Enthusiasm Makes the Sale
Yesterday, my orthopedic surgeon sold me on something I swore I’d never buy: two new shoulders. And he did it with nothing more than pure, unfiltered enthusiasm.
Years ago, when I was trained as a sales trainer, I learned that 85% of any sale comes down to enthusiasm. The same words spoken in a monotone simply won’t get the same results. Yesterday, in that exam room, I got a masterclass in just how true that is.
Several years ago, I began having severe pain in both shoulders. An MRI revealed that my rotator cuffs were irreparably torn. My doctor suggested injections to help manage the pain. The first two rounds, spaced 90 days apart, worked well. But when I went for the third injection, nothing. No relief at all.
I was told that sometimes the body stops responding to the shots after a while. “What’s my next step?” I asked, without much excitement. The answer? Shoulder replacement. This was not what I wanted to hear. I already had an artificial knee and hip, and replacing both shoulders felt like crossing into full bionic-woman territory.
I tried physical therapy. It helped a little, but the pain persisted. Honestly, I stayed in denial until yesterday.
Sitting in the exam room, I told my friendly orthopedic surgeon, “If you want the truth, I’m feeling like crap.” The pain had become unbearable, and my daily activities were suffering.
He looked at me and asked, “What are you waiting for?” Then he launched into an enthusiastic explanation of the procedure and recovery. I asked about my dog, what would I do while I was in the hospital? He smiled and said I’d be home the same day, surgery in the morning, home by night. The therapy would be straightforward, and the results, he promised, would be dramatic.
His enthusiasm was contagious. I found myself thinking, What am I waiting for? That old sales principle came rushing back: 85% of the sale is enthusiasm. And at that moment, the sale was made. I began looking forward to getting started.
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