The top 10 communication mistakes medical salespeople make, and how to fix them.
By Brian Sullivan
In the world of medical sales, your words are your currency. Spend them wisely, or you’ll find yourself broke in opportunities and relationships. After diving deep into the trenches of sales battles, I’ve identified the top 10 communication blunders that are costing you more than just a sale. Here’s how to turn those mistakes into closed deals and lasting partnerships.
No. 1: Talking More Than Listening
The biggest blunder? Thinking your voice needs to be the loudest in the room. The Fix: Adopt the 70/30 rule. Listen 70% of the time, talk 30%. Your clients will tell you everything you need to close the deal if you just listen.
No. 2: Not Doing Your Homework
Walking into a meeting without knowing your client’s business, needs and pain points is like showing up to a gunfight with a knife. The Fix: Research is your ammunition. Know their annual report even better than your sales script. (But don’t discount the importance of a script…that doesn’t sound scripted)
No. 3: Using Jargon Overload
You might think medical industry jargon makes you sound smart. Wrong. It makes you sound unapproachable. The Fix: Speak human. The clearer your communication, the closer you are to a handshake.
No. 4: Failing to Follow Up
If follow-up is your weak spot, you’re leaving money on the table. The Fix: Automate reminders or set a dedicated time daily for follow-ups. Personalize each one; a little effort goes a long way.
No. 5: Neglecting the Art of Asking Questions
Questions are the scalpel of sales; they dissect the prospect’s real needs and objections. The Fix: Master open-ended questions. Each answer should lead you closer to the core of what the prospect truly desires.
No. 6: One-Size-Fits-All Pitching
Your product features and benefits aren’t a magical remedy, and your pitch shouldn’t be either. The Fix: Tailor your pitch. Customize your message based on your research and the feedback you receive while listening (see Mistake No. 1).
No. 7: Ignoring Buying Signals
Sometimes the sale is screaming to be closed, but you’re too busy selling to hear it. The Fix: Learn to recognize buying signals. Adjust your pitch to start closing the moment you hear them. Trust your instincts earlier.
No. 8: Underestimating the Power of Storytelling
Facts tell, but stories sell. Drowning your prospects in data and neglecting to connect on an emotional level is a fatal error. The Fix: Incorporate relatable success stories of how your product/service solved a similar client’s problem.
No. 9: Lacking Enthusiasm
If you’re not excited about what you’re selling, why should your prospect be? The Fix: Genuine passion is infectious. Believe in your product, and your excitement will naturally influence your prospects.
No. 10: Forgetting the Follow-Through
Closing the sale isn’t the end; it’s the beginning of a relationship. The Fix: Deliver on every promise made during the sales process. Exceed expectations. A delighted customer is your best advocate.
Implementing the Fixes
Now that you’re aware of these pitfalls, it’s time to act. But how?
1. Practice Active Listening: Engage in conversations outside of sales to hone your listening skills. The more you practice, the better you’ll get.
2. Stay Curious: Make research a habit, not a chore. The more you know, the more you can connect and tailor your solutions to your clients’ needs.
3. Simplify Your Language: Challenge yourself to explain your product or service in the simplest terms possible. If your grandma gets it, you’re on the right track.
4. Create a Follow-Up System: Whether it’s a CRM tool or a simple spreadsheet, find a system that works for you and stick to it.
5. Craft Better Questions: Spend time crafting questions that probe deeper into your client’s business. Remember, the quality of your questions determines the quality of your results.
6. Personalize Your Approach: Use the information you’ve gathered to create a pitch that addresses the specific needs and pain points of your client.
7. Study the Close: Pay attention to the signals that indicate readiness to buy. Adjust your approach to gently guide the prospect toward making a decision.
8. Tell a Story: Collect stories from happy customers and share them. Make your product the hero of a journey that ends in success.
9. Reignite Your Passion: Reconnect with what made you believe in your product in the first place. Share that belief.
10. Exceed Expectations: Always look for ways to add value after the sale. Surprise and delight your customers at every opportunity.
Final thoughts
In medical sales, your success hinges on your ability to communicate effectively. By avoiding these common mistakes and applying the fixes, you’ll not only see an improvement in your sales numbers but also in the quality of your business relationships/friendships. Remember, in the end, people buy from people. Be the person they want to buy from.
Brian Sullivan, CSP, is the founder of PRECISE Selling and a leading voice in the field of medical sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit him at www.preciseselling.com.