If you’ve ever lied, you know that specificity is more persuasive then generalities.

Therefore, be specific when speaking to physicians.

Not because you’re lying, but because you want to tell the truth in a memorable and convincing manner.

For instance, when I got home after shooting spitballs at cars through a straw when I was 10, I told my mother I had been building a tepee out of sticks and leaves that Mr. Johnson had raked up after the recent windstorm and piled behind his barn under a tarpaulin.  Worked like a charm.

Data might seem persuasive, but actually it’s not.  That’s because we know in our hearts that 63.92% of all statistics are made up.  (Cough, cough.)

Really though, data is about large numbers of anonymous people.  And doctors know that no two patients are alike.  At least the good ones do.

Be specific about your target patient population, and make sure your doc hears you probing for specifics about his patients, and talking about specific patient types that could benefit from your drug.

Go figure!  Limiting your market can make you a more successful rep!

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.