How to sell to any decision-maker – and actually win.
By Brian Sullivan
As a medical sales professional, you already know that not every pitch is a “one-size-fits-all” deal. Hospitals, doctors’ offices, and larger healthcare systems are a jungle of decision-makers, each with their own agenda, priorities, and – let’s face it – quirks. Whether you’re talking to a top-tier surgeon, an overwhelmed office manager, or a C-suite executive whose attention span rivals a goldfish, the key to success is knowing how to adjust your approach.
Lucky for you, I’ve got two things to help make this process easier. One: the PRECISE Selling approach, which is all about understanding your customer’s needs and selling with precision. Two: a handy AI tool called Crystal (crystalknows.com) that gives you an unfair advantage by helping you get inside your buyer’s head (ethically, of course). We’ll get to that in a minute.
So, how do you sell to the various personas and levels of decision-makers in healthcare? Let’s break it down.
The Physician: Clinical Expertise First, Business Second
When you’re dealing with physicians, remember – these folks didn’t go to medical school to get a degree in “How to Save Money on Medical Supplies.” They’re focused on one thing: patient outcomes. Your job is to convince them that your product will help them help their patients. If you can’t do that, don’t bother wasting their time. They’ve got lives to save, after all.
How to approach them:
- Lead with data: Doctors are data junkies. Peer-reviewed studies, clinical trials, patient outcomes – this is their currency. If you can’t back up your claims with hard facts, don’t even bother showing up.
- Speak their language: Medical terminology might sound like a foreign language to most people, but to physicians, it’s their daily bread. Drop a few choice terms relevant to their field, and suddenly you’re not just a salesperson – you’re someone who “gets it.”
- Respect their time: Doctors are busy. Like, really busy. Get to the point quickly, or risk getting politely shown the door – or worse, ignored completely.
The Administrative Decision-Maker: Efficiency and Cost Control
Ah, the gatekeepers of hospital spending. These folks live and breathe spreadsheets. They’re not going to be wowed by fancy gadgets unless you can prove your product will save them time, money, or both. Selling to administrators is all about demonstrating efficiency and cost-effectiveness.
How to approach them:
- Talk dollars and cents: Administrators want to know how your product will impact the bottom line. Show them how it’ll reduce costs, improve workflows, or streamline patient care. Bonus points if you can put it in terms of ROI.
- Ease of implementation is key: If your product requires a PhD to operate, you’re going to have a tough time. The easier it is to implement, the happier they’ll be.
- Compliance matters: They’re not going to risk their job on something that doesn’t meet regulatory standards. Be ready to talk about how your product checks all the legal boxes.
The Nurse or Medical Staff: On the Front Lines of Patient Care
Nurses and medical staff may not sign the checks, but trust me, they hold more sway than you think. If they don’t like your product, they’ll make sure the decision-makers know it. And you do not want to be on the wrong side of a nurse – they see everything.
How to approach them:
- Simplicity wins: If your product makes their job easier, you’re golden. If it complicates things, good luck getting them to back it.
- Patient impact matters: Nurses are all about patient care. Show them how your product benefits patients, and you’ll have a friend for life.
- Show, don’t tell: Hands-on demos go a long way with this group. Let them try the product themselves – don’t just tell them about it.
The C-Suite Executive: Strategic Vision and Long-Term Impact
C-suite executives have a mile-high view of the healthcare system. They’re thinking about five-year plans, market positioning, and long-term strategy. If your product isn’t going to move the needle on their strategic goals, they’re not interested. Period.
How to approach them:
- Think big picture: Link your product to the hospital’s larger goals – whether it’s improving patient outcomes, reducing costs, or staying competitive in the healthcare market.
- ROI is your best friend: Executives speak the language of numbers. Make sure your pitch includes the financial benefits and return on investment of your product.
- Be the expert on industry trends: They’re paying attention to broader healthcare trends. If you can show how your product positions them as leaders in innovation, you’ll get their attention.
How Crystal Helps You Win Over Decision-Makers
Now, let’s talk about Crystal (crystalknows.com.) It’s like having a cheat sheet on how your customers think and communicate – without breaking any laws or being creepy. Crystal uses AI to analyze personality types based on publicly available data like LinkedIn profiles. It then gives you insights into the best way to communicate with each individual. Pretty slick, right?
Real-Life Example: Selling to a Physician
Imagine you’re about to meet Dr. Smith, a prominent orthopedic surgeon. You know you’ve got 15 minutes to sell him on your new medical device, but you’re not sure if he’s a “big-picture” guy or if he’s going to grill you on the nitty-gritty details.
So, you pop Dr. Smith’s LinkedIn profile into Crystal, and voila – it tells you he’s an Analytical personality. This means he’s detail-oriented, cautious, and likes to make decisions based on data (no surprises there, given he’s a surgeon). Crystal also suggests keeping your conversation logical and focused on evidence, not emotions. Armed with this insight, you adjust your approach:
- Instead of leading with a broad overview, you jump straight into clinical trial data.
- You make sure to highlight specific patient outcomes and provide studies that back up every claim you make.
- You also prepare for a Q&A session, because Analytical types love to ask detailed questions to fully understand the product before making a decision.
Boom! Because you tailored your approach based on Dr. Smith’s personality, you’re more likely to make a lasting impression – and close the sale.
The Bottom Line: Tailor Your Pitch, Close More Deals
Selling in the medical field isn’t just about knowing your product – it’s about knowing your customer. Whether you’re pitching to a time-strapped physician, a budget-conscious administrator, or a strategy-driven executive, understanding their personality and priorities is the key to success.
And hey, if you can leverage tools like Crystal to get inside their heads just a little bit faster, why wouldn’t you? It’s like having a secret weapon that helps you skip the awkward small talk and go straight to what matters to them.
So next time you’re prepping for a meeting with a hospital decision-maker, don’t wing it. Use this approach: know who you’re talking to, tailor your message, and – most importantly – make sure you’re delivering what they need to hear, not just what you want to say. And if all else fails, just remember: No one ever lost a sale by being prepared and understanding their customer’s personality.
Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of 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. Visit him at www.preciseselling.com.