Teach doctors and engineers how to sell and give them a place to practice it and fail

One of the social determinants of entrepreneurship is how young you were when you sold something for the first time. In my case, I sold newspapers on the beach at the New Jersey shore. Now I'm a SoPE salesman.

I started pitching at an early age.

Surprising (some would say shocking) preliminary research suggests that Silicon Valley entrepreneurs who have a successful exit have an average founding age of 47. And this pattern extends well beyond the world of tech. The average entrepreneur is a ripe old 39 when starting a company, according to the Kaufman Foundation. Overall, their research shows mid-career entrepreneurs are five times more likely to still be in business five years later than those starting a business out of college. Most of them have been honing their sales skills for a long time.

Here's what doctors don't understand about sales and marketing.

The 9 Worst Sales Mistakes Founders Should Avoid

• The Founder isn’t willing to be the first salesperson
• The Founder stops selling too soon
• Hiring a Sales Leader too early
• Trying to figure it all out yourself without a sherpa-guide
• Listening to Late-Stage Advice for Early-Stage Companies
• Outsourcing the search for product market fit
• Misjudging the strength of product market fit
• Poorly Set Goals ruining the commercial organization
• Trying to reinvent sales/process/org/compensation

A study examined the habits of almost 5,000 sales professionals whose livelihoods depend on their ability to build and deliver persuasive presentations. The findings revealed 12 common mistakes that were consistently self-reported among respondents. Here are the top three to avoid when giving a sales presentation: being overly informative vs. persuasive, failing to close, and “winging it.”

While we see many physician leadership development programs, most of which fail, there are few that teach selling to close the gaps in doctor sales competencies. Medical students and residents certainly won't be tested on it, so, it is not in the curriculum or defined as a competency. Like entrepreneurship, selling is a life skill that you learn mostly from experience.

Whether you're a clinician, an entrepreneur, a technolgist, a teacher or assume all of those roles, you'll need to persuade, negotiate, and convince others to take action. Here are some examples of how selling impacts different areas of our lives:

1. Business

In the business world, selling is the lifeblood of every organization. Sales skills are essential for generating revenue, acquiring new customers, retaining existing ones, and growing the business. Whether you're a salesperson, a marketer, or an executive, the ability to sell is critical for success. As a doctor, dissemination and implementation depends on your sales skills.

1. Career

In the workplace, sales skills are essential for advancing your career. You need to persuade your boss to give you a promotion, negotiate a salary increase, and convince your colleagues to support your ideas. Even if you're not in a sales-related role, your ability to sell can set you apart from your peers and lead to greater opportunities.

1. Personal Relationships

In our personal lives, selling is critical for building strong relationships. Whether it's convincing your partner to try a new restaurant, persuading your kids to do their homework, or negotiating with a friend, sales skills can help you communicate effectively and build stronger connections.

1. Personal Development

Selling is not just about persuading others; it's also about selling yourself. You need to be able to sell your ideas, your vision, and your goals to yourself. The ability to motivate and convince yourself is critical for personal growth and development. Building your personal brand and business model depends on your ability to sell yourself.

Think about it. Selling skills mastery include learning, practicing and mastering the following areas of human behaviour & performance:·     

• Persistence & Perseverance
• ·     Discipline & Punctuality
• ·     Confidence & Determination
• ·     Persuasion & Negotiation
• ·     Positive Attitude
• ·     Listening Skills
• ·     Follow-Up
• ·     Adaptability to situations
• ·     Tenacity – doing the things which need to be done
• ·     Organizational Skills
• ·     Communication Skills
• ·     Interaction ability
• ·     Overcoming Obstacles & Objection Handling
• ·     Closing skills & Gaining Commitment
• ·     Effective Time Management

Here are 7 essential sales skills that are transferable to medical practice or non-clinical activities.

1. Leading With Empathy
2. Staying True to Your Sales Process
3. Accurately Depicting the Purchasing Process
4. Conducting Effective Buyer Research
5. Developing Extensive Product Knowledge
6. Being a Compelling Storyteller
7. Demonstrating Potential Return on Investment
8. Converting prospects to leads to customers

CAUTION: Here's what LinkedIn Sales Navigator won't tell you.

Sick care B2B sales is different. Don't just seek the problem, own it.

A recent survey found that only 13% of buyers agreed with the statement: “The seller’s message is addressing a relevant challenge my organization is facing.” The same survey showed that only 25% of buyers agreed with the statement: “The seller understands my role within my organization.” AI can help.

If you are a medical student, you are probably one of the 25% of those in your class who do not attend lectures. Instead, use the time to learn how to sell.

Medical education is an example of how AI is changing the value of expensive, formal degrees, particularly those becoming consultants, technopreneurs and finance professionals. I recently was contacted by two friends, one lawyer and another a consultant with McKinsey, who were "made redundant".

Now they are looking for Plan B but don't have a sales mindset.

Plan B doctors, those white coats who get the pink slip, are finding themselves in the same situation.

"Even the best colleges (and medical schools), and I mean the ivy league, are producing the wrong kinds of people with the wrong skill sets to thrive in an AI supported world. Never mind that it seems silly to pay huge sums to learn what you can teach yourself or be taught with AI support for a fraction of the cost in time and money. This is not the 1980's. Colleges no longer have a monopoly on access to knowledge, even cutting-edge knowledge. With the introduction of AI, professors will no longer have a monopoly on teaching or pedagogy. People may want a new career, ask an AI to put together a curriculum for them for that career, and then step them through it."

Here are 15 Sales Skills Anyone Can Learn to Be a Great Salesperson

Judging a sales pitch effectively involves evaluating several key aspects to determine its quality and potential for success. Here's a breakdown of how to assess a sales pitch:

1. Clarity and Structure

• Is the pitch clear and easy to follow?The salesperson should articulate the message in a simple, structured manner. A confusing or jumbled pitch can lead to misunderstandings or disengagement.
• Does it have a clear beginning, middle, and end?The pitch should start by introducing the problem or need, present the solution, and end with a compelling call to action.

2. Understanding of the Product or Service

• Does the salesperson demonstrate a strong understanding of the product/service?A good pitch should reflect an in-depth knowledge of the product's features, benefits, and unique selling points.
• Is there evidence that the salesperson can address objections and answer questions effectively?The ability to handle questions and objections shows a deep understanding of the offering and the market.

3. Personalization

• Is the pitch tailored to the audience's needs and pain points?A great pitch speaks directly to the customer’s specific needs, addressing how the product can solve their problems or improve their situation. A generic pitch feels disconnected and unconvincing.
• Does the salesperson show they’ve done their homework on the prospect?Researching the prospect's industry, challenges, and goals can help the salesperson personalize the pitch effectively.

4. Engagement and Connection

• Does the salesperson engage the prospect during the pitch?A good pitch should be conversational, asking questions and encouraging the prospect to share their thoughts. It should be more of a dialogue than a monologue.
• Does the salesperson build rapport and trust?Establishing credibility is essential in sales. How the salesperson connects on a human level—being friendly, professional, and understanding—can greatly influence the pitch’s effectiveness.

5. Value Proposition

• Is the value proposition clear and compelling?The pitch should clearly articulate the benefits of the product or service. Does the salesperson explain not just what the product does, but how it benefits the prospect in terms that matter to them?
• Does the salesperson explain how the offering is better than competitors?A strong sales pitch should differentiate the product from competitors in a way that resonates with the customer’s specific situation.

6. Emotional Appeal

• Does the pitch tap into emotions?Successful pitches often make an emotional connection, appealing to the customer’s desires, fears, or aspirations. Does the salesperson understand what motivates the prospect and leverage that in the pitch?

7. Confidence and Delivery

• Does the salesperson speak with confidence and enthusiasm?The tone and delivery can significantly influence how the pitch is received. A salesperson who is confident about the product will instill confidence in the prospect.
• Is the pace and tone appropriate?A pitch that is too fast may come across as rushed or pushy, while one that is too slow might seem disjointed or unprofessional.

8. Call to Action

• Is there a clear call to action (CTA)?A great pitch leads to a logical next step, such as scheduling a follow-up meeting, asking for the sale, or providing additional information. It should make it easy for the prospect to take action.

9. Addressing Objections

• Does the pitch anticipate potential objections?A skilled salesperson addresses common objections before they are raised or responds effectively when concerns are expressed. They should handle resistance with solutions or reassurances.

10. Results and Outcomes

• Does the salesperson focus on outcomes, not just features?Instead of focusing on the product’s specifications, a strong pitch emphasizes how it will improve the customer’s life or business—such as increased efficiency, cost savings, or solving a particular problem.

11. Closing Technique

• Is the closing technique strong and appropriate for the situation?The salesperson should aim to close the sale in a way that feels natural. Strong closers might use assumptive closes (acting as if the sale is already decided) or consultative closes (asking what the next steps are to move forward).

12. Follow-up

• Does the salesperson outline the next steps after the pitch?Whether it’s setting up a demo, sending more information, or scheduling a second meeting, there should be a clear follow-up plan.

By analyzing a sales pitch through these lenses, you can determine its effectiveness and whether it's likely to lead to a successful sale. If a pitch lacks in one or more areas, it could be a sign that the salesperson needs to refine their approach.

Be a problem seeker, not a problem solver. It will teach you how to show up and get stuff done.

Don't let school get in the way of your education.

Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs on Substack and Editor of Digital Health Entrepreneurship