By Sandler Systems
If you’re a healthcare sales representative, the future looks bright. While times are admittedly still tough and different in ways we never expected, your customers and prospects need you and your products and services now more than ever. But like many salespeople in times that have been changed by factors beyond our control, you might be sabotaging yourself without even realizing it.
With all the change, it’s a fact that your sales approach must also change. Customers are looking for guidance and direction to navigate these times. Your value comes more from being a trusted advisor than from trying to win people over by lower prices.
To service existing customers and take advantage of new opportunities, you need to apply strategy and methodology to your sales process on a consistent basis. You’ll find you’re able to do a lot more business in a lot less time if you take a fresh look at the old adage of “work smarter, not harder” – and if you follow our tips for avoiding these common traps in your industry:
No. 1: Stop working from an “RFP” mentality
Replying to large health systems’ quotes or requests for proposals is a big deal in your business. Everybody feels as if he or she has to price low, and that the lowest price is the one that wins. But guess what? It’s not all about price, even when the customer says it is.
The solution: Instead, work from a mentality of matching solutions to expressed pain, and the potential customer’s willingness to commit to fixing their challenges. Build relationships year-round, keep up to date on new practices and change within practices, and get a good understanding of what really motivates a potential customer. That way, when the bidding and quoting begins, you have a relationship as your starting point, not just a price.
No. 2: Stop putting all of your eggs in one prospecting basket
In the medical sales world, there are two types of prospects: We’ll call them “Prospect A” and “Prospect B.” Prospect A is a customer or practice with whom you’re already working. You call on them about both ongoing and new business. Prospect B is a doctor or a practice or a lab with whom you’re not already working, and on whom you call or visit to talk about new opportunities. Unfortunately, 90% of the “prospecting” done is focused on Prospect A.
The solution: Develop a proactive plan for prospecting, and put a major focus on it. Don’t be overly reliant on Prospect A, the ones giving you existing business. Provide great account management, yes, but focus on expanding your client base by targeting Prospect B and making the effort to go after brand new business. Plant seeds for success, don’t just harvest what’s already in the ground.
No. 3: Stop calling on people who aren’t the ultimate decision makers
If you’re like many sales reps, you may not be calling on the right person, who is typically the doctor, the practice owner/manager, or the health system or supply chain manager. How do you develop relationships with these ultimate decision makers for selling that’s more targeted and effective?
The solution: Healthcare sales reps typically do a good job of learning how to make peace with gatekeepers or the front office staff. The trouble is, you eventually want to meet the ultimate decision makers, right? You want time with the practice owners, the doctors with delivery issues, the practice managers with distribution and supply challenges. Whatever the competition is doing – stop doing that. Use some pattern interrupt techniques so that you don’t sound like every other rep in the waiting room trying to get into the back office.
“I knew what I was supposed to do with a potential practice customer – build trust, ask more questions than I answered, get them to tell me what would make them commit to being my customer – but I didn’t have a strategy. I just kind of floundered and stuttered my way through giving up all my leverage. Sandler taught me a process to do it the right way. I use the Certification badge in my email and profiles, and my employer paid for the training.” – Sandler Training medical sales rep client
No. 4: Stop being guided by your need for approval
If you’re more concerned about making your prospect like you than about asking the tough questions, you’ll be at a huge disadvantage from the start. This is a universal problem for all sales representatives.
The solution: First, apply the classic and powerful Sandler® principle of learning to separate your “I” (who you are as an Individual) from your “R” (who you are in your job Role).
Second, rely on another basic Sandler principle: get the Up-Front Contract. If you’re quoting a prospect consistently and getting relatively few orders, ask why. The Up-Front Contract enables you to set expectations on the front end of a relationship or conversation about what will happen and sets the tone for mutual respect.
No. 5: Stop letting your prospect control the sales process
Too many sales reps follow their prospect’s system and lose control of the real potential. They’re acting as unpaid consultants and then fighting their way back when it’s time to negotiate the actual deal. You have to choose – do you want to be treated like a vendor, or like a trusted advisor?
The solution: There’s a classic Sandler Rule that says “Stop spilling your candy in the lobby.” That means stop giving free advice just to get a foot in the door. When you do, you’re falling into your prospect’s process and giving them control. Instead, develop a systematic process for selling, asking the right questions, uncovering your prospect’s challenges, issues and gaps, and closing the sale. That way, you take control of the process and you’ll be the go-to person with the supplies and equipment your prospects are looking for, the great service they want, and the answers they need.
If you’re like all too many sales representatives in the healthcare field, you have a system for quoting, but not a system for selling. As customers become more sophisticated, buyers appear to more demanding and professional in their negotiations, and you run the risk of not keeping up. With clear core principles to guide you, you can adapt your process to meet an ever-changing landscape, stay sharp, and get better results.
Sandler offers Sales Certification programs, which are often reimbursed by an employer as continuing education. Reach out to SalesTips@repertoiremag.com for details.
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