How to Close the
Physician
by John Couvillon, President
The most important part of the recruitment process is closing the deal. How can you dramatically improve your close ratio? There are several things you can do which will better your odds at getting the physician you want most.
Tip #1: Develop Trust
It starts with the first time you talk to the physician. It's
important at this stage to gain credibility. You must be accurate
and truthful. It is essential that the physician knows he can trust
you. Over time, you become a friend. When provided with two equal
opportunities, the physician will choose the one where he likes the
people the most.
Tip #2: Send a Blank Contract
Send a blank contract to the physician in advance of his/her visit.
Include a cover page asking them to review the contract. Some parts
of the contract may be non-negotiable, such as a non-compete clause,
and you don't want to pay thousands of dollars on a visit if the
contract is unacceptable to the physician. Explain to the physician
how he or she should contact the recruiter with concerns, and that
minor changes can be made.
Tip #3: The Small Details Are Very Important
The most expensive and time-consuming activity that is essential to
this process, can also be the most enjoyable-the site visit.
First, make sure you know the family and understand their needs. The
site visit must include everything necessary to enable the physician
to make his or her decision-the social aspects are as important as
the professional goals. In addition to visiting the medical
facility, it is important that the physician and/or the spouse, see
the community and are aware of features of the area that will be
important to them. For example, if their daughter is involved in
soccer, set up an appointment with the local soccer coach. Attend
church service, a theater production, or a sporting event. Arrange
meetings with private schools, musical instructors, and coaches. If
the physician is married, unless both parents are in the medical
field, it is a general rule to have separate itineraries for each
adult. Physicians have later explained that it was the little things
that won them over-receiving a fruit basket or a hand-written
thank you note-these minor details cemented the relationship and
made the physician and his/her family feel they were needed and
valued. Remember that a physician can practice anywhere, but a
family cannot live anywhere.
Tip #4: Let the Recruiter Negotiate
It's important to let the physician recruiter act as an
intermediate-you don't want to be seen as "the bad
guy" during negotiations. The recruiter can follow-up on the
site visit and get feedback as an unbiased third party. If the
physician has concerns, the recruiter can work to resolve
them.
Tip #5: Give them a Couple of Days
If you are certain that the visiting physician is the one you want,
tell them that you really like them and to give the opportunity some
thought and that a recruiter will contact them in a couple of days.
You may want to sign them right there, but if you do, you will
appear desperate and they may then wonder what is wrong with the
position.
Tip #6: Do Not Stop Interviewing Until You Obtain a Signed
Contract
You must have some deadline regarding your offer. Your physician
may be "shopping around" for a higher salary, while your
second and third choice candidates are being made offers by other
clients. If you develop trust and provide all of the information the
physician and his/her family may need to make their decision,
utilize the expertise of your recruiter to negotiate and mediate,
and establish a firm deadline. This will greatly improve your
chances of getting the candidate you want.
