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Logic encompasses the actual words we use and the explanations we give of diseases and treatments, which are consciously assimilated by the client. In the Internet age, clients can be incredibly well educated about their pet's clinical signs and disease. If a client is seeking information from Google (where unprofessional opinions abound), try instead to direct them to Google Scholar for more objective, scientific information.

Figure 2.4 Diplomas in the waiting room.

Figure 2.5 Array of thank‐you pictures.

We must strive to educate the client. Indeed, this has been shown to increase levels of satisfaction and compliance (Lue et al. 2008). During the consultation process, use whiteboards, a pen and paper, or digital tools (tablets) to explain disease processes, and show the show client dental radiographs, slideshows, or pictures. Provide a scrapbook in the waiting area and collect client testimonials. Have a “dental pet of the month” on a display board. Produce professional leaflets explaining dental diseases for clients to take away and read. Ensure your website is up to date and contains useful information and videos (“How to Brush my Dog's/Cat's Teeth”). Ensure that your own skills and knowledge meet current recommended standards (Holmstrom et al. 2013). This is best achieved through a combination of theory and practical CPD courses. The whole team must voice the same message (see Chapter 4).

Logic allows a client to validate their gut‐feelings gained from the unconscious messages of trust and empathy.