Starting a career in medical device sales is both exciting and daunting! Whether you aim to increase your communication skills, your confidence, or your sales strategy, start your journey with HealthCare U.
Our unique training platform is the only one that helps new medical sales reps grow their abilities and accelerate their sales by offering hyper-relevant, on-demand sales training content that is specific to healthcare.
What is the key to success in sales? It’s all about relationships! Develop long-lasting relationships with prospects today by using these effective strategies:
1. Create a Prospect Profile
Before you ever set up a meeting or introduce yourself, you’ve got to know who you’re talking to. The first step to developing a lasting relationship with a prospect is to create a prospect profile.
Build a prospect profile by brainstorming or collecting the following information as it relates to the product or service you’re selling:
- What healthcare niche do your prospects work in?
- What are their concerns?
- What are their needs?
- What are their ambitions?
Creating a prospect profile will help you begin a relationship with your prospect that is genuine and more than transactional. People buy things for emotional reasons, not rational ones. Making your prospect feel understood is an important step to developing a positive relationship.
2. Anticipate the Problem and Solution
Consider your prospect profile; picture your prospect before buying your product or service, and after buying your product or service. Can you name the transformation? What will be different?
When you try to develop relationships with prospects you need to be ready to meet resistance. The reality is that people dread a sales pitch! It’s tough to build a relationship when prospects will naturally distrust anything sales related. But you can overcome this resistance by identifying a problem and offering a solution.
Think about your prospect’s day-to-day routine and their specific role in the healthcare or medical field. What issues or problems do they face? Research leading publications in their field for relevant and current industry information.
How will your service or product solve their unique problem? What benefits can you offer? If you lead with this, you can build value in your prospect’s eyes. Relationships with prospects are built upon mutual interests. You want to communicate clearly why you and your product offer value.
3. Generate Passion
By now you’ve figured out from personal and professional experience that people don’t like to be sold. You go into a meeting with a potential prospect and immediately read the drawn look of skepticism (or even irritation) all over their face. Feels like the deck is stacked against you. Now what?
You need to generate passion! Speak positively, at an upbeat (but not rapid) pace. Show open excitement for your product or service. Use language that the prospect is familiar with and terms that are specific to their healthcare or medical field that will resonate with them. Paint a picture of how your product or service would be of use and value on the job.
The goal is to move the prospect from a rational to emotional mindset. In what will probably amount to a 10-minute meeting, your prospect won’t remember precisely what you said, but they will remember how you made them feel. If they leave feeling positive, they will want to pursue the relationship.
4. Be Relatable
There’s a big difference between being competent and being condescending. Going into a meeting with a potential prospect and attempting to wow them with a wealth of technical knowledge is a rookie mistake.
Why? You might think you’re establishing yourself as the authority on the product, or seeking to build credibility, but really you’ll just come off sounding like a know-it-all. Your prospects will likely be educated professionals: doctors, pharmacists, and health care technicians. They definitely don’t want to feel as if they are being talked down to.
You can build a prospect’s confidence in you by sharing your knowledge in a way that is relatable. Structure your meeting like a conversation, not a presentation. If it’s a one-man show and you try to impress with facts and figures, you’ll be tuned out and lose the prospect. Provide key product information thatś relevant in layman’s terms. Engage your prospect with questions so that they’ll really listen and respond accordingly.
All strong relationships are built on the principles of listening and relating to others. Make sure your prospect feels heard!
5. Have a Follow-up Plan
You got off to a great start with a prospect. But that’s just the strat! Fruitful sales relationships require ongoing attention. The final key to developing positive relationships with prospects is to have a follow-up plan.
As you close your first meeting with a prospect, you should have a calendar ready and schedule a follow-up meeting right then and there. Got to keep the conversation going! Even if the prospect doesn’t commit to a second meeting, make a note-to-self to get back in touch in a few weeks.
Maintaining the Relationship:
Stay informed on the trends and issues in your prospect’s industry. Spark a conversation and ask open-ended questions. Revisit your prospect profile and update it with new information when possible. Continue to anticipate the prospect’s problems and how you could help solve them.
Why will your prospects want to maintain their relationship with you? Because you’ll show that you can add value to their businesses. Your follow-up plan should include communication that reignites passion, adds value, and evaluates prospect satisfaction.
Check out our courses for your first steps towards improving your relationships with prospects.