Lifestyle Brands Are Onto Something: Sell Mindsets, Not Products

You’re a medical sales rep. You know certain “tricks of the trade” when it comes to marketing, in fact, you might even think that “marketing” is simply a support group for your company that doesn’t really help you sell – I mean they don’t even know the customers like you do, right? And you certainly can’t put your marketing people in front of a customer to help “seal the deal” right? (If any of you know me personally, you know this is the way I’ve thought for years!)  If you think that, you definitely don’t know all there is to know. If you think a bit more critically about the current ads you see on social media, you’ll see that they are not only curated specifically for YOU, but also they aren’t just peddling products or services. In fact, they are hitting on a deeper psychological level for the consumer. Take a closer look at these brands. Notice things like Rapha, Hollister, Ray Ban, and others? What are they selling?

If you said “bike stuff, clothes, and sunglasses,” you’re wrong. Take an even closer look. They are selling lifestyles. Nike, Tesla, or any cosmetics company – all of them are lifestyle brands. Increasingly, brand loyalty isn’t built by just having great products; it is built by creating a mindset for market bases. It’s about tapping into that deeper psychological level for the consumer and selling a feeling that induces brand loyalty.  Now, as a medical device sales rep, are you doing the same thing these ads are doing? Are you creating brand loyalty? (Hint: A lot of the time, YOU are the brand.) Or are you just selling your products on the features and benefits that differentiate from the competition?

If you’re just selling features and benefits… you’re missing the boat…

Change Your Outlook… Improve Your Business

Aside from pressure to hit quota, lack of time, and increasing competition, one of the major problems with how many medical sales reps approach their business practices is their own mindsets.  Many reps focus on a commodity mindset thanks to all those outdated sales techniques and traditions drilled into us in training or trial by fire. We are intimately familiar with the benefits of whatever devices we represent and how we are better than the competition, but our clients are, at the end of the day, numbers to us – and most of the time we miss valuable sales opportunities due to our myopic view of selling.  (A lot of us are SO worried about making “the number” we miss opportunities to create “the brand” that can ensure you’ll never be worried about making the number again.)

Excusing the sales acceleration techniques we discuss often around here at ProSellus, medical device sales reps need to adapt their mindsets and approach their physician customers from a different angle with a different pitch. That “feeling” or “lifestyle” being conveyed through those marketing ads I discussed can also be communicated through you – and in such a way that those other factors I listed above (competition, quota pressure, etc..) won’t be a problem anymore. I know, sounds crazy right?

Okay….So How Do You Sell a Mindset Anyway?

Aside from pressure to hit quota, lack of time, and increasing competition, one of the major problems with how many medical sales reps approach their business practices is their own mindsets.  Many reps focus on a commodity mindset thanks to all those outdated sales techniques and traditions drilled into us in training or trial by fire. We are intimately familiar with the benefits of whatever devices we represent and how we are better than the competition, but our clients are, at the end of the day, numbers to us – and most of the time we miss valuable sales opportunities due to our myopic view of selling.  (A lot of us are SO worried about making “the number” we miss opportunities to create “the brand” that can ensure you’ll never be worried about making the number again.)

Forbes lists a few brands for you to study, but you don’t have to look much further than your own Instagram or Facebook feeds. Medical industry related brands include things like Fitbit or even Aflac. With a Fitbit, you are not only buying an activity tracker and gadget, you are buying your way to better health. With Aflac, you are literally paying for peace of mind or….a more peaceful mindset. Are you picking up what we’re putting down yet? So how can you adapt your own selling approach to build this advantage over the competition? It starts with understanding what it is your customer physician cares about and then curating that value specifically for them.

“Lifestyle brands implement a strategy that is the complete opposite of “A.B.C.” Their marketing doesn’t explicitly imply the selling of their product; rather, it’s about figuring out creative ways that their brand can enhance their consumers’ way of life.”
Forbes on Lifestyle Brands

By marketing mindsets instead of products, you are doing the opposite of the adage “Always Be Closing”. Your first question might be: “I’m a SALES rep. If I don’t make sales, am I doing my job?” Nope. This strategy should be an ADDITION to your arsenal, but not a substitute for any other tool. Your job requires tenacity, adaptation, and versatility. Rise to the occasion!

Don’t Fall Behind…

For more brand study, consult this Business Insider article or email me Scottwalle@prosellus.com. Let’s talk all things marketing, medical sales, and revenue. Or are you okay with staying in that same old mindset? If you are, better beef up that resume.

 

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