Most doctors hate the idea of "sales," "selling," or being a "sales person." To many, the concept behind sales-and the old-school reputation-is more about taking than giving.
And it's not just physicians. The culture and mind-set throughout professional ranks-medical practice staff, hospitals, and marketing communicators-is one of concern and providing solutions for individuals in need.
But here's an eye-opener...even world-class and highly successful salespeople hate "selling" by the unsavory old definition. Moreover, the everyday consumer hates "being sold." When the overpowering objective is to strong-arm a prospect into accepting something they don't need or want, nobody likes it. (That's the "black hat" concept of sales.)
Fortunately, that's not how effective salesmanship works, and there is a better way. There are several practical alternatives (to the S-word) where everyone is comfortable with the process and the results. The business dictionary definition of salesmanship is satisfying customer needs through a sincere and mutually beneficial process aimed at a long-term relationship.
In fact, everyone sells, even if they apply a different label. Medical providers and marketing professionals call it "patient engagement," "treatment compliance," or perhaps more generally, a positive patient experience. This isn't an ivory tower concept, semantics or spin. It is an effective pathway to winning case acceptance, marketing budget approval, colleague participation, or extending a professional reputation through branding.
The good news-particularly for doctors who hate the concept-is that there are several practical and effective techniques to sell without creating a sales pitch. Here are several techniques that use the two key components of understanding the needs and interests of the other party, and communicating benefits that satisfy those needs.
When a person who "hates to sell" meets a person who "hates to be sold," the process is a struggle, and the outcome, at best, is less than satisfactory for both. But when you can help an individual (in this case, a patient) easily connect with the benefits that they want, there is satisfaction for both.
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.