Career-Making Medical Sales Tips
1. Get to The Hospital Before The Doctors
GPs and surgeons work long hours, so you may have to as well. Getting called in and showing up off hours will establish credibility in the eyes of the customer, because it shows you’re willing to help them whenever it’s needed.
That’s a valuable means of differentiating yourself from the competition.
2. Don’t Take a Break at Lunchtime
Even if you’re used to unwrapping a sandwich every day at noon, you might find lunch is better spent selling than eating. Like you, surgeons and physicians typically take breaks during the lunch hour, so you should make sure to stay available throughout the middle of the day. Try catching up with your contacts in the cafeteria.
Come armed with a few value-driven talking points that will catch their interest early and make them glad they spent their break chatting with you.
3. Get to Know the Lay of The Land
No matter how experienced you may be as a salesperson, hospitals can be incredibly confusing the first time you arrive. Tap on managers, clinicians, and other sales reps to familiarize yourself with the floor plan before you make your first visit.
Getting to the hospital early will allow you some time to get your bearings.
4. Always Keep The Patient in Mind
While you might sell directly to surgeons and general practitioners, there is a third party you should always keep in mind: the patient. Whether it’s your product or a competitor’s, always suggest the solution that will be best for the patient, because they are the ones affected - whether you’re selling gauze, a new 3-D printed implant or a piece of sophisticated equipment.
Even if you have to recommend a competitor’s product doing so will build credibility in the eyes of your customer.
5. Know Your Products Like The Back of Your Hand
Surgeons and practitioners are hands-on with your products every day, making them some of the most knowledgeable customers you can sell to. Therefore, it's critical you know your products backwards and forwards. The more helpful the information you give them and questions you can answers, the more likely they are to do business with you in the future.
6. Be Responsive
If all other factors were equal, hospital administrators and practitioners would simply do business with the person who was easiest to work with.
While your company’s pricing, customer service, and quality may be out of your control, you can always take it into your own hands to be more flexible and responsive.
7. Follow Through
It may seem obvious, but simply doing what you say you’re going to do can be surprisingly refreshing. Today’s world is fast paced - especially in the medical industry - so it’s easy to lose track of your commitments.
However inevitable it might seem, dropping the ball even once can tarnish your reputation in prospects’ eyes.
8. Prepare for The Negatives
Hearing bad things about your device, company, or other employees is never pleasant, but as a sales rep it comes with the territory.
As uncomfortable as it may be to stand in front of dissatisfied customers, your response can make or break your relationship with them.
9. Emphasize Economic Benefits
Healthcare costs are rising much higher than inflation, due in large part to the ballooning price of drugs, medical devices, and hospital care, Forbes reported. To stay competitive, hospitals are looking for ways to avoid passing these costs on to their patients.
The easiest way to do that? Improve efficiency wherever possible. Whether you’re selling syringes, defibrillators, or knee implants, bring attention to the ways your products can help reduce costs (long service intervals, bulk pricing, long shelf life, etc.).
10. Never Give up on Offices That Don’t See Reps
If an office or surgeon tells you they don’t see sales reps, it’s ok to cross them off your list - but do it in pencil, not pen. Practitioners and hospital policies are always subject to change, so when an office updates its policy you should make sure you’re the first to know.
Give the office a call every time you’re in the area, and send emails every so often to check in, even if you’re not actively selling. That way you’ll stay in the front of their mind, securing first mover advantage if they eventually start seeing reps.