Sales Focus: ENGAGE

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Engage

© 2012 Stephen Lawhon

Every selling model, from simple to complex, puts emphasis on ‘opening’ or ‘engaging’ statements. A salesperson’s

goal is to do this every day, on every call. The difference between success and failure is not as complex as you might

think. A cautionary tale…

I stopped by Dr. Boyle’s office several years ago (a cardiologist in my territory). I began by saying hello, and asked

about his day. He responded with a sarcastic chuckle. “You people always ask that,” he said, “but I know you don’t

really mean it. You’re just acting like you care.” Ouch. His words cut the people pleaser in me to the core. I

remember stammering, “Sign here,” and quickly making my exit. That afternoon, I took a long, hard look in the mirror.

Were my words insincere? Was I just acting (and not very well)? I certainly didn’t think so! It was obvious this doctor

had a negative perception of drug reps, and it was getting in the way. I wanted to engage him in a conversation about

my product.

“So what does it mean to engage? To be engaged? Be thought of as an ‘engaging’ person?”

The word ‘engage’ is a verb used with a singular object. For example, you engage THE anti-‐lock brakes on a car, you

become engaged to marry THE love of your life, and you engage THE audience when speaking to multiple people. So,

how do we engage THE doctor? Split an engagement ring in half, and it’s not a ring anymore. Split your focus in half,

and it’s not full-‐attention anymore, either. By definition, engagement requires

singular focus. The doctor’s singular focus must be you – your words. A

doctor buried in a chart while ‘listening’ to you is divided, not fully engaged

with you or the chart. After every call, ask yourself: “Did I just have the

doctor’s full attention? Did I have anyone’s full attention?” If the answer is

no, don’t get discouraged. Get busy, get creative, get better. The beauty of

this job is the opportunity to improve on the very next call, the very next

interaction. Start paying attention to your level of engagement in everyday life. Have some fun with it. Do you have a

friend who’s always facedown in their phone? See if you can draw them out. Is your Starbucks barista or grocery

cashier feeling grumpy and unappreciated? Challenge yourself to put a smile on their face. Get more than just chips

and salsa from your waiter – find out one interesting fact about their life! Whether we are speaking with a busy doctor

or a total stranger, successful, memorable communication is always determined by how you engage people.

Engage


We typically engage others in one of two ways, as friend or enemy. So often it becomes an adversarial battle, and

salespeople are out to win. Words become weapons, but it’s a fight with no clear winner. In the battle for business,

do you approach as an enemy or a friend? You may recognize yourself as an ‘enemy’ by some of the ‘weapons’ used

against you in offices:

ü Doctor impatience and condescension

ü Office staff rudeness

ü Short-‐tempers

ü Restricted access

Engaging a friend is much more civil and rewarding for everyone involved.

Let’s not forget the most common tactic used by doctors and staff, apathy. It’s the opposite of engaged. It’s a familiar

experience. Everyone seems only vaguely aware of the guy in a suit and tie in the office. I could shout, “My drug cures

cancer with convenient QD dosing and it’s $4/month at Wal-‐Mart!” I’d be lucky to get a response. These aren’t

inherently mean people. The office is adorned with pictures of them smiling. “I’m a nice guy too, dang-‐it!” I think to

myself as I dejectedly roll my sample bag back to the car.

There’s a disconnect here. Where is it?

“You must first connect on a personal level, so that you can engage on a professional level.”

Engage


The wife of one of our doctors has some serious medical issues; she deals with significant challenges every day. On a

recent call, this doctor approached me and asked straightaway “What’s new with your drug?” – anticipating my rep

agenda. Given this wide-‐open opportunity, I promptly...passed on it. I said, “We can talk about it later. I’d really like

to know how your wife is, and how you’re holding up.” What followed was therapeutic, for both of us. They’d been

dealing with a lot, and he needed to get it off his chest. In that moment, he needed a friend – not another sales pitch.

After catching up, he gave me all the time I needed to speak about my products – simply because I placed his priorities

and needs before mine.

Engaging friends is much easier than fighting enemies. We’ve never been more “connected”. We call, we text, we e-‐

mail, we ‘friend’ on Facebook, and ‘follow’ on Twitter. We check-‐in, we’re LinkedIn, and

Foursquare(d) too. Yet reps are often unwelcome, facing bad attitudes and outright

animosity. We charge into offices with sales weaponry instead of with a compassionate

heart intent on serving others. Put another way: if you don’t spend time standing

shoulder-‐to-‐shoulder with someone, you won’t be respected enough to stand face-‐to-‐face

with them. Ask yourself: “What does this office see when I show up? Friend or enemy?”

Want to really make a statement? Don’t bypass the receptionist in your hurry to get back

to the doctor. Even if they tell you it’s fine to go on back, stop and show some genuine

interest in them first. Likewise, don’t dump your conversation with a staffer the second

the doctor walks up. It won’t go unnoticed. These steps will communicate what you

value without saying a word.

Emphasizing quality ‘opening’ or ‘engaging’ statements is pivotal to the success of any salesperson. Engagement

rooted in authenticity ensures these statements don’t fall on deaf ears.

Mindset: “My sales message works because it’s heard by people who know I care about them regardless of

whether or not they hear my sales message.”

Sales Focus: ENGAGE

Sales

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