I’m on the phone with a salesman from one of my suppliers. He asks me, “So, do you sell to any medical practices?”

“Yeah I do”, I replied. “I have some dentists and a periodontist.”

“Great!” he exclaimed. “You’ll be interested in our new stethoscope covers!”

Really, I think to myself. Let’s see, when was the last time I saw a dentist with a stethoscope. Oh yeah … NEVER!
He drones on. “So can I send you a couple samples. They’re really great and they can imprint their practice logo on them, and they keep dirt off of them, and … I cut him off.

“Sounds great”, I said. “You send them to me and I’ll see where it takes me. I look forward to getting them, I’m so excited. Wow! Stethoscope covers.”

What a moron. Sure, maybe he doesn’t know that a periodontist treats gum disease. But then again, he’s the one selling medical equipment supplies. And furthermore, why would a doctor want an imprinted stethoscope cover? The people who would see the imprint are already in his office. A better tactic would be for me to take the stethoscope cover to a business such as a pharmacy or health club that wants to get their name in front of those the doctor has access to. They’d imprint their logo and distribute them to doctor’s offices.

But here’s my real point.

How often are you so focused on selling what you have to sell … that you aren’t even listening to the answers people give you?