Networking Doesn't Require Much Work Tip #3

In our last posts on this topic, we suggested that those you see as “Super MSLs” are not any better than you, they are quite simply employing skills and strategies that some of us overlook. They know the art of being an impactful MSL! Here are five more:

1.     Engage your Human Relations Skills…early and often. Godin calls these “real” skills because they are why you were really hired. Some call them ‘soft skills’ which I think diminishes them. I call them “transformational skills” because when used well, they do transform our place among others.

2.     Memorize names, places, events, and family members. Nothing is quite so sweet as the sound of our name and that of our children. Take advantage of this by being the one who uses names. Sometimes you will hear “I’m not good at remembering names” and the advice is, “I wonder what it is costing you to keep being “not good”?

3.     Sit with strangers, introduce yourself, inquire, and ask for advice. I usually say, “What kind of work do you do?” Followed by “Did you go to school to learn how to do that?” This is usually met with a smile and the conversation has begun!

4.     Avoid alcohol (even one) at after-hours events. Avoid your friends who are drinking too much also. Eating with the boss? Many young men take their suit coat off at meals…mistake. I rarely see a CEO do so. Dress like the CEO, act like you are the CEO, engage like a CEO, and don’t eat furiously. Don’t start eating till everyone has been served. Pass the bread bowl before you take your share. Business meals are not for eating, they are for meeting.

5.     When you are being interviewed, know the ‘silent question’ that is in the mind of the other. My clients who interview say the following:
a. Can this person solve my problem?
b. What is this person like to work with?
c. Can this person improve my team in some way?
d. Do I like this person?

You are still answering their questions of course, but you are also adding a magic word after each answer…”because” or “the reason this is important is” which shows not only your answer but more importantly your ‘take’ on the material, your ‘wisdom”…that is what will make you different, unique, and show the value the real you will bring.

Networking Doesn't Require Much Work Tip #2

Today, we’re continuing our series on networking with three essential tips for mastering effective communication and engagement—key components in becoming an impactful MSL:

1.     W.A.I.T. This stands for a reminder to all MSLs “Why Am I Talking?” Sometimes we think by talking we will impress. Actually, just the opposite is true… You will be better remembered by how you listen, how you attend, how you seem fully with the other person. At a recent party I had a long conversation with a horticulturalist about invasive plants, glaciers, and oak trees! It was interesting, he was interesting, and I was interested. So be interested instead of trying to be interesting. You can have a terrific conversation with anyone about anything especially things you don’t know if only you will WAIT and listen.

2.     Ditch your “elevator speech” Nobody wants to be trapped listening to you about you. Prepare a conversational identity statement to use when asked, such as “I work with ______ who want to _____ so that they can ______.” And then turn the conversation to them by adding “How about you?” or “Were you ever on a work team where the leader of the team got promoted to lead the team but didn’t really have any training in being a leader? That’s who I work with. How about you?” These are designed to stimulate a conversation moment not an admiration moment.

3.     Have a routine you can count on…look for ‘the one’ that is most interesting to you. Personally, I look for those who sit alone and quite simply go over and say, “Hi I’m Kevin, OK to share your table?” They always say yes, and it gives me an opportunity to engage in a conversation. I did this outside of a funeral once thinking the person was somehow important to what brought all of us together. Turned out he owned a junk yard (which actually is pretty interesting!), was married to the important person who I then met and helped her get hired at our university. Some call it fate, we call it taking advantage of a situation before us.

Spirit of collaboration

Even if you are the expert, the teacher, the author, the parent, or the partner, aim to be collaborative rather than authoritative. Yes, we all have our areas of expertise—economists, physicians, historians, and philosophers possess vast knowledge in their fields. But so does the window washer at O’Hare Airport, expertly gliding her tools over expansive windows.

When engaging with others, I strive to ask questions that uncover their unique insights. For instance, “What’s the most exciting discovery in your study of economics (medicine, etc.)?” or “What’s your secret to cleaning windows so efficiently?” (Wrist action and a special formula in the bucket!) Even if I think I know, it's better to let them teach me than to act like a know-it-all.

When you are the expert in the room, avoid acting as if you are. Instead, combine, collaborate, cooperate, and connect with others’ expertise. They may have knowledge beyond our own. As authors learn while writing, “Writing a novel is like driving at night. You can only see as far as your headlights, but you know there’s a destination you’ll reach sooner or later.”

By fostering a spirit of collaboration, we can enrich our understanding and build stronger connections.

We are published!

Kim and I are thrilled to announce that we have been published in The MSL Journal of the Medical Science Liaison Society! Our article, "The Art of Being an Impactful MSL," explores how communication nuances and active listening elevate the role of MSLs beyond just sharing scientific data.

The article highlights practical strategies for MSLs, such as:

- Asking probing questions to dive deeper into conversations
- Optimizing virtual interactions with effective eye contact
- Using empathetic phrases to acknowledge physician pain points

Discover how mastering these techniques can transform your impact as an MSL. Read the full article here.

Check out our insights every Monday and Wednesday in the LinkedIn group “The Art of Being an Impactful MSL”.

Podcasting

When you're being interviewed for a podcast or any other setting, keep your answers concise and valuable. Don't go on and on—let the interviewer ask their questions and focus on providing short, impactful responses. This keeps the conversation engaging and allows for a smoother flow. Watch this video to learn more...

Play the “dumb nut”

Bob Powers, one of my late professors from what is now Adler University, once advised us aspiring counselors to play the “dumb nut” to encourage deeper thinking in others. Reflecting on this advice many years later, I realize how asking seemingly obvious questions can stimulate thoughtful discussions for both parties. Simple inquiries like, “Can you tell me more about that?” or “I’ve not heard it put that way before, could you elaborate?” are powerful tools.

I recall a flight to Los Angeles where a man told me about his son, who played college football on the East Coast. He said, “My wife and I attend every game so we will be there when he gets hurt!” Surprised, I asked, “You expect him to get hurt?” He explained, “Football is a very violent sport, Kevin.” Knowing little about football, I inquired further, “What position does he play?” When he said, “Quarterback,” I asked, “Is that the one who throws the ball?” He looked at me incredulously and replied, “You have no idea about the game, do you?” I admitted, “Nope!”

He then pulled out his iPhone, and for the next hour, we watched his son’s game as he taught me more about football than I ever knew. It dawned on me later that we weren’t just watching a football game; he was sharing baby pictures of his grown-up son. This experience underscored the value of asking basic questions to unlock deeper connections and understanding.

Networking Doesn't Require Much Work Tip #1

Do you wonder why some MSLs are (or seem to be) more ‘connected’ than others? They seem to know more people, seem to get promoted faster, are aware of what’s happening in real time, and heck, they just always seem to be ahead of the rest of us! You may see them as the “Super MSL” or “MSL’s MSL.” They know the art of being an impactful MSL!

How about you? Were you ever stuck at a party and didn’t know a soul leaving you to feel unconnected? Have you ever met a new KOL or better/worse inherited one from a “Super MSL” and felt you’d never develop that strong connection?

Networking will help others know the real you, at least the real you that you want them to know and foster your connection!

It may be true that the “Super MSL” is more connected, but it may not.  In our experience most of that may be happening is in your head instead of happening in reality. This is the first in a series of posts to help you navigate the party and more importantly, connect with your KOL.

First thing to remember is that networking is not for the extroverts only. Networking is quite literally a net with holes and strong rope. Some of the people you will meet will fall through the holes, others will be caught in your net. This natural process is important since you need to be selective. You don’t need everyone; you need special ones.

Here are some tips (more in our next posts!):

1.     Dress up to stand out. Compare yourself to your colleagues, are you dressing like they are? What then makes you different, memorable, and identifiable? Early careerists often seem to prefer black. Let them dress that way, not you. Get advice from a good source and be willing to pay the price on at least one outfit that sets you apart.

2.     Be present and have presence. This enduring lesson from Char Wenc came to me many years ago and continues to remind me that while I can be physically present, I can also be invisible to the memory. Show up and talk. Lean forward and listen. Show up and take physical notes (no computer up to block the engagement). Phone on silent and not on the desk. Do everything in your power to show you are here and your KOL is being heard.

More to come soon...

Being Ghosted by a KOL Tip #3

Did you ghost someone this week? The call to action in our last post was to monitor who you respond to and what messages you left unanswered. This self-reflection will provide insights into changes you need to make to your own communications.

What made you decide to respond to certain communications? Did you find those emails easier to read? If so, why? Perhaps you are like more than 85% of people and use your phone to read/screen emails. This is an important consideration when crafting an email you want people to open! Keep your emails short and to the point. Use bullets instead of long paragraphs and complex sentences so the communication is not burdensome to read or perceived as requiring effort to answer.

Was a specific question asked and easy to answer? I know I respond to that style email more quickly. Seeing a long text or email results in my closing it down until I have more time to read through it… and hopefully I remember to mark it unread, so it gains my attention again! Frontload your communication (and your subject line) with a call to action or question and fill in the details in the following paragraph. Reframe the question from “would you like to…” to “when is a good time to…” or “which of these times work for you…” versus “when is a good time for you” to strengthen your request.

Did you respond because a deadline was given? Providing a deadline a few days away may result in a quick response. If the deadline is weeks away, it may result in a delayed response due to the thinking of “I have plenty of time to make this decision” or “I have no idea what I’m doing in 6 weeks.” Don’t forget to include “Why” when appropriate as that may save back and forth emails and will help garner a response.

After asking the KOL for their preferred communication style, putting that into practice as well as the other techniques outlined in this series of posts, and continue to be ghosted, talk with your colleagues. Reach out to an MSL who is practicing the art of being an impactful MSL (the “MSL’s MSL” per se) and learn their techniques. Pose the question and listen (WAIT… Why Am I Talking (discussed in previous posts)). You are not alone in this so use the transformational skills you’ve learned and turn “ghosting” into a thing of the past.

Language that cuts through complexity to clarity

Nido R. Qubein, President of High Point University is a master of the language that cuts through complexity to clarity. To help us focus he uses word pairing to teach. The difference between training and education for example. Or the difference between success and significance, fortune or fame.

What for you might be two words that have special meaning? Surviving or thriving? Work or career? Managing or leading? Self or other? Funeral or Celebration of this life well lived?

One of my favorites comes from Dr. Rudolf Dreikurs (1897-1972) the famous Chicago psychiatrist. “I listen to the tongue in the shoe not the tongue in the mouth. Feet only point in one direction; words can go anywhere!”

The best word pairings come not from Nido or Dr. Drekurs or from me…but from your own thoughts sometimes leading up to action. 

Being Ghosted by a KOL Tip #2

The art of being an impactful MSL includes ensuring communication lines stay open and avoid ghosting altogether. A lofty goal but can be reality if you are bringing value to the KOL and their patients. Here are some ideas…

Upon reflection have you realized you don’t know this KOL’s preferred method of communication? Ask the KOL directly… text or email? Voicemail? Carrier pigeon? Consider asking them what they really, really hate about MSL communications…. many will happily tell you story after story. Implant in your brain: W.A.I.T. (Why Am I Talking?) just listen for the preferred and the non-preferred. That you even asked gives you bonus points. Whether you believe in ghosts or not, I’ll bet they like the attention when they discover that you are listening. Start this conversation when you profile a KOL and check back periodically to ensure things haven’t changed.

One aspect of preferences is frequency of communication. Some KOLs appreciate more frequent contact while others thrive on contact for a specific topic. Be sure you’ve included this question… maybe ghosting is due to what they consider to be an overwhelming number of communications. Maybe they focus on emails on Friday afternoon and, in fact, haven’t ghosted you at all, they just haven’t gotten to it just yet.

What is the content of the email you’ve sent… just “checking in” or have you made a specific request? Was your email too vague for them to understand that a response was expected? Get to the point and ensure the subject line is clear. Develop the habit of scheduling the next meeting at this meeting… Or a “May I call you next month”… With “What’s the best way to keep you updated on the latest information?” Getting your next meeting on the calendar helps to avoid the opportunity to get ghosted altogether.

Are you struggling with how and when you should reach out to the KOL again? Ensure you’ve given them at least a week to respond, responding to the same email chain (if that was your original mode of communication) and using words that garner their attention. The book “Exactly what to say” by Phil M Jones gives some phrases that may be effective to generate results. In this scenario using a “When would be…” or “I’m guessing you haven’t…” or “If you give me a chance…” opening line may do the trick.

This week pay very close attention to what you find yourself paying attention to…you too ‘ghost’ and don’t know it…but often you do know! What would bring you back?

Using evaluations

When reviewing evaluations, set your ego aside and focus on finding the truth. Use this feedback as a valuable tool to identify areas for improvement and enhance your skills. Growth comes from being open to constructive criticism and continuously striving to be better. Watch this video to learn more and let me know what you think!

Being Ghosted by a KOL Tip #1

Ghosts might not be real, but ‘ghosting’ sure is. It is ubiquitous in our society, happening in both our personal and professional lives. It may leave us confused and uncertain, especially if we were just actively engaged in discussion with someone or are following up to address a question they posed. Keep in mind that people are busy and pulled in many directions, so it’s not personal (even though it feels very personal). Sometimes it’s okay to let it go, but if this happens in our professional setting, particularly with a KOL, it’s likely that we should not walk away, and we really cannot walk away. The art of being an impactful MSL includes keeping the communication flowing and reinitiating that conversation if ghosted.

If you’ve been ghosted by the KOL, what’s your next step? An MSL’s job is to engage in scientific discussion with KOLs on topics relevant to their work, whether that is related to company initiative, new data that is important for their patients, or to address a question they’ve raised. Here are a few options to consider, with more ideas to follow in the next posts…

Have you contacted the KOL via their preferred method of communication? Many MSLs respond with “Duh, of course I did.” But on further reflection have you really taken the time to think it through? With the multitude of ways to communicate and the enormous amount of data coming at us throughout the day, it’s important that we understand how this specific KOL not only likes to receive information, but also what they hate, and what they are seduced into reading. Adjust your communication strategy accordingly. Don’t know the answer? ASK!

What strategy worked best in the past? Is email really the best tool or is a short text message more likely to garner their attention? Or is it a voicemail at a time when you know they won’t answer? Make that voicemail about them, not you. “I was thinking about you today and I remember you said ______. I loved that and mentioned it to my spouse. She/He said I should have asked you _______. So can I get a bit of time with you, so my spouse stops asking me?!”

Are you using the subject line to talk about yourself or about their patients? Think patients, patients, patients! And think about the problem the KOL has with those patients. You have a blink of an eye to catch them with an email. Do you really want it saying, “Just following up” or “Long time no see” or “(name of your drug) breakthrough.” Don’t be like everyone else. What email subject lines attract and detract your attention? Be clear!

Is the communication focused on you and your agenda or the KOL?

Meeting your KOL Tip #3

Today’s post is about the real you! Think back to our first meeting with someone we admire, someone who holds some power over us, who has some fame, or who could say yes or no to an agreement or a contract. What if this person was our ideal KOL? Warm, open, friendly, with all the time in the world. Would we then approach this meeting as an equal with the horizontal set-up in our minds? Each of us collaborating with our given expertise. Would the real you be able to be more comfortable, be able to be more open?

If you are still on the vertical, it can be a recipe for silence, a nervous laugh, or even a bit of groveling. Can you imagine the better set up? What if you were warm, open, friendly, confident, and not concerned with time a much as with a quality conversation. (In fact, a good rule of thumb is to never mention time, “thanks for your time”… “I’ll only take a few minutes of your time”… “I know you are busy today”… “I know you want to get to lunch,” etc.) The mention of the word ‘time’ plants the word in their mind. If you have set up the meeting for 15 minutes, you can say at minute 14, “Now I know we agreed to 15 minutes and I don’t want to overstay my welcome, so is there anything else I can provide (not “help you with”) that would be useful?” When the conversation is a good one, they will beg you to stay!

Therefore always use your time for a “timeless” conversation that has ebbs and flows (scientific exchange!) and is all about those two critical KOL questions: “Can you help me solve my problem?” and “So what?”

Of course, we encounter those in the system with authority over us every day. The system is vertical… but we don’t have to be! Even with our manager! (Well there are some exceptions!!)

The next time you are in a situation where you can choose horizontal or vertical, how would you think, act, and speak differently if you saw the other person as just like you, of course not the same but for sure socially equal? In fact, many in authority really don’t like being “up.” They prefer being treated in the same way we like to be treated: with respect and engagement.

As we’ve mentioned in a previous post, Nora Dunn from the early days of Saturday Night Live told my class one day: “You don’t have to please the audience, you need only engage the audience… And in the engagement, that’s when they will be pleased.”

Meeting your KOL Tip #2

In our last post we reflected on positioning in your mind’s eye: your feelings about who this KOL is and where you are in relation to them. We used the image of them being ‘up’ and you being ‘down’ which doesn’t feel so good!

But what if you lived on a horizontal plane where others are at your level despite having something you may not have? In our culture, advanced degrees are admired but are the plumbers who our homes dry equally admired? Who ranks at the “top” for you? Or could it be that the “top” or the “bottom” need not exist? As we stand next to one another vs. being on top or the bottom, we can appreciate our differences, our gifts, and our reliance upon one another. And while we are not all the “same” in terms of what we have and do, we all are “socially equal” as human beings. With this image instead of the “up and down” image, we can meet our KOL not as better, but as valuable to one another.

Who, for example, is more important in the Intensive Care Unit? Yes, the physicians are vital, but the nurses spend more time with you and in effect become consultants to the physicians. The respiratory therapists are important for sure. How about the chaplains who work with your family? And, oh yes, those who clean your room, who sanitized your room from the last patient… Are they important also? Each of these people will affect your outcome.

In every endeavor, we are all important. This is what the effective MSL not only thinks about but also believes and behaves accordingly. Despite the stereotype, physicians don’t want you to act “less than”… They want a good, robust, thoughtful conversation answering their two main questions: Can you help me solve my problem and the ever-present question: So what?

That’s quite brilliant!

My friend Derek Arden has a saying he uses as he looks into the air or deeply into the Zoom screen with this simple phrase, “That’s quite brilliant, isn’t it?” Whenever he says that I feel a bit smarter! Even when he says it about someone else! Perhaps he is on to something commenting on ‘brilliance’ the illumined light that helps see into the shadows.

Recently I was speaking to a group of physician leaders and I commented on being a “responsive” leader. David Dull came up with a better word, “How about ‘responding’ leader?” His contribution made me think. Responsive describes, responding is an action. Nice! Brilliant, actually! If we look for it perhaps, we too can see it. Quite brilliant, yes?

Meeting your KOL Tip #1

How do you feel when you are meeting someone in authority for the first time? How about that new KOL who means a great deal to you (and to your manager!). Anxious? Anticipating? Excited? Fearful? Nervous? However you feel, the wise MSL will take note of the feeling, accept it for now, and put it on the back burner. Ignoring the feeling will bring it to the front burner!

Our feelings when meeting a KOL for the first time are good indicators of how we view this person, view ourselves, and more importantly, how we view the setup. Anticipating the context and potential obstacles will help you control your emotions and more importantly will give the KOL a solid, substantial memory of you. Expect to be delayed, expect a time constraint, expect a less than friendly receptionist, and also expect to be your very best self regardless.

In many of our worlds, we are set up to see the world vertically: someone is on the top and someone is on the bottom (often us!). It is an old European model from the Middle Ages (perhaps dating back even further) that some people have authority and others don’t. The one on top is perceived as better than, superior to, in charge of, and somehow dominating over those below – if not in power, then perhaps in admiration, excellence, experience, etc. Some marriages are arranged this way, many businesses are, and even children dealing with the playground bully follow this model.

If you see the world this way, you will enter your first meeting with an authority figure (i.e. KOL) as you being the one on the bottom, which…doesn’t usually feel so good, even if you are excited to meet them. Like greeting royalty of old, you enter on bended knee, ready to kiss the ring. If you have ever met a celebrity, singer, or politician, you may encounter this even though you have no clue of what this person is really like off-screen, off-stage, or off the platform.

So how is this first moment of meeting for you? Are you ever on bended knee?

Growth Opportunities

Sometimes in life we take 3 steps forward and 2 steps back. Those 2 steps back are critical for our next step forward as they offer valuable lessons and growth opportunities. Watch this video to learn more and let me know in the comments what lessons you have learned from your steps back?

Handling Objections Tip 5

With preparation, being challenged by a KOL won’t have you running for the door, even when you’re taken by surprise. Be sure your questions are open-ended, requiring the KOL to think critically about their comments and expand on their thoughts. Give them time to respond (3-5 seconds) and don’t interrupt (it’s rude and worse, it confuses the other person) as will derail the KOL’s thought process and the insights you are hoping to gain! Ask-Wait-Listen-Respond. Acknowledge their response with body language (a head nod or by leaning in) and listen closely to hear what they are saying. Avoid thinking about your response as you will miss the nuances of their reply!

Anticipate challenging questions/comments and practice your response aloud with a colleague (they will likely face the same objection), or aloud when you are alone in your car or record a Zoom meeting with yourself answering the question. Multiple practice sessions give you what actors call “muscle memory” which are the options you can go to effortlessly. Practice makes perfect!

Being questioned by a KOL, whether it’s easy or difficult, is an opening for further discussion, and ideally, a more meaningful one! Use this opportunity to strengthen your relationship and prove your value for the company and to your KOL. Their patients will appreciate it.

The Lester Holt Technique

I have to thank Lester Holt from NBC News for this facilitation tip! Whenever a reporter finishes their update, they always ends with “Lester?” He then has his cue and picks it up from there. You can do this with your Zoom presentations, asking the audience to do the same…simply choose another attendee’s name and add a question mark to keep the discussion rolling.

I watched a video recently of ten or so professionals having a discussion where rather than using hand offs, they used resounding periods. Almost every time someone finished speaking, there was an awkward moment of silence as they wondered who would speak next.

You can use this same tactic when you are presenting with a partner. I work twice yearly with professional speaker Conor Cunneen - IrishmanSpeaks in a back-and-forth format of lecturettes. Conor is known far and wide as a well-rehearsed presenter…except when he works with me! We both like to present ‘in the moment’, especially for this audience, so use the ‘Lester Holt technique’ and hear our names called out with a question mark at the end, keeping the flow going. It works every single time even when I have no idea what Conor was going to say…and maybe he didn’t either!

Handling Objections Tip #4

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!)