Every October, pink ribbons remind us of the importance of early detection, prevention, and treatment in the fight against breast cancer. For business leaders and sales professionals, this month provides not only a call to action for health but also a powerful metaphor for how we should approach selling: like a doctor.
Just as doctors diagnose before prescribing, great salespeople must uncover a prospect's true needs – or "pains" - before presenting solutions. There are many parallels between medicine and selling—and the stakes, while different, share a similar truth: lives and businesses can be changed for the better through careful diagnosis, trust, and personalized treatment.
Diagnosis Before Prescription
The first lesson from the medical world is simple: you don't prescribe before diagnosing. Imagine walking into your doctor's office, and before you even explain your symptoms, they hand you a bottle of pills. You'd feel dismissed, maybe even insulted—and certainly not cared for. But you might have a case for medical malpractice!
Yet many salespeople make this mistake every day. They launch into product pitches, demos, and presentations without truly understanding the prospect's pain points. It turns off buyers instantly!
Doctors ask questions. They listen carefully. They probe deeper to find root causes, not just surface-level symptoms. That's exactly what the best salespeople do. They ask insightful, open-ended questions, then pause long enough to hear not just the words, but the intent behind the words.
Early Detection Matters
Breast Cancer Awareness Month underscores the life-saving importance of early detection. Catching problems early often means easier, more effective solutions.
In sales, early detection also matters. A sharp salesperson doesn't wait until a company is in crisis to engage. By being proactive—through market and industry research, observation, and relationship-building—they can identify emerging issues before they become major business threats. This foresight not only adds value but positions the salesperson as a trusted advisor rather than a reactive vendor.
For business owners and sales managers, this is the kind of salesperson you want on your side: someone who helps you spot risks and opportunities early, when action is still possible and affordable.
Building Trust Through Care
At the heart of the doctor-patient relationship is trust. Patients must believe the doctor genuinely cares about their well-being and isn't simply pushing a treatment for profit.
Likewise, good selling affords prospects the opportunity to quickly sense whether a salesperson is there to help or just to hit quota. The most successful sellers establish credibility and trust by demonstrating empathy, offering tailored insights, and following through on commitments.
During Breast Cancer Awareness Month, we're reminded that doctors and nurses often walk beside patients through difficult journeys. In business, the best salespeople do the same. They don't disappear after the contract is signed. They check in, ensure the solution works, and adjust the "treatment plan" as needed.
The Right Prescription
Finally, when the diagnosis is clear and trust is established, the doctor prescribes a solution. It's specific, tailored, and intended to solve the actual problem—not just treat the symptoms.
Salespeople must apply the same discipline. Rather than offering one-size-fits-all pitches, they should customize solutions that directly address the unique challenges and goals of the client. This approach is not only more effective but also leads to long-term, mutually beneficial relationships.
A Call to Action for Sales Leaders
As we honor Breast Cancer Awareness Month, business leaders can take inspiration from the medical field. Encourage your sales teams to think—and act—like doctors:
- Ask first, prescribe later. Train them to diagnose before pitching.
- Encourage proactive engagement. Early detection of client challenges creates opportunities.
- Model trust. Show that genuine care and follow-through are non-negotiable.
- Tailor solutions. Prescriptions should be precise, not generic.
For business owners and sales leaders, this mindset is especially powerful. You don't want salespeople who are order-takers; you want problem-solvers who deliver lasting value.
Breast Cancer Awareness Month reminds us of the life-saving power of early detection, diagnosis, and trust in the doctor-patient relationship. For salespeople and managers, the message is clear: adopt the same discipline and empathy in your approach to clients. When you sell like a doctor, you don't just close deals—you make a meaningful difference in the health and growth of a business.
