Add this one element to a drug rep’s sales pitch, and the deal is done

I hope your doctor takes note of this one…

If a female salesperson and reaches out to put her hand on your forearm, just go ahead and sign on the dotted line. Because it’s over. You’re cooked. The deal is done.

That’s the conclusion of a recent marketing study.

Researchers asked subjects to choose between a safe investment and a risky investment. They found that subjects were much more likely to take the risk if a woman casually touched a shoulder or put a hand on a back while explaining the choices.

And ladies, before we get too proud of ourselves… these same results occurred with both genders. Not just men.

The leader of the study told Reuters Health, “If you’re a doctor, or are in sales, this is a form of communication you might want to keep in mind.”

And I would add to that: Keep it in mind ESPECIALLY if you’re a doctor. Not so you can sell a patient on a therapy, but so you can avoid manipulation by drug sales reps.

Invariably, drug reps tend to be young, attractive, and… motivated. And most of them are women.

And if they reach out for that easy little touch…

Your doctor might start prescribing Lipitor for headaches, Prilosec for hiccups, Adderall for Monday morning blahs, etc.

Sources:
“Female touch can influence decisions, behavior: study” Karina Ioffee, Reuters Health, reutershealth.com