America's largest healthcare recruiting firm.

 



For over fifteen years, I have utilized Buckman Enochs Coss to hire over one hundred individuals for Sales and Sales Management positions for a variety of healthcare technology firms. Whether it’s been for Fortune 500 companies or early stage, VC backed start-ups, BEC has always done a terrific job in sourcing top-talent.

Scott Schlesner
Vice-President of Sales
Elsevier

Want to Lose Customers? Talk about This!

If you’re looking for a way to lose customers fast, remember this one simple, off-putting tactic: Bore them! Boring, annoying, and disrespecting your customers will make them feel as if you don’t value their time and aren’t interested in maintaining a strong, mutually beneficial relationship. If your goal as a medical sales manager is to shake off customers, lose contacts, and drain your bottom line, your reps pulling this move can get you there fast! 

But of course, this is not your goal at all. So as you coach your sales reps and help them approach medical decision makers with their best foot forward, make sure they understand the value of maintaining a healthy, open, and – above all – meaningful dialogue. Make sure they aren’t putting their clients to sleep by talking about a forbidden topic in the sales field: Themselves. Encourage them to keep these tips in mind. 

Clients are concerned about their own futures, not yours. 
Too often, medical sales reps slip into a pattern of statements and arguments that present the issues of the moment from the seller’s point of view. They begin by mentioning a certain discount that the company provides. Then they begin to explain why the discount exists. Then they explain the success of the discount program thus far. And before long, they’re explaining exactly why and how the company—not the customer — benefits from the sale. Train your medical sales reps to avoid this pattern and stay on track. For the duration of the meeting or presentation, the client’s needs, concerns, and pain points are the only ones that matter. 

Open and close with these needs and pain points. 
The first statement and the last statement of any presentation should convey a clear understanding of the customer’s issues, and a clear path toward resolving or alleviating those issues. The opening remarks should answer what may be the customer’s first question: “Why are you here? Why am I meeting with you today?” And the final statement should address what may be the final question in the customer’s mind: “What have I gained from this session? How am I better off than I was before?” 

Connect, but don’t ramble. 
All healthy relationships are based on a back and forth, and any successful conversation will involve both speaking and listening on behalf of both parties. Clients don’t always like to hear from robots, and they don’t often feel a warm connection with a medical sales rep that never seems to speak honestly or from the heart. There’s nothing wrong with explaining a personal experience, going off script, or sharing a point of view, and there’s nothing wrong with using personal thoughts and experiences now and then to establish a connection. But medical sales reps should understand the subtle social cues that indicate when enough is enough. By default, the client’s needs and words should occupy center stage.  

If you are looking to hire the best medical sales reps for your team, consult with the largest healthcare recruiting firm in America by contacting Buckman Enochs Coss and Associates.