MSLs are professional networkers. They are responsible for building and maintaining relationships with KOLs in their territory and if they are strategic with internal stakeholders as well. Arguably one of the hardest aspects of the job is starting a new relationship. In our busy world, how can MSLs grab the attention of KOLs and start to build a strong long-term relationship?

I don’t have a silver bullet for you here. But I do have one thing that usually doesn’t work. Here is one MSL outreach mistake that immediately scares off new KOLs. Stick around to the end, I offer some tricks for what you can do instead 🙂.

One MSL Outreach Mistake That Immediately Scares Off New KOLs

Let’s say you have a new territory and you don’t know any of the KOLs. You need to start getting meetings ASAP. Where do you start?

A natural inclination is to go in hot and ask the KOL for something:

• To receive a presentation by the MSL
• To collaborate with the company
• A meeting

The mistake here is making it all about you and not about the needs of the KOL. This is what immediately scares off new KOLs. There is no clear reason why they should meet with you. They think, “Omg, I am so busy, I don’t have time for something else.” Your intention is good and you want to help but you don’t even know how to help yet.

If you want to get to know someone, the first thing you shouldn’t do is ask them for something.

Good and Bad Outreach Examples 

Here is an example. Out of the blue, someone reached out to me about transitioning into an MSL role and to be their mentor. I don’t know this person at all and was surprised by this request.

I know, I am not a KOL 🙂 but it illustrates the point of how abrupt and off putting asking someone you don’t know for something can feel.

Think of how your message with land with a busy KOL and if it invites a response back or not.

Here is a good example:

This person made it all about me and what I need! MSLs should consider a similar approach when reaching out to KOLs they don’t know (and those they do know). Make it about the KOL and how you can support them. Check out my article on Examples of How To Network and Resting Murder Face for more tips.

Pro MSL Outreach Tip: Read their Content

A great way to get a conversation started with a KOL is to read their work and thoughtfully comment on it or ask a thought-provoking question about it. You know that warm fuzzy feeling you get when someone reads your scientific publication or thesis? It feels great when someone reads your work! That works really well on KOLs.

Conclusion: One MSL Outreach Mistake That Immediately Scares Off New KOLs

Asking someone you don’t know (this applies to KOLs) for something right away can be very off-putting. Try not to go in hard with an ask. Really think about things from the KOL’s perspective when you are reaching out to him/her for the first time. Are you asking for something large? Are you making it about you or about the KOL?

Make the outreach about the KOL and how you can help them. Remember building relationships is a marathon. It takes a lot of thoughtfulness over the long run.

If you need help with building relationships with KOLs and/or internal stakeholders, reach out. I am happy to help and offer coaching services!