When is the best time to sell equipment?
Scott Adams
How about now?
As Repertoire Editor Mark Thill writes in this month’s cover story:
Traditionally, providers get highly motivated to buy equipment toward the end of their fiscal year, because they don’t want precious budgeted dollars to go to waste. To a large extent, that is still true, according to those with whom Repertoire spoke. Distributors should plan accordingly. But waiting until Q4 is waiting too long.
Yes, budgets play a huge role in the equipment purchasing decision, and selling equipment at the end of the year is something every distribution rep should focus on. However, just as important is an observation I noticed after listening to several top supply chain leaders during The Journal of Healthcare Contracting’s recent IDN West Summit. In fact, every speaker said almost the same thing.
“We are no longer interested in features and benefits, we buy outcomes.”
As the cover story points out, there are several people in the decision-making process. While these supply chain leaders want outcomes, the actual person using the equipment is still interested in features and benefits, and wants ease of use, as well as better patient satisfaction.
By this point you are probably saying “I don’t have the time or capacity for all of this!” You probably don’t, but your manufacturing partner does. My challenge to you over the last five months of the year is the following: Put your equipment partners to work. Make it a goal to have at least one of them in one of your accounts each week from now until the end of the year. My guess is you will be happy you did.
Please send me (sadams@mdsi.org) some of your success stories as you close big deals by selling outcomes and utilizing your equipment partners.
Dedicated to Distribution
R. Scott Adam