Here’s an idea: Instead of moving into the sales process operating from a place of “how do I get the Doc to prescribe my drug?” – move into the relationship from a place of, “what can I do in order to help the Doc solve a problem?” Do you see the difference? You should. Because you bring value the second way. Doing it the old way–how do I get him to prescribe?–you set yourself up for lies and reluctance. And you bring no value. Plus, you’re like every other pharma rep that shows up. That’s not in your best interest.

The Doc’s Problems
Think about how tough it is to be in the medical profession today: Regulations, annoying/slow insurance companies, staff issues, long hours, less money….and all the other stuff that comes with the profession. Then he has you to deal with–and all others like you. Why don’t you step back and think about how you can solve his problems by you doing what you do.

First make a list of the problems, then next to that, list out how you can help him. I don’t expect you to help in all of these areas, but maybe you could help him by being more of a resource for him and his patients. Maybe you could help him by providing some training for his staff in a certain disease state area. You are creative–so you come up with how to help him solve problems.

Then, the next time you show up, tell him what you’re up to. Tell him that your intent for the new year is to be more of a problem-finder and solver than you have in the past. See what happens.