If Doctors Could Sell

by Ton Verleg

If doctors could sell, they would do a much better job influencing patients to stop smoking, start a proper diet and commence regular exercises. However, that is if they would know and apply the new way of selling skills. In particular, if they would first use the concept of sharing the risk they see for their patient of not changing their habits before they advise them to change to a healthier lifestyle. For example, follow the below two scenarios where Jim, a regular mid-forty man, visits his doctor, awaiting his blood test results.

SCENARIO I

• Doctor: Hi Jim, please have a seat. I have your blood test results in front of me, and I am sad to say that your blood sugar level is 6.5, which is too high. Given that your blood pressure is also at the higher end, I advise you to change your lifestyle. Do you take sugar in your coffee and tea?
• Jim: yes, I do
• Doctor: leave these out from now on. How much exercise do you do?
• Jim: not much. I go to work in the car and at the weekend for short trips with the family.
• Doctor: Jim, you need to start doing regular exercises. I know an excellent fitness centre not far from here. Membership is only $35 per month. They also offer personal coaches.
• Jim: ok, understand, doctor. I will try.

SCENARIO II

• Doctor: Hi Jim, please have a seat. I have your blood test results in front of me, and I am sad to say that your blood sugar level is 6.5, which is too high. That was last year at 5.7. Once it reaches 7.1, you enter the Diabetic stage, and then your condition will only go backwards. Your liver will not cope with these levels, and fat is not used anymore and builds up. That is called having a fatty liver. This will thicken your blood vessels, which is the opposite of what you want with high blood pressure. Then the risk of a stroke is increased. You are looking at the risk of shortening your life by at least ten years.
• Jim: wow…I didn’t know that. I am shocked. What do you suggest I do. Is there medication for that?
• Doctor: I am afraid not, Jim. You need to do the hard work yourself. I advise you to change your lifestyle. Do you take sugar in your coffee and tea?
• Jim: yes, I do
• Doctor: leave these out from now on. How much exercise do you do?
• Jim: not much. I go to work in the car and at the weekend for short trips with the family.
• Doctor: Jim, you need to start doing regular exercises. I know an excellent fitness centre not far from here. Membership is only $35 per month. They also offer personal coaches.
• Jim: Absolutely, by the sound of it, this is serious, and I want to live longer. I will change my sugar habits, and $35 per month is not much for living ten years longer. Thanks, doctor. You have my commitment.

Similarly, in B2B or B2C selling, sharing first the risks you see for your customer of not changing is much more effective in realizing a change is needed. You lower the perception of their situation, and through your risk- insight, they can see that their current situation may not deliver the business results they are looking for.

Start sharing this concept with your sales teams and develop your own examples. Not changing your sales habits may result in not reaching your targets by at least 10%!

If doctors can do it, so can you.

Tags: Ton Verleg