A recent meeting with a plastic surgeon who is starting his own practice and an advertising representative reaffirmed what great relationship-builders do: They build trust and think long term.
When the surgeon described his patient relationships, he said “I spend more time talking people out of procedures than I ever do talking them into one.” He went on to say how committed he is to long-term, happy relationships with all of his patients.
Not long after, the sales rep began describing possible advertising packages to the doctor. She gently guided him away from the biggest and most expensive package, because she said “It just doesn’t make sense for you right now. Maybe after your business is booming, you’ll want to upgrade, but for now this smaller package meets your needs. I want you to feel comfortable knowing you made a decision that’s right for you.”
What? Did I just hear business people consciously walk away from money? Yes, yes I did.
Here’s why they did it, I think: As interested as the doctor is in having a strong practice, he knows instinctively that sometimes, a successful relationship means turning down business in the short term. While the advertising sales representative almost certainly would have loved a big contract by the end of the meeting, she knew that helping my client begin from a smaller, more practical point meant her contract with him would grow larger over time.
The surgeon and the sales rep focused on what was best for the “other” in their relationships, rather than on their own short-term needs. Is anyone going to be surprised when both are ultimately more successful than their peers over the long term?
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