To some of you who are extremely product focused, that question may sound odd, but it’s really not.
I spoke last week at the National Medical Alliance conference, which is an amalgamation of medical supplies/equipment distributors who call on physical therapists. We did several role plays where we stressed the importance of finding out “a doctor’s pain” prior to introducing a product in the mix. At the end, we had a contest to see who could do that. Of the ten tables (over 100 people), only one was able to set the product aside long enough to find out if I was either open to or had pain around this product.
I don’t blame them. I just know that we use the product as a crutch, as a safety blanket, when we’re talking to prospects.
So, here’s my tip: set the product aside long enough to find out your prospect’s openness and find out the problem that he might have that your product/service will solve. Then you can bring out the product—but not before.
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