The Performance Doctor: Sell Like a Doctor, Not a Peddler

This is also in the top 3 conversations I have with new grads, and associates who are looking to go out on their own. It’s actually No.2

Next week we cover number 1. Can you guess what it is?

Everyone squirms at the idea of sales.

I get it. So did I.

I went to school to be a doctor, and help people. Not sell to them.

Nobody likes being sold. However, everyone likes when someone solves their problems.

If we approach sales from a different angle, you get to see that selling a client, is simply presenting them with the options for care.

Let’s say you chose to do the free strategy calls, or discovery calls.

These are simply diagnostic calls. You are identifying a pain they have, and prescribing them with a solution.

Better yet, a solution with proven outcomes!

Now I never used a sales script when I’ve had phone conversations with prospective patients. Mostly because I thought I didn’t need one.

Well… let me say, it helps organize your words.

Over the last couple of month I have been tracking what I say, what I ask, and how I respond to queries, and I’ve come to find out, that in one way or another, the same interaction I’d have with a paying patient is the same with the person on the phone, e-mail or chat.

So if you chose to go through with the strategy calls, or discovery calls (I do them sometimes), here’s a pretty good outline of how, ideally, the conversations should flow.

1. Rapport

2. Agenda (set by you)

3. Current state

4. Desired state

5. Cost of staying stuck (value from last e-mail)

6. Mechanism

7. Offer Fit

8. Objections

9. Decisions

It’s without saying that you should maintain control of the conversation and guide it where you need to. Just like being a doctor, you want your patient to be on-board with care so they become active in their care, but don’t want them calling the shots of what you should be doing.

Most people can naturally flow from 1-7 in any conversation. Until they get to No.8.

Objections are like the Great Wall of China. Impenetrable, if you don’t know how to navigate them.

Lucky for you, you’ll be able to overcome majority of the core objections leaving you with 1-2 for the most part. Here are the six core objections:

1. Money

2. Time

3. Trust

4. Belief in self

5. Partner approval

6. Competing priorities

Can you guess which ones are the most common ones you’ll still have to handle at the end?

Would you believe me if I said 3 and 6? Yea, that’s right. I am kidding.

It’s 1 and 5 - mostly because these two are interconnected, specially when you are the primary financial provider.

Here’s this week’s activity. Take about 30-40 minutes.

1. Organize your call script

2. Write a 2-line response for each of the six objections.

Next Tuesday: The No. 1 conversation topic.

Until next time,

In health and strength,