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

This morning my husband and I met with our financial planner. My part is to show up and poke holes in things – in a positive way, of course! 🙂 Beyond that, I assume the role of listener. I felt good when we left because I learned new information and felt the planner had a good sense of our needs. While I realize there are MANY differences in the type of meeting with the financial planner vs. physician relations, there were four things that absolutely worked. They are the same; the difference makers in earning trust, relationship building and confidence to convert referrals.

1. PREPARATION: He’d done his homework

• Understanding our priorities, what we discussed in the last meeting, having data on hand and a plan for the meeting made the conversation flow.

2. SETTING THE STAGE: Staging was beautiful, and I suspect that was not just luck

• The social aspects came first, those, “How are the boys questions”
• Second, good news that was personal for us, “Let me show you what is right with the investments you’ve made”
• Next, dialogue for understanding “Here’s where you are today…”

3. UNCOVERING NEED: “I wanted to discuss one topic that could use a little attention.” Great field staff know how to pick out that one area that needs more conversation or attention to make sure everything is the best it can be.

4. CLOSURE: “Tell me how I help you in the event you want to make that happen.”

• There was no pressure but options for the right action once we considered the recommendation. The close was gentle, allowed us to do it our way, but it was a clear ask.
• He summarized our discussion, his actions and our actions.

The part that I so appreciated is that because of his preparation, our part was easy. We listened, asked good questions, and appreciated his ability to provide answers in areas where he is more knowledgeable. A salesperson’s ability to differentiate with style and approach is vital in this environment. As you think about your sales calls this week, consider if you are making it easy, comfortable and clear for the practice. Pull out the process map from your training and see if you are building relationships each step of the way. Maybe you have had a similar experience with a really good relationship sales person. It’s often the little stuff that helps us get to the big stuff.