If Doctors Could Sell – Nr.2

Upon request, I repost this blog about “If Doctors Could Sell.” with additional clarification.

Sales Executives and Sales Managers I have been talking to recently found this an excellent example of why it is so much more effective to share with your customers the risk you see for them of not making a change before you do any selling. Using this concept will make you more successful when selling with the buyer’s perspective. So, here we go!

The power of sharing first the risk you see

If doctors could sell, they would do a much better job influencing patients to stop smoking, start a proper diet and commence regular exercises. However, that is if they would know and apply the new way of selling skills. In particular, if they would first use the concept of sharing the risk they see for their patient of not changing their habits before they advise them to change to a healthier lifestyle. For example, follow the below two scenarios where Jim, a regular mid-forty man, visits his doctor, awaiting his blood test results.

SCENARIO I

• Doctor: Hi Jim, please have a seat. How are you?
• Jim: I am fine. Feeling good.
• Doctor: I have your blood test results in front of me, and I am sad to say that your blood sugar level is 6.5, which is too high. Given that your blood pressure is also higher, I advise you to change your lifestyle. Do you take sugar in your coffee and tea?
• Jim: yes, I do
• Doctor: Leave these out from now on. How much exercise do you do?
• Jim: not much. I go to work in the car and on weekends for short trips with the family.
• Doctor: Jim, you need to start doing regular exercises. I know an excellent fitness centre not far from here. Membership is only $35 per month. They also offer personal coaches.
• Jim: ok, understand, doctor. I will try.

Most likely, the doctor will not be very successful. Jim sees only a little additional value. After all, he feels fine.

SCENARIO II

• Doctor: Hi Jim, please have a seat. How are you/
• Jim: I am fine. Feeling good.
• Doctor: I have your blood test results in front of me, and I am sad to say that your blood sugar level is 6.5, which is too high. That was last year at 5.7. Once it reaches 7.1, you enter the Diabetic stage, and then your condition will only go backwards. Your liver will not cope with these levels because fat will not be used anymore and will build up. That is called having a fatty liver. This will thicken your blood vessels, which is the opposite of what you want with high blood pressure. Then, the risk of a stroke is increased. You face the risk of shortening your life by at least ten years.
• Jim: wow…I didn’t know that. I am shocked. What do you suggest I do? Is there medication for that?
• Doctor: I am afraid not, Jim. You need to do the hard work yourself. I advise you to change your lifestyle. Do you take sugar in your coffee and tea?
• Jim: yes, I do
• Doctor: Leave these out from now on. How much exercise do you do?
• Jim: not much. I go to work in the car and on weekends for short trips with the family.
• Doctor: Jim, you need to start doing regular exercises. I know an excellent fitness centre not far from here. Membership is only $35 per month. They also offer personal coaches.
• Jim: Absolutely. By the sound of it, this is serious, and I want to live longer. I will change my sugar habits, and $35 per month is not much for living ten years longer. Thanks, doctor. You have my commitment.

The doctor is now much more successful because he shared what the blood results test meant to Jim in practical terms. The message was alarming. The risk impact lowered Jim’s perceived state. He did not feel so well anymore, and when the doctor described to him what to do, it was perceived as a high additional value.

Conclusion

So, you have a greater impact when sharing first the risk you see for your customer of not having something in place before ‘selling’ the opportunity you see for them when making a change. In general, in the traditional way of selling, salespeople are very good at selling benefits but shy away from sharing the hard truth and the risks they see of not making a change. Selling is helping, and that’s what you do by first sharing the risks you see of not changing – just like doctors should do.

I encourage you to talk about this in team meetings and come up with practical B2B and B2C examples. Not changing your sales habits may result in not reaching your targets.

If doctors can do it, so can you.

Feel free to share with your colleagues, teams and network.