While every medical device company stands to earn more revenue from its sales process, how do you know if your process is truly optimized? The key is to discover where the weaknesses are in your medical sales management process.
Ask yourself the following six questions honestly, and discover how your medical sales management process may be holding back your ability to maximize revenue:
Question #1: Is your healthcare sales team currently setting up too many useless appointments?
If you answered “yes” to this question, you have a fairly serious issue with your sales management process. Your sales team shouldn’t be setting up appointments just to fill a monthly quota.
You must ensure your appointment setting process is focused on highly qualified leads, otherwise you’re wasting a lot of time calling prospects that aren’t in the market to make a purchasing decision.
Question #2: Do you find that you keep getting the wrong decision-makers on the phone?
Medical device sales presents a unique challenge in that more than just one decision-maker is coming to a final purchasing decision. In fact, a whole team may be involved, from a doctor right down to an in-house IT specialist.
If you find that you keep getting the wrong person on the phone, it’s time to step back and rid your sales database of irrelevant contacts, replacing them with multiple titles per account, involved in decision making, you need to be connecting with on an account by account basis.
Question #3: Is your ratio of healthcare sales leads congruent with the number of sales reps you have in the field?
For this question, your answer will be “no” if you have too many sales leads (never a bad thing!) and not enough representatives to handle the volume (a very bad thing!).
Without a robust healthcare sales team, prospects easily slip through the cracks or go with one of your competitors that provide them with more nurturing during the sales process.
Question #4: Does your field team work together with the inside sales team to keep accurate, updated records of appointments?
There are so many healthcare conferences in a given year, and these events are where your field team is able to sell in person, which is something many healthcare providers prefer. But, if your field team isn’t communicating to your inside sales team about the in-person selling they’ve done, prospects fall by the wayside.
To improve this sales management process, ensure your field team is updating records so the inside sales team knows exactly when appointments are set.
Question #5: Do you include a medical device technologist on site for calls with prospects to ensure their product questions are fully addressed?
If you answered “no” to this question, your medical sales management process is lacking a major component: deep education. Your prospects want to know how your product offering is going to be cost-effective and provide better patient care.
Obviously, you can train your sales team on the high-level benefits of your medical device, but you need to ensure that all prospect questions are answered with a certain depth that satisfies their concerns.
Question #6: Has your healthcare sales database been refreshed in the last 12 months?
No? Assuming that a static database is fine is a big mistake that will negatively impact your medical sales management process. At least every 12 months (and ideally every six months), you need to conduct a full-on refresh of your sales database and assess the validity of your contacts.
Purge old contacts and add new ones that you’ve acquired through lead generation. When you do a database refresh periodically, you’re always assessing its validity at the proper time.
Have you discovered that your medical sales management process is in dire need of an upgrade?