Differentiate how you sell, not just what you sell
Stakeholders in today’s healthcare market are looking for solutions that help them meet their practice and patient goals. Yet, many sales representatives show up ready to immediately discuss marketing messages, features, and benefits, without really understanding what or if their product solves a critical business or patient issue. This would be similar to a physician prescribing before diagnosing. Many representatives do a poor job of diagnosing the buyer’s real problem. As a result, they prescribe the wrong solution or, even worse, fail to convince the customer that their solution provides any benefit at all. A sales professional who doesn’t diagnose their buyer’s pain (better known as a critical practice issue) and help the buyer to visualize how his/her organization’s capabilities are going to help, unwittingly puts him or herself in the position of being just another salesperson. This type of salesperson brings little to no value to the prospective buyer. Like a doctor that just throws pills at his patients without diagnosing them, salespeople that don’t diagnose customer pains are guilty of sales malpractice.
Today’s successful sales organizations focus on integrating a consultative dialogue framework that encourages a collaborative discussion between the sales representative and the healthcare provider. Using this framework, sales representatives explore key critical practice/patient issues and the quantifiable impact that those issues have on the organization. They can then begin to paint an evidence-based vision of how their product can fit into a solution for the practice and the value that it can provide.
We have over a quarter-century of experience helping organizations differentiate themselves not only by what they sell, but how they sell. By integrating a framework for consultative selling, we’ve helped companies shift from selling product, to selling value to drive market share.