How
to Represent (Sell) Yourself Well - Part I
by
Francine R. Gaillour, MD, MBA, FACPE
You
may not think that your job would ever require you to be a good
salesperson, but just look at the many situations where physicians and
physician leaders find themselves promoting an idea, a project,
a perspective, or an opinion in front of an audience:
-
Giving
a talk at a community health fair
-
Meeting
with prospective investors in your company
-
On
the witness stand, offering expert testimony
-
Meeting
with prospective clients of your new service
-
Introducing
a new initiative to your board
-
Meeting
with prospective corporate purchasers of your insurance product
In
each of these situations, your goal is to influence the
audience in a way that leads them to take a specific action.
By
the way, don't think of sales as an underhanded undertaking or
sleazy business. Consultative selling, when done well, is an
educational process that addresses your audience's needs, and honors
their desire to hear about best options that can improve their
situation.
The
Three Components of Effective Representation
When
I work with clients to improve their effectiveness in front of audiences, we
focus on these three key components of presenting themselves well:
-
Platform
skills – While
it is not necessary for you to be as polished as a professional
speaker, some basic rules and practice for how to set the stage
and manage yourself during the event---whether on the podium,
at the investors meeting, at community outreach meeting, or on the
witness stand---is critical. Stage management can range from
knowing where to sit or stand relative to a prospective client or
audience member, how to structure the agenda, how to introduce
yourself or a colleague, and when to stand and sit during the
meeting. Increasing the prospective client's comfort with you and
enhancing your command of the issue is the goal.
-
Key
Messages – It is important to have a short list of
key messages or an overarching “theme” that prospective
clients or the target audience will walk away with. The messages
are practiced in the various situations where they might arise;
for example, as a planned declarative statement or
extemporaneously in response to a question from a client or
audience member. Being clear about what you want to communicate
and having a set of phrases that can be employed in different ways
while “standing on your feet” is the goal. Furthermore,
the key messages should reflect and relate to the prospective
client's goal or issue as much as possible. [More in Part II]
-
Authenticity
– A prospective client, jury, or audience ultimately buys into you,
the person.
Credibility and personal power are best expressed by being
authentic—coming across as real, being true to your self.
It is important then to dig deep and uncover unique
talents, values and personal strengths and bring these to the
forefront for each event. Merely reciting impressive credentials
can backfire on you if you come across as "full of
yourself." Audiences are more impressed with a high-credentialed
professional who is "genuine" and "down to
earth." And when you s
how up with confidence and ease about who you are, your audience
is likely to forgive any number of platform missteps.
Next
time you anticipate having to sell or promote your idea, practice,
project, service, or opinion in front of an audience, plan
how you will incorporate these three components.
In
a future column, we'll delve a little deeper into the art of
understanding your prospective client's issues, and how to respond in
a way that wins their confidence.
If
you or your team would like some help in promoting your organization,
and enrolling clients or allies, contact me to arrange an initial
conversation so we can assess how well prepared you are now and where
you need additional work.
Francine
R. Gaillour, MD, MBA, FACPE is an executive coach and business
consultant. She is president of The Gaillour Group and director
of Creative Strategies in Physician Leadership. Dr. Gaillour is
a professional speaker on healthcare leadership, cultural change
and entrepreneurship.
She
can be reached at (888) 562-7289 or francine@physicianleadership.com
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