Increasingly, physicians are becoming employees of healthcare systems, and as a result, they will have less influence over buying decisions. Life Sciences sales have shifted far beyond simply detailing drugs or demonstrating devices, and now require much more knowledge, skill, and business acumen. Decisions are now being made by committees at the integrated delivery network, managed care, or the accountable care organization level. These committees do not only have clinical representatives, but also from finance, operations, procurement, compliance, and other functional areas. Your sellers must be able to formulate and position solutions that meet the needs of the various committee stakeholders, and persuade these individuals to consider and select your product or solution. By executing a business-to-business style sales process they will be able to link the key value drivers of each stakeholder to the solution they provide.
Not only do sellers need to speak the language of different decision makers, they must also manage a complex buying process. This requires them to understand the difference between a call model and a sales process. Traditionally, Life Sciences companies had call models such as “Open, create interest, handle obstacles, and close” to guide reps through individual interactions with physicians. A complex sale requires another level of process to guide reps through identifying stakeholders, assessing their power and influence, gaining access to power, and understanding the political environment. It requires knowing how decisions are made in an organization and aligning your sales process accordingly. Executing a complex sale requires a high degree of patience, discipline, and skill.
We own the official Solution Selling® methodology and have over a quarter-century of experience helping organizations make the transition to a successful B2B selling model. Over the years, we’ve seen everything and have perfected our approach for making this transformation successful. Nobody understands how to do this better than SPI.
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