Recently I wrote about the idea of “Give To Get” marketing, the premise that you need to give value to your prospective customers before you ask them for their business.
To further reinforce this topic, I want to share a compelling story that a physician friend of mine shared over breakfast:
Laughing, she said, “I had an interesting experience yesterday with a rep. As you know, I’m hardball with sales reps. I rarely give them time. I walked in the back door to my office yesterday morning, and there were eight reps standing there, waiting. The office manager had told them there would be another doctor who would sign for their samples. I walked in, waving my hand, and said hi to everybody. I told them I would not be able to talk to anybody but that I would happily sign for their samples.”
This doctor is the highest-producing physician in her practice. Just having her sign for their samples is a big deal to these pharmaceutical sales reps.
She marched right through to her office – with a smile the whole time – and closed the door. A few minutes later, the office manager came in with eight different signature devices. The doctor dutifully signed for them and handed them back to the office manager. It was at that point that the office manager handed her a piece of literature from one of the reps. She had a hunch that the doctor would find it interesting. And it did catch her attention.
“Okay, I want to see this rep. She’s got 30 seconds but I’m willing to see her.”