Have you ever felt a strong unconscious bias towards a salesperson? An unconscious bias is the gut reaction you have towards someone or something. For many, salespeople trigger a defense mechanism. Whether it’s a car dealership, an open house, or even a retail store, prospects will go in with a “game plan”. They will identify and avoid topics and information that may make it easy for the salesperson to close the deal.

By contrast, the unconscious bias that people feel towards doctor’s (or anyone in a medical profession) is much more positive. Often, they approach doctor’s with their problems, and are seeking knowledge and solutions to their problems. Salespeople should strive to be problem solvers, just like doctor’s. Here are 3 tricks doctor’s use to begin a relationship with their patient, that salespeople should use when engaging with a prospect. These will help prospect’s approach you as a problem solver as opposed to someone who just wants to make commission:

Always understand a prospect’s problem before providing an offering as a solution

Imagine if you walked into your doctor’s office, and there was a shelf filled with medicines, vaccines, and pamphlets of procedures. Your doctor walks up to you and says “The flu vaccine is really popular this year, but if I were you, I’d get the 2 doses of the COVID vaccine first, and then follow that up with the flu vaccine. Can I ring these up for you?”

Weird, right! Doctor’s always started by asking how you are feeling, and if there is anything troubling you. Only once they completely understand your symptoms and find the root cause of your problem, they offer you solutions to your problem. Taking the time to understand someone’s problem, before offering them a solution helps build trust. It validates your position as someone who is more interested in solving the problem than making a commission.

Expect your prospect to have done their research. Ask them what they know.

Few things are more annoying than being told something you already know. With the accessibility of information, through various apps and websites, people always have a way of finding the information they need. Ask your prospect to share the knowledge they know, before you offer a solution. This will let your prospect feel like they are collaborating in the solution process. 

Don’t overlook the power of body language

As our interactions become increasingly virtual, body language becomes harder to read and assess. In virtual interactions, doctor’s overcome this problem by leveraging questions that reveal the physical state of someone in that moment (Are you sleeping well? Have you been exercising regularly? etc.).

Body language can reveal a lot about a person’s current state of mind. When engaging a prospect virtually, opt for video calling over just voice calls. This will make it easier for you to express yourself, and to gauge the true mindset of your prospect. This will also keep your prospect engaged in the discussion.