Enthusiasm does not convince a sceptical doctor. It confirms his suspicion.
In my experience, the sceptic is often the most loyal doctor on your list once he is convinced. He just needs a different kind of call.
- Spot him: he asks "where is the data?" before you finish your opening.
- Slow down: drop the enthusiasm and speak in plain facts.
- Lead with the study: design, patients and main endpoint first.
- Show the limits: say what the study did not show.
- Let him challenge: take every question seriously.
- Know your line: off-label questions go to medical affairs.
- Ask for a small test: one patient type, reviewed together next visit.
- Come back with answers: close every question he opened.
The sceptic tests whether you are honest. Pass that test and he stops testing.
“A sceptic is not against you. He is against being sold to.”
Lesson 13 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.