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This 'Dr. House' Sales Strategy Crushes It
Want to land more clients with less effort? Do this...
955 Words | 3 Min 58 Sec Read
Welcome to another issue of Passionate Income.
Today we’ll be discussing one of the most effective methods for selling freelancing, agency and/or consulting services: The Dr. House Method.
Let’s dive in.
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Ever seen that show House?
Where people show up to this hospital with super rare diseases and Dr. House accosts them and berates his coworkers before finally having a flash of insight and figuring out what the disease is?
Believe it or not, this is the perfect analogy for how to sell your services.
As an example, imagine your appendix bursts one day.
Which as I just saw on TV last night, can lead to sepsis and be fatal (turns out that's how Houdini died).
In agonizing pain, you're rushed to the clinic. Except for one little problem:
After asking you just two questions, the doctor decides you have a common stomachache, writes you a prescription for an extra-strength NSAID and sends you on your way.
No blood tests. No X Rays or MRIs. Nothing.
As you can imagine, this could prove deadly for our hypothetical patient. In fact, if this were to happen in real life, the doctor could be sued for medical malpractice. Why?
Because he/she didn't do a proper diagnosis before deciding what the problem was. Which, in turn, could lead to serious injury and/or death.
So what does this have to do with selling your services?
Everything.
See, when people hire freelancers/agencies/consultants, they do so because they expect to solve a problem. Could be related to finances, marketing, sales or something else.
Doesn't matter.
Nobody hires a service provider for the f**k of it. In almost literally 100% of situations, they hire someone because they want a problem solved.
But here's the rub:
Until you know what that problem is, meaning you understand it on a deep level, how can you be certain your service is a good fit for their needs?
Similar to our doctor making a rushed diagnosis in the example above, most service providers are way too eager to position their "thing" as the perfect, magical solution to their prospect's problems.
Only thing is, unlike medicine - where your average patient has no idea what's going on inside their body - the people you're selling to are hyper-aware of what's going on inside their company/business.
And because of that, they can smell a faker.
Unlike the Doctor-Patient dynamic, where 99% of patients defer to the doctor's authority, it's unlikely your prospects will be deferring to you in any way, shape or form. Mainly because they're the ones who understand their business and they're the ones writing the check.
Meaning, they're the ones in a Position of Power.
On the flip side, by treating the sales conversation like a curious (and highly patient) physician, you can bypass your prospect's skepticism.
The reason for this is because - similar to a doctor who actually asks all the right questions - digging deep into the problem gives you an air of expertise.
It shows you're legitimately concerned with understanding the prospect's pain points, and unwilling to prescribe a solution until you understand their needs.
In addition, similar to a doctor who refuses to accept a patient's self-prescribed diagnosis (which they most likely formed based on some Google searches), challenging your prospect's assumptions is an incredible way to position yourself as the expert.
it shows you're more concerned with helping them find the right solution than you are being a people pleaser who tells them what they want to hear. Which, not so coincidentally, is more likely to help you land the sale.
In conclusion, most B2B salespeople rely on pressure and making promises they can't keep to get the sale. But as you climb the ladder, and begin to deal with more highly sophisticated prospects, these types of amateur strategies won't work.
Instead, what's more effective is to assume the position of a patient doctor.
Take your time asking questions so you can understand their situation on a truly deep level. Then, if your service can legitimately help them, explain that to them. Explain how, why, what the timeframe is, etc.
At the same time, if your service isn't a fit, you have to be willing to walk away from the sale. Similar to how a doctor could lose his license for recommending a drug just because it could earn him or her some money, you should never try to sell your service if you know the project will be a failure.
There are tens of millions of businesses in the US alone.
If you're desperate to make a sale, trying to convince someone to hire you when you know you can't help them will only result in disaster.
Instead, focus on generating more of the right type of leads so you can prescribe your service with confidence.
💡 Takeaway: Rather than selling through pressure and hype - which prospects hate - use diagnostic questioning to show you're an expert who truly cares about diagnosing the problem and providing an appropriate solution.
🎁 Resources:
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