The fastest way to lose a doctor's trust is to attack the product he already uses.
When a doctor asks "how is yours different from theirs?", many reps reach for criticism. Industry codes require every comparison to be fair, balanced and backed by evidence. And doctors quickly stop trusting a rep who attacks.
- Instead of "their product has problems", say "both have a place, here is where ours fits".
- Instead of rumours, use only approved, published comparisons.
- Instead of criticising his current choice, ask what he likes about it.
- Instead of guessing at data, say "I will check with medical affairs and come back to you."
His current choice is his clinical judgement. Respect it, and he will listen to where yours fits.
“Win on your evidence, never on their weakness.”
Lesson 5 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.