Wednesday, February 13, 2013

Are you a financial advisor who wants to acquire more physician clients? Here's the key to success:

If you want to conduct business with physicians, conduct yourself as one.

This is not a big stretch. Financial advisors and physicians both manage risk, make life-altering recommendations and act is the face of an uncertain future.

Further, doctors manage their wealth the way that patients manage their health.

Your goal is to put on the proverbial white gown and recreate the trusting doctor-patient relationship with your physician clients.

The science of rapport You already know that people do business with people they know, like and trust. Neuroscience now helps explain why. When your actions trigger a prospect's specialized brain cells called "mirror neurons", you quickly build rapport. The words, "I like you." really mean "I'm like you. I see part of myself in you."

Switch places Imagine the last time you went to see your doctor. You're in a gown and the doctor's wearing the white coat. Now switch places. You're the financial doctor in the proverbial white coat and your physician prospect or client is the financial patient.

Assume the doctor role. The word "doctor" comes from the Latin root for "teacher." The doctor is the educated expert, with well-developed skills and judgment honed through experience. They maintain a calm, hopeful emotional climate, and offer considered opinions and recommendations.

Imagine your client in the patient role. The word "patient" comes from the Latin root for "suffering." The patient is the person in pain. Almost everyone wants relief from their financial pain.

Choose your specialty. Physicians do not try to be all things to all patients; rather, they become experts in helping a specific group of patients manage a specific medical concern. You can do the same. Choose a strategic group of like-minded physicians and focus on them.

Recreate the doctor-patient relationship Think about how you want to be treated when you are a patient: you want to be respected for your intelligence, and guided through choices outside of your day-to-day experience. Physician clients want the same!

Apply the medical litmus test  Before you execute a marketing campaign, consider this question: "How would I respond if a physician treated me that way?" If you're thinking about cold-calling cardiologists, imagine how you would respond to a cardiologist who called your home and asked, "Do you have heart disease?" and then went on to describe the great new stent.

You want to put your health care in the hands of trusted physician experts. Physicians feel the same about their financial advisors. You can be that person!

Vicki Rackner MD, President of Targeting Doctors, helps financial advisors acquire physician clients and keep them for life. Contact Dr. Rackner at (425) 451-3777.  Visit www.TargetingDoctor.com and sign up for your free marketing tips.