Autumn often brings more than just shorter days and muddy boots. For many vet teams, it’s also the season of heightened emotion. We’re all familiar with the pets that are nervous of fireworks, horses that dislike the clippers as well as anxious owners and increased pressure on time and communication.
But while we often focus on calming the animal, the real key to smoother outcomes lies in reassuring the human. We all know that when owners feel anxious, animals pick up on it - and calm, confident clients help create calm, cooperative animals.
So how can veterinary teams use behavioural science to help anxious clients feel secure in their care?
Reducing client anxiety in veterinary practice
Emotions are contagious. When a vet, nurse or handler stays visibly calm, that composure spreads. We’re all social creatures which means we take cues from each other, both consciously and subconsciously. That means that clients take their cues from us. A calm, confident veterinary professional helps clients regulate their own emotions, which in turn helps animals feel more settled.
But reassurance isn’t only about what we say — it’s also about how we say it.
Communicating reassurance: practical ways to help anxious clients feel secure
When clients are anxious, every word, tone and gesture sends a message. Reassurance is about communicating steadiness, empathy and control, in ways that people instinctively respond to.
Here are some science-backed tips to help clients feel safe and supported:
1. Slow your pace
Anxiety speeds people up - in speech, thought and behaviour. When we consciously slow our pace, pause between sentences and speak with rhythm, clients subconsciously mirror that calm. A steady pace signals confidence and helps the client’s nervous system settle.
2. Keep your tone low and steady
A slightly lower pitch and warm tone convey reassurance far more effectively than a fast, high-pitched or uncertain voice. Calm tones communicate both competence and care - key ingredients for trust.
3. Use clear, simple language
Stress reduces cognitive processing. When clients are worried, they can’t absorb long explanations or technical terms. Breaking information into short, concrete steps (“First we’ll… then we’ll… finally we’ll…”) reduces overload and helps them feel more in control.
4. Acknowledge emotions directly
Validation is powerful. Simple phrases like “I can see this is worrying for you” or “It’s understandable to feel nervous” show empathy and immediately lower defensiveness. By naming emotion, we help clients feel heard, and that’s when they start listening.
5. Match your body language to your message
Reassurance is visual as well as verbal. Maintain open posture, relaxed shoulders and gentle eye contact (if that’s comfortable to you and them). Avoid rushing, fidgeting or crossing arms.
6. Provide clear next steps
Uncertainty drives anxiety. Outline what will happen, in what order, and what the client’s role is. Even small reassurances like “I’ll stay with you while we do this” or “Next, we’ll take a look together” restore predictability.
7. End with confidence and care
How you close a conversation matters. Summarise the plan, check understanding, and finish with warmth: “You’re doing the right thing for them, and we’ll support you every step.” Clients leave with clarity and confidence.
Creating a reassuring environment in practice
Reassurance isn’t only verbal. It’s also shaped by the environment and client experience.
- Create quiet spaces or visual barriers for sensitive animals
- Use warm, tidy and clean consulting rooms that feel calm and comfortable
- Encourage waiting clients to let you know if they feel their pet is becoming anxious so that you can help them.
These small cues create perceptual safety, which is the feeling that both people and animals are in capable, caring hands.
Following up after the appointment
Reassurance continues long after clients leave the building. A short message such as“Just checking how Daisy got on after her visit”, reinforces care and strengthens trust.
This builds relational safety: the belief that the practice genuinely cares and will be there if needed. It’s one of the strongest drivers of loyalty and positive word of mouth in veterinary care.
Helping clients feel safe in your care
Reassurance goes far beyond soothing words. It’s how we show clients that we’re steady, that we understand, and that their animals are safe with us. Calm, clear, empathetic communication doesn’t just ease anxiety, it builds trust and strengthens the bond between people, teams and animals.
And that’s what every anxious client needs to feel: “You’ve got this — and we’ve got you.”
At InsideMinds, we help practices use behavioural science to improve clients’ experience. Get in touch to learn more.
