Overwhelmed doctor, how to manage?
Reading time: 3 min
Today, the insight I want to bring to you is this:
What do you think are the obstacles encountered in your approach to the medical profession??
Doctors or pharmacists..
They run, they run, doctors are always in a hurry.
Why this question, you might ask me?
You have noticed, as I have, that the conditions for communication do not always lend themselves to your commercial practice.
The road, the pressure to win new clients and markets, the results to be obtained mean that you are not totally focused on your INTERLOCUTOR but self-centered on YOUR OWN RESULTS, ON WHAT YOU MUST AND WANT TO OBTAIN HERE and NOW.
As a result, 2 logics intersect: yours and that of your client, a healthcare professional!
-Either because you arrive at the wrong time..
-Or because the practitioner is overwhelmed by his administrative worries to resolve.
-Or because the listening conditions are not met.
If the conditions are not ideal for him, they will not be ideal for you, because it is you who comes, who canvasses.
So you will lose, in the short, medium and long term.
SO HOW CAN WE MAKE THE MESSAGE GET OVER and
MAKE THINGS MOVE?
What seems relevant and realistic to me, and which in any case in my opinion has produced results:
4 elements for reflection, which I would like to submit to you.
1-CONSIDER EACH VISIT AS UNIQUE, EACH CLIENT AS UNIQUE
You like to be treated uniquely, do the same for your client.
Have only 1 personalized message adapted for him.
Identify his constraints, his difficulties by identifying the problem.
Have your adapted answer, a turnkey solution, ready to use and practical.
2-WELCOME HIS RESISTANCE AS A REAL OPPORTUNITY TO GROW
Objections such as: no time, too expensive, be brief reflect an interest even minimal: it is up to you to discover the blocking element.
Is this element urgent, important, both?
"I understand that it is complex lately, so I suggest you submit the means to support you with a different strategy, to the secretariat.
Tomorrow I will come back before/after your consultation/my manager and I/the medical service takes care of the file...
The pharmacy manager is often absent...but he is not alone, so demonstrating the unique and urgent added value with a delay may be a solution.
This requires you to review your personal organization, according to the ABC customer qualification, to avoid exhausting yourself covering a temporarily difficult sector.
3-EXAMINE THE SPECTRUM OF SITUATIONS
Are there misunderstandings that remain in the "cupboard"?
Situations poorly managed by your predecessors ?
By the after-sales service, by your company ?
In all cases, you must know more after the interview than before entering the office or the pharmacy.
Everything must be clarified as simply as possible to be a force for proposals, a true industrial partner.
Make amends if necessary by taking back the reins with concrete actions.
4-EXPLORE SITUATIONS ALREADY ATTEMPTED
No need to reinvent the wheel..
Revisit things that have already worked well, for example a meeting of health professionals around a specific theme, a clarification to provide, an expert to call..
If indeed, you project yourself with your client, you put all the chances on your side to make your sales interview a successful moment for you and especially for your him.
Indeed, we do not solicit the levers of change so easily.
Always remain within the framework of the legislation in force in your country!
Remember: if you force your way through, you will get nothing, if you harass, you will have no added value or you will be perceived as such: no value!
So, actions, reactions, solutions adapted to the circumstances.
Good productive visits to all.
For more visible, lasting results, I invite you to discover the special manual for your activity "Medical representatives, take care of your relationships", on sale on Amazon.
Kind regards
Frantz
Aug.20th
