In the previous article we started to comment on the video of a freelancer involved in a consulting sale during a television interview.
We’re talking about Dr. Roberto Pinelli, ophthalmologist and surgeon from Lugano, whom I don’t know but I thank for his involuntary contribution.
The first part of the video is a wonderful example of positioning and creating your own personal brand.
The second part is equally enlightening. Click below to watch the video, then we’ll comment it together. Be especially careful from 1’48”:
The interviewer asks Dr Pinelli how cataracts can become an “opportunity”.
This is genius: repositioning an annoying and disabling problem that can happen to a potential customer… showing it as an opportunity!
Can we imagine an old lady happy for the opportunity to suffer from cataracts, as if she won the lottery?
Anyway, let’s analyse how the doctor handles the inspiration offered by the journalist.
He does it in 5 stages:
- REVERSE THE CONCEPT
First, it starts with a dialectical masterpiece:
Let’s say this: instead of cataract, let’s say lens.
And with this simple redefinition, it disappears.
He changes the playing field with a few words.
That’s it, cataract no longer exist.
Once negativity’s away, we don’t think about the problem.
Let’s talk instead of something beautiful: your lens.
- EDUCATE
Then, in order to give strength to his concept, the “educational” phase begins.
He does this by mimicking the behaviour of the lens with his hands, making it clear to everyone how it works.
He doesn’t use slides, computers, overhead projectors: he makes a simple gesture with his hands.
As you look and listen to it, the cataract is forgotten: the protagonist becomes your lens coming to life in his hands, as if he really focuses an object.
In short, he shows an unknown function in a simple way to everyone.
- EXPLAIN THE CAUSES
Then he mentions 5 reasons why at a certain age we don’t use lens anymore: nutrition, heavy ultraviolet rays, diseases, hygiene, and close up glasses that cause tension.
- MAKE EXAMPLES
Then he compares the lens to a limb that become gangrenous because we no longer use it, so we use an aid, and the more we do this, the more it become gangrenous, and so on. And even here, he mimics a hypothetical atrophied arm around his neck.
- SHOW THE SOLUTION
Finally, he shows the solution: he says in simple terms that the lens is layered, that its method replaces the central layer, and that in doing so he gives the lens back the ability to perfectly work.
In conclusion… maybe there are colleagues/competitors as competent or even more. But he’s a very effective seller of its services.
Before ending I want to add one last thing.
What do you think about prices?
Do you expect to go to his clinic and find the cheapest rates?
Or, after all this educational work, has he already persuaded you? And he has transferred you all the value of his work, so when you pick up the phone to make an appointment you are ready to spend any amount of money, because you are sure that instead of “cataract surgery” you can get back in a few minutes your little lens from when you were 20 years old?
So, here’s the formula in brief:
Positioning > Education > Persuasion > Value > Price
The supply chain works.
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