“You seem to tailor specific treatments and medications
for each patient,” she said.
“That’s right,” he responded.
This was the breakthrough she had hoped to reach. The
doctor had been skeptical and cold. But when she
recognized his passion for his patients—using a summary—
the walls came down. He dropped his guard, and she was
able to gain his trust. Rather than pitch her product, she let
him describe his treatment and procedures. With this, she
learned how her medication would fit into his practice. She
then paraphrased what he said about the challenges of his
practice and reflected them back to him.
Once the doctor signaled his trust and rapport, she could
tout the attributes of her product and describe precisely how
it would help him reach the outcomes he desired for his
patients. He listened intently.
“It might be perfect for treating a patient who has not
benefited from the medication I have been prescribing,” he
told her. “Let me give yours a try.”
She made the sale.
USING “THAT’S RIGHT” FOR CAREER SUCCESS
One of my Korean students got to “that’s right” in
negotiating with his ex-boss for a new job.
Returning to Seoul after getting his MBA, he wanted to
work in his company’s consumer electronics division, rather
than the semiconductor section, where he had been
stationed. He was a human resources specialist. Under the