You're trying to connect with a skeptical oncologist. How can you establish trust during your sales pitch?

As oncologists are experts in their field, they will expect from you being a proficient in the latest research, clinical guidelines, and treatment protocols related to oncology. So, it is helpful to present evidence-based information with a pitch which should reflect a solid understanding of the science behind your product. Always use precise medical terminology. This shows that you respect their expertise and you are on their level. Provide robust clinical data from reputable sources to support your claims. Highlight studies that are peer-reviewed, large-scale, and directly relevant to their practice. Acknowledge any limitations in your product or study. This honesty helps build credibility, as it shows you're not trying to mislead them.

A basic principle of communication effectiveness is to avoid "one size fits all" kind of approach. Naturally every personality is different so it is important to customize your approach on the personality traits of your client. Sometimes script based steps are good to get the conversation going but they are not effective to establish consistency of alignment and most of all a deepening understanding of the character of your client. I think on this scenario it is very important to know the concerns of my client since they are explicit and also deepen the conversation to the implicit concerns which are hidden and try to provide alternatives and solutions. Always remember that HCPs are evidence base thinkers and evidence is a solid good start.

Leadership in sales that focuses on providing value goes beyond simply driving revenue. It emphasizes building long-term customer relationships, enhancing team performance, and ensuring that both the customer and the company benefit from every transaction.

As Oncologists are often pressed for time, your pitch should be concise, well-organized, and directly relevant to their needs. Avoid wasting time on unnecessary details. Instead of just presenting, ask for their insights and feedback. This makes the pitch a two-way conversation and shows that you value their expertise. Show that you value their opinion. Engaging them in a meaningful dialogue rather than just presenting can foster mutual respect.

I found helpful building strong relationship over time with the Ongologists. This can be achieved by follow ups after initial contacts providing additional information or answers to any questions they had. This shows that you are committed to a long-term relationship and are attentive to their needs. Consistently provide accurate information and follow through on any promises or commitments. Trust is built over time, and consistency is key. In the frame of your follow ups contacts you can, involve well-respected oncologists who has used your product to confirm its efficacy and if possible and KOLs in oncology who can speak to your product’s benefits.