No matter what industry you’re a part of, the biggest concern may not necessarily be the product or service you represent. Is it the people who work for the company? Maybe it’s the price point or barriers to entry associated with the product or service. In reality, it’s the market you serve. After all, they are the ones who purchase the product or service your company provides – no matter at what level you may be involved. We’ve already provided you with a few ideas on what tools can help you bring your Healthcare Sales Reps into the digital age. Now you just have to answer one question: who is the most influential physician in your market?
Quality vs. Quantity
This is an adage you’ve heard often: “It’s about quality vs. quantity.” But what does that really mean for Healthcare Sales Reps? In an industry based on quantities and quotas, is “quality” even a factor? In a way, yes. Take a look at your list of physician customers. If you’re not already using the ProSellus Linx Software App with all that information at your fingertips, it might take you a minute. Once you’ve got it, identify the physician with whom you have the best relationship. Now identify the physician who provides you with the most business. What’s the difference? Now it’s time for the “nitty-gritty”: take a look at those two physicians in the context of the entire industry and ask these questions:
- How do the numbers stack up?
- What’s the scope of each physician’s business?
- Has either physician referred you to other doctors and physicians?
- What are the differences between the professional networks of each physician?
Similarly to how companies are utilizing “influencers” on social media, you can make your most influential physician customer work for you. You can also do this without having a “robust social media (Facebook, Instagram, etc campaign.” All you need to do is incorporate the win/win relationship strategies we’ve discussed and get some simple information from your most influential customer. Customer testimonies come off as “hokey” in cheesy infomercials, but they’re still one of the most effective strategies in marketing. Not only can their endorsement increase your sphere of influence and customer base, it increases your reputation.
Your most influential clients can help you in other ways, too. In the process of identifying your most influential customer, you can better understand your overall market, as well as specialized markets. Basically, identifying your number one client helps you perform a more targeted market analysis. With the new data you’ve gathered, you can craft your sales pitches and marketing materials to better fit your target market.
Want to Confirm Your Thoughts?
Performing your own market research is a paramount tactic for any sales rep, but you’re still subject to bias and human error. With so many tools at your disposal, it can be difficult to know which ones will work best for you. Email me at firstname.lastname@example.org and let’s discuss the implementation of your first key to success.