Sales was a hot topic at our Nashville mastermind.
Not sales tactics and scripts.
More about having the right mindset when selling your services. The importance of selling with conviction vs. convincing someone to buy a treatment from you. The importance of your purpose vs. going through the motions of your daily tasks and duties.
So much sales training is focused on the tactics and scripts – the outer work.
And scripts or word tracks do play a role. They’re useful. We still incorporate them.
But the inner work has to be dialed in first, if you want to be a high performer. Convictions and the right mindset will always beat a sales script.
This is something that’s been a big shift for me over the last couple of years. Both in my own sales experiences, and in the way we advise/train clients.
Problem is, I don’t see anyone in elective surgery talking about this.
So we’re gonna talk about it. It’s too important to skip.
You know how important a strong mindset is. It got you were you are today.
And you know when you have a team member who believes in what you’re doing, and they come from a position of service, they’re normally a rockstar for you.
On the flip side:
You’ve hired sales people who have strong sales backgrounds. They can recite the scripts. They (on paper) should have knocked it out of the park and loaded up your surgery schedule.
But they didn’t catch your vision. They weren’t in it to serve patients. They didn’t have conviction. They weren’t coachable and willing to grow.
Without these things in place 👆… You’re playing with a severe disadvantage.
Because a script without the right foundational mindset is like a race car without a driver.
Great tool… but there’s no one there to operate it properly.
What’s the best thing you can do for your salespeople?
Teach them how to think.
How to think about your practice. Your prospects. Your process. Your patients.
- Who really are our patients?
- Why do they come here vs. going somewhere else?
- Why would they choose us?
- What do they really want? No, what do they really actually deep down want?
- How can I serve them? What do they need from me?
- How can I lead them to make the right decision for them?
- How can I untether myself from “closing the sale” and objectively serve them?
- How can I help my patients to think differently about their situations?
- How can I continue to build my conviction within myself/my purpose, our outcomes, and the benefits we provide patients?
Everyone in your org – especially your sales people – need to know how to think about these crucial questions. These are your roots.
And big trees need deep roots.
This is actually the first concept of a 2-part implementation.
Part One – Fix your thinking. Build your conviction. Sell from a position of service. This is all internal work.
Part Two – Figure out how to communicate that thinking to your patients, so you can influence their thinking as well. This is the external work.
And you need both working together if you want to fire on all cylinders.
We’ll talk about part 2 tomorrow. Because there’s an aspect of “patient education” that the industry has completely missed, and we need to fix it asap…
Until then,
Troy