The importance of role-playing for medical sales success.
By Brian Sullivan
There is a difference between an Academy Award winning actor and the rest. Sure, having natural talent certainly helps, but the stars in any profession separate themselves by rehearsing and practicing more than average performers. Do seasoned Oscar winners stop practicing later in their career because they have already, “been there, done that?” Do they simply rely on natural talent to deliver another award-winning performance? Of course not.
And like great actors, there are two things that separate top performing sales teams/salespeople from the pack. That is a great script and lots of PRACTICE. Which means our industry’s top performing companies don’t just talk about improving performance, they commit to a sales system/process, and then practice the hell out of it. Think about it. If you put 10 trained and rehearsed salespeople up against 10 who never hone their skills, who will win more often? It seems too easy.
So, who wins when medical salespeople practice the art of selling? Your company and your commission check, of course, but don’t forget that you also play a crucial role in the healthcare industry. You are responsible for introducing new medical products and devices to healthcare providers and ensuring that patients receive the best possible care. Patients win when you do your job well. To be successful in your role, you must be knowledgeable about your products, be able to communicate effectively, and build strong relationships. And you need to do it repeatedly.
In this article, we will explore why it’s important for you to practice “showtime” role-playing and how it can benefit you in the long run.
No. 1: Improving Communication Skills
Role-playing allows you to practice your communication skills in a safe environment, where you can receive feedback and adjust your approach. Role-playing is an error-making and error-correcting process. Why not make the error while practicing with a peer/teammate rather than do it “when the lights come on?”
No. 2: Building Confidence
Role-playing creates confidence. When you feel more confident in your abilities, you are more likely to approach potential clients and make a strong impression. There is a great quote from former Pittsburgh Steeler’s Coach Chuck Knoll that says, “Pressure is what you feel when you don’t know what the hell you are doing.” I believe that pressure is what bad salespeople feel when they don’t know what to do or say next in a sales call. Practice takes away that pressure.
No. 3: Developing Product Knowledge
Role-playing can help you develop your product knowledge by allowing you to practice presenting your products in a realistic setting. By role-playing, you can learn how to answer complex questions and address any concerns or objections.
No. 4: Perfecting Sales Techniques
By practicing different scenarios, you can learn how to adapt your sales pitch to different clients and situations. This can help you close more deals and improve your overall performance.
No. 5: Overcoming Objections
To effectively role-play objections during a sales pitch, it is important to anticipate objections that may arise. Here is a list of common objections that can be encountered:
- “I’m too busy right now” or “I don’t have time.”
- “I’m not interested.”
- “We don’t have the budget/money right now.”
- “We already have a provider for that service.”
- “We’re not looking to make any changes right now.”
- “Just send me your information.”
- “You’re too expensive.”
- “Call me back in X months.”
- “I need to think about it.”
- “I don’t see the value in your product/service.”
Do you know exactly what you would say in response to a client who dropped one of those lines on you? It’s important to identify specific objections that may arise within your market or with your specific product. It’s recommended to add 5 to 10 additional objections to this list that are relevant to your industry or product. By anticipating objections and preparing responses, you can be better equipped to address them. But all this great objection handling preparation only works if you PRACTICE, DRILL and REHEARSE.
So, this week, think of one of your upcoming sales calls. Imagine yourself on that phone/Zoom or standing at a nurse’s station with a bigwig decision-maker staring you in the eye. Think about what your greeting will be, what curiosity building “hook” will follow, what questions you will ask, what materials you might use to support your presentation, what objections you may hear, and how you will move them to the next stage of the sales process. Then find a mirror, a peer, or manager to practice SHOWTIME. Because the only thing separating you from standing on the red carpet at your next National Sales Meeting’s Awards night is a commitment to do what average performers will not.
As Founder of PRECISE Selling, Brian Sullivan, CSP creates top performers in sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. He is also the author of the book, 20 Days to the Top-How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less. To learn more, go to www.preciseselling.com.