This series is about the “Unarticulated Question” - the concerns the all audience members or meeting attendees have but don't always tell the presenter about.
In Pharma, Medical Science Liaisons (also called Regional Medical Liaisons) are physicians, pharmacists, and those with advanced scientific degrees working on the medical side of the business. Their job is to call physicians and help explain the science behind the drug their company makes, to answer questions, and to listen to the physician’s concerns. This is a different role than the sales professionals (who are on the commercial side of the business). What I’m going to address can apply to both.
Picture yourself in front of a busy physician who is giving you 5-15 minutes of time, to explain the benefits of the drug you represent. The old model was called “show up and throw up” meaning the rep starts talking and hopefully something will stick! But what if the physician is coming with an “Unarticulated Question” or specific concern and is waiting for the rep to get to it? Flip the old model. Try “show up and ask” instead. Ask what they want to know, ask about a specific patient that troubles them, ask about a vexing issue. Take the time to probe, ask and empathize, even though you have great material to “throw” at them. In my experience physicians are people like you and I…start by asking instead of telling.
Of course this applies to all lines of work; sales, service, wait staff to name a few. Some of you already know my rant about wait staff that begins the evening recommending ‘my favorite’ steak with me listening with vegan ears. One question would do it…one unwanted recommendation and we are off to a poor start.
What do you think about this "show up and ask" approach?