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Be A Doctor of Selling
by Brian Tracy

 


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A "Secret" note for Business Owners and Sales Managers

Be A Doctor of Selling

by Brian Tracy

Top sales professionals see themselves as "Doctors of Selling."

They see themselves as professionals, well educated, acting in their "patient's" best interest, and bound by a high code of ethics. The medical process is the same everywhere. Whenever you go to any doctor, of any kind, for any condition, he will follow the three part sequence of examination, diagnosis and prescription.

Just as a medical professional would never think of treating you without following these three steps in order, you as a doctor of selling, would never allow a customer to force you to sell without your going through your three stages as well. This is as applicable to selling magazines door-to-door as it is to selling oil tankers to Exxon.

Point to Ponder:

"I want you to start a crusade in your life - to dare to be your best."
William Danforth

In the examination phase, you ask excellent questions, carefully prepared, in sequence, which are geared to give you a thorough knowledge of the patient's condition, or the customer's situation.

The second phase is that of diagnosis. In the diagnosis with a customer, you would repeat back the results of your examination and double check to be sure that the symptoms that you had detected were the real symptoms being experienced by the patient. You would ask additional questions to confirm and corroborate. You and the patient would mutually agree that this diagnosis seems to be an accurate description of the condition or problem. Once this mutual agreement has been reached, that a treatable condition exists and that you have identified it accurately, you can move on to phase three.

This is the prescription phase, where you show the patient (customer) that your product or service is the best available treatment, taking all the factors of the patient's situation into consideration for the ailment that you have diagnosed. You show that, on balance, what you are suggesting is the best of all possible solutions. Professionals who sell in the way that doctors treat patients find that their sales activities proceed far more smoothly and result in better sales in less time.

Now, here are two things you can do immediately to put these ideas into action.

  • First, take the time to do a thorough examination by asking excellent questions and by listening carefully to the answers.
  • Second, repeat back and check your diagnosis with the customer so that you both agree on the need or problem — before you recommend a solution.

Read Only © 2007 Brian Tracy International www.briantracy.com All rights reserved. Used with permission from this former Edmontonian.

Brian Tracy, CPAE has consulted for more than 1,000 companies and addressed more than 4,000,000 people in 4,000 talks and seminars throughout the US, Canada and 40 other countries worldwide. As a Keynote speaker and seminar leader, he addresses more than 250,000 people each year.

He is the top selling author of 40 books that have been translated into dozens of languages. He has written and produced more than 300 audio and video learning programs, including the worldwide, best-selling Psychology of Achievement, which has been translated into more than 20 languages.


To learn more about Brian Tracy, visit his website – www.briantracy.com.
Phone 858-481-2977

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2/12/08


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