On a social level it may be considered wrong to judge another. However, on a business level, judging becomes a necessity prior to investing in any type of service, and particularly so when it comes to medical care.

“Jeanette” relayed that upon visiting her doctor, she was dismayed by the fact he appeared lazy on all levels. In particular, he didn’t pay attention to the details on a variety of issues. Not wanting to take a chance should a serious condition arise, Jeanette switched medical service providers.

We are all doctors of our business. We recognize what will hurt and what will improve the business health of our clients. The way in which we communicate makes all the difference for the outcome.

A doctor will ask, “Why are you seeing me today?” Similarly you might ask on initial consultation, “Why did you agree to meet with me today?” Next, the doctor will take careful note of everything you relay, as should you for your prospects and clients.

One major differentiator for being judged as “good” is to clarify anything you might not understand. Interestingly, most are afraid to do this as they believe it shows them as weak. But the opposite is true. This demonstrates you care, are doing your best to help, and most importantly that you are honest! Honesty in communication is a huge factor for making the final judgment of “Yes, I want your service” or, the “I’ll think about it” syndrome.

The next opportunity to differentiate you from everyone else is to review the notes carefully. Take the time to research additional information for a comprehensive outlook prior to additional meetings or developing a proposal.

How you communicate is the basis for all you do. The ability to be succinct and direct will eliminate the possibility of misunderstanding of what you say. This is why a question and answer session works so well. But to soften the interrogation style, as a businessperson, use storytelling as it relates to the conversation. This strategy increases the congeniality between parties. You will be judged as easy to talk to and therefore easy to work with. This simple technique positively influences the buying decision.

When you have the facts firm in mind and can relate peer to peer to your clientele plus offer valid solutions, you will be judged as extremely competent. Your actions of care and concern motivate the sales, referrals and testimonials.

An important last differentiator from everyone else in your field is the follow-up communication. Do you have a system in place for checking in with everyone you assist? This includes those who do not move forward initially. They may be waiting to see how interested you truly are or awaiting funds to be deposited into their account. Either way, follow-up is an essential ingredient to making the sale.

As we approach the New Year, resolve to build your personal brand as always giving your best to your clientele. You will be headed toward the wave of the Smooth Sale!


Elinor Stutz, CEO of Smooth Sale, LLC, (800) 704-1499, was honored by Open View Labs with inclusion in their international list of “Top 25 Sales Influencers for 2012.” Elinor authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Sourcebooks and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. Elinor offers highly acclaimed inspirational keynotes for conferences and is available for consultation.