From a distance Doctors and Salespeople may look like they are at opposite ends of the career spectrum but up close they are more closely related than you may think.  Their customer base may be different but if they are doing their respective jobs right, they are delivering the same thing, solutions.  If you’ve ever had a bad experience with a salesperson or a Doctor, it quickly becomes apparent they have an specific agenda or are trying to push a product on you regardless of whether it’s what you really need.  For example the salesperson will give you all the features and benefits (bells & whistles) of his or her product and the Doctor will tell you all about the medicine that will take whatever ails you away.  However, what’s missing here are not the what, but the why and the how. Why will the product, procedure, or medicine work? How will this product, procedure, or medicine impact my life? Will it save me time or money or make me feel better again?

I was sitting in my 11 year old daughters Pediatrician’s office yesterday listening to him talk to my wife and daughter when I suddenly realized that he is a great Salesman. He was referred to us by many people so we knew he was a great Doctor but didn’t quite realize yet what made him different from the rest.  He has a very good bedside manner but it is much more than that.  As I was watching him interact with us I thought of the following traits that a good Doctor and a good Salesperson share:

1.       He takes his time with his patients. He doesn’t rush to get to the treatment (or the sale) 
           quickly. (this is the 2nd straight time he has spent an hour with my daughter during her
           appointment)

2.       He asks thought provoking, penetrating questions to uncover more information to be able to
           diagnose what the proper solution is.  

3.       He gets the parents involved in the appointment so that it is not just him talking. He helps
           makes the customers(sales) take ownership of the solution

4.       He is passionate about his calling and it shows in his work. It is more than just a job to him.

5.       He enjoys his patients (customers) and genuinely cares about them and their well being.

A Salesperson would do well to take a page out of a good Doctors book by remembering to focus on the Solution rather than the features and benefits of their product.  By focusing on how your solution will impact your customers business, you will not only stand out against your competitors but even more importantly will gain the customer’s trust which eventually will lead to the Holy Grail of Sales; A customer referral.