A typical fear for first time marketers is fear of invading prospect privacy. And for those charged with generating medical leads, it can be a whole lot worse. Probing questions into a prospect’s practices can spark a rather heated defense. It can be like a doctor asking about gun ownership and the patient reacting with accusations of invading private matters.
But as the linked article suggests, it’s not about invading private matters at all. Much like in diagnosis, medical lead generation requires plenty of ‘private information’ in order to better guess that you have the answer to your prospect’s problems. In no way are you really saying they shouldn’t do this or that. You’re simply giving the facts about the risks and the different ways to approach a problem.
For example, you ask if a prospect’s EMR setup really has a perfect score in terms of meeting compliance standards. Some prospects might suspect you of politically advocating things like the Affordable Care Act (a.k.a. Obamacare). This by itself could already mean the conversation is over. However, wouldn’t it be more efficient if you could think of a fast way to save yourself from this ugly turn?
- Step 1: Watch for the signs – Suppose you’re targeting a particular state with a dominant political affiliation. Conventional wisdom dictates not to hold assumptions. On the other hand, luck favors the prepared. Research more about the likelihood of someone going on the defensive against particular probing questions before asking them.
- Step 2: State intentions, stick to facts – This is both done in one step to emphasize how much you need to quickly put both together. Remember, your intention is to help a prospect, not question their opposition or turn them over to the CIA/NSA/FBI. The facts stand in to help you further prove that.
- Step 3: Learn as you go – Of course, facts are often questioned with just as much suspicion. That’s why when facing objections, it’s best to note them down (whether while on the phone with a prospect or through compiling email exchanges). Don’t stick to your initial approach when you can take it further and if you can learn fast.
- Step 4: Leave it up to the prospect – You might think that you can’t let the conversation fall too much into a prospect’s hands. But when it comes to sharing expertise that’s often debated, letting your prospect decide is your best bet. Even doctors aren’t all that opposed to patients getting a second opinion. If they have as much respect, so should your own business.
Making it the prospect’s initiative is perhaps the most important thing to keep in mind here. A prospect might feel invaded or pried upon by your questions no matter what you do. But so long as you reduce any additional pressure and keep presenting factual solutions, the conversation is easier when they feel like you’re only giving the best options.