A successful medical device sales business of the future is one that provides stakeholders with both clinical and economic information.
There are three succinct ways healthcare buyers differentiate their services to patients: care, access and cost. This means your medical device sales team must know how to create dialogue around solid solutions and favorable outcomes rather than focus on slick product features.
The following are three key tips for creating medical device sales strategies that focus on proven value-selling techniques:
Tip #1: Align Your Value Proposition With Target Healthcare Buyers
As healthcare buyers compete against each other to lower costs and improve their services, the best way to get their attention is by providing valuable information that directly supports their value proposition. If you offer a prospect a useful webinar or free report, for example, it should contain a compelling value proposition that benefits the prospect’s business.
When your sales team understands the business and financial impact of a new value proposition, you’re better able to make smart adjustments to your value-selling process.
Tip #2: Emphasize The Economic Impact Of Your Medical Device
Today, you must show healthcare buyers how your medical device is going to help them solve internal issues of costly inefficiencies to generate an immediate return on investment.
Once you’ve laid the foundation for how your products and services drive ROI, your sales team’s efforts should use this economic argument to their advantage. This healthcare sales strategy is accomplished by identifying specific value elements for each individual prospect or customer.
Tip #3: Ground Your Value-Selling Claims In Supporting Data
Whether healthcare buyers are competing in terms of better care, improved access, lower costs or some combination of these elements, they’re looking for proof that your medical device solution delivers the edge they need. When it comes to providing this proof in such a complex system, analytics are key to demonstrating value.
To build a competitive medical device sales model around value selling, you need a platform for capturing, analyzing and managing sales data. A CRM system is designed to help sales teams develop more informed and engaged relationships between salespeople and healthcare buyers.
As these major changes are taking place in the field of medical device sales, many companies are likely to struggle when adapting to a value-selling approach. This shift may be particularly challenging for companies that have long competed on price alone or by selling premium, innovative products.
That’s why many medical device sales teams outsource to a third party to gain greater insight, expertise and support. The right outsourced sales partner offers a variety of services, like value-selling and CRM management, to truly drive dialogue with prospects and close more deals.
Ready to incorporate value-selling into your medical device sales?