A friend of mine went into the hospital recently for minor surgery. While visiting with him in his room prior to his operation, the doctor came in to discuss the specifics of the procedure. Afterwards, while still in recovery, the doctor came out to the waiting room to talk to the family about the results. While listening to the doctor’s bedside manner, I thought that his techniques could easily be applied to the marketing/PR and advertising field.

1. ALLEVIATE FEAR - When a patient is concerned about upcoming surgery, it’s the doctor’s job to reduce that fear. In marketing and advertising, you must do the same. There is always some obstacle preventing the customer from buying your product. You must take away the fear that prevents a sale.

2. SHOW THE BENEFITS - Sometimes it is absolutely necessary for an individual to have surgery to save his/her life. Other times, the surgery is minor, and the patient can choose whether to go through the procedure or not. My friend certainly had a choice, but it was definitely in his best interest in the long run to have the surgery. The doctor had to explain the benefits of having the surgery now, rather than waiting. As you market your company’s goods or services, remember that the customer doesn’t have to buy from you. What are the benefits of buying from you rather than the other guy?

3. MAKE YOURSELF AVAILABLE – Although my friend had minor surgery, it required an overnight stay. Nurses had to be there to help him get in and out of bed because he was extremely sore. If the nurse wasn’t there to provide his meals, or change out his IV bag, or check his vitals, there would be serious consequences. Just so, even after you make the sale, you need to make yourself available to the customer, answering questions and providing support. Give your client all the attention you would expect if you were the one buying.

4. COMMUNICATE CLEARLY – Doctors have to explain to the patient exactly what to expect when going into surgery. They also have to explain exactly what to expect during recovery. You as a salesperson must learn to communicate clearly and effectively. Nothing hurts a business relationship more than a misunderstanding.

5. USE VISUALS – Following my friend’s surgery, the doctor came out to talk with the family. He brought along pictures, taken during the procedure, of my friend’s chest cavity. By using the images, he was able to show before and after pictures, clearly illustrating to the family all that had been done to help my friend. It was obvious by looking at the pictures that my friend would feel a lot better thanks to the surgery. As you attempt to gain new clients and repeat customers, nothing works better than using video. Through video you can highlight your company, its history, and its employees. You can give your customer a behind-the-scenes look at how your company operates, without taking them on a physical walk-through. You can also show testimonials from other satisfied clients.

Improving your selling technique will improve your sales and your business.