Why it’s critical for team member to show leadership from the beginning of every sales interaction

The sales process can be compared in many ways to a guided hiking trip. In this analogy, the salesperson is the guide and therefore must show leadership from the beginning in order to generate credibility in the group. When done with a reputable, enthusiastic and knowledgeable guide, hiking can be a great activity for all involved. However without a guide to lead the way, it is easy for hikers to lose the path.

A hiking guide needs to

  • Greet the hikers and warm them up so they feel comfortable and enjoy the presence of the guide
  • Explain what is going to happen over the hiking trip so that the hikers know what to expect
  • Ask the hikers questions to assess their level of fitness and ability and what they want to achieve from the hike
  • Ask if the hikers have any concerns about the hike ahead
  • Ask the hikers why they want to do this particular hike
  • Determine whether or not hikers are qualified to overcome the obstacles in the hike
  • Show hikers the way
  • Ensure everyone gets to the end of the hike safely and on time
  • Manage expectations over the hike
  • Help hikers to overcome obstacles on the way.

Likewise, in medical sales, the sales person needs to

  • Build a rapport with the prospective customer and be likeable
  • Explain the medical procedure and what patients can expect
  • Ask appropriate questions about the patient’s existing health and other factors
  • Uncover any concerns the customer may have about the procedure
  • Ask the client why they have chosen this particular procedure
  • Decide if the procedure is suitable for this particular patient
  • Guide prospects towards suitable procedures
  • Make sure the procedure chosen is safe and appropriate for the patient
  • Manage the customer’s expectations of the procedure
  • Help patients to deal with obstacles such as fear of pain.

On undertaking a guided hike, if the guide appears to have a lack of leadership, is unlikeable, cannot answer questions thoroughly and seems unconcerned with the wellbeing of the hikers, he is unlikely to gain their trust and they may choose to find a different guide or not to go on the hike at all.

In the same way, it is vital to display a strong sense of leadership right from the beginning of a sales interaction. Taking the lead will increase customer confidence and reassure them that the journey they are about to take (in this case, a medical procedure) is the right one.

People deciding to go on a guided hike are not always sure what to expect and rely on the guide, with his experience and knowledge, to assess their abilities and suggest a hike that is the best fit for their personal aims. Likewise, it is important for you to guide the customer towards the right decision from the very start and always display desirable leadership qualities such as assertiveness, trustworthiness and positivity, in order to inspire confidence in your prospects.

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

GET YOUR SCORE

Find articles on:

What our clients say…

“In a matter of weeks, we already saw results with LiveseySolar. Far before we were even finished with our project.”

Erik Chotiner, MD, FACS, Ophthalmologist

“The whole group has been very, very professional. We’re quite early in the stages, but we can see the benefits.”

Dr Nick Mantell , MBChB FRANZCO

“They’re very professional. They know what they’re doing, but they also put us at ease. This helped us to cut through what’s needed to get what we want.”

Mr Praveen Patel, MA (Cantab), MB BChir (Cantab), FRCOphth, MD (Res)

“It’s wonderful to work with an agency that engages on our level and understands our market.”

Dr Anton Van Heerden, MBChB; FRANZCO, Ophthalmologist

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

Get your score

Related Posts

Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Fractional CMO

Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.

Read more

LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

Read more

Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK