By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com
I read a recent statistic that 82% of sellers are out of touch with the needs of their buyers. Wow, I hate that, and I suspect we could say, “That’s not in physician relations, it must be those other sales types.” But, it sure got me thinking.
Today’s field reps are bombarded by well-intended internal stakeholders who persistently encourage us to promote services they have defined as a priority. Some reps have been fed talking points or brochures for so long that it is standard process. Yet, because it is so challenging to get good meetings with doctors, the ability of reps to create meaningful conversation is mission-critical. This raises four questions for me about the message and approach.
- Are we in touch with the needs of the practice and doctors or simply sharing our message?
- Do we assume we know what they want, or do we uncover their needs?
- Do we take the time to provide the right detail at the right moment or simply share everything they might want to know?
- If we shift away from message delivery to focused dialogue is there any downside?
Make a match
While it can be painstaking, it’s our job to fine-tune the conversation and engage the doctor. They spend very little time thinking about our services; we need to surface their interests and succinctly engage.
- Product knowledge always starts with the patient and treatment process. This requires clinical learning, market/claims data evaluation and intelligence gleaned from other stakeholders. Know your products, evaluate the practice and then consider mutual benefits.
- Consider the types of patient’s they treat, their process for treating vs referring and current patterns.
- Know the specialists by name and what makes your specialists and organizations approach different.
Your ability to match the product and the approach with their priorities and patients will quickly enhance your ability to be heard.
Prepare for Door 1, 2 or 3
It’s a beautiful thing that we generally have more than one area that needs our support with growth! I know most of you have more to promote than you have time for. So, even if our goal is to discuss cardiology, if the doctor wants to talk about access into medical oncology, we can do that. Here are some tips:
- Prepare a couple of key places to start the conversation based on their current patterns and the organization’s need. Consider questions to ask and benefits you’ll want to share if those topics are of interest.
- Share a brief agenda, but always ask them if they have topics of interest. They are more interested in their topics or needs. Do it well and you will have earned the chance to continue the conversation.
- Prep that agenda with a topic you’d like to discuss. Don’t assume they have been thinking about your visit and have top of mind clinical areas to discuss. In other words, don’t ask, “Anything I can do for you today?”
- Get ahead of those who have a new complaint each visit, say, “I want to hear of any concerns and then I really need your insight on ___.” You need to help this doctor understand you have more to offer than just registering their issues.
More Ears than Mouth
Of course, you know this, but it always bears repeating: The best in the business spend much more time listening than talking. They find the right questions to get the doctor talking. They learn nuances about the practice and their service delivery expectations. When they do talk, it is in a conversational way.
Think about your recent field visits and run a little self-assessment. Consider how you’re engaging with your audience. Reflect on what you are learning, what you are telling and how much you are talking. When quality conversations with doctors is the priority, we’re always more successful when we have their WIIFM (What’s In It For Me) front and center.