By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com
‘Tis the season…
This is usually a good time to consider whether plans were completed, goals were met and if rewards for our work are in the offing. In our space, getting to big goals means we’ve been committed to daily advances. We are obligated to finish strong with each visit, so the cumulative impact is positive.
This season might also be the time when there are days when we rush through visits or fail to optimize our dialogue. That may leave us hoping for a bit of magic to meet our annual goals. As we prepare to put 2022 in the books, let’s revisit some elements that can help us finish strong and leave the wishing for Santa’s followers!
Customized conversation: The general sales pitch is a thing of the past. Today, we need thoughtful dialogue with a select audience to earn a relationship and influence their patterns. Nothing about this says generic. Sometimes it is easier to use the same spiel wishing for customized, helpful responses. That’s a tough road. As I watch the most effective relationship-focused salespeople, there’s always a pre-call plan. They review what they know and what they hope to learn, then they lay out the details to get there.
Lead through active listening: While it starts with a plan, the actual dialogue moves forward based on their needs, not our agendas. We all sort of listen… it’s active listening that is hard, especially when we feel a time pressure and have lots to tell. Our ability to close, to measurably move referrals, means we offer a value for their patients they are not getting with the competition. Ask the right questions and listen, they will tell us.
Have a plan: There’s the big plan, to earn new referrals, but there’s also the plan for each prospective physician. It starts with data, understanding who currently gets the patients you want, the nature of that relationship and what it will take to earn it. If we know that the shift will likely take several visits on a topic area, do you have a plan to add value with each subsequent conversation?
Pace and energy: While sales momentum is not talked about a lot, it’s a very real ally in our ability to finish the call strong. Perhaps a little reflection – do you start the visit strong, but lose steam? This is a likability and energy business so as we contemplate our approach, it’s also a good time for a little introspection on our style.
Get smarter: In healthcare there is so much to learn and while organizations do a fantastic job of clinical teaching, often there is a gap in helping field staff understand the right level of clinical detail. Likewise, skills training is often assumed and not updated. Here’s the good news, there are many great experts internally. Everybody can be better at asking questions to uncover the right information. Perhaps it’s time to reframe the style and approach for learning.
The new year brings anticipation. As you look forward to the big goals, it’s a great time to consider the stuff you can own in the field role. Planning to finish each visit strong will build success. I’m excited to hear where it takes you.
If you are interested in how Kriss Barlow and the team at Barlow/McCarthy can help your sales team, please don’t hesitate to reach out. We help teams just like yours across the nation everyday. We would love to learn more about your team, your process and offer ways to help. You can email us at info@barlowmccarthy.com for more information.