At KAI, with our Specialist Capability Partner NeoHealthHub, we’ve analysed thousands of Life Sciences and Healthcare Interactions for 8 of the Top 20 global pharma businesses and the NHS. We use three types of AI (acoustic, words and visual) to observe the behaviours and traits that drive the most successful outcomes. We’ve distilled these insights from that data into a simple framework, CRAFT.
The best Communicators hone their Conversation CRAFT. The five common elements that apply across any successful conversation.
C - CONNECT - on a human and professional level. In a professional conversation if you aren’t relevant to one of the other person’s top three priorities you’re unlikely to connect. On a human level, in all conversations, you’ll have points of connection and disconnection. Reliably having more of the former leads to better outcomes. We call this NetKonnectorTM
- If done well observed through being curious (asking good questions), relevant (using previous knowledge and information - active listening), and mirroring language and behaviours.
- If not done observed through missing opportunities for empathy; talking too much about yourself; using complex or judgmental language.
Example Stat: Missed Opportunities for empathy is the single biggest cause of disconnection in conversations.
Tip: If you truly listen to what the other person is telling you and you are open as a human being – you’ll spot these and be able to respond in a human way – this drives deep connection.
R - REALISE your optimal conversation by understanding the reality of the other parties situation. Uncovering their needs, challenges and priorities early on will help shape the conversation. And all conversations have an optimal shape - sometimes known as a sales or conversation model (e.g. GROW for coaching, SPIN for selling, MEF for medical). We call this a KonversationDNATM . Ensure the shape and balance of the conversation is right, discussing the right topics in the right order so you maximize your chance of success.
- If done well observed through the balance, order and presence of the DNA components; big open questions at the beginning followed by probing questions seeking to understand.
- If not done observed through missing DNA components; under-indexed DNA time, talk-listen ratio and poor outcomes.
Example Stat: 45% of conversations fail to follow all steps of a sales or conversation model (whether sales, medical or coaching).
Tip: Distilling and giving your teams clear guidance on the balance and sequence of conversations (be it a sales model; medical engagement framework; GROW coaching framework) helps participants clearly see their differences and change their approach. These models need to start with understanding the other parties reality.
A- ACTIVATE your communication partners interest in an engaging way.
- If done well observed through asking challenging (big open) questions at the beginning; telling stories; chunking up your value proposition, using appropriate language.
- If not done observed through Information overload; dominating the conversation (talking for long periods; low energy and engagement.
Example Stat: Engagement falls off by 30% if you talk for more than 2mins 30.
F - FOCUS - in on the win:win identified. This requires preparation. Determining and using, what we already know and matching that with our and their objective.
- If done well observed through good conversation balance; good ratio of open to closed questions; mirroring & trial close.
- If not done observed through question stacking; tentative language; negative sentiment; low engagement
Example Stat: Question Stacking (asking more than one question at the same time). Engagement drops by 50% if you ask more than two questions at once.
Tip: Good preparation includes thinking about the best questions to ask, which will uncover needs. Asking a single confident open question and waiting for the answer will give you the information you need to progress the conversation purposefully.
T - TRUST…built through the conversation and leaving the customer / coachee /patient with clear next steps feeling good. Actively seek out objections and deal with them empathetically. Better conversations finish where they start - on a human (not business level)
- If done well observed through confident delivery of messages and objections; clear actions and next steps jointly created; joy and high energy at the end of the conversation
- If not done observed through tentative delivery; negative sentiment and emotion of other party; no/low commitment to next steps.
Example Stat: If you set a mutual shared agenda at the beginning of the conversation you have a 40% better chance of getting the desired outcome.
Tip: Understanding what the other person wants to get out of the conversation shows you care about getting to a win:win and builds trust from the outset.
Remember "CRAFT" to deliver successful conversation outcomes with your customers, patients and team. Link to White paper to find out more in comments.
Interested in knowing how good you and your teams' Conversation CRAFT is?
Leading Life Sciences organisations use KAI to baseline performance and show precisely how and where your teams can improve. Bespoke models are tailored For Sales teams and Medical teams with Healthcare professionals; Managers Coaching; and Clinicians with patients. Further tuned for the treatment area and the specific key messages and insights of your brand.
NeoHealthHub are expert implementers of the technology and fuse this objective AI observation with Human intelligence (HI) to super-charge your teams and drive sustainable improvement programmes globally.