One of the most respected professionals in our society is our family
doctor. Doctors are viewed as caring, informed and knowledgeable
professionals who have gained their patients� trust and respect. Some
of the best salespeople I�ve had the privilege to work with view
themselves as a �Sales Doctor� in their respective fields. They are
professional, well-educated, act in their �patient�s� best interest and
are bound by a high code of personal ethics.
Our patients are merchants and they may not be physically sick (unless
they just received a large NSF check from an out of state customer) but
there may be areas in their business that need a cure. Your goal as a
merchant-focused salesperson should be to create a procedure that will
enable you to be the one that provides the solution for what ails them.
The majority of doctors follow the same medical process when consulting
with a patient. Whenever you go to any doctor, regardless of specialty,
for any medical condition, they will follow the same three-part
sequence of examination, diagnosis and prescription.�
Just as a medical professional would never think of treating you
without following these three critical steps in order, you as a doctor
of sales, should never sell your products or services without going
through the three-stage process as well. This is as applicable to
selling merchant services business-business as it is to selling long
distance services over the telephone.
Begin With A Thorough Initial Examination.
In the examination stage, you ask excellent questions, carefully
crafted, in sequence, which are geared to give you a thorough knowledge
of the patient�s past and present condition.�Questions are key to
opening the doorway to your customers� most important concerns and
uncovering potential future objections. If the examination stage is not
performed correctly you will misdiagnosis their needs and create future
problems later on in the sales process.
Diagnose the Customer�s Condition Correctly.
The second stage is diagnosis. While diagnosing your patient, you
should repeat the results of your examination and double-check to be
sure that the symptoms that you detected are the real symptoms being
experienced by the patient. Always ask additional questions to confirm
and corroborate their statements and important points. You and the
patient should mutually agree that this diagnosis seems to be an
accurate description of the condition or problem.
By gaining agreement you are confirming that there is a need for a
solution and now you can form a true partnership to create a win-win
Prescribe the Right Medication.
Once this mutual agreement has been reached, that a treatable condition
exists and that you have identified it accurately, you can move on to
stage three. This is the prescription phase, where you show the
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 overall, what
you are suggesting is the best of all possible solutions.�You outline
all the major benefits and drive home the value you will bring to their
business and prove to them that you have a cure for what is ailing
So are you ready to be a Sales Doctor?
Start each day from a perspective of how you can help and assist your
patients, use the three simple steps; examination, diagnosis and
prescription in every sales call and you will be on your way to sales
Have a great month!