Diagnosis
You're having trouble getting in to see some big writers
Prescription
A well-planned dinner program may be the way to go
( RYAN MCVAY/DIGITAL VISION, GETTY IMAGES)
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Do you ever get frustrated when you can't get in to see a particular physician? And on the rare occasions when you do get
in to see him, does it feel like he never listens to what you're saying? You're dying to increase your sales with this high-prescriber,
but nothing you do seems to make any difference. It's enough to make you wish you could hire someone else to do your job for
you!
Well, guess what? You can hire someone else to do your job for you! Better yet, your customers are more likely to listen to this person than they are
to you, and you can expense his or her fee to your company! It's completely legitimate and even encouraged by your manager; it's called "hiring
a doctor to speak at a dinner program." 
(EILEEN BACH/DIGITAL VISION, GETTY IMAGES)
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Some reps grudgingly hold dinner programs only because they are expected to, without realizing the incredible opportunity
at hand. Therefore, they hire any old doctor to speak, don't plan the event well and don't give reminder calls to their customers.
These are big mistakes.
Dinner programs can be an absolute boon to your sales numbers. If you hire the right physician to give the right message to
your customers, he or she can get through to your customers in one night what you've been trying to get through to them for
months! One small thing a speaker says may be the exact thing that a doctor needs to hear to start prescribing your product
hand over fist. It doesn't matter if you've told him the exact same information before – it may just need to come from a trusted colleague or known expert.
To get great results from your dinner program, however, you must plan the entire event correctly. Therefore, when you hire
a physician to come in and speak to your customers, make sure that your dinner programs make a big difference to your bottom
line by following these eight steps:
Step 1: Pick a great venue
Some reps assume they have to beg and cajole doctors to take a night away from their families, but that's often not the case.
Many doctors really enjoy a night out on the town at someone else's expense. By picking a great venue, the doctors are even
more likely to come.
If your company does not allow extravagant locations for dinner programs, don't fret: You don't have to pick the priciest
place in town to get doctors excited to attend – perhaps that funky new tapas restaurant that's getting rave reviews or that
hip Thai place will draw a great crowd. Some of the most popular restaurants are not the most expensive. Just make sure they
have a private dining area that's quiet – as important as it is to pick a great venue, it's just as important that people
will be able to hear your speaker when they are there.
