In one of my sales trainings, I asked a simple question:
“What’s the difference between visiting a doctor and visiting a pharmacy when you’re sick?”
And oh my, the responses were golden!
Let’s break it down, Zimbabwean and Zambian -style:
Scene 1: The Doctor Visit
You enter the doctor’s room, slightly weak, maybe dizzy, holding your head like it’s about to fall off.
Doctor: “What brings you here?”
Patient: “I have a headache.”
Doctor: “When did it start?”
Patient: “Three days ago.”
Doctor: “Do you drink water?”
Patient: “Only in tea… or when I bathe once a week.”
(Side note: My brother, water is life not a flavor in tea or a weekend event!)
Doctor: “Where exactly is the pain?”
Patient: “Forehead.”
Doctor: “Alright, let me write a prescription. Go to the pharmacy.”
You see? The doctor digs. They investigate. They ask questions. They don’t assume your forehead pain is caused by your in-laws or unpaid rent. They want facts!
Scene 2: The Pharmacy Drop-By
You skip the doctor and march straight to the pharmacy like a soldier with a mission.
Patient: “I need Gaviscon!”
Pharmacy Assistant: “Tablets or solution?”
Patient: “Solution.”
Assistant: “Big or small?”
Patient: “Big. My acids are big too.”
That’s it. No, “What did you eat?”
No, “How long have you had this?”
Just a fast transaction swipe, next customer, goodbye.
Both doctors and pharmacists are essential no one is discrediting their value. But when it comes to sales, there’s a HUGE difference in approach:
Doctors Diagnose. Pharmacists Dispense.
Salespeople, if you’re always jumping to “Here’s my product, take it!” you’re behaving like a pharmacist. You’re just giving the solution without understanding the problem.
But great salespeople?
They sell like doctors.
They:
- Ask powerful questions
- Listen carefully
- Explore the root cause of the customer’s pain
- Prescribe a solution based on what the client actually needs
“But Jerry, I’m not a shopkeeper. I’m in a special category!”
My dear brothers and sisters in the pharmacy world please relax. This analogy isn’t meant to offend you. I already got a few calls saying, “We do ask questions!” I salute you! You’re the real MVPs!
But for most people walking into a pharmacy in Zimbabwe & Zambia , it’s a fast-food-style health consultation. No judgement. It’s just the reality many of us experience.
If you’re in sales and you’re not asking questions, you’re guessing.
And in sales, guessing is expensive.
So next time you’re about to pitch pause, put on your imaginary stethoscope and say:
“What brings you here today?”
Trust me, your closing rate will thank you.
Sell like a doctor. Diagnose before you prescribe.
Otherwise, you’re just giving Gaviscon to someone with a heartbreak.
To my dear brothers and sisters in pharmacy:
Please, be kind don’t throw insults. Let’s stick to facts.
This blog is all love, all learning, and no prescription required.
And for those of you who have walked into a pharmacy, asked for medicine, and the pharmacist took their time to ask you questions like a doctor
Please drop the name of that pharmacy in the comments!
Let’s all go there and experience world-class service!
