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Suggest You - The 3 Steps To Overcoming Intimidation in Medical Sales
2 minutes. That’s how long it takes for an employer to decide whether they want to hire you or not. First impressions set the tone for the interview and in the vast majority of cases, once that impression is set, it is not usually turned around. So here are some important tips you can use to ensure you make a great first impression.Energy level. Show some bounce in your step. Act like you are excited to be there and are filled with ideas.Eye contact. Look the interviewer right in the eye to make person-to-person contact. And SMILE like you are happy to see them. People instinctively react well to happy, smiling people.Watch your handshake. Everyone knows that a dead-fish handshake is the kiss of death. So are sweaty palms (put baby powder in your pocket if you have to). Knowing that a handshake is so important, have you tested yours? Try shaking y
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sel
About This Article This question comes from a questionnaire survey I sent to more than 3,000 real estate agents and brokers. The survey pertained to real estate postcard marketing. I compiled hundreds of responses to create a list of the most commonly asked questions. This is one of those questions.Question: How do I conduct a bulk mailing?Answer: My advice is to leave bulk mail to the experts, the postcard marketing companies. Bulk mailings can be a lot of hassle, and you have to know what you're doing.I've known a lot of agents who did bulk mailings themselves because they thought they would save money. In the end, they wound up wasting a lot of time, making mistakes, and getting discouraged with the whole thing. When I explained that they could have a vendor do all the work and still only pay around 50? per postcard, the
Why Reps Get Intimidated
Medical sales reps sell to experts in their fields. Whether we are selling to a physician, a nurse, or a certified technician in one specialty or another, we assume that they have far more knowledge about their chosen profession than we ever will. I’m going to focus on the physician for this article, since it is normally the physician who has the most education and training in his chosen field of practice.
Let’s say that you are a new sales rep for a medical products company, or you were just given a product line, which is far different from what you have been selling. Knowing that we possess only a fraction of the knowledge that a doctor has about a given subject can be intimidating when our job is to offer him a solution for a problem. We know consciously that we are not an “equal” in his area of expertise. This kind of thinking can drop us down a notch from where we see ourselves as compared with the doctor.
The doctor controls the environment in which we sell. We call on him in his office, or his clinic, or work with him in his operating room where he is King! Everyone you meet in that environment will treat him like the boss. We are selling to someone who is usually in control of his environment – and that can be intimidating.
Speaking of control, if you are not an experienced, competent, presenter, the doctor will frequently take control of your sales presentation. When you lose control, that’s really intimidating – and frustrating!
Also, we always know that the doctor, just like any other customer, has the ability to reward us (give us business), ignore us (not give us business), or punish us (take away business that we already have). Many reps feel like they are at his mercy (and to some extent you are, but so what!) and this can be very intimidating.
The other intimidation element is that some doctors want to be intimidating. Many will treat sales representatives as second-class citizens by talking down to them in ways that suggest they are little more than glorified street vendors. Being treated like a peon does little for one’s self-esteem, and that can be intimidating.
There are two problems with intimidation in sales. The first is that you don't feel very good about yourself. This also contributes to the second problem which is you don't sell very well because your lack of confidence is sensed by the customer and your intimidation short-circuits your sales abilities.
The 3 Steps to Overcoming Intimidation
1. Develop the Right Attitude You must consciously adopt an attitude that the customer, in this case the physician, is at least your equal as a human being. Treat him with the dignity and respect that he deserves, but see him as an equal, after all – you are both professionals!
Attitude is not about “copping an attitude.” It’s about being confident. Too many medical sales representatives see the relationship with the physician as a one-way street where it is the doctor providing the rep with business. Aren’t you bringing something to the table as well? Do you offer products and services that help the physician improve the care he provides? Are you well versed in product knowledge that helps to educate the physician and his staff?
Attitude is about seeing yourself as someone who can partner with the customer to help him get the job done. Sometimes he will act like he can get the job done without you, but realistically he can’t. Physicians require a vast team to take care of their patients and a big part of that team is the sales people whose companies manufacture the products he needs.
“Can’t he buy those products from one of my competitors” you ask? Of course he can! But you need to believe in your heart that his doing so would not provide for his patients as well as you and your products can. Why? Because if you don’t believe that your offering is in many ways superior to your competitors’, even if it is only because you come with it, then why are you selling this product or service in the first place?
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sell
The career field of paralegals began developing in the United States in the 1960s and 1970s as lawyers began hiring the assistants to help them with paper work, case investigation and general duties. As more attorneys began hiring legal assistance, the American Bar Association formed the Standing Committee on Legal Assistance to help set the standard in the paralegal - attorney relationship, employment guidelines and other duties associated with the paralegal, or legal assistant. That committee was formed in the late 1960s and today is made up of both attorneys and professional paralegals. The American Bar Association offers a certification program to institutions that give courses in paralegal instruction which gives the bar association the opportunity to set standards in the education of legal assistants.There are several major national professional organizations for par
The doctor controls the environment in which we sell. We call on him in his office, or his clinic, or work with him in his operating room where he is King! Everyone you meet in that environment will treat him like the boss. We are selling to someone who is usually in control of his environment – and that can be intimidating.
Speaking of control, if you are not an experienced, competent, presenter, the doctor will frequently take control of your sales presentation. When you lose control, that’s really intimidating – and frustrating!
Also, we always know that the doctor, just like any other customer, has the ability to reward us (give us business), ignore us (not give us business), or punish us (take away business that we already have). Many reps feel like they are at his mercy (and to some extent you are, but so what!) and this can be very intimidating.
The other intimidation element is that some doctors want to be intimidating. Many will treat sales representatives as second-class citizens by talking down to them in ways that suggest they are little more than glorified street vendors. Being treated like a peon does little for one’s self-esteem, and that can be intimidating.
There are two problems with intimidation in sales. The first is that you don't feel very good about yourself. This also contributes to the second problem which is you don't sell very well because your lack of confidence is sensed by the customer and your intimidation short-circuits your sales abilities.
The 3 Steps to Overcoming Intimidation
1. Develop the Right Attitude You must consciously adopt an attitude that the customer, in this case the physician, is at least your equal as a human being. Treat him with the dignity and respect that he deserves, but see him as an equal, after all – you are both professionals!
Attitude is not about “copping an attitude.” It’s about being confident. Too many medical sales representatives see the relationship with the physician as a one-way street where it is the doctor providing the rep with business. Aren’t you bringing something to the table as well? Do you offer products and services that help the physician improve the care he provides? Are you well versed in product knowledge that helps to educate the physician and his staff?
Attitude is about seeing yourself as someone who can partner with the customer to help him get the job done. Sometimes he will act like he can get the job done without you, but realistically he can’t. Physicians require a vast team to take care of their patients and a big part of that team is the sales people whose companies manufacture the products he needs.
“Can’t he buy those products from one of my competitors” you ask? Of course he can! But you need to believe in your heart that his doing so would not provide for his patients as well as you and your products can. Why? Because if you don’t believe that your offering is in many ways superior to your competitors’, even if it is only because you come with it, then why are you selling this product or service in the first place?
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sel
Networking opportunities are everywhere. Don't let them pass you by. 1. Recognize that there is more to networking than greeting people. Develop a step-by-step plan for how you'll build relationships and how you can effectively tell your story. Don't forget your 30 second commercial to tell your story. 2. Zero in on specific groups of people. Who are the ideal prospects for your business? Do they live nearby? What activities do they participate in? Try networking groups meetings. For those of us in lease purchasing we network with real estate agents, accountants, financial planners, and a multitude of others. 3. Determine where you'll be most likely to find your ideal prospects. Do they belong to specific organizations or associations? Do they frequent particular events, performances or recreational facilities? Again, for those of us in lease purchasing, i
There are two problems with intimidation in sales. The first is that you don't feel very good about yourself. This also contributes to the second problem which is you don't sell very well because your lack of confidence is sensed by the customer and your intimidation short-circuits your sales abilities.
The 3 Steps to Overcoming Intimidation
1. Develop the Right Attitude You must consciously adopt an attitude that the customer, in this case the physician, is at least your equal as a human being. Treat him with the dignity and respect that he deserves, but see him as an equal, after all – you are both professionals!
Attitude is not about “copping an attitude.” It’s about being confident. Too many medical sales representatives see the relationship with the physician as a one-way street where it is the doctor providing the rep with business. Aren’t you bringing something to the table as well? Do you offer products and services that help the physician improve the care he provides? Are you well versed in product knowledge that helps to educate the physician and his staff?
Attitude is about seeing yourself as someone who can partner with the customer to help him get the job done. Sometimes he will act like he can get the job done without you, but realistically he can’t. Physicians require a vast team to take care of their patients and a big part of that team is the sales people whose companies manufacture the products he needs.
“Can’t he buy those products from one of my competitors” you ask? Of course he can! But you need to believe in your heart that his doing so would not provide for his patients as well as you and your products can. Why? Because if you don’t believe that your offering is in many ways superior to your competitors’, even if it is only because you come with it, then why are you selling this product or service in the first place?
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sel
The operational risk requirements of Basel II (International Convergence of Capital Measurement and Capital Standards) place a heavy emphasis on the identification, assessment, monitoring and control of operational risk. The ultimate requirement for reserving capital against operational losses are closely linked to the actions that a bank needs to take to manage these risks. Keeping a banks capital allocation against Operational Risks is a hands-on business, based on controlling and mitigating risk.Credit risk is well catered for in exceptional detail. Credit risks are clearly understood by all players, for credit is the reason why banks exist. In the current mad scramble to meet the Basel II requirements, credit risks have been getting the lion’s share of attention while far less attention has been given to the operational risk issues. Basel II is more than just reserving
Attitude is about seeing yourself as someone who can partner with the customer to help him get the job done. Sometimes he will act like he can get the job done without you, but realistically he can’t. Physicians require a vast team to take care of their patients and a big part of that team is the sales people whose companies manufacture the products he needs.
“Can’t he buy those products from one of my competitors” you ask? Of course he can! But you need to believe in your heart that his doing so would not provide for his patients as well as you and your products can. Why? Because if you don’t believe that your offering is in many ways superior to your competitors’, even if it is only because you come with it, then why are you selling this product or service in the first place?
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sel
Time was, in the country, the local “doc” was as likely to get paid with a couple of chickens as a couple of dollars. Doctors these days won’t stand for that, of course, but while some people have moved completely away from barter and stayed there, others have embraced it wholeheartedly.Today I worked on a barter deal with a web designer to do search engine optimization on my web site in exchange for some articles. I HATE doing SEO, and I LOVE writing articles. This person needs articles written and is good at SEO. It’s a good match.Later in the day I put together a mailing designed to entice a massage therapist into bartering for my coaching services. I have a lot of pain in my back and shoulders, and a massage would do me good, but I really can’t afford monthly massages. If this works out, I will work an extra three hours a month in exchange for massages, hopefull
So that is rule number one – when you walk into the doctor’s environment, you are a professional with equal standing as a human being. But you must make sure you are competent, which is the rule number two.
2. Develop Competency Nothing reduces intimidation and improves your attitude like being competent! Competency in medical sales involves 3 areas:
- Core knowledge about your market segment
- Product knowledge
- Professional selling skills
Core knowledge includes everything you need to know regarding the market segment or specialty to which you sell. For example, if you are selling a line of products specific for cardiac surgery, then you need to learn cardiovascular anatomy and physiology and become knowledgeable regarding the different cardiac surgical procedures associated with your products. Learn the surgical protocol, potential problems and solutions, why one procedure is preferred to another, etc.
Product knowledge is essential! No one that you sell to should know more about your product than you do! You must master all the aspects of your product lines including a familiarity with any competitors. Your products must be the area where “you are the expert.”
Professional selling skills position you as a professional and place you in control when you are discussing your area of expertise – your products! When you have confidence in your ability to present your ideas, know how to prepare, and can handle any situation that gets thrown your way, little can intimidate you.
3. Accept the worst that can happen Sales people get intimidated because they feel like they have something to lose, namely the customer’s business or any business opportunities in the future. Professional, competent sales people know how to leave the door open for future opportunities when they don’t get the sale or they lose some business to a competitor. Treat any failure to close new business or loss of business as a temporary situation. Let the customer know that you will be available when he needs what you offer, if not today, then tomorrow. Remember that you have other people to sell to in the mean time.
Summary
Intimidation results in medical sales when we diminish our opinions of ourselves when compared to others.
Our job is to serve the customer by offering him those products and services that enable him to do his job, or do his job better. When we work with professionals and see ourselves as competent professionals as well, intimidation will be a thing of the past.
The best way to overcome intimidation is to not be intimidated. Learn to project a professional and courteous attitude, and confidence in your abilities at all times. After all, you are a medical sales professional! © Mace Horoff, 2006
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