By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com
So here we are, a group of outstanding face-to-face relationship types preparing for the next Zoom meeting! While markets are opening and field visits will return, a portion of our relationship conversations will no doubt continue in a virtual way. The basics are in place for everyone today, but what separates an average call from one that is exceptional – for you and for the prospective referring physician?
- Preparation
For an engaging visit… Team members who are having the best success advancing referral relationships via the phone or virtual tools are super-organized. This includes making time to review the background on the practice via data and past visits, formulating the agenda for the meeting, creating a customized pre-call plan and preparing the conversation opener – both with the gatekeeper and with the doctor. For the experience… In the world of visual virtual meetings, we need to pay attention to our setting – the background, lighting, our appearance and distractions. And, most importantly, quality audio. We get far less time to make a good impression when it’s not in person, so we need to paint the right impression before we dial.
- Interesting Content
Those who do this really well are able to offer that special tidbit of interest for the prospective physician. This might be providing an insight related to their practice or something that meets their WIIFM (What’s In It For Me). It’s more important than ever to engage quickly – so highlight something of interest soon after you start the conversation. Consider their wish list. Or, perhaps you highlight agenda items that might be on a white board of obligations within the practice. This may be about a clinical area, but it may also be around COVID-19 or disruptive changes. With virtual, to get traction, we’ve got to get them engaged in the conversation. That always works best when we’re talking about their interests!
- Be a Valued Resource
Presenting compelling ideas, solutions or next steps is essential for the virtual encounter. You might use the call to share a summary of what you are hearing from leaders or other practices, or to discuss patient satisfaction scores for non-COVID-19 patients. Maybe there are shortcuts to scheduling that you’ve learned from a service line. In a virtual meeting vs. a phone call, have resources ready to screen share if the discussion takes you there. Showing and telling about areas where we might be actively helping can be very effective.
- Customized Follow-through
Most liaisons are masters at follow-through, especially when there is an issue or a special request. But, what about following up when there is no compelling action? To keep momentum in building relationships, the next call is even more important when the visits are mostly phone/virtual. Set up the next call at the end of each connection. A statement like, “Let me circle back with details on (a specified date)” or “I’ll be sure to call and let you know at (a specified time).” Plan to follow-up immediately if there is a compelling need – at least monthly for routine connections and about every six weeks if you are not getting much traction. When you reconnect, succinctly remind them of the reason for the contact and make sure you make it easy for them to remember you and the value. Virtual is here to stay and so are you. It feels like we need to make this work and to feel good about it. Consider techniques that easily translate to the virtual world and those that need to stay with the face-to-face world. Looking for some specifics on how to improve your sales efforts in a virtual world? Please don’t hesitate to reach out. I would love to chat with you one-on-one to learn more about your situation and help where I can. Send me a note at kbarlow@barlowmccarthy.com and we will find a time that works.
“Every choice you make has an end result.” – Zig Ziglar