Bad For Singers And Medical Reps: Being "Pitchy"

Picture a medical sales representative striding into a doctor's office, armed with a suitcase full of shiny brochures, impeccable knowledge about their product, and an intense desire to make a sale. But wait...something's missing. Empathy! In the hustle and bustle of the medical sales world, it's time we address the need for representatives to focus more on showing how much they care about their customers' practices and patients rather than just flaunting their product knowledge.

If you were an early fan of American Idol, you might recall the judge Randy Jackson, whose term of endearment for a good singer was "dawg." That was the word you craved from Randy because it suggested you wowed him with your performance. But there was another common word Jackson frequently offered contestants, which was never a compliment: Pitchy. 

A majority of medical reps wouldn't have fared well with Randy Jackson, as they are woefully pitchy as well, albeit in a different way. I'm referring to reps where their entire approach to a prospect or customer is pitch, pitch, pitch.

Instead of Endless Pitching, Show Some Love

In a world where medical professionals are bombarded with sales pitches from every angle, familiarity and empathy are the secret ingredients to standing out. Doctors are used to hearing about the latest gadgets and breakthroughs, but they'd much prefer a representative who understands their practice, patients, and unique challenges. Imagine a sales rep who takes the time to understand a doctor's patient demographics and needs, and then aligns their sales conversation accordingly. That's like handing out a prescription for success! And with access to countless data sources or even performing just a rudimentary web search, there's no excuse for not knowing important details about a prospective customer before a sales call.

Talking About Great Products Is Great. Making A Connection With The Prospect Is Even Greater!

Knowing your product inside out is undoubtedly essential. However, bombarding potential customers with a barrage of intricate details without personalizing the context is to treat them like doctor robots instead of people. Here's the best way to break your pitchiness and get back in tune: Lighten up! You're making a sales call, not performing Hamlet. Inject a dash of personality into your sales discussion. Take a momentary break from the scientific jargon and data tables to establish a genuine human connection (yes, you DO have time). Show them that you're not just another product-pusher trying to sell but, instead, a trusted partner who cares about their success. You'll be surprised how much more you can sell by being less sale-sy.

Selling IS Caring

Sales and care—they seem like two opposite worlds, don't they? Not really. The key to successful medical sales lies in finding the perfect balance between the two. While you want to sell your product, it's equally important to demonstrate how it solves real problems and improves patient outcomes. Highlight the stories of patients whose lives were positively impacted, share testimonials from other doctors, and let your prospective customers envision how their practice and patients could benefit. The synergy of selling and caring is a force to be reckoned with!

You Can Talk About Your Product, or You Can Talk About The Prospect. Which One Do You Think They'll Find More Interesting?

When it comes to captivating your prospects' attention, there's a clear choice to be made. Will you embark on a monologue about your product's intricate details and features, or will you shift the spotlight onto the prospect themselves?

Spoiler Alert: Prospects find themselves far more interested when the conversation revolves around their needs, aspirations, and challenges. It's time to put their interests first and show them that you truly understand and care about their unique circumstances. After all, who wouldn't be more intrigued by a conversation that's all about them?

They say actions speak louder than words, and it couldn't be truer in the world of medical sales. So, step away from the PowerPoint slides and start talking about real-world examples. If you can deliver an effective demonstration that succinctly conveys relevant information, even better. Let them see and feel the impact of your product firsthand. Show them you genuinely care about their patients' well-being; they'll be more likely to entrust you with their practice's success.

As a medical sales professional, remember that your customers are not just potential "product-users;" they're healthcare professionals who are deeply invested in their patients' lives. By shifting your focus from simply selling products to genuinely caring about their practices and patients, you'll build trust, create lasting relationships, and ultimately drive sales.

So, next time you enter a doctor's office, bring a smile, a listening ear, and a genuine desire to make a difference. Remember, you don't have to be a great singer to succeed in the world of medical sales...just don't be pitchy!

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In today's healthcare sales environment, the ability to create distinction is what separates average sales reps from high-performing medical sales professionals. Get immediate access to my FREE medical sales course: "Distinction To Dollars: Winning The Competitive Battle In Medical Sales"