Videos / Film
Film: A hundred objections and one attitude
2 minutes. The field note, shown rather than read.
Chapters
- 0:00 One trained attitude
- 0:10 What an objection actually is
- 0:28 Why the attitude matters more abroad
- 0:40 How the five moves work
- 0:52 India's opportunity
- 1:09 How to keep psychology honest
- 1:24 How to train it and check it
- 1:37 One honest answer at a time
The field note
Transcript
0:00 One trained attitude
An objection is a patient doing their job, and a clinic needs one trained attitude toward it rather than a hundred memorised replies.
0:10 What an objection actually is
An objection is a question the patient has not yet had answered. When I sort a long list of objections, most of them fall into five families. One attitude can serve all five, because underneath each one is the same request: help me decide well.
0:28 Why the attitude matters more abroad
This matters because a patient weighing treatment in another country has more reasons to doubt and fewer ways to check. Every unanswered doubt grows with distance.
0:40 How the five moves work
I would train five moves in a fixed order: listen, restate, reframe, prove with one fact and offer a real choice. The order matters more than the wording.
0:52 India's opportunity
That is also where India's opportunity sits. Price can be matched by another destination. A sales conversation that treats doubt as legitimate is much harder to copy, because it depends on the whole team behaving the same way under pressure.
1:09 How to keep psychology honest
In medicine, any limit on timing belongs to the clinician, not the seller. I would set one rule for every desk: you may use psychology to make information clearer, never to make a decision faster.
1:24 How to train it and check it
Each week, the team brings three objections they heard. The group sorts each one into its family and practises the five moves on it. Then I would check the result in the records, not in the role-play.
1:37 One honest answer at a time
Treat every objection as a fair question, because to the patient it is one. A clinic that does this well gives an international patient something rare: a sales conversation they would be happy for their own doctor to read. That is how I want India to win medical travel, one honest answer at a time.