Focus Magazine - Fall 2017 - 22

FEATURESTORY

Two Steps to Openings
that Give Control
■ By Blaine C. Stephenson

W

e spend a lot of time training
new reps on the clinical
aspects of our therapies, the
exclusive solutions we offer and core
marketing messages, but just as
important - if not more important -
are the selling skills involved in
framing up the topics of engagement
with our physicians. You're either
gaining share or losing share in your
interactions. How you "open" the
conversation determines whether the
physician is going to invest their time
with you.
What is the challenge with opening
a conversation? Microso conducted
a study that clocked the average
human attention span at just eight
seconds in 2013. e average human
attention span was 12 seconds in
2000.  at's a 33 percent decrease in
just 13 short years.  A goldfish has an
average attention span of nine
seconds. 
So, what is the blueprint or
template to an opening that
differentiates us from everybody else
and captures the attention of a
physician in that short span of time?
We know that we will be asked the
"what's new" question all the time and
yet I still see reps caught off guard
with that elementary, two-word
inquiry. We are purposeful in
spending dedicated time to
developing and practicing what we
call preplanned spontaneity in
response to a doctor's simple probing
question.
When a doctor asks, "What's New"
how do we:

22

* Gain credibility?
* Infuse empathy?
* Take Control of the Conversation
within eight seconds?
e methodology or template
incorporates a two-step process.

Step 1
Your opening remark should begin
with a third-party reference from one
of three different categories: people,
publications or practices. Let's address
these one at a time, beginning with
the first source, people.
Highlight the experts. When
highlighting people, emphasize their
titles. Infuse descriptors such as
national or global in their appellation.
ese detailed title references give you
instant credibility in just two-seconds.
* I was recently speaking with the
senior product engineer
regarding...
* I was at a national conference and
one of the keynote speakers
highlighted...

* We just had a conference call with
the global product manager and I
raised the issue you had
regarding...
Second source, highlight
"publications" such as journals,
studies, or reviews.
* I came across an article from
Harvard Business Review that
described...
* ere's a recent publication of a
study regarding...
By highlighting published
resources, it not only gives credibility,
but it demonstrates that you are a
student of the game. You become the
trusted consultant to your physician.
You are the resource for new and
relevant information that doctors
value.
ird source, give tactful exposure
to what other "practices" are doing.
We have the advantage of countless
interactions to gain insight from other
physicians and practices and just
observe, inquire and learn best

FOCUS | Fall 2017 | www.L-TEN.org


http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Fall 2017

LTEN Focus on Training Magazine
From the President: Reducing Scrap Learning
Table of Contents
Table of Contents
Guest Editor: Training Effectiveness vs. Performance Management
Directions: Fall Behind?
Front of the Room: Lessons from My Painter
Otsuka: Reinventing the National Meeting
Two Steps to Openings that Give Control
Building and Engaging Workforces with R-E-S-P-E-C-T
Change Agility: A Winning Capability at All Levels
Revolutionize Your Coaching Action Plans
Gamification, Game-Based Learning & Rep Engagement
Lateral Thinking
Virtual How: The Evolution of Learning Engagement
Ad Index
Focus Contacts
Focus Magazine - Fall 2017 - Intro
Focus Magazine - Fall 2017 - LTEN Focus on Training Magazine
Focus Magazine - Fall 2017 - Cover2
Focus Magazine - Fall 2017 - 3
Focus Magazine - Fall 2017 - 4
Focus Magazine - Fall 2017 - From the President: Reducing Scrap Learning
Focus Magazine - Fall 2017 - 6
Focus Magazine - Fall 2017 - Table of Contents
Focus Magazine - Fall 2017 - 8
Focus Magazine - Fall 2017 - Table of Contents
Focus Magazine - Fall 2017 - 10
Focus Magazine - Fall 2017 - Guest Editor: Training Effectiveness vs. Performance Management
Focus Magazine - Fall 2017 - 12
Focus Magazine - Fall 2017 - Directions: Fall Behind?
Focus Magazine - Fall 2017 - 14
Focus Magazine - Fall 2017 - Front of the Room: Lessons from My Painter
Focus Magazine - Fall 2017 - 16
Focus Magazine - Fall 2017 - Otsuka: Reinventing the National Meeting
Focus Magazine - Fall 2017 - 18
Focus Magazine - Fall 2017 - 19
Focus Magazine - Fall 2017 - 20
Focus Magazine - Fall 2017 - 21
Focus Magazine - Fall 2017 - Two Steps to Openings that Give Control
Focus Magazine - Fall 2017 - 23
Focus Magazine - Fall 2017 - 24
Focus Magazine - Fall 2017 - 25
Focus Magazine - Fall 2017 - Building and Engaging Workforces with R-E-S-P-E-C-T
Focus Magazine - Fall 2017 - 27
Focus Magazine - Fall 2017 - 28
Focus Magazine - Fall 2017 - 29
Focus Magazine - Fall 2017 - 30
Focus Magazine - Fall 2017 - 31
Focus Magazine - Fall 2017 - Change Agility: A Winning Capability at All Levels
Focus Magazine - Fall 2017 - 33
Focus Magazine - Fall 2017 - 34
Focus Magazine - Fall 2017 - 35
Focus Magazine - Fall 2017 - Revolutionize Your Coaching Action Plans
Focus Magazine - Fall 2017 - 37
Focus Magazine - Fall 2017 - 38
Focus Magazine - Fall 2017 - 39
Focus Magazine - Fall 2017 - Gamification, Game-Based Learning & Rep Engagement
Focus Magazine - Fall 2017 - 41
Focus Magazine - Fall 2017 - 42
Focus Magazine - Fall 2017 - 43
Focus Magazine - Fall 2017 - Lateral Thinking
Focus Magazine - Fall 2017 - 45
Focus Magazine - Fall 2017 - 46
Focus Magazine - Fall 2017 - 47
Focus Magazine - Fall 2017 - 48
Focus Magazine - Fall 2017 - Virtual How: The Evolution of Learning Engagement
Focus Magazine - Fall 2017 - 50
Focus Magazine - Fall 2017 - 51
Focus Magazine - Fall 2017 - Ad Index
Focus Magazine - Fall 2017 - Focus Contacts
Focus Magazine - Fall 2017 - 54
Focus Magazine - Fall 2017 - Cover3
Focus Magazine - Fall 2017 - Cover4
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