BAG · Medicus · Business Development

Read the Room

Who has a say & what role do they play?

Change the word. Change the answer.

Same question. Different door. Curiosity opens it.

Select a shift above to open it.
✕ Instead of
“Why are you using that agency?”
✓ Try
“What led you to that agency?”
“What went into that decision?”
Why it works
“Why” asks people to defend a decision. “What” asks them to describe one. Same information — without the wall going up.
✕ Instead of
“Tell me about your coverage gaps.”
✓ Try
“Help me understand where the gaps are.”
“Help me get up to speed on your service lines.”
Why it works
“Tell me” is a command — it puts you above them. “Help me” makes them the expert and you the student. People are wired to help.
✕ Instead of
“Why do you say that?”
✓ Try
“What makes you say that?”
Why it works
You get the story behind the statement instead of a defense of it. Use it any time they say something you don't understand yet — it never sounds like a challenge.
✕ Instead of
“Why did you go with them instead of us?”
✓ Try
“Help me understand — what made that the better fit vs. this?”
Why it works
Asks about the choice, not the person. You learn the actual criteria they buy on — which is exactly what the BDE needs from you.
You're not softening the question. You're removing the reason to guard the answer.

5-Steps to Earning a Response

How to get a response without chasing people.

Tap any step to open the swap — what to stop saying, what to try instead, and why it works.

Select a step above to open it.

The psychology

See it in action
Tap an example to read the full outreach.

A UO Sales Manager reached out to a group after discovering limited information online indicating they were planning a trip to Orlando.

Good Afternoon,

Thank you for choosing Orlando & allowing the City to assist you in hosting The 2026 National Championships! (This is a mutually agreeable fact) On behalf of our Gold Key partnership with the Orange County Convention Center, your group qualifies for discounts up to 40% off Universal Orlando tickets. (Provides unique offer while acknowledging their choice & giving UO credibility)

Would you be against hosting a link for your Teams, Athletes, Coaches & Parents to save on their tickets? (Get your Yes with their No) We also have programs for you to resell them the tickets & raise money for your organization while still offering a substantial savings to the attendees. (Allow two choices, no more. Always two never three.)

If there were a way to provide your group with either one or the above options, what would be the best number to reach you at? (This is an easy to answer question)

Much appreciation,
Name
Title & UO signature line

OutcomeConference Planner called my Sales Manager back that evening on their way home.

A recent graduate from Embry-Riddle’s Engineering program was struggling to get responses to his job applications and resumes. After repeated silence, the outreach was going nowhere — so he changed the approach.

Afternoon Clay, (Email contact at Northrop Grumman he found online)

Congratulations on the launch of Lumberjack! (A mutually agreeable fact) As a recent Engineering graduate from Embry-Riddle Aeronautical University and having heard about its development just over a year ago, I can only imagine how rewarding this milestone must be for you and the team. (Sharing himself as the unique offer & appreciation of someone else’s accomplishment is always adding value)

Would you be against a quick call to share 3 or 4 key decisions that helped shape your career path? (Gets a Yes with their No) Alternatively, I’d be happy to stop by next time I’m in the area to drop off my resume in person. (Allow two choices, no more. Always two never three.)

What would work best for you? (An easy to answer question)

Much appreciation,
Jeremy Jackson

OutcomeContact responded next day, looking forward to connecting with JJ.

A Sales Manager at Medicus Healthcare Solutions received a list of contacts from a colleague who had recently attended a healthcare conference. Using the five-step format, he successfully engaged several of those prospects.

Good Morning Todd,

We both value clinical excellence and sustainable staffing models. (A mutually agreeable fact) As you spoke with Garrett Williams at a recent conference, I understand he discussed our Transition and how it works as a bridge when insourcing a service line or switching between groups. (The unique offer — delivered as information, not a pitch)

If there were a way we could enable Peace of Health Medical Center to make the move to an employed model, ensure full schedule coverage in the process, and improve read turnaround times — would you be against meeting with my VP and I on 11/17? (Got his Yes with a No — and opened with “If there were a way…” not “If I had a way…” which would have subconsciously implied Brian knew more than the prospect)

We will be visiting Peace of Health St. Johns from 11 – 1:30pm on 11/17 to discuss our program for multiple service lines there.

Shortly after we meet to better understand your specific needs, we could move forward with a detailed clinical discussion to assess how our solution would look in execution.

Would a meeting on 11/17, sometime between 3pm – 5pm or a dinner that evening work better for you? (Allow two choices, no more. Always two never three — and easy to answer.)

Much appreciation,
Brian

OutcomeContact responded & Brian began “Problem Solving,” going one for one out of the gate in his email follow-up that day.
⚕️ Write your own? Build a cold-outreach email on the 5-Step framework with the Medicus Email with Awareness builder. → Improvement starts with understanding. Reach Out. I Can Help. →
👁️
External Awareness
Read the Room
Who has a say & what role do they play?
What mode are they in & what's their win?
Open ▾
Who has a say?
Decision Maker — Hospital execGuardian — Credentialing / complianceImpact Owner — Physicians / staffCoach — Internal champion
What matters most?
What they thinkHow they feel

Let’s stop asking “What question gets me a meeting?” & start asking “What question uncovers their Mode?”

The best questions are simple, conversational, and easy to answer — the kind that don’t feel like discovery. Work them in this order, and each answer opens the door to the next:

Situation→Mode→Improvement→Hook

Establish context without sounding like discovery.

  • What do you know about…?
  • How are you currently handling physician staffing?
  • What does your recruiting team look like today?
  • Are you handling this internally, through an agency, or both?
  • Has anything changed recently?
  • What specialties are hardest to cover?
  • What are you focused on this quarter?

Where most BDRs struggle. Instead of asking about facts, ask about experience — these seven tell you almost everything about their Mode.

  • How’s that been working for you?
  • How do you feel about where things stand today?
  • What’s been the biggest challenge?
  • What’s been the most frustrating part?
  • What’s taking more time than it should?
  • Where do you feel the most pressure?
  • If you could change one thing, what would it be?

People don’t buy staffing. They buy improvement.

  • What would success look like?
  • What’s most important to improve?
  • If this went exactly right, what changes?
  • What would make the biggest impact?
  • What’s costing you the most today?
  • What would free your team up?
  • Where do you think the greatest opportunity is?

Timing separates a real opportunity from a someday.

  • Why is this important now?
  • What’s driving the timing?
  • What happens if nothing changes?
  • Is there a deadline you’re working toward?
  • What made this move to the top of your list?

Help the BDR identify who matters before the BDE joins.

  • Besides yourself, who else is involved?
  • Who ultimately decides?
  • Who will use the solution every day?
  • Who else would want to weigh in?
  • What does success look like for them?
🪝 The HookOnce you’ve heard their Situation, Mode, and Improvement — the hook writes itself. Offer a next step that fits what they just told you, and hand the BDE a warm, informed conversation.
Build the Hook

“It sounds like [Situation] is creating [Impact]. If there were a way to [Improvement], would it be helpful to see how?”

“It sounds like the coverage gaps are putting more pressure on your existing providers. If there were a way to stabilize coverage so your team wasn’t carrying that additional load, would it be helpful to see how we might help?”

Mode detection shapes how you ask — to gain their permission:
  • Growth “It sounds like you’re looking to…” → improvement
  • Trouble “It sounds like this is creating…” → relief
  • Even Keel “It sounds like things are working, but…” → possibility
  • Overconfident “It sounds like you’re comfortable with where things are…” → curiosity
Know before end of conversation
Whatare they looking to improve, solve, or accomplish?
Howare they covering the gap today?
Whereis it breaking down, falling short, or a pain point?
Ifit were solved — what changes today, in six months, in a year?
CreatesContext→Understanding→Alignment
📋 WITT Report — the worksheet Frame the opportunity. Read the room. Measure the Contrast. Align the Win. Capture the buying influences, their mode, and what each one counts as a win. Fill it out on screen and save it — or print it and fill it out by hand. Open & fill ↓ Download
🤝 Ready to hand it off? Turn what you uncovered here into a clean brief for the BDE with the Handoff with Intention builder. →