November 26, 2024- 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.
Continue Reading in the latest issue of Repertoire Magazine.