By Jim Poggi, Principal, Tested Insights
How discovery conversations fuel hematology sales.
This month’s column will focus on selling hematology instruments. We have been down this path before, but owing to the importance of testing for complete blood counts when needed (often in the physician office) – as well as emerging healthcare issues including antibiotic stewardship, the growing incidence of sepsis and how fundamental hematology is to the successful physician office lab – I will provide a mix of some time-honored and some new information.
I want to address two elements of the hematology sale: first, some recommendations on how to set the stage for the sale, including the questions to ask to qualify the customer; and second, some insight on the importance of the white blood cell differential as a key reason to perform hematology tests in the physician office. There is a lot to know. The most important thing to understand is that this is a team sale involving you as the distribution account manager and your key hematology system manufacturer.
Setting the stage for a successful hematology instrument customer discussion
Experienced sales professionals use a variety of terms to describe the first critical phase of the sales process, which is learning about the customer’s current and past viewpoint on hematology and lab in general. I prefer “discovery” to describe this important element of the sales process. It seems less intrusive than some other terms and more about learning than about getting just enough positive customer responses to pounce and ask for the order.
No matter what you are selling in your business, discovery is the key stage. Done professionally, it is a relaxed process where both you and the customer understand that the objective is to uncover needs, issues, opinions and concerns about the product or service in question.
There is no doubt that every seasoned distribution account manager knows this is true. But how many of us stop to plan our discovery meeting or to even suggest to a key customer that we are interested in having one? I always knew I should, but I did not always plan properly. One question about the entire process that always confounded me is should you offer a discovery conversation, or should you let it flow naturally? Here’s an analogy that should clear up the confusion: If you want to drive cross country, should you pick a destination and a route, or just hope the road you are on will get you there, wherever “there” is?
Once I announced my intention to hold discovery conversations with my key customers ahead of time, they were always more productive. Surprisingly, more often than not, my key customer would invite others to join us to round out the discussion. If you have not tried this approach, it is worth your time.
Ask questions and understand the customer’s situation
The questions you want to ask are all the classics in customer qualification, but I am including the ones I think are most pertinent and useful for your consideration.
Understand their environment:
- What is their typical patient mix, age, acuity, actively engaged in their health, etc.
- What lab tests does the practice do now?
- Why do they do these tests? How did they select the ones they are doing now?
- Who makes that decision?
- What is the staff attitude toward lab testing?
History and background of their lab:
- What is their CLIA license?
- Specifically, how do they do hematology testing now? Why?
- When they have changed their attitude about lab testing in their practice in the past, what factors did they consider? Who made the final decision? How satisfied are they with their in-house testing choices and portfolio now? Why?
Working to establish the rationale for a hematology discussion:
- What is their attitude toward antibiotic stewardship?
- Are they taking any specific steps to understand the issue and participate in solutions?
- How does this issue fit into their practice? E.g. are they counseling patients that antibiotics are not for viral infections?
- Do they have patient information available on this topic?
- Do they presently use CBCs to understand viral vs. bacterial infections? If not, how do they do so?
- What tools do they have or would like to have to be confident in their initial diagnosis of bacterial or viral infection?
- What is their experience with sepsis? What are their concerns about sepsis?
Remember that your discovery process is intended to provide you with the data and information you need to hold a strategic conversation with the key lab manufacturer you select for follow up. In addition, your discovery mission should also give you permission to “sell the meeting” with your prospect and your key lab manufacturer. Whether you take this step at the end of the discovery conversation or during a follow-up call is up to you. I personally prefer during the discovery conversation, assuming
it goes well and I uncover needed information. No matter which approach you adopt, always remember that you are making sure you have a credible reason to have a next meeting.
Why the WBC differential is a tool your customers need
We often think of the white blood cell (WBC) differential as a key tool to differentiate between viral and bacterial infections. While it does differentiate between viral and bacterial infections, it provides much more information than that. I encourage you to spend time with your trusted hematology system provider to learn the facts and information you need to know at your own pace and to have the opportunity to ask questions to help you understand the complicated immune system defense mechanism represented by the WBCs. I will provide just enough information to help stimulate your thought process and get you in touch with your trusted hematology system manufacturer.
Information about WBCs and whether they are normal or abnormal provides the clinician with a window to your entire immune system. This is powerful data since each of the five types of WBC cells has a specific task, and if abnormal, they indicate an underlying disease state that needs further evaluation.
Neutrophils are the most common WBC. Thay are the first line of defense against bacterial infections. Consequently, an abnormally high neutrophil count is indicative of a bacterial infection.
Lymphocytes include both B cells and T cells. B cells produce antibodies against invaders, while T cells destroy infected calls and also stimulate the immune system. They target viruses, bacteria and toxins, but are especially well equipped to provide protection against viruses.
Monocytes, like lymphocytes, provide broad protection against a variety of pathogens. They also boost your immune system and help remove dead cells.
Eosinophils are involved in allergies and increase when an allergen is present. They also defend against parasites.
Basophils produce histamine and other enzymes in response to allergens, parasites and pathogens.
Typically, lymphocyte levels rise in viral infections. So, one way to determine whether an infection is bacterial or viral is for the clinician to evaluate the differential and look for increases in neutrophils (typically signal bacterial infections) or elevations in lymphocytes (typically elevated in viral infections).
Needless to say, vital signs including temperature, skin color and temperature, and listening to the lungs help secure the diagnosis. There is a lot more to know but the purpose of this information is to give you the familiarity you need to speak with your key hematology vendor, discuss prospects and develop a sales plan.
Learn more about WBC differentials from your trusted hematology supplier
There is so much more to know as a seasoned distribution account manager seeks to effectively sell hematology solutions. This column is intended to give you a little information and to encourage you to deepen your relationship with both your customers regarding their thoughts and ideas about managing patient conditions related to hematology as well as your expert, your trusted hematology manufacturer.
Want to know more about WBC differentials and other applications, such as cancer and HIV follow up? There is also a lot more to know about allergy and differential testing. It turns out that following the WBC trends is a critically important element of understanding a wide range of patient conditions. Get some quality time with your hematology manufacturer, bring a list of your best prospects, including some that have been tough to work with and develop a plan of action.
Your role needs to be owner of the customer relationship, expert in the customer situation and dynamics and the person most qualified to “sell the meeting” between the customer and the product expert. Holding discovery meetings, paying careful attention to the cues your customer gives you and using this information to develop a customer-focused conversation to present the best hematology solution that fits their needs is the path to success.