The Client Letter
July 25, 2011
Sedona Arizona
I’m not much of a doctor person… Despite that, today’s message is ALL about doctors.
Because when it comes to positioning, these guys and gals have it DOWN.
Do patients walk into a doctor’s office, tell THEM what to do and then haggle about how cheaply they can get it done?
Of course not. People go to the doctor to get advice about their health. Why? Because that’s what they’ve been trained to do.
Doctors benefit from an almost bulletproof positioning.
This positioning was built up over decades and decades and millions of interactions. Plus, they have the help of some folks like big pharma with REALLY deep pockets.
I’m sure you’ve heard the phrase on all those “legalized” drug commercials: “Ask your doctor if this is right for you.”
As if they should know what’s best for you.
But I digress 🙂
Most people (if you’re reading this, you’re probably not MOST people) view the opinions of doctors as irrefutable truth.
Not a bad gig if you can get it.
Unfortunately, the same CAN’T be said for freelancers… or other independent professionals like you and me.
Not for the vast majority of them anyway.
Ever have a client call you at some weird hour to ask a question that clearly could have waited?
Ever have a client call you like 10 times in a day?
You can learn from the way doctors are positioned in the minds of their patients.
Heck, you can’t even TALK to the doctor if you have a question. You talk to the secretary, or maybe a nurse.
Not the doctor. The doctor is busy. The doctor doesn’t do “little people.”
OK… so by now my point should be crystal clear.
You can use this to your advantage.
The first step is to begin ACTING differently. If you want to be treated like a pro, ACT like one.
Pros won’t be rushed.
Pros won’t be pressured about their fees.
Pros won’t accept criticism unjustly.
Pros won’t play games when they have a goal to achieve.
Pros won’t accept being asked for advice and then TOLD what to do.
If you act like a pro, your client will either treat you like one or your client will leave.
You win either way.
P.S. It’s not really the doctors themselves that I have a problem with. They’re fine people and most mean well. It’s really the people that abdicate responsibility for their health that bug me. I don’t see that changing any time soon.