By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com

Leading sales training is near and dear to my heart. Seasoned professionals typically pick up one or two ideas to try while new team members generally leave with a better sense of process and technique that helps gain confidence to the role.

My own learning over time is that the art and science of asking good questions is a critically important foundation of our work. And yet, I don’t always get the sense from attendees that they see the full value in developing this skill. I’ve lately been thinking about what’s missing and how to elevate the level of questions:

• Personalize it. In observation and discussion, field staff generally use many of the same questions regardless of the audience. In today’s climate generic questions likely lead to generic answers. If your audience has to work too hard to answer or they seem indifferent, your question was likely not customized for them. Questions are about listening to learn. That learning is enhanced when they instantly relate to your question.
  Consider ways to personalize your questions by adding something relevant to the person you’re talking to or about their clinical practice, calling out an observation, or acknowledging something specific to their practice type. Or, you can reflect on something they have shared in the past. A little prep can really enrich the conversation.

• Get Succinct. Most questions are too broad. Field staff often ask broad questions hoping for succinct and detailed answers. Broad questions likely get obvious answers. Broad questions can also be a little vague; in turn your audience must work to figure out what you are asking, or what you want them to say. Back in the day, physicians might have tried. Today, it’s unlikely. Tight questions that give a clear direction will be more effective.
  Some individuals need to talk to think… if you know yourself to be one of those people, it’s vital that you take some time to prep a few good questions, consider how they might answer and then prepare for a couple of additional asks based on their response. This helps streamline the conversation and you will be able to listen more, talk less.

• Be in the Moment. Many field staff only ask a question so they can talk. There’s an inclination to pounce on the opportunity to talk about the product, person or service. Often, the best rep-to-physician meetings happen when it’s a conversation, not a pitch. Your information will then be conversational sound bites based on their needs, which you learn from asking good questions. If you know this is a struggle, do a few visits where you commit to just asking good questions and learning. Evaluate yourself based on what you learned not what you said. Back in the car, you might write down what you asked – two or three of your questions and evaluate them. It’s also great to consider what you learned from them and how often it goes in the direction you’d expected.
  .
• Questions Get Us Deeper. Today’s best reps understand the value of the relationship for the referral process. It’s not just relationships, it’s also not just a referral pitch. The ability to understand the why and the how can come through better questions. The need of internal stakeholders for better intelligence is at an all time high. And while some might cross-examine their practices, the best insights are learned through interested conversation and natural dialogue. As you reflect on the visits you’ve done in the last couple of days, consider times when you could have asked another question, perhaps to learn how long something has been happening, about the solutions they have considered, how they are coping with a practice issue and if the entire group feels the same.

Boiler plate questions can work in a transactional sales environment, but our roles in the current environment certainly demands a long-term referral relationship strategy. This may be a perfect topic for your next team meeting. If you don’t practice with each other, your first try is with a valued physician.

Is it time for some motivation, inspiration and training? Reach out if you’d like to learn more about our training options for your team. You can contact us at info@barlowmccarthy.com for more information.