For medical device sales reps, the process might get a little stale. Establish contact, build rapport, make your pitch and close the deal. Rinse. Repeat. Pro-tip: if you aren’t closing every time, don’t sweat it (but you should be able to close 95% of the time – this is where proper targeting is key). ProSellus Growth Engineers are always searching for ways to improve and streamline the sales process, so what is the latest news? As it turns out, one of the biggest changes to the sales process has been the shift from selling a product or service based solely on its value in the operating room or patient room. Want to know more? Keep reading.
Bye Bye Broseph…Hello Data
A long time ago, you used to be able to “schmooze” your way to victory. Of course, you still have to schmooze, but today, it’s known as “networking” and “resource management.” Despite the fact that establishing value means establishing a relationship, you cannot close a deal on pure charisma and physician wooing anymore. You have to incorporate something else into the sales process: everyone else.
Extending the sales process and your mentality beyond the operating room requires a stamina not many sales reps can develop. You have to engage beyond the physician and establish a connection with administration of the hospital or ASC, or Operating Room Coordinator. So while you may only give your elevator pitch to a physician or small group of physicians, those unfamiliar with general medical processes or devices may require a more thorough education….which means that you may have to educate yourself a bit more. Either way, it’s your product or service. You SHOULD know that thing inside and out.
Also – if you haven’t caught up with the latest and greatest on sales & marketing tools and tactics today – it would be helpful for you to understand how DATA can help drive you towards better decisions that you can THEN turn into deeper networking relationships. Folks, data is power and it’s all around us now. If you don’t know how to harness it – then you might as well go get a job at Starbucks.
Build Trust to Build Your Business
One of the biggest mistakes sales reps make is focusing too narrowly on one aspect of a product or service instead of the broader meaning of the product or service in the context of the market. If you are selling a new piece of equipment for the OR, how does it affect the patient? The nurses? The Chief of Medicine? The EMTs or the administrative staff? By showcasing the fact that you have taken the time to consider the perspectives of people other than YOURSELF and the PHYSICIAN, you will not only establish value for the product or service you are selling, you will establish yourself as an effective and trustworthy sales rep, thus increasing your potential sales market.
Data can also help you achieve this trust. I am not just talking “statistics” – I am talking using raw data to UNDERSTAND your customer BEFORE heading into the practice to make that pitch. Data would help you understand what the customer’s perspective actually IS. What if you knew who your top 5 pain physicians to call on in a day were? Think of how much more effective and efficient you would be if you knew and could plan it out. Think of how much less time would be wasted schmoozing the wrong prospects for your device. Making sense? Read on…
The One Thing You Need Most
If you follow the steps in some of our previous blogs about the sales process, you will achieve success (we practically guarantee it). Of course, increasingly, you may encounter THAT client: the one who asks for extreme discounts, preferential treatment or things you simply can’t provide – even if that just means your time…which is arguably more valuable than your knowledge of all things medical device related. Rather than 100% blowing them off, consider that word we mentioned earlier…you know….”perspective”. Educate yourself with the data then try a different approach first.
“The key here is to understand the reasons behind the request. Is the materials manager asking for a discount because they are concerned about the impact of reduced reimbursement for the procedure? Or, is the materials manager primarily concerned about meeting their cost reduction goals? How would you know what their motivation is? The simple solution to this problem is to ask.” – PM 360
Remember all those blogs about establishing value through establishing relationships? Guess what: the biggest part of any relationship is communication. If you try to understand why this person feels entitled to or is asking for what you think is preferential treatment, don’t try to guess. Don’t try to “fill in the blanks.” ASK (relationship) and LEARN (data). You can improve your trustworthiness and potentially sell them on another product or service in one fell swoop. Boom.
Another big mistake many sales reps make? Not knowing what the heck ProSellus Growth Engineers does for their sales & marketing business. If you don’t know what actionable intelligence or sales acceleration are, you are in the weeds and behind the times. Email me at Scottwalle@prosellus.com . Let’s talk shop, sales, and growth hacking. Show me your perspective.