No profession has a better selling system than a doctor.  When you think of all the reasons a prospective client won’t work wth you (I call them landmines), few if any exist with a physician.

  1. Does the client have pain they wish to alleviate?  Check
  2. Is the client not a “do it yourselfer”?  Check
  3. Is the client willing to act now to resolve the problem?  Check
  4. Does the client not have another doctor treating the problem well?  Check

I could go on, but you get the idea.  In all, I’ve identified about 10 different landmines.  If you’d like my checklist, shoot me an email: dan@advisorarchitect.com

So le’ts look at how a doctor might handle responses that advisors usually get when meeting with a prospect:

Doctor:   So how can I help you?

Prospect:  I don’t know.  You tell me?

Doctor:  I have no idea.  What is the problem?

Prospect:  I don’t know that I have any.

Doctor:  Then why are you here?

Prospect:  To learn more about what you do.

Doctor:  I do a lot of things.  You don’t feel you have any issues?

Prospect:  No

Doctor:  May I be candid?  I don’t think you need my help.

I had almost this exact exchange with someone about a week ago.  It was clear he wanted me to put on a “dog and pony show,” perhaps believing he would gather some useful information from me.  Who knows?  He clearly had no issues he was willing to share.

Here’s another one:

Doctor:  So how can I help you?

Prospect:  Well, my current advisor says I’m doing fine, but I’d like a second opinion.

Doctor:  I see.  What about your current advisor’s opinion would lead you to believe he could be wrong.

Prospect:  Nothing really.  I’d just like to hear what you think.

Doctor:  It’s unusual for someone to seek a second opinion if the first one is positive.  I mean, if a doctor suggested he crack open your chest, I can understand the desire for a second opinion.  But if he says you’re in excellent health, most people would go on their merry way.   It seems to me I’d just be wasting your time.  Don’t you agree?

Prospect:  Well, I’m not sure my current advisor does all the things you do?

Doctor:  Have you asked him?

Prospect:  No

Doctor:  I’m sure he does.  Why don’t you spend some time with him?  If you don’t feel he can offer you all the expertise you believe are needed and you wish to make a change, then let’s talk.  But I’d hate for you to pay me for something you might already be paying for.

This pushback does a number of things.  First, it tells the prospect that I’m not going to give away my expertise for free.  Second, it also implies that I’m willing to work with him only when he’s concluded that his current advisor can’t meet his needs.

Physicians rarely get their brains picked for free.  Even in social settings, it’s considered improper.  Adopting a similar approach will protect you from being used by prospects who are not likely to become ideal clients.

For more information on this type of selling, visit www.KillTheCaveman.com