Focus - Summer 2012 - 27
FEATURESTORY
not that radical; the features and bene ts don’t change, but the focus does. e story doesn’t become interesting until your listener gets involved. 3. Start with What Your Listener is inking: e best presentation always begins with what your listener is thinking. Encourage people to start with the most honest observation that they can make. Every rep wants to go to that trusted advisor status – the consultative selling approach that goes beyond “just another vendor.” Why not open with a candid and frank remark, instead of some outdated gimmick or verbal kung-fu that every doctor has heard 3,000 times before? Have the courage to be frank before you earn the right to talk about the white paper, so ware solution, incentives, or whatever other magic you have up your sleeve. Here are some examples: • By combining a frank discussion that shows you are connecting with your listener, you instantly elevate yourself to a keen observer. Having the courage to
begin with a negative can be unexpected – a level of honesty that can captivate. But follow it quickly with an honest and nearby upside, before the doctor can say, “Yeah, this meeting is really a waste of time!” • Build into your pitch with a disarming opening; something on topic but honest, real and unexpected: “I can see that your sta out front is really struggling with processing transfusion samples – but a great solution could be less than two minutes away.” Start o like that, and you better be able to deliver real value in the 116 seconds that remain – but at least you’ve started o with a clear connection to your subject and the situation at hand. • If that last statement feels like a stretch or a gimmick, go back to noticing your surroundings: “I don’t want to presume, but you seem [INSERT EMOTION HERE]. e solution could be right in front of us, we just haven’t been able to identify it. I was speaking to Karen about your patient so ware…”
Your solution is your leading statement here – no gimmicks, but a clear recognition of your surroundings is the key. Remember, honesty is the best way to create a connection – and you’ve got to establish your “Why?” if the conversation is going to go anywhere. Using your powers of observation to recognize those around you, create a candid conversation that moves quickly to a “Because” that engages your listener. Being frank and honest is the best way to make a real connection – and, when you make a real connection, you can make a real di erence. I
For more information, scan/capture the QR code with your smartphone.
Chris Westfall is the author of The NEW Elevator Pitch. Find out more at http://thenewelevatorpitch.com.
FOCUS | SUMMER 2012 | www.spbt.org
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Focus - Summer 2012
Table of Contents for the Digital Edition of Focus - Summer 2012
Focus - Summer 2012
From the President: How to Build Your Network
Table of Contents
Table of Contents
Guest Editor: The Evolution of Digital Training
Protecting Your Class from Naysayers
2012 SPBT Industry Landscape Study: Trends, Technology & Training
The Lost ROI from Poor Coaching Practices
Getting the Attention You Deserve
Training that Doesn't Break the Bank
Effective Product Launches on Short Timelines
Leadership Secrets from Pharma Legends
Don't Overlook NPs/PAs in Sales Training
The Case for Continuous Learning
Virtual How
Company News
People News
Ad Index
Focus Contacts
5 Questions with…Julie Clow
Focus - Summer 2012 - Focus - Summer 2012
Focus - Summer 2012 - Cover2
Focus - Summer 2012 - 3
Focus - Summer 2012 - 4
Focus - Summer 2012 - 5
Focus - Summer 2012 - 6
Focus - Summer 2012 - From the President: How to Build Your Network
Focus - Summer 2012 - 8
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 10
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 12
Focus - Summer 2012 - Guest Editor: The Evolution of Digital Training
Focus - Summer 2012 - 14
Focus - Summer 2012 - Protecting Your Class from Naysayers
Focus - Summer 2012 - 2012 SPBT Industry Landscape Study: Trends, Technology & Training
Focus - Summer 2012 - 17
Focus - Summer 2012 - 18
Focus - Summer 2012 - 19
Focus - Summer 2012 - 20
Focus - Summer 2012 - 21
Focus - Summer 2012 - 22
Focus - Summer 2012 - 23
Focus - Summer 2012 - The Lost ROI from Poor Coaching Practices
Focus - Summer 2012 - 25
Focus - Summer 2012 - Getting the Attention You Deserve
Focus - Summer 2012 - 27
Focus - Summer 2012 - 28
Focus - Summer 2012 - Training that Doesn't Break the Bank
Focus - Summer 2012 - 30
Focus - Summer 2012 - 31
Focus - Summer 2012 - Effective Product Launches on Short Timelines
Focus - Summer 2012 - 33
Focus - Summer 2012 - Leadership Secrets from Pharma Legends
Focus - Summer 2012 - Don't Overlook NPs/PAs in Sales Training
Focus - Summer 2012 - The Case for Continuous Learning
Focus - Summer 2012 - Virtual How
Focus - Summer 2012 - Company News
Focus - Summer 2012 - People News
Focus - Summer 2012 - Ad Index
Focus - Summer 2012 - Focus Contacts
Focus - Summer 2012 - 5 Questions with…Julie Clow
Focus - Summer 2012 - Cover3
Focus - Summer 2012 - Cover4
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