According to Google’s “Think Insights” research, two main triggers instigate hospital equipment purchases.
The following data was gleaned from this survey of 749 hospital decision-makers:
- 71% of decision-makers initiate purchasing decisions when replacing used or outdated technology
- 42% of decision-makers initiate purchasing decisions as a result of user requests
These percentages suggest that much of the purchasing process is centered on customer-centric issues. The biggest concern of hospital buyers, however, is balancing the economics of their purchase:
- Three out of five decision-makers look to improve clinical outcomes when deciding to purchase
- Nearly half of these decision-makers are seeking to lower costs
Patient retention rates are extremely important to the financial health of a hospital, so hospital buyers really have to understand how your product offering is going to benefit them and their patients.
Medical device sales professionals face certain challenges in today’s marketplace. Purchasing sales cycles are long, and more people than ever are involved in the actual purchasing decision.
How do you ensure your sales team is able to communicate with the right people and consistently close deals?
If you’re still using the BANT model for selling and closing deals, your overall healthcare sales strategy is lacking a customer-centric approach. In fact, the linear nature of BANT is in the wrong order. Rather than leading with the need, you’re leading with budget and authority, which bring actual business decisions to the table too late.
Instead, to address customer-centric pains, medical sales teams are now implementing the ODAC method. This sales method focuses on finding a pain and gaining agreement from the customer that your product will have a positive impact.
Identifying Unqualified Medical Sales Leads With The ODAC Method
Unfortunately, prospects don’t necessarily care about your product until they know what it can do for them. That’s why your introductions always need to be customer-centric.
The goal is to open the door to business-level discussions. In your initial value proposition to a prospect, instead of highlighting a feature, lead the conversation with the potential impact of your product.
You want to take some time to understand your medical buyer’s business environment. One of the main goals of the discovery phase is to listen and uncover any pain point for the prospect.
Are they losing patients because their technology is outdated? Whatever the determined pains are, use them as a talking point for a reason the prospect might consider your product. Pains imply an urgency to find a resolution.
The goal of the agreement phase is to get the customer to agree that your product will have a positive impact on their patients and their resources. In the agreement phase, they should be able to visualize your product as a solution for their pain. If they are able to visualize the impact, essentially they’re telling you why they should buy your product.
If your particular feature or product offering won’t have any type of impact, then it is not a benefit to them. This is huge, because this is the exact point where you can weed out that particular lead and focus on more hopeful prospects.
As you move forward with your determined qualified leads, you want to continue to understand the customer and what their decision-making process looks like. Ask them to be specific with questions like:
- Who is involved in the decision-making process?
- What would you want to see happen?
- If our product was a perfect fit, what would be the next step?
- The last time you made a decision like this, how long did the process take?
When you understand their needs, you are able to handle the decision phase in an appropriate way. With a long-term healthcare sales strategy, you want to work on ways to stay in touch with and continually educate your sales-ready prospects.
Ready to learn more about best practices for qualifying leads that drive the success of your medical sales team?