Diagnosis
Your talks with doctors seem to be going well – so why aren't you getting the results you want?
Prescription
Listening to your doctors is the silent solution
Can you hear me now?
Can you hear NOW?
Many of us laugh when we hear those words from a popular cell phone commercial. Of course, we realize the expression relates
to bad cell phone service.
In reality, however, we as communicators have the responsibility to ensure that not only are our "audience members" hearing
us, but are also listening — so, that they don't miss any part of the message.
Hearing is done with the ears – listening with the ears, heart, head and gut. As much as we as speakers have the responsibility of clarifying and confirming that the
message we send is the one that is received, it is the listener who can decide to tune in or tune out.
It is the listener who determines the ultimate and final meaning of the message; the listener who decides the primary and
final purpose of each communication; and the listener who provides the feedback for every message sent.
As sales representatives, you wear both hats – speaking and listening — and need to be good at, and pay attention to, both.
Yet, many salespeople like the speaking part, not the listening. Talk is more fun — after all, you are trained to talk about
your product. Let me give you two main reasons to be better listeners – then a few points to make you more effective:
Why listen?
Listening builds relationships. You will learn more about physicians and their patients. Small talk leads to big talk. It helps the other person feel important.
Listening gives us knowledge, and data to help us help others. Knowing about the physician's prescribing habits, about the type of practice, about specific needs, will help you focus your
conversation – so the communication efforts are more customized for each person.
Although there are other reasons to listen, building relationships and discovering needs are paramount to good salesmanship.
That being said, what are a few things you can apply immediately to make you more effective?
Apply the power of silence
Many salespeople feel uncomfortable with silence. They want to talk about their products. Yet, when silent, you will elicit
information, which helps to sell even more.
You may be wondering – how long do I have to be silent? The old adage says you should listen twice as much as you talk. Or,
if you really want to excel at listening, listen for 80 percent of the time. That way, you discover what is important to the
physician. Ask good questions, use silence (listen), and you will get the information you need.
Repeat what the customer has said
This forces you to listen. It allows the speaker to correct any misunderstanding, and makes the other person feel listened
to.
Avoid interrupting the other person
It is just plain rude! No one likes being interrupted, and it really says, "What I have to say is more important than what
you have to say."
Let the other person finish what he or she has to say – then, you can ask for details.
Take notes
