Want More Medical Sales? Shift Your Perspective.

As I contemplated what to include in this week's article, I realized that one fundamental issue underlies most of the daily challenges faced by medical sales representatives. Here's the crux of it:

They think like sales reps instead of thinking like the doctor, nurse, materials manager, hospital CFO, or whomever the stakeholder they sell to happens to be.

Rather than approaching sales from a salesperson's mindset, why not put yourself in the shoes of your targeted buyer?

For instance, imagine thinking like a doctor when interacting with one. What does that entail?

Now, I don't mean you should don a white coat and stethoscope - that would definitely be ill-advised since impersonating a doctor is illegal in all 50 states. What I'm referring to is examining your sales approach from a doctor's point of view. If you were the doctor, would the topic you're discussing align with the overall mission of your practice? Is it detailed enough to pique your unique interests? Would it be hard to ignore? Does it address a common concern?

How Would You Respond If A Salesperson Approached You That Way?

Consider how you would respond if a salesperson approached you in this manner.

Think about your initial thoughts when you receive a call or email from a salesperson. If you're anything like me, it's usually along the lines of, "How did you get my number?" or "Why are you calling me?"

Take a moment to reflect on why you feel that way. Primarily, it's because the phone call (or email, text message, or someone showing up at your front door) interrupts your routine. Moreover, the product or service behind the interruption is typically not something you actively think about or believe you need. Consequently, your immediate reaction is to brush it off with a quick "Thanks, but I'm not interested" or hit the delete button.

However, I'd venture to say that on occasion, you might feel a tinge of curiosity upon receiving a call or email. What triggers your curiosity? It's usually because the topic at hand relates to something you care about, actively contemplate, or find interesting. In marketing parlance, this attention-grabbing element is known as the hook. It's what makes you pause and stop scrolling through your email or social media feeds.

Now, what happens after something hooks your curiosity? Typically, you find yourself making a split-second decision on whether to give it further attention. You might quickly compare the product being pitched with something you already have. If your existing product is satisfactory, you can easily dismiss the interruption and return to what you were doing, especially if it seems more important than exploring the solicited product.

Align Your Objectives With The Doctor's Objectives

Let's shift our perspective to that of a doctor and compare it to the typical viewpoint of a medical sales representative in the scenario described above.

When would a doctor want to be interrupted? The only time is when the interruption pertains to something of utmost importance that cannot be delayed.

Usually, sales reps call on physicians during office hours or in-between procedures at the hospital. The sales rep's objective is to present a product.

Now, think like a doctor. You're tending to patients in the office or hospital, addressing significant concerns, needs, and medical conditions. Your goal is to navigate through the day as efficiently as possible, providing each patient with quality care. You're notified that a sales rep wishes to meet with you. What would compel you to pause your work and grant them some of your valuable time?

The topic at hand would need to be relevant and urgent. If the rep is pitching a product similar to something you already possess or don't require, it's an automatic "no."

You see, just like you, doctors are seldom interested in sacrificing their valuable time for someone trying to sell them something they aren't in the market for.

Stop Selling What They're Not Buying (Yet)

When considering your product and how you present it, take a moment to identify the problems, challenges, issues, mandates, or needs it effectively addresses. These are the focal points that can generate genuine interest from physicians or any other stakeholders in the sales process. Dive deep into this exploration because there are often numerous benefits to a product that may not be immediately obvious (in my medical sales workshops, we consistently uncover 15 or more benefits for any given product). Put yourself in the shoes of a doctor: would you be intrigued by a discussion on how to attain these benefits?

Make it a habit to think from the prospect's perspective before every sales call. Now, I understand that you don't possess a crystal ball or possess mind-reading abilities. However, if you invest time in learning as much as you can about your prospect, you can gain insights into what truly matters to them. And that's precisely what you should focus on.

By adopting a customer-centric mindset rather than approaching sales solely as a salesperson, you'll create greater sales opportunities. Moreover, you'll find more enjoyment in the process, build trust, and set yourself apart in a crowded me-too marketplace. That's a substantial reward for a shift in thinking.

Grab my FREE Medical Sales Course: Distinction To Dollars