Medical Sales Reps: Stop Commoditizing Your Value
Mace Horoff
I help medical sales professionals to sell more to HCPs / stakeholders & retain business without making costly mistakes. ▶︎1-on-1 & group Medical Sales Coaching ▶︎Medical Sales Workshops ▶︎Medical Sales eCourses
Watching medical sales reps approach customers in a less than confident manner disturbs me. I can’t help but notice when they grovel, seem intimidated, or look like they dread being there. What causes this?
It’s the movie playing in their head. Instead of expecting the best outcome, medical sales reps frequently expect something less. Here are some common expectations or feelings about a sales call:
- Getting shot down by the customer
- Looking stupid
- Making the customer angry
- Feeling like they’re interrupting the customer’s day
- Feeling like you have absolutely no power in the situation/relationship
- Having a low opinion of themselves as a salesperson when compared to the prospect’s perceived status
- Hearing that the competition's product is better
During my medical sales training seminars, many attendees express a concern about what a prospect might do or say during a sales conversation. Instead, reps should focus on the value they provide. Unfortunately, some sales reps believe that the value they offer is no different than that offered by their competitors. In other words, these reps commoditize their own value.
Commoditization of value is when a medical sales representative believes, at either a conscious or subconscious level, that the customer can obtain the same product, results, and support from another vendor. And here’s the problem…if you truly believe this, it’s difficult to hide.
Your confidence or lack thereof is very telling when you walk into a sales situation. Do you expect the call to go well? Do you expect to make the sale or advance the sales process during the encounter? If the answer is no, or if you’re not sure, you’re probably questioning your value.
Medical Sales Representatives Are Important to Patient Care
Imagine a car mechanic who is considered the best. How effective would this mechanic be if he couldn’t get parts? What if he didn’t have the specific tools and latest diagnostic equipment to find and fix your car’s problem? He couldn't do his job.
Healthcare providers also depend on products, services, and outside expertise to provide patient care. Medical sales representatives are an important resource that inform HCPs about new equipment or procedures. And great medical sales professionals help HCPs to identify problems and opportunities that might otherwise get overlooked. These sales professionals also position appropriate solutions and strategies, i.e. they solve problems with their products and services.
Healthcare providers can’t do what they do without products, services, and the people who provide them. In other words, they need you!
Distinguish Your Product/Service and Yourself
Why should a healthcare provider or hospital choose your product or service over a competitor’s product? If you don’t know, don’t expect customers to know either.
Your product must be distinguishable from a competitor’s product. Otherwise, there is no reason for a customer to consider it, other than price. If the only difference between your product and a competitor’s product is price, you’re selling a commodity.
A sales call from a medical sales professional who continually provides value is never seen as an unwelcome interruption. And the products they sell won’t be seen as commodities, even when they are.
Determine the value you provide that your competition either can’t or won’t. Create it if you have to, but be different—noticeably different. Be so different that no one can do what you do.
Don Your Swagger
Do you believe with your heart and soul in the products you sell and the value you provide? I mean really, really believe that you can create better experiences and better outcomes?
Your confidence and belief must be palpable. The attitude and presence you carry into a sales call are couched in what you believe and how you expect the sales call to proceed. If you absolutely expect to make the sale, you’re going to walk in with a high level of confidence, maybe even a little swagger.
Don’t ever go into a sales presentation acting like you’re taking up the customer's valuable time. Instead, think of it as generously giving your time. How do you feel when you give someone a gift? If it’s something you know they want, will use and benefit from, are you uncomfortable presenting it to them? No, you show up thinking, “She’s going to love this! I can’t wait to see the look on her face when she opens it.”
Think about sales calls the same way. When you meet with a prospect to show how things can be better, you’re not stealing their valuable time. You're giving something valuable and you’re excited about what it can do for the customer and the patient.
When you feel the way I just described, you walk into a sales call with an attitude of “You’re going to think this is so cool. You’re going to thank me.” No longer will you open your sales calls with, “Doctor, thank you so much for your valuable time today. I know you’re very busy and I appreciate you spending some of your time with me.” Instead, you’ll see yourself as an equal who has something to give, instead of most salespeople who walk into a sales call just praying to close the deal.
Don’t be cocky. Don’t be arrogant. But a little swagger is fine, because you my friend, bring something to the table.
Clarify Your Value. Say It Well. Say It Often.
If you can’t clearly articulate the unique value you offer, don’t make the sales call. You might believe your product and company are better than what the customer is buying now, but if you can’t articulate it in a compelling manner, you’re just wasting the customer’s time as well as your own. It’s important to have a strong belief in what you sell, but it’s equally important to have the confidence that comes with being able to communicate it in a way that makes it clear to customers.
Clarify your value on paper and in your mind. Practice articulating it until it flows as easily as your name. Share this truth with customers until they recognize the value and want it for themselves and their patients. Instead of mistaking you for a commodity, they'll realize what you truly are -- an asset!
Associate Manager - Sales and Marketing Support Service
8yMr Horoff: If the interviewer asked question like how can you convince me that you are the most suitable person for medical rep? What is the most appropriate way to respond?Actually What are the characters that the interviewer looking for? Thank you.
Experienced Sales Education Leader Passionate about giving back to the next generation
8yGreat advice: We used to tell our reps that if they could not convince themselves why their product would solve an issue or add greater efficiency for the customer, they might want to hold off on the call. Once you know, you can offer a more convincing alternative to the competition.