A doctor shouldn't think of patient conversations as selling, but as advising and recommending. The speaker uses everyday examples like politicians and sports teams to show how reframing language changes the dynamic of what you're actually doing with patients.
Well, Matt, I'm not a very good salesperson. So what? But the reality is, is you sell every single day. Now, the definition of selling is to get somebody to take an action, right? It's not always related to money, right? Politicians sell you all the time on going to vote for them. Your sports team sells you on the belief that this is the year. You know, to all my Detroit Lion fans out there, they've been sold on the belief that this is the year, right? Or next year is going to be the year. We're going to win the Super Bowl someday, right? I'm a Bears fan, so we got our own celebration. Okay, but who— somebody's selling you every single day. Every single day somebody is selling you something. Your wife is selling you on the power of putting up the Christmas decorations, or your, your husband is selling you on why he needs to buy himself, uh, $85,000 Mercedes, whatever, right? Okay, so we're being sold something every single day. So here's the rule that we have: doctors don't sell; they advise, they guide, and they recommend. Advise, they guide, and they recommend. You're advising them in their condition. You guide them in the direction that you think is going to be best for them, and you recommend a course of action and the cost associated with that. That's it. That's all you're doing when you're asking, when you're walking them through the process. Don't even call it selling. I don't even tell my doctors. Don't call it. I tell them I'm sorry. Don't talk about. Selling. Don't even use that language. We just want to be able to advise, guide, and recommend. That's it.
OUT OF THE SYSTEM | How 100,000 Free Doctors Could Save Healthcare $40 Trillion
