Every rep uses persuasion. The question is whether it would survive the doctor finding out.
Research on persuasion names six principles that move people to say yes. They work in pharma too, but only in their honest form.
- Reciprocity: give useful value first, like the answer to his last question. Never a personal gift.
- Commitment: ask for a small step he chooses himself.
- Social proof: share what similar clinics do, only when it is true.
- Authority: let the guidelines and the published evidence do the talking.
- Liking: be punctual, prepared and easy to deal with.
- Scarcity: never invent urgency. The scarce thing is his time.
A simple test I give my teams: if you would be embarrassed for the doctor to see the tactic, do not use it.
“Influence is honest when the doctor would thank you for it later.”
Lesson 8 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.