What medical sales can learn from other sectors.
By Brian Sullivan
While I “grew up” in the medical industry as a manufacturer rep working with distributors, clinics, surgery centers and hospitals of all sizes, for the last 20 years as founder of PRECISE Selling, I have had the opportunity to learn from other industries. And guess what? There are a lot of things we can learn from ‘em!
In the vibrant festival of sales strategies, where every pitch and close is as different as the attractions offered, medical sales reps might sometimes feel like they’re in charge of the first aid tent – indispensable, but not exactly the main attraction. Meanwhile, over in tech and consumer goods, salespeople are throwing neon-lit parties with every transaction. So, what can the medical distribution and manufacturer reps learn from their flashier cousins in other sectors? Quite a bit, as it turns out.
1. The tech sector’s love affair with data
Tech sales teams don’t just use data; they practically worship it. Every decision, from lead prioritization to the optimal time for a follow-up call, is backed by a heap of data and analytics. What’s the takeaway for medical sales? Start loving your data hard. Track outcomes religiously and learn from the numbers. If the tech guys can predict a client’s sneeze from three software updates away, you can certainly forecast a hospital’s inventory needs before they run out of gauze.
This means, as a salesperson, you need to know (the data) on how many prospecting calls you need to make with either existing clients or new ones, to generate one demo/detailed meeting. It also means you need to bring clinical data to your presentations to prove that your solution’s return far outweighs the invest. Clinical data, white papers/studies, and ROI calculators are a lot more powerful than a rep saying, “I’m telling you, I have a ton of clinics who love this thing.”
2. Consumer goods’ flair for engaging presentations
Let’s face it: selling consumer goods often revolves around creating a buzz. It’s all about shiny packages and eye-catching displays. Now, no one’s suggesting you bedazzle your medical devices or perfume your pharmaceuticals (please don’t), but there’s a lesson here in presentation. Make your pitches as engaging as a Super Bowl commercial. Remember, doctors and hospital admins are humans too – they’re just as interested in a well-told story or a visually appealing chart as the next person.
And don’t forget, you too are part of the overall solution. Brand yourself, be different, be creative. If you look, sound, act and smell like every other rep in your category, you will get no attention, never mind a demo or sale.
3. Automotive industry’s follow-up game
Ever bought a car? Remember how the salesperson practically became your new best friend, checking in regularly until you either gave in and bought the car or filed a restraining order? There’s a middle ground in our industry. Regular follow-ups show that you care about more than just quotas; you’re there to solve problems. So, channel your inner car salesman – just don’t overdo it. You want to be remembered for your persistence, not your pestering.
4. Fashion’s use of influencers
The fashion industry has long known the power of influencers. And no, we’re not suggesting you get an Instagram star to pose with a stethoscope. However, every hospital and clinic has its influencers – key opinion leaders who sway decision-making. Identify these individuals, and tailor your pitch to meet their specific needs and preferences. They might not share their outfit of the day, but their endorsement could be your ticket to a successful sale.
5. Hospitality’s customer service
If the hospitality industry were a person, it’d be that super attentive friend who remembers your coffee order and asks about your cat’s health. Medical sales could use some of that attentiveness. It’s not just about making the sale; it’s about enhancing the customer experience. From smooth onboarding processes to handling complaints with a smile, the level of service you provide can set you apart from competitors.
6. Real estate’s local knowledge
Real estate moguls are all about location, location, location. They know every detail about the areas they cover. Similarly, medical sales reps should become local experts in their market segments. Know your territory inside and out – from regional health concerns to local administrative quirks. Being a local guru can make your advice much more personalized and impactful.
7. Entertainment’s ability to captivate
Lastly, take a cue from the entertainment industry. No, you don’t need to sing or dance (unless you’re really good at it). But think about how films and TV shows captivate audiences. They tell compelling stories that evoke emotions and keep people coming back for more. Craft narratives around your products that highlight their impact on patient care and hospital efficiency. Make your clients the heroes of a success story featuring your products.
In conclusion, while the medical sales field might seem worlds apart from tech gadgets, fast cars, or fashion, the fundamental principles of selling apply universally. By borrowing a little sparkle from these sectors, you can inject some excitement and effectiveness into your strategies. Remember, it’s not just what you sell; it’s how you sell it. Now, go out there and make those sales sparkle, and maybe, just maybe, consider that bedazzled defibrillator cover. Just kidding. Or am I?
Brian Sullivan, CSP, is the founder of PRECISE Selling 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. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit them at www.preciseselling.com.