“Intelligence is not enough. You must create relationships.” – Tony Robbins
Proximity is power.
Our success is predicated upon our ability to access our customers.
Access enables influence.
Influence determines relevance.
There are times we need influence in places we have no access:
- A physician won’t meet with us.
- A pharmacy director won’t stock our new product.
- A key administrator won’t buy into our recommendations.
What to do?
This is where elite salespeople play their “A” game –
Call in your ADVOCATE.
Think of an advocate as a relationship on steroids.
An advocate is a person inside your customer’s organization that:
- Believes in you.
- Believes in your idea.
- Is passionate about making things better.
- Is willing to go to bat on your behalf to other members of their team.
Advocates bring your influence to places you are unable to access.
Advocates can facilitate change inside your customer that you can’t accomplish alone.
An advocate could be:
- An injector.
- Department administrator.
- A respected RN.
How can advocates help you?
Glad you asked…
4 Ways Advocates Can 10x Your Influence:
- Introduce you to hard to access customers:
- “Dr Bill, would you mind walking me down the hall and introducing me to Dr Alison? I have never met her. She hasn’t responded to any of my emails.”
- Make New Products Available:
- “Dr Kelly – I need your help. Would you mind stopping down the hospital pharmacy and asking the pharmacy director to stock the 200 unit vial? I met with her. I don’t think I convinced her.”
- Get Best Practices Implemented:
- “Cate, would be able to discuss the flow assessment recommendations with your chairmen? Dr Andy told me nothing can move forward until they buy in.”
- Create New Customers:
- “Dr Mike – Could you connect me with your new resident chiefs over email? I will work with them on setting up that chronic migraine training we discussed.”
Our best ideas will not always be embraced.
We will hit obstacles.
We will run into roadblocks.
Average salespeople will respond in average ways.
Don’t be average.
Play your “A” Game…