It was interesting that many of the doctors emphasised not just the medical training they had had, but also the interviewing techniques they had been exposed to.
One doctor reported that by improving her interviewing skills, she is less stressed because she is “finding out what’s going on and developing more trust with the patient”.
And one of her patients said that her doctor’s interviewing style has “made her comfortable talking about things she might not share with a family member”.
This is a significant for us to understand as salespeople.
As doctors are trained to take a deep personal interest in their patients, it improves and increases the trust that the patient has in them.
When you trust someone, you are more likely to confide in them and, importantly, have greater belief in what they prescribe.
Putting this into a sales perspective, we can say that the root of all sales – whether you are selling to businesses or consumers – is personal interest.
A doctor is trained to interview their patients because they want to put them at ease and encourage them to open up to them.
This can only be achieved by ensuring that the patient feels the doctor is personally interested in their ailments and wants to improve the situation.
If you consider this as a good demonstration of professional interviewing, you get a clear picture of how this can be applied in sales.
How beneficial do you think it is if the prospect is at ease with you, trusts you, confides in you and believes you have their personal and business interest at heart?
The way you do this is by not considering your products at all.
That’s right. A doctor isn’t particularly interested in prescribing more of a certain drug to hit their target. No, they want to make sure the diagnosis is correct so they prescribe what will work.
Consider these two presentations:
“From what we’ve discussed, it’s clear to me that the WX23 model would be best for you. It produces up to 200 copies a minute and the quality is better than what you’re achieving at the moment. It has easy-fit toners that need less changing and is quieter than the previous model. It even binds the copies so you don’t have to worry about doing that manually. The cost is only slightly higher than what you’re paying at the moment but it will quickly pay for itself in time saved”
“From what we’ve discussed, it appears that a higher productivity model would solve those time problems for you. You said time was the biggest issue you face in getting jobs completed, right? What I’m proposing will not only give you more copies per minute but also save you time and effort so you can spend it in more beneficial areas. It will give you more opportunities to expand your services to other clients as well”
Do you see how the second presentation talks about the results the prospect will get, and doesn’t have to go into detail about the product at all?
The prospect will always be more interested in the benefits they will achieve than in the specifics about the product.
Even if they wish to know about the product, this can be discussed after they have bought into the results they will achieve.
So, when it comes to presenting solutions, build the trust of the prospect by talking more about the results they will achieve and less about the product details.
That way, you’ll be emulating your doctor’s interviewing technique and you’re bound to improve your results.