How to Get Your Prospect/Patient to Say “Yes”
By Mark Moore
Getting a “yes” answer from your patients/prospects requires that you understand how they process information. In short, whether they say “yes” or “no” depends on how they make their decisions. decisions.
There are three types of decisions-makers, each of which follows a specific path to receive and process information in order to come to a conclusion:
- Thinkers are people that make decisions with only using their brains. They arm themselves with a lot of facts and choose the smartest decision. Thinkers can never have too much data. You can recognize thinkers by evidence of numbers and solely expresses through logic using their brains only. This patient/prospect usually brings in a file full of information and will tell you exactly what they want. You can never give them too much information even if you gave them all the factory specs of that product.
- Feelers are people that use their hearts to tell them what to do. Some of them say they literally and physically feel something in their stomach, shoulders, elbows, eyebrows, etc. and they make the comforting decision. Feelers prefer pictures, lots of color and relate to stories. Feeler’s consider their emotions that they use to express through a whole-body experience and the sense of “feeling their way.” Feelers want to know the emotional content of the issue. This prospect/patient usually does not want much or any data about the product or services. They do not care how many channels or bands it has or details of any kind of the solution or treatment but is only interested in how it helped other people like them and how it would make them feel.
- Knowers are people that make “intuitive” decisions. They may not actually know how they made the decision but they are sure it’s right. Knowers use their instincts to work through their though process. Although knowers like information before they make a decision, it must be the “Cliff Notes” version, offering only bullet points for them to make decisions. This patient/prospect usually is easily satisfied by proving the product or treatment will work for them by either a demonstration or a few quick short facts on the benefit of the product or service.
Everyone uses all of these thought modality mechanisms or a combination of all to process information to a greater or lesser degree but one is always more dominate than the other modalities in an individual thinking. When communicating information to your patient/prospect the information you present must make sense to them if they are to believe that you can solve their problem. In other word, information has to be presented in a way that can be easily processed through that person’s dominate decision making modality.
With this knowledge in mind, it becomes clear that you need to figure out how to identify a patient/prospect’s thought process and determine their decision-making modality. The trick is developing your awareness starts by discovering your own dominate modality and how it impacts your ability to communicate with others who have a different modality. Once you’re able to recognize and understand how you react to other people’s modalities, you will have the inside track on getting a “yes” from your prospects/patients when your able to present your solution in a way that appeals to your patient/prospect decision-making modality.
In addition to helping you get a desirable reaction from patients/prospects, is all about understanding the thinkers, feelers and knowers decision making processes which will help you better communicate in all aspects of your life. If you understand how people think and react to information that is given to them, you can develop better working relationships with staff and co-workers. It is well established that misunderstanding and poor communication can lead to a dysfunctional workplace; conversely, good communication promotes strong relationships. By understanding how you prefer to communicate and how your dominate modality interacts with others, you also will gain a deeper understanding on how you can best be heard and understood how to improve your relationships with family and friends, how to motivate and connect with your staff and co-workers, and how to proactively resolve differences while promoting good patient/prospect answers and outcomes.
Mark Moore is the Co-Founder and Chairman of InnerScope Advertising Agency Inc. and has been finding innovative audiological solutions for the hearing industry for more than 30 years.