roark: Absolutely. I think it's great. Cool, man. That's all I got. I hope that's helpful. I hope that helps this person 

Stephanie Goss: So I think they, yeah,

Dr. Andy Roark: rockstar technician into vet

Stephanie Goss: I think the answer is gush, but gush with intention and, also have some balance, right? Like even our rock stars are human beings and both speak to the things that make them human and make them you know, make them the rock star, but also don't forget to like talk in a positive way about the challenges and how they overcome them.

Dr. Andy Roark: I don't know, it's funny, this has made me think about how I feel about, gushing, in that I've noticed this thing recently where there's, I think it's because there's so much noise in the world, but there's so much gushing of rock star, superstar, amazing, yeah, exactly, this play innovator. You know, all these sorts of big, you know, buzzy words.

It's all the words you see on LinkedIn. Just go to LinkedIn and scroll along and see what names people are calling each other. And like, that's the fluffy hand waving stuff. And I really think that we are coming into a time when less is more. 

Stephanie Goss: Right. 

Dr. Andy Roark: and speaking in specifics matters, because everybody wants to tell you about this 10x opportunity they have.

It's like, no, what the heck are we talking about? And then, can you speak less, speak in specifics, and communicate your point? And I really think that is the key today to cutting through the noise and actually getting heard. Anyway, that's it. That's all I got.

Stephanie Goss: All right. Well, have fun with the rest of the week, everybody. This was a short one, but we'll be back. We'll be back next week. Same time, same bat channel. 

Dr. Andy Roark: Take care, everybody. See you.

Stephanie Goss: And that's a wrap on another episode of the Uncharted Podcast. Thanks for joining us and spending your week with us. If you enjoyed this week's episode, head over to wherever you get your podcasts and leave us a review. It's the best way to let us know that you love listening. We'll see you next time.

Written by Maria Pirita · Categorized: Blog, Podcast · Tagged: communication, culture, management, Technician

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