When taking a value-based approach, your role as a sales professional is to act as a consultant helping your prospect make the most informed purchasing decision. Share fresh ideas and strategies that can help your prospect improve their own competitive positioning avoiding the temptation to tell the prospect what to do.
Professional Selling: A Trust-Based Approach Book Pdf
We propose here a framework to guide health professionals in communicating with parents about vaccination. By focusing on both what is said and how it is said, we attempt to provide an integrated, generic approach going beyond simply the one-way provision of information.
For each parental position, we proposed an overall communication approach then more specific guidance tailored to each parental position (1 3 and 4). Given that no tailored guidance was identified in the literature review, the specific strategies were informed by the literature on health communication; [48, 49] our professional and educational experience; valid consent principles, [50] and those of motivational interviewing which uses a guiding style to promote healthy behaviours [51].
Building trust is paramount in any healthcare interaction. As noted by Benin et al, the trusted health professional is one who: has spent time with the child and parent; listened to, accepted and addressed their concerns; possesses the necessary scientific information; and uses a whole-person approach that is not patronising but treats parents and their children as individuals [29]. Table 3 lists unhelpful and helpful approaches to communication with all parents.
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