External Conditions
Closing of any sale is dependent on effective communication with the buyer. If the buyer is left with confusion or conflicts after discussing the proposal, they will usually need more time to think about it and will not act. This is especially true in non-emergent situations or in discretionary spending. There are many names for this essential spoken communication, but the one in most common use is: The Pitch. This has some unpleasant connotations, but remember that we are taking an expanded view of the sales process, to include an exchange of anything of value, not just money.
Pitch Versions
The original concept of the pitch is called the elevator pitch. This was in use in vertically segregated companies, and the idea was that if you bumped into a superior in an elevator, you could explain yourself in the time it took for the elevator to get to your floor. This means 20-30 seconds. Now, most companies are organized horizontally or virtually, so this is obsolete from a literal view. Still, the concept is useful and should be honed.
- One word pitch. Getting your offering into a single word is a major challenge, but has been done many times. Which single word would you most like to be associated with your organization? Think of Service, Search and Priceless being associated with IBM, Google and Mastercard respectively.
- Question pitch. This is using pertinent data in the form of a powerful interrogatory. The idea is that you want to guide and prompt people to think more deeply about what you are offering rather than telling them what to think. This will require them to come up with their own motivations, which can be compelling. Example: “would you like to know how to use the most effective, safest and cheapest form of care available for your condition?” Yes, it’s a leading question, but that’s the point!
- Rhyming pitch. This is essentially use of simple poetry to get ideas to stick in the mind of the buyer. Many aphorisms rhyme, including the snarky “money talks and BS walks”. The most famous recent one is “If it doesn’t fit, you must acquit”. If you want a boost in this area, www.rhymezone.com may tweak your imagination.
- Subject line pitch. This refers to the e-mail you send that would compel the recipient to actually open the e-mail. The idea is that you want to make the reader curious and want to learn more.
- Twitter pitch. This idea is based around the fact that our communications have become progressively more fragmented and shorter. The tweet is 140 characters or less, which allows for a short haiku at most. Can you effectively communicate your message in this small window?
- Pixar pitch. This idea is founded on the successful template that exists for nearly every Pixar movie. What do kids’ movies have to do with what services I offer? Maybe nothing directly, but they have used this format to gross over $7B since their inception. Here’s the format:
Once upon a time, [X]. Every day, [X]. One day, [X]. Because of that, [X]. Because of that, [X] Until finally, [X].
This format can easily be adapted into the generic story line for a successful patient outcome!
End results
There are two short question series that must be answered successfully to complete any sales transaction. After hearing your pitch,
- What do you want them to know?
- What do you want them to feel?
- What do you want them to do?
Remember that taking action after hearing your pitch is the whole reason for giving it in the first place. Many times, doctors will feel awkward expecting or telling people what to do, but that has to be part of the process. It can be something as simple as “please make an appointment”, but if that is not communicated clearly, you now have a smarter but un-enrolled person on the other end of the transaction. The other sequence is:
- Why do they need your product or service?
- Why do they need you to be the provider of it?
- Why do they need this now?
These questions form the basis of all successful sales and marketing propositions, through any medium. Practice and skilled formulation will help you and your organization members deliver the message effectively.