March 27, 2023 – The main job of the sales rep is selling. Who would argue with that? But the question is, What’s the best way to do it? Author, trainer, podcaster and speaker Mace Horoff summed it up at the 2022 IMDA/HIRA Annual Conference this summer in suburban Chicago: Be. Relevant. Now.
Horoff was the keynote speaker for the 2 ½-day conference for members of the Independent Medical Specialty Dealers Association (IMDA) and the Health Industry Representatives Association (HIRA), as well as for manufacturers of innovative medical products looking for specialty representation.
Horoff called for sales reps to step out of the “sea of sameness” into the “pool of distinction.” It’s done by talking to the customer or prospect about what’s important to that person AT THAT MOMENT. He called it “real-time relevance,” that is, demonstrating to prospects how your product intersects with the issues they want to solve or address NOW. It could be time-savings, risk reduction, cost reduction, revenue generation, improved patient outcomes or satisfaction, or simplifying work processes in the practice.
There’s only way to attain real-time relevance, he said: Ask questions. Horoff shared an anecdote to demonstrate the point: Years ago, as an orthopedic salesperson, he needed a minivan to accommodate the cases and trays needed for the day’s procedures. He approached one dealer who, upon learning Horoff’s desire for a minivan, immediately demonstrated the luxury features and other amenities of one model. But another salesperson, at another dealer, first asked WHY he was looking for a minivan. Was it for comfort, traveling, cargo? When Horoff told him his need, the salesman focused on the ease with which Horoff could easily create space in the back of the van by folding down seats, etc.
Space was what was relevant to the customer. That salesperson knew that, and that’s what he addressed. And the sale was made.
Read more in the latest issue of Repertoire Magazine.