Have an honest look at your best argument as to why your patient should do this special treatment or buy this special product – the one that would beat all. No matter how good or how strong it is, chances are that your competition is using the same argument! Today, when the market becomes more and more driven by the patient’s “power of choice” , you can’t rely on any monopoly – or sense of, anymore. Now, what happens when the patient hears the same arguments, again and again, from different professionals?

You got it: the patient gets confused, skeptical.

Relying on your best argument does not make you any different from the competition. So then what do you use to make the difference? There is one factor which is much more impinging on the patient’s buying process – or call it a major “buying factor”: the certainty of making the right decision – or the anxiety of making the wrong one (usually much stronger!).

Can your arguments help in either increasing his certainty or – better, decreasing his anxiety/fear related to his decision? Absolutely not. So what do you need then?

You need ATTITUDE. Because that is the first thing he buys. He buys your conviction and certainty in your ability and willingness to help him; he buys your dedication to find the right solution for his pain or discomfort or concern; he buy YOU first. See, most salespeople fall in a big trap: they work the customer in a superficial zone: the zone of logic. They do not understand that the major buying factor has nothing to do with logic – where your arguments stand.  Buying is ALWAYS more emotional than logical, especially in the field of health and body condition. So using logical arguments usually do not trigger the desire; they trigger only “thinking” or counter-arguments (have you ever had a patient asking to buy right after you placed your best argument?).

You thus need to “convert” your arguments into emotional triggers by finding out what emotional subject can be related to your special treatment – or a specific supplement. For example: you have a great superfood-based product, known to reduce fat AND environmental toxicity (two good arguments). Your patient is overweighed and suffers from respiratory problems – besides having a chronic low back pain.

How do these body non-optimal conditions AFFECT your patient in life? In other words, why could it be emotionally important for this patient to use such a product? Well, what impact can his weight issue have on his social life? Could you ask him that? Or: How often does he feel tired during the day, unable to focus while choking out of his coughs? These are examples of emotional subjects related to the product.  If you can find out what emotional subjects would your patient react to and if you can demonstrate that your mission is to help him handle or resolve these emotional issues, he will want to buy from you!

Continue here: What is THE most important quality in selling?

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