Differentiation, Enthusiasm & Preparation Does Wonders In Sales Conversations
Recently I was at one of the City Maternity Hospital for 3 days as my wife was admitted there. I was frequent visitor of that hospital since quite a long time so was bit familiar about its waiting queue and appointment system. During my multiple visits, I never saw any Medical Representatives (MRs) over there in waiting area. During my three days stay over there one day was Wednesday — last day of our stay there and suddenly I saw some MRs in waiting area. I asked a nurse and she explained that doctor remains off from work in second half on every Wednesday so they allow all MRs Only on Wednesday once all patient’s general consultation is done.
There were still some patients so those MRs were waiting. In short time I saw large number of such MRs over there and number reached to roughly 30. Most of them with heavy bags and must be with multiple new medicines samples or brochure or some other materials. Most of them busy in one or the other things like -
- Playing Games In Mobile
- Talking to friends / family over call
- Interacting with each other and laughing out loud
I would say most were doing time pass while sitting in waiting area. Suddenly I noticed one MR sitting alone on a side bench. He look only the odd man out there as he was sitting aside alone plus he was doing something on his tablet and look bit serious.
I kept on observing him to understand what is keeping him busy and why does he look different than others. He first took out some medicines and using a marker highlighted some portions over there, then he took out some brochures and again did same exercise, highlighted some portions.
After sometime, he took some pics of certain medicines from his phone and transferred to his tablet. I being curious, went down stair and passed from nearby which allowed me to realize, he was preparing a presentation.
I went upstairs having a glass of water and then again started observing. After some time all patients were gone and now the waiting room was full of MRs. One by one doctor started calling. I would say most of them used to come out instantly within less than 5 minutes and when they come out their facial expression used to be very normal.
After some time that odd man out’s turn came and he went in having tablet in hand with just few brochures and medicines in hand and he left his bag outside. I observed that was first thing he did different than others as all just went in with their bags. I was observing my clock and realized it was about 20 minutes and still he didn’t came out.
At last, he came out after around 25 minutes and his expressions with big smile was awesome. He looked excited, more energetic and rushed to his bag. He was putting his belongings in the bag and I rushed to meet him as I wanted to talk to him.
I literally ran behind him and made him stop at the main entrance. I first introduced myself and then told him I was observing and explained him what did I observed so far. We started having decent conversation and in-between I asked him, what did you do in that 25 minutes and why doctor gave you that long time and not to others.
He replied, “I knew that doctor hardly gives one day to meet MRs and do not give lot of time. Hence first thing I wanted to do is to get long time from him in decent conversation so that I get opportunity to pitch my products well. So I spent time to get lot of insights about doctor like history of hospital, staff, patient’s flow, what is special about this doctor etc. etc. from some personal sources. Plus I prepared some slides in a PPT instead of showing general marketing presentation which can help me back my points during discussions and I can show him important materials.”
