General Sales: Professional Doctors and Salespersons Take the Same Oath

15
Jun

A professional Doctor believes very strongly in the medicines and the treatments they prescribe.  They are so confident in their actions that they take the Hippocratic Oath.   This oath, in just a few words, says “Do NO harm.”  A professional Salesperson believes very strongly in the products and services that they sell.  They are so confident in their actions that they take the Salespersons’ Oath.  This oath, in just a few words, says “Do NO harm.”  The Professional Doctor is committed to the practice of only prescribing medications and treatments that are always in the best interest of their patient.  The Professional Salesperson is committed to the practice of only selling products and services that are always in the best interest of their prospect.  Are there Doctors who behave only in their own best interest?  Of course, we often hear about their illegal deeds in the news.  Are there Salespersons who behave only in their own best interest?  Of course, all of us have probably met some of them.  If you are a salesperson and you would intentionally sell a product or a service that was not in the best interest of your prospect, you should find a non-sales job and leave the selling to professionals.

A benefit that a salesperson receives, when they come to the realization of this comparison, is that they gain a much higher respect for what they do.  A salesperson does what a Doctor does.  The Doctor does a diagnosis to find out the patient’s problem.  A Salesperson does a needs-analysis to determine the prospects needs.  The Doctor prescribes a medication or a treatment that they know will be beneficial to the patient.  The Salesperson recommends a product or a service that they know will be beneficial to the prospect.  Both of these professionals need to persuade their client to do what they are recommending.  This is where a big difference often occurs.  Patients seem to put more trust in what a Doctor suggests than a prospect puts in what a Salesperson suggests.  This occurs for two reasons.  Most patients are aware of the Hippocratic Oath taken by doctors to “Do NO harm.”  This gives the patient a sense of confidence in the Doctor’s motives.  Most prospects are not aware that a salesperson’s motives may be just as pure as a Doctor’s.  Therefore, a prospect may be less likely to accept the Salesperson’s recommendation so readily.

A way for a Salesperson to increase their persuasive effectiveness is to adopt the Doctor’s attitude regarding their recommendations.  Here is a test.  The next time your Doctor tells you to take a certain medicine or to participate in a certain treatment, tell the Doctor, “No.”  Watch the Doctor’s reaction and then listen to the response.  The Doctor will not accept your resistance and will in no uncertain terms inform you that what you are being told to do is not a suggestion but a requirement.  The Doctor may even go so far as to say, “If you are not going to do what I recommend, I can no longer be your Doctor.”  Too often a Salesperson will weaken in their resolve when they get resistance from their prospects.  If a Salesperson does not believe enough in their product or service to learn the skills needed to overcome the resistance and assertively continue to be persuasive with their prospect, they are never going to be a Professional Salesperson.  This is when the comparison would end.  May you make every sales call with the intention to “Do NO harm” and may you exude the confidence of the Professional problem solver that your prospect deserves.


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