Last week, we talked about guiding a conversation from polite interest to pitching your business on the Patient Pay Path.
Today, we’re talking about the consultant pharmacist who is focusing in on the Physician’s Office Pathway in the Business Blueprint.
Here is the scenario:
⇢ Consultant Pharmacist works closely with Physician A in the hospital. After treatment rounds, Physician A is thanking the pharmacist for input and a job well done, and the pharmacist casually mentions their new consulting business venture.
⇢ When Physician A seems interested and asks how the Consultant Pharmacist could help them in their private practice, they aren’t sure what to say.
⇢ In a panic, they begin running through 101 ways they could work with a patient.
⇢ As the pharmacist is talking, Physician A thinks, "That sounds great, but that would probably cost a lot of money."
⇢ Physician A asks no further questions and wishes the pharmacist the best of luck.
⇢ The pharmacist leaves wondering if they should go home and make a business card to hand Physician A next time they see them.
What went wrong here?
Without realizing in, the consultant pharmacist blew an opportunity for new business because he or she wasn’t prepared with a concise response.
Has this happened to you?
If it has, don’t worry!
What you can do better next time:
When the Physician A seems interested, the pharmacist should instead begins with a succinct Elevator Pitch that focuses on how they help private practice physicians be more profitable and productive.
Physician A says, "Wow thats great, I'm a hospitalist, but my buddy owns his own practice and I think he'd be interested!"
Physician A then offers to connect the consultant pharmacist with Physician B.
The pharmacist uses the "follow-up script" from the Start the Conversation module in the Pharmapreneur's Business Blueprint and has a meeting with Physician B scheduled within a few weeks.
The pharmacist is excited and confident in pitching their services to Physician B and finally feel ready for their first "Yes!"
What can we learn?
The second situation led to a referral because the Consultant Pharmacist had prepared their Elevator Pitch the right way.
In a different situation, maybe Physician A is interested!
The primary takeaway is that we should keep things short and to-the-point to allow for easy conversation that will lead to profitable opportunities!
If you're finding yourself struggling with the sales conversation, the Pharmapreneur Academy is hosting a free live training on October 27th at 8pm.
Register for the last call of the year here!
Blair is an independent consultant pharmacist living in Arkansas with her husband and two children. She is the founder of Pharmapreneur Academy, an online e-Course and Community where she guides pharmacist-entrepreneurs through the process and barriers of building a pharmacy consulting business. She hosts and produces the Elevate Pharmacy Virtual Summit in partnership with the NCPA Innovation Center, is the author of How to Build a Pharmacy Consulting Business, and facilitates in-person Business Planning Workshops and Mastermind Retreats for female Pharmapreneurs across the country.