Recently a practice told me “We don’t like the S word – Sales. We don’t believe in selling, and we don’t use that word here.”
They wanted to talk to me because their surgery numbers were 20% of what they should have been for a practice of their size, longevity and surgical experience.
Do you think their negative attitude toward selling has something to do with their weak surgery volume? If so… you would be correct.
Show me a highly successful elective/refractive practice that has an anti-sales culture. They’re few and far between, if they even exist at all.
Here’s the thing…
Most people think they’re against sales… when really they’re just scared of sales. It stems from a lack of confidence in their skills, in their technology, in their ability to help people or in their ability to communicate your value.
“We shouldn’t be selling anything. People should come to their conclusions on their own.”
Oh really? Did you say the same thing about masks? About the vaccine?
Maybe you did. And kudos if so. But most people (when being honest) were all about selling/persuading/influencing others on these topics.
And if you had the cure for cancer, but a terminal patient was skeptical… hesitant… didn’t understand…
Would you throw up your hands and say, “Well, when they decide for themselves, then we’ll help them!”
No. Of course not. You’re gonna sell the heck out of that cancer cure to save your patient’s life.
So this idea that “there’s no place in medicine for sales” is ridiculous. And it’s time to get over it and look at sales for what it actually is…
Sales is simply helping people make the decision that’s right for them. That’s the whole game.
Which means educating people. Leading them. Empowering them. Getting them out of their own way.
Your patients are required to make a new, difficult decision when they trust you with their treatment. Not only does this require you to walk through a sales process with them… it’s actually your moral obligation to do so.
If they aren’t sold on your practice, your tech, your skills, your premium price point… they won’t move forward. Which means they don’t better themselves. They’re stuck in a life of mediocrity and restrictions. All because you don’t want to sell?
If you’re in the pro-sales camp, keep up the great work. You will get the lion’s share of patients if you’re doing it the right way.
If you’re not into sales, or you have an anti-sales philosophy, I respectfully request you take a critical look at your position. Sales does not have to be this sleazy, hardcore, off-putting thing.
In fact in our E3 training programs, we teach exactly the opposite of the typical “used car salesman” vibe that’s stuck in so many people’s heads. We show your team the persuasive ways to Educate, Exhibit Authority, Empower Patients. Does that sound so bad?
Of course not. I venture to guess these 3 core principles are completely in line with your values. And the process works like gangbusters when implemented in the proper way.
Do the 3 Es and you’re off to the races. And if you’re not sure where to start, or you want expert guidance on the process, shoot me a message.
Now get out there and sell a life-changing treatment to someone today.
– Troy “Sales is Good” Cole