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Lately my dog walking and walking to work entertainment has been an audio collection of the complete work of Sherlock Holmes as read by Stephen Fry.

This purchase was at remarkably good value as it was 1 token on my audio account for about 88 hours of listening.

I’ve loved Sherlock Holmes since I was a boy and made a bit of a minor study (a very Holmes statement) into the actors that have played him and the stories themselves. I am continually drawn back to reading, listening or viewing any of the material that has been produced.

I find these recordings tremendous as I have also always loved Stephen Fry but he also enable a story to relate to context for the modern world.

As I was walking home from school though today listening I was struck by the standard nature of Holmes’ ‘consultation process’.

At this point it’s probably worth me explaining that I do understand that Holmes is a fictional character.

When Holmes meets a new ‘client’ the structure is always the same. They meet in his rooms and before much or any dialogue has been undertaken he tells them facts about themselves that he could not possibly know, only from the extraordinary nature of his observation, logic and analysis does he know this.

Naturally the prospective client demands to know how Holmes knows such a large amount about their personal life and Holmes is able to explain therefore confirming his brilliance securing the trust of the potential candidate and also his worth as a ‘professional’.

What Holmes does in all of his initial meetings with possible clients is he sells them trust.

I just had the light bulb moment when I was walking home from work after having an afternoon of new patient consultations and understanding that that is exactly what happens in a first meeting with a patient who may want to undergo possible treatment.

It’s now well known that the ideal situation in a first meeting is to be silent or as silent as possible for the first 90 seconds. To interrupt a patient, to put words into their mouth or to try and guide them reduces the possibility of achieving trust with them early on in a consultation. So the approach ‘what can I help you with today?’ Or ‘can I ask why you’ve come to see us?’ And then sitting back and embracing the silence for 90 seconds is perhaps one of the most important aspects of a consultation process.

It’s interesting to reflect upon and to think back into a situation where I have been a patient and to see whether that has happened or not.

The last time I had to visit my GP the consultation lasted about 7 minutes and there was absolutely no time to build any sort of relationship. When I use to provide NHS check ups the same was true.

You can see in a long term aspect of an NHS practice that it’s possible to have a continuing conversation over 20-30 years which is where the trust comes in but in a referral practices these relationships have to be built from the very start, often based on one course of treatment.

I suppose this is the essence of ‘ethical sales’ but it’s really just humanity and personal relationships. Having the courtesy and the emotional intelligence to take the time to listen.

If you take the time to listen and reassurance from the outset it’s bound to get your relationship off to a better start.

Blog post number: 1430