If you want primary care doctor mcallen tx to prescribe your drugs, use your devices or refer your services, you’ll have to win-over them over, one by one. Winning over means they see you as a resource to protect or enhance their practices. Everybody knows they must see the doctors and not ignore the staffs, but how come most sales people struggle getting to these top dogs; engage them in the professional conversations; and winning their support? The answers are ignorance, fear, and/or obstacles.
Some sales people really think office managers or referral agents can make the deal happen- either by their recommendations or their influence with the doctor – the final authority.
Subordinates cannot approve. They can only recommend. They do have influence, but will they use it, or is it enough to win-over the doctor. Besides what assurances do you have that the message delivered from the staff supports you and is delivered correctly? Finally, how much is the subordinate willing to fight if her recommendation is resisted by the doctor?
Some sale people are uncomfortable with doctors. Doctors can be intimidating people and make it tough to see them. And then, out of fear, many sales people unconsciously come up with a host of rationalizations, such as, “the doctor is busy,” “he only wants to meet the VP Sales,” “the doctor doesn’t make this decision and is not involved,” etc.
Fear or lack of confidence is the biggest reason by far why doctor relationships are not formed. If you are confident you’d negotiate your way around the obstacles. You’d feel at ease meeting with doctors and frustrated if you didn’t. If you are confident, you don’t want to stick with the subordinate because you know s/he is not the decision maker.
If you want bigger sales, faster sales, easier sales you’ll have to develop relationships with the doctors. You’ll also have to sell the staff that you’re valuable to them and it is in their best interests for you to engage with the doctors. So the real sale at the subordinate level is getting them to take you to the doctors and endorse you. This requires confidence, determination and a strategy.
