A Brand is Way More than the Logo and Packaging
In our last post we talked about changing your mindset to sell your product, or at the very least the mindset of your customer. We talked about how current marketing techniques are targeting specific things to make you think differently about products. For example, we spoke about Fitbit and how it not only sells an activity tracker, but it sells a “healthy lifestyle”, which obviously isn’t in their product. Fitbit is, in fact, building an image and inciting an emotional response that buyers associate with when they see the Fitbit brand.
So, when it comes to you, the medical sales rep (or quite frankly, the marketing team who work with the reps and are trying to determine a way to help your reps sell more) what “lifestyle” or “brand” are you trying to create? Is it the brand of, “My company ‘XYZ’ produces the best, safest, most effective widget?” Is it the brand of, “Our company created this market and we built the device to treat this market, therefore WE are the best, period?” As a medical rep or the marketing professional trying to put your reps in the position to win EVERY time, what brand are you creating or influencing?
I want you to take a hard look at what you sell, what products you support and deep down evaluate the following questions:
- Do your customers actually care what “brand” you’re currently trying to sell them?
- Do your competitors walk into your customer’s’ office after you leave and spin a similar story?
- Do you think that maybe, just maybe, your customers are tired of the same old thing?
Then, why don’t we try and actually sell a brand that transcends competition? A brand that stands out among the rest – truly.
Bringing Value and Creating a Brand go Hand in Hand
At ProSellus, not only have we created an intuitive, dynamic tool which helps reps crush their number, but we also work with sales teams in helping them incorporate a new way of selling. I ask all of the reps we work with a very straight forward question: How do you bring value? Interestingly enough, the answers I typically receive are similar to these:
- I’m on time…
- I have all of my equipment…
- I’m prepared for the case…
- I’m an “expert” in the OR…
Now, are all of these answers important? Of course they are. You can’t even do this job if you don’t or can’t do the things listed above, however I’d say bringing value is much bigger than that.
These answers are nothing more than the price of admission to the game. As a rep in this industry you HAVE to do these things. They are the bare minimum! If you think your competitors don’t do AT LEAST the same thing, you’re absolutely wrong!
So, if all this time you thought you were bringing a ton of value to your customers and they just couldn’t live without you – you are wrong. You’re doing the minimum, and your business is only a knock on the door away from being snatched from underneath you. So, how do we create a brand around bringing value?
I mean, if YOUR brand was that you bring value, and that value is often times unachievable without you, what have you actually created? You’ve created a brand that is irreplaceable – that’s what you’ve done. (This is where we all want to be… irreplaceable!)
Creating the Brand, Selling the Mindset, Changing the Game
Maya Angelou, a famous poet, memoirist and civil rights leader has a quote that I think exemplifies what we are trying to do with creating our brand, selling the mindset and changing the game:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou
People will never forget how you made them feel… THAT my friends is what we are trying to create! Your customers are begging for someone to come into their office and talk about something that actually matters to them! And it’s NOT your product, I don’t care how revolutionary it is! They want you to paint a picture for them about how THEY can achieve THEIR goals. They don’t want to hear about YOUR goals, or YOUR product or how YOUR company wants you to sell their product. They hear that all day, every day!
So, instead of selling them something they hear about all day long, what if you sold them something they craved? And what if you were the only person selling it? Could you possibly change the game? Would you possibly change the mindset? Would you now have created such a brand that you (and your company) were known as: The Problem Solver, Different than Everyone Else, Understands the Need, Understands the Market or Totally Gets It?
All of these are better than, oh, the “xyz” rep is here. He/She is in the lounge waiting to see you. And your customer says in their head: “I wonder what line I’ll be told today about how this product is in some way different than it was the last time the rep was here?” Or instead, “what lunch did they bring me today to stand out?”
Wouldn’t you rather the customer to say in their head: “Great! I’ve got several questions to ask ‘John’. I hope he doesn’t have another case after lunch, I may want him to stay for a bit while we talk…”
There IS a way you can stop the madness of this hamster wheel and break free to WIN. I did it myself, and we have built the tool needed by the very folks I sold both side by side with and against. If you would like to chat about how to start creating your value and brand meaningful enough to break away from the herd, email me at firstname.lastname@example.org.