Business Advisor Network Blog

Looking for an excellent sales role-model? Then look no further than your Doctor.

In the medical profession they have an adage that says ‘prescription without diagnosis is malpractice’. In simple terms, it means that if a doctor prescribes a treatment without first taking the time to find out what you need, then they’re potentially guilty of malpractice.

The same applies in selling. If we’re going to be professional, WE should not prescribe or recommend a solution either …until we’ve diagnosed or found out what the customer really needs.

Seems fairly obvious, but how often have you seen a sales person launch straight into a presentation as soon as you paused in front of a product? Apart from anything else, apart from the fact that this approach is unprofessional and possibly even malpractice, it’s also the hardest possible way to sell.

For instance, imagine you visit the doctor and the moment you walk into their office they say ‘Here, take these drugs’. You’d probably feel a little uneasy about taking those drugs.

But if the doctor began by asking questions about how you felt; if they took your blood pressure; listened to your heart, had you stick your tongue out and so forth … and then they prescribed some drugs, you’d probably feel a whole lot more comfortable with their recommendation.

The same applies in selling. By asking questions – by diagnosing the customer’s requirements before we make a recommendation – we achieve two important results.

First, we build trust and rapport. And secondly, our questions will help us to unearth the customers concerns, requirements, budget, expectations, time frames … and so forth. That in turn will let us make the best recommendation to them.

And when THAT happens, we’ll make more sales, more profitably, to happier customers … who’ll refer us to their friends.

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