By: Susan Boydell | sboydell@barlowmccarthy.com
At Barlow/McCarthy, we recently provided a webinar for a fabulous physician relations team on the topic of elevating your field visits. Though the focus was on freshening up your field techniques and strategy, we spent time discussing a topic often overlooked.
Presence.
Presence is what drives our ability to build a trusting relationship. It’s what differentiates us from others who want time with the physician. You know the famous gatekeeper line, “Our physicians don’t meet with vendors.” Presence is what signals you are not a vendor.
Here’s the tricky part of presence. It’s your non-verbal communication. It’s unique to you. It is not something you can copy from what someone else does.
I read a recent article by Julie Hansen outlining her 3 C’s of sales presence- confidence, connection and commitment. She connected it to her training as an actress. Her points made a lot of sense to me for physician relations too.
Confidence. Are you confident in what you are selling? Do you have a good understanding from a clinical perspective to talk about a patient that might be a good fit for your services? Sometimes we know about our products and services at a high level, but we need more self-confidence to talk at a deeper level. That will show.
Work on those areas where you don’t feel solid in your approach.
Connection. A critical aspect of establishing credibility and trust is the ability to connect. We know what it feels like when we just haven’t connected. You’re talking, and they aren’t really listening. Our personal presence needs to drive an emotional connection with the referring physician. Use your inquisitiveness to create an emotional bond before ever mentioning what you have to offer.
Commitment. Good salespeople know what they want and are committed to achieving that goal. Sales is a process, and we must work the process to be successful. Yes, we want referrals, but I have to earn their trust before I can earn the referral. If you believe you have something better for their patients, commit to sharing your compelling story. Let them see the authentic you. Your authentic presence.
Think about where your presence shines and leverage that. Work on those areas where you don’t own the conversation. Is your confidence, ability to connect, or commitment lacking? Own it and work on it!
If you feel like you or your team could use some training on the area of Presence please don’t hesitate to reach out. We’d love to help your program reach the next level. You can contact us at info@barlowmccarthy.com.