I just returned from a great family reunion. In addition to reconnecting with family and making new memories, I was able to enjoy one of those "teachable moments" that touch our lives. Mind you, having teachable moments can be difficult in the chaos of a gathering of about 35 relatives, from young to old with all going in different directions. Two family members, however, were in great demand. It so happens that two of my brothers-in-law are doctors. One is a dentist and the other an orthopedic surgeon. Both have been practicing for more than 30 years and enjoy outstanding reputations. Given our aging family, several of us with assorted maladies implored my brothers to conduct "office hours" after our group dinners. Eavesdropping on the medical consultations was humbling and extremely educational. The bottom line is that those who are Superstars in their professions continue to amaze, no matter what the profession.  

 

Here are just a few of the things I think all sales representatives can learn from the interactions I was privileged to witness: 

 

Trust trumps everything. Many family members had either not seen their doctors in years, or doubted their own doctor's treatment plan. They were comforted by the assuredness that a family member would do right by them. There is trust!

We forget the basics of listening. We forget to put all of our thoughts aside and focus on every word that comes from the person speaking to us. We forget to try to make that person believe that he/she is all that matters at the moment. I can still see the sincerity in my brothers' eyes as they listened patiently and without interruption. Both skillfully repeated certain statements of complaint, such as, "So you're saying that this pain is not constant, but intermittent, and yet you are able to sleep through the night without awakening?" 

The questioning by the physicians was very lawyer-like in the sense that full discovery was required. My brothers were persistent with questions, realizing that unless they had "all the facts Ma'am", they could not offer a meaningful, accurate or trusted diagnosis.

"More trust is gained through problem definition then through the solution." 

- Unknown 

 

"Prescription before diagnosis is malpractice!"

-Unknown

 

Dr. Dan and Dr. Bob did not have a "template" or particular structure to impose upon their patients. Each session was different--the content, time and pace were determined by the needs of the patient. The doctors were flexible and could easily change course. 

Doesn't everyone have an ultimate objection to surgery? Being a surgeon, Dan could be accused of having a bias and being at odds with his patients. However, he makes sure that his patients are active participants in their treatment plan. Dan handles objections to surgery, for example, by putting the decision in the patient's lap to a great degree. He asks the patient to work with him to establish parameters and their plan. For example, the patient may say, "Doc, so where am I on a scale from 1 to 10? When is surgery in the plan?" Dan will then say, "Well, based upon what you are telling me now, I would say you are a six. When you are an 8 or more, we can talk seriously about surgery. In the meantime, I'd like you to try some physical therapy to see if we can alleviate your discomfort and work on strength." The next year, the patient may agree with Dan that he's a 9, and will pronounce himself ready for surgery. 
 

5.    The Importance and Power of "Tradeoffs" 
Rarely is there a perfect solution in anything. Most choices involve tradeoffs. Bob was asked about teeth whitening, "Can I just buy those strips at the drug store or do I have to pay a dentist to make a tray?" Bob was diplomatic, saying that of course you can save money buying those strips, but there are some tradeoffs, and discussed them at length.

Here is one of most powerful statements you can deliver to a client; "You know, at the end of the day, after you conduct an exhaustive evaluation of all of your available options, you will find that unfortunately there really is no perfect solution. Each will have tradeoffs". Your objective is then to consultatively discuss those tradeoffs. Just the mere fact of entertaining all possibilities shows that you have an open mind for the best solution possible for your customer. This is a great trust builder!

A superstar subtly guides the client down a mutually agreed-upon pathway. This was seen in the session with stages of treatment being suggested from least invasive to most invasive.  At each stage, various "tradeoffs" were discussed.  As Dan learned, patients wanted a lot of information, and yet in the end were comfortable summing up a decision in numeric form. That is because they learned to trust him. So long as they had been apprised of all tradeoffs and were involved in the decision, they were accepting of the doctor's recommendation. 

Please note that I intentionally used the word "guide" not "control".  Control has a very negative connotation as no one wants to be controlled.   It implies a one way street with you controlling your client.  "Guide" implies more of a mutual agreement and decision on the course of action.
 

Although most things can go over our heads in a doctor's office, Dan and Bob spend a lot of time educating their patients about their respective medical conditions. One family member had a horrible toothache from a temporary crown implanted by her local dentist. Bob discussed the cause of the pain, the possibility of infection, and the likelihood of a root canal. The medical detail helped her understand why the root canal was probably going to be necessary, and was able to accept that solution because of a deeper understanding of her physical issues.

My relative with the toothache had been up all night before with pain, not wanting to "bother" Bob. When she was finally ready to knock on Bob's door, he was there in the morning to provide his consultation and relief. He postponed his church plans and was happy to provide care.  Needless to say, this was greatly appreciated especially since she had a 20-hour drive home.
 

Isn't it great that family members can be such good educators?