What do you do if healthcare professionals are not receptive to your sales pitch?
In medical sales, encountering healthcare professionals who are not receptive to your sales pitch is an inevitable challenge. Your ability to navigate these situations can make a significant difference in your success. It's essential to approach each interaction with a strategic mindset, ready to adapt and engage with empathy and understanding. By recognizing the concerns and priorities of healthcare professionals, you can tailor your approach to better align with their needs, ultimately fostering a more productive dialogue.
When facing resistance, your first step should be to listen actively to the healthcare professional's concerns. This means fully concentrating on what is being said rather than passively hearing the message. By doing so, you demonstrate respect and gain valuable insights into their reservations. This can help you address specific issues head-on and show that you are not just there to sell, but to offer solutions that benefit their patients and practice.
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Not being receptive means the healthcare professional has an objection. International author and consultant, Dorothy Leeds, and author of, "Smart Questions-Smart Listening," said, "An objection is really an unanswered question." So asking the client to explain the objection uncovers the underlying concern; "Explain your biggest concern with my sales presentation?" Then being an active listener lets the HCP know you HEAR and UNDERSTAND the objection.
Empathy is a powerful tool in medical sales. Reflecting empathy involves acknowledging the healthcare professional's perspective and validating their concerns. This doesn't mean you agree with their stance, but it shows you understand where they're coming from. By building rapport through empathy, you create a more receptive environment for discussing your product or service, as it shifts the focus from selling to problem-solving.
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Reflecting empathy means you thank, acknowledge and express an understanding of the concern. But asking a clarifying question to isolate the objection or uncover hidden objections reflects more empathy; "Is this the only concern you have, or are there others?" Acknowledge and express additional concerns then trial close with a question: "If I can adequately resolve your concerns, would you buy?"
If your initial pitch isn't resonating, don't be afraid to adjust your approach. Tailoring your message to the healthcare professional's unique situation can make a significant impact. Highlight aspects of your product or service that specifically address their concerns or patient needs. Remember, flexibility and adaptability are key in demonstrating that you are responsive to their feedback and committed to meeting their needs.
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To answer objections means emphasizing certain advantages-benefits to answer misunderstanding(s) and shifting emphasis to outweigh drawback(s). Misunderstandings are 'cleared-up" by providing additional proof and/or evidence. Drawbacks are answered by outweighing the drawback(s) with emphasis on certain advantages-benefits tied to the HCP's needs, or on those to which the HCP has already agreed.
Healthcare professionals rely on evidence-based medicine, so your sales pitch should be backed by solid data and clinical evidence. Providing studies, trials, or other forms of evidence that support the efficacy and safety of your product can be instrumental in overcoming skepticism. It's not just about the numbers; it's about showing how your product can improve patient outcomes and streamline their workflow.
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Providing proof that the product is efficacious and safe is with clinical studies. In a survey of HCPs, nearly 90% responded that clinical studies are helpful in influencing their use of products, and 84% reported that they later review them after the salesperson's presentation. The respondents also reported that company-generated visual aids and brochures are less helpful. Therefore, presenting scientific evidence from a clinical study in a credible, balanced, manner is critical to the success of the salesperson.
Persistence is vital in medical sales, but it must be balanced with professionalism and respect for the healthcare professional's time. A follow-up demonstrates your commitment and belief in your product's value. It also gives you another opportunity to address any new questions or concerns that may have arisen. Be sure to keep the lines of communication open, as circumstances and needs can change over time.
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The "sale" is often not immediate. Medical salespeople must be able to follow-up and persist for months, or years, before a sale is made. Aspects of the product's efficacy, safety, dosing, cost or coverage can change with time, the needs of the HCP's office can shift, and needs can change. Often the sale comes but only after long periods of dedication to the HCP's office and providers.
Sometimes, despite your best efforts, a healthcare professional may not be interested in your product. In such cases, it's important to explore alternative approaches. You might consider introducing different applications or models of your product, discussing flexible pricing options, or even referring them to another product that better meets their needs. The goal is to be a resourceful partner rather than just a vendor.
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