Be the Doctor, Not the Pharmacist

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In the medical profession, prescribing a treatment without first thoroughly diagnosing the patient’s illness opens the risk of malpractice.

But in the advisory profession, it often feels easier to dispense the “medicine” because you know instinctively how to solve the illness, given your years of experience and expertise.

A prospect has an initial conversation with you and begins explaining their situation, and you think to yourself:

Ah, I know that problem well... I’ve heard it a thousand times before... I know exactly the path to take towards the solution.

Rather than doing a thorough analysis of their issues in the first meeting, you ask some basic fact-finding questions, then head towards your onboarding process to move them forward.

It all seems fine in your mind, until at the end of the meeting, they become indecisive – unable to say “let’s do this.”

Then they ghost you.

Here’s the sequence of assumptions that occurs in your mind, allowing opportunities like this to slip through your fingers...

  1. You assume their problem was what they told you.
  1. You assume it was unnecessary to diagnose deeply on the spot.
  1. You assume prescribing the “treatment” (and dispensing some of the medicine) would impress them with your knowledge and expertise, encouraging them to hire you.

Why isn’t your prospect buying your confidence that you can solve their problem?