As a professional sales coach in the healthcare industry, I have observed that many salespeople in front of doctors often make the mistake of harping on the words “Price and Quality” as if they were the only reasons for a doctor to buy anything. However, in today’s competitive market, it is assumed that your product or service is well-priced and of high quality to match the industry standard and a doctor’s requirements.
Therefore, it is essential to understand that pitching on the basis of Price and Quality alone is not enough to convince a doctor to buy your product or service. In fact, overemphasizing Price and Quality as your USP can be counterproductive and turn off potential customers.
So, what should you focus on instead of just Price and Quality? Here are some tips that can help you sell to doctors more effectively:
Build relationships:
Building a relationship with a doctor is critical to selling your product or service. Take the time to understand their needs, preferences, and pain points. Listen actively and ask relevant questions to gain a better understanding of their practice.
Demonstrate value:
The doctor’s primary concern is the impact of your product or service on their patients’ health. Therefore, you must demonstrate how your product or service can add value to their practice by improving patient outcomes or enhancing the overall patient experience.
Understand their buying process:
Doctors are busy professionals, and they have a well-defined buying process. Therefore, it is essential to understand their decision-making process and align your sales pitch accordingly.
Provide evidence:
Doctors are evidence-based practitioners, and they rely on data and clinical evidence to make decisions. Providing clinical data, case studies, and testimonials from other doctors can help build credibility and provide evidence of the effectiveness of your product or service.
Offer solutions:
Doctors are problem-solvers, and they appreciate vendors who can offer solutions to their challenges. Be prepared to provide solutions and alternatives to their specific pain points and show them how your product or service can address these issues.
In conclusion, while Price and Quality are important considerations in selling to doctors, they are not the only factors that drive their decision-making process. Building relationships, demonstrating value, understanding their buying process, providing evidence, and offering solutions are all critical components of a successful sales pitch. By focusing on these areas, you can increase your chances of success in selling to doctors in the healthcare industry.
About the Author:
Dr. Vijay Viraj is a seasoned healthcare sales and business strategist with expertise in expansion. He specializes in training and mentoring sales executives, managers, and heads in modern sales methodologies, particularly in the healthcare sector. His efforts have resulted in generating revenue of over INR 30 crore across various products for his clients. Dr. Viraj is also an accomplished corporate leadership speaker who provides guidance to CEOs, startup founders, entrepreneurs, budding coaches, and trainers, helping them to 10X their revenue.
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