By John Crowder, VP, Healthcare Practice
Over the past several years, we’ve seen a tremendous number of providers transition to customer-facing roles in medical devices. As technology advances and more specialized tools become available, clinicians can speak effectively about the use of these solutions in a way that lay people can’t. After all, they’ve been in the customer’s shoes.
They bring the talent, experience and access needed to the table. And these individuals are positioned to contribute tremendous value, to both customers and their employers.
But there’s one big problem: Many of them hate selling!
In some organizations, clinical providers already comprise up to 65% to 75% of their customer-facing field teams. These organizations are quickly learning that traditional training plus product knowledge often results in their clinical teams acting more as service and support providers — and that’s not enough to achieve their growth goals.
Their clinical sales teams are capable of so much more.
By redefining sales as a process of identifying someone’s wants or needs and then creating value for them — a mutual win-win activity — you change the lens entirely for the clinician in that customer-facing role. It’s no longer about selling a product; it’s about identifying a need and providing solutions that improve patient care and outcomes.
As one clinician put it, “Don’t ask me to sell. Ask me to save a life.” That’s something they can get behind.
Close the gap between traditional sales training and what works
Buyers in medical device expect more from salespeople than ever before. And most salespeople have only a fraction of the training needed to meet those expectations. Dropping in, reciting product features and bringing giveaways and samples doesn’t cut it. It’s why many struggle to succeed and come up short of their goals on a consistent basis. By focusing equally on skillset and mindset, delivered through a disciplined process, and focusing on patient outcomes-focused conversations, we close that gap and unlock the very things that drive consistent sales performance and deliver memorable customer experiences.
There is a better way forward. Our medical device sales training equips people with the mindset as well as the skillset and processes to step up to today’s new selling realities.
Invest in a Patient Outcomes-Focused Sales Culture that Develops Trust and Delivers Results. Contact us to discuss how.
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