Greg Bennett's Rambling Thought #17

Greg Bennett's Rambling Thoughts on Successful Selling #17:   Focus First on the Patient's Lab Results and X-rays Before You Start Talking About Your Medicines

Why do almost all proposals focus mainly on the seller's (doctor's) "medicines"...aka their products and services...and very little on the client's (patient's) condition?   I mean these proposals are nothing more than page after mind-numbing page of features and facts and features and facts and blah, blah, blah, blah, blah....

Clients, like patients, don't understand all the gobbldygook we spew out...they just want to focus on their own situation. 

Did you comprehend that fully?

If not, let me make this perfectly clear...PATIENTS ONLY CARE ABOUT THEIR CONDITION...AND THE ONLY THING THEY CARE ABOUT YOUR MEDICINE IS HOW IT MIGHT IMPACT THEIR CONDITION!!!!!!!

So a simple suggestion I make to my training clients is to make at least the first page  of the proposal about their client's condition -- their pains, problems, hopes, wishes, dreams, etc.  Then I suggest they pull that page out and set it to the side as they roll through their features and benefits in the proposal...this way the "pain page" remains in the forefront of the conversation and allows the seller to directly tie features and benefits to client problems.

If you want a great sales movie watch Patch Adams with Robin Williams...Patch showed that being a great  doctor was more about bonding with the patient through knowing about their hopes and dreams, and about how their present sickness may have impacted those dreams...than it was about knowing everything about medicines.   

Powerful proposals should start not with a disertation about how wonderful we are, but with an understanding of what we know about the client's condition...for it's all  they care about.

GB

(Just one of Greg Bennett's "99 Rambling Thoughts on Successful Selling")