Our last post was concerned with probing physician interest. This post is an example of an AdBoard turning into an AdBORED.
In an advisory board of 45 physicians eager to hear from a research expert, it became clear he liked himself very much! During his presentation a physician asked a question. Looking down his nose, the PhD responded, “The question you meant to ask me was _____” Guess what? No more questions for the rest of that morning.
When challenged, avoid becoming defensive or panicking to please as this may end the conversation quickly and won’t help you become the artist you are working to become. Frame your questions and tone to convey genuine interest in learning more and, ideally, to find the root of the objection. Is this an opportunity to ask questions related to your company’s medical strategy (i.e. key intelligence questions/topics)?
In person or on Zoom, physically lean in to show interest and inform your eyes to be confident. The eyes are the widows of the soul. Act as if you are confident and you will be. Remember you are the expert here!
If you don’t know the answer, admit it, and take a note on paper which will indicate you are serious about gaining an answer. Consider this response: “Thank you. I’m going to make a note and bring it back to our scientists. This is really helpful.” Then follow-up with “When is a good day for us to meet and discuss what I learn?” (Securing a follow up visit in your calendars!)