Simple, Actionable & Field-proven
An impactful medical visit comes down to 5 fundamentals:
1. SMART Objective
Identify exactly what you aim to achieve before you enter the room.
Clarity drives influence & influence drives recommendation.
A SMART Objective needs to be:
- Specific to provide direction
- Measurable to measure success & process
- Attainable with a clear action plan
- Realistic & relevant to meet with broader business goals
- Time-bound has a deadline & a time-frame
e.g. Influence Dr. X to try our product on 3-5 patients in the next 2 weeks
2. Listen before you detail
Understanding comes before influencing.
- Ask open-ended questions that start with why, how, what, where, when, who to uncover needs, barriers & expectations
- Avoid closed-ended questions: that have a Yes and a No to open a discussion
3. Repeat your message 5-7x & handle objections
Repetition drives recall
Recall drives action
Build your core message as follow:
- Short: 5-7 words only
- Sharp: the most relevant to answer both the doctor’s needs & concern as well as your objective
- Sticky: easy to remember
- Support your message with evidence & publications
A “no” is never a closing door!
It actually helps you identify opportunities. Handle the objections constructively using the APAC model:
Acknoledge the concern
- Probe to clarify the root cause
- Answer with concise, evidence-based information
- Confirm alignment before moving on
4. Finish with the negotiation phase
The phase should answer your SMART objective/
Split your closing into 3 core elements:
- Must-have: what your need to secure
- Requests: what you ask for to advance adoption
- Concessions: what you only if you get something in return. Valorize it before conceeding.
Use the Scottwork negotiation winning formula: “if you… then I…”
e.g. “if you agree to try it with 3-5 patients within the next 2 weeks, then I can include you into our next study”
Must-have/ Requests: 3-5 recommendations within the next 2 weeks
Concessions: be part of a clinical study
5. Capture everything to build conitnuity
A good relationship starts with trust. Trust is built through consistency. Consistency is driven by a solid reporting.
After the visit:
- Capture insights
- Note objections & commitments
- Plan next steps
To develop your account, you need to know them better.
Continuity & consistency strengthen your account strategy