Ever been to see the doctor?
Ever had to wait a godless amount of hours just to see a doctor while in an emergency room?
Then when you finally get to see the doc, he just looks at you, looks at his chart and orders some stupid tests?
Sometimes it’s even worse. Rookie wet behind the ears interns depend way way too much on using modern technology to diagnose problems with patients when sometimes the solutions is often the easiest and simple.
Now don’t get me wrong. I’m not knocking the medical system and doctors. God knows they got their hands full with patients and bureaucratic hospital policies that seem to bind their hands behind their back and prevent them from doing damn good work.
Not to mention the crazy topsy turvy world of insurance and that ever changing procedural mess.
The one thing that was always stressed when dealing with patients was QUESTION AND OBSERVE!
Here’s a unknown fact, Firefighters and Paramedics have a “assessment list,” they go through when the go out to help a patient.
It’s a line of questioning, and observation that tells them were to go from point A to B. It’s a assessment that leads the medical team to giving the best care possible to the patient.
Questioning and observation that will lead to making millions or letting your business die(especially if there is a change in the market)
Questing and observation? Just what the heck are you taking about man?
Well, I’m talking about the Sherlock Holmes line of asking questions and making observations.
When I was studying to become a paramedic at the Academy in Austin, the biggest gripe my preceptors had was with how all the students were always in silence mode when it came to talking with patients.
Silence will kill your patients, and not paying attention will kill your patients!
Here is what I mean.
When out in the field and whenever you have a call, you don’t have the luxury of a 3 million dollar state of the art MRI machine at your disposal.
And no hi tech lab equipment to accept blood samples.
So besides the portable equipment, what else do you have to depend on when you get a call and the patient can’t talk or is too gun shy to say anything?
YOU GOT TO ASK QUESTIONS AND YOU GOT TO OBSERVE!
“Watson you see but you do not OBSERVE!” -Sherlock Holmes
The first thing you do is…….OBSERVE!
Ask any crime scene investigator, police officer, and even Paramedic.
Observation is the KEY to understanding what the heck is going on, what happened, and what treatments you gotta administer!
When you met with a client, customer or potential prospect YOU OBSERVE everything about them! What clothes they are wearing, how they have their hair, how they walk, nails, etc.
Everything you observe about them tells a story about some history behind them.
Stubby fingers? Possible history of heart disease and diabetes.
A slight limp to their walk? Injury, past injury. Was the injury work related? Is it ongoing, does it happen often ETC.
You seeBUT, DO YOU OBSERVE.
Now we get to questioning.
I’m not talking about giving people the 3rd degree I’m talking about asking him questions about whats going on that he had to call the paramedics.
“How you feeling today sir?” Often times you open the floodgates to another line of questioning. And that opens another line of questioning and quick treatments.
An example: During one of my clinical calls we had a 50 year old patient who was vomiting, crazy dizzying spells, and severe dehydration. We get there and he is on the couch, scared to open his eyes, covered with a blanket, AND a trash can next to him. His wife honestly was no use to us because she didn’t know what was going on other than the general stuff..i.e he’s diabetic etc.
We approach him and I begin my line of questioning. I ask his wife for his name.
“Good morning, Mr.Smith(not real name) whats going on today?” He immediately tells me about his symptoms, the vomiting, dehydration etc.
But before I can offer any real treatment(besides oxygen and I.V) I need to get down to what caused his problems. I start asking when did he start having the issues, was there any new meds he was taking. I ask about him seeing the doctor recently, I ask about his medical history etc.
All of this line of questing leads to one thing and one thing only. Finding out the root cause of his symptoms!
You have to read between the line’s and gather bits of info to form ONE true conclusion.
With the power of observation(I noticed his arm) and questioning I found out that he was having a bad reaction to a new procedure that he just had done. Mr. Smith just got a dialysis stint put in and just had his first procedure.
So…how does this translate into business?
Like Michael Scott from the Office says, “People never go out of business.”
It doesn’t matter if you are B2B or B2C you will always deal with people.
It’s all about people and their problems. Remember you are trying to sell to people and they only way you can do that is if you UNDERSTAND and empathize with them.
In sales and as a copywriter you have to get down to what people say and do and get behind their words and actions.
If I didn’t observe and question Mr. Smith I proablby would have given him the wrong treatments and thus make him even more sicker.
Observe your prospects and their world.
Ask questions and listen to their answers.
They will tell you everything about them.
Till Then, Stay Hungry,