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How to Implement “The Psychology of Persuasion” in Your MedTech Sales

How to Implement “The Psychology of Persuasion” in Your MedTech Sales

September 20, 2021
Zed Williamson

What do sitcom laugh tracks and Hare Krishnas handing out flowers in the airport have to do with MedTech sales?

Quite a lot, according to Robert Cialdini’s classic book, “Influence: The Psychology of Persuasion.” They’re all based on one or more of the six principles—or “weapons,” as Cialdini calls them—that we humans use to influence others.

This week’s special book review episode is dedicated to exploring the MedTech connection to the first three principles of “Influence”: reciprocity, commitment and consistency, and social proof. Join us as we push beyond the abstract to show how medical sales reps can implement these proven psychological tactics in their daily dealings to greater effect.

In this episode, you’ll learn:

  • How simple social experiments revealed fascinating patterns in the human psyche
  • Why you should always be asking your customers to “keep tabs on your stuff”
  • How overzealous attempts to use social proof can backfire  
  • What it means to start out as a giver as opposed to a taker
  • Why some physicians may respect—but not follow —KOLs in academia

Plus, we share some valuable resources you can bring to the table to enhance your customer relationships (and possibly break into new territories).

Check out the second part of our book review here.


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