"Can we count on your support, Doctor?" is not a close. It is a hope.
Neil Rackham's research drew a line I use with every team. Some calls end in an advance: the customer agrees a real next action. Others end in a continuation: a pleasant meeting where nothing specific was agreed. Most reps log continuations as good calls.
The test I give reps for any close is three words: specific, small, checkable.
- Specific. "Would you try it in your next three newly diagnosed hypertensive patients?"
- Small. "Could we look at how they are doing when I visit in two weeks?"
- Checkable. "I will make sure the pharmacy next door has stock."
None of these puts pressure on the doctor. Each one is easy to agree to, and on the next visit you both know whether it happened. That is how a relationship moves forward instead of going round in circles.
“A good close is not pressure. It is a clear next step the doctor can actually take.”
Lesson 19 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.