Look at the medical device you’re selling. I mean really look at its design and functions. Consider how many regulations engineers and developers had to meet to get this single device FDA approved.
Following “the rules” may seem like busy work to those involved in the developmental stages of a product when these regulations feel like they are just necessary steps to satisfy an audit. This often leads to a compliance mindset in medical device sales.
On the flip side, appreciating these regulatory processes as an essential part of business practices is a quality mindset. Those who focus on quality understand exactly how each step impacts the company’s bigger picture and, more importantly, the greater good for the end-user.
These mindsets do not just affect those focused on engineering and development factors, however. How you perceive your day-to-day and execute the steps from reaching out to closing a deal in medical device sales depends greatly on whether you follow a compliance or quality mindset.
For this reason, we’re going to help you create a quality-based mindset in regards to every step of the medical device sales process. Here’s how you can implement a quality mindset into your strategy today to improve customer relationships and sales numbers:
Take a look at the big picture
Reaching out to current or potential customers is the first step you take to achieve your goals. But initiating those relationships is just one of many. You strategize, send out emails, make calls, schedule meetings, and fill out reports to send back to management. These are your ‘checklist’ items to reach your end goal — a new sale.
Looking at each of these steps with a compliance mindset ensures you mark one more thing off of your to-do list for that day. And it brings you one step closer to selling your product ‘by the book’.
A quality-based mindset allows you to draw a line between each of those smaller steps and recognize how they help you improve a patient’s quality of life. This not only gives meaning to your work, but also creates a foundation on which to build relationships with repeat customers.
Create a goal map to see the quality in every small task you perform and how it impacts your ultimate goals. Start with a large circle notating your monthly sales goal. Then, attach smaller circles with goals you need to hit to reach that large goal.
The final step is crafting chains of tasks you must complete to achieve those monthly milestones. Grasping this concrete visual adds deeper meaning and higher quality to even your smallest accomplishments.
Align your strategy with customers’ pain points
Medical device developers can meet all the necessary regulations, but if the product doesn’t meet customers’ needs, it’s irrelevant. The same goes for how sales reps approach medical device sales.
In fact, customers are looking for reps to prove their product’s relevance to their business goals. A recent Callbox report, noted that 79 percent of B2B buyers prefer sales reps who can translate their offer into specific business recommendations, rather than overwhelm them with facts and details.
Narrow your focal point to the obstacles your customers face. Look into their patients’ biggest concerns, including insurance issues, a product’s ease-of-use, and how the product fits into their daily lives. Customize your strategy for each account. Spend time discussing your product’s qualities that fit their patients’ needs most.
Advocate for patients
No matter the device, your product will completely change someone’s life. In September, an implanted Medtronic device helped paralyzed patients walk again during clinical studies. And a new nerve stimulation device by Abbott is enabling those with chronic pain to live healthier, fuller lives. The list of new technology that’s constantly improving someone’s quality of life grows daily.
This quality, however, isn’t easy to obtain for some patients. Depending on insurance approval, your product may be financially out of reach. Some patients won’t feel the product is as easy to use as others. You’ll even run into people who are frightened of change or undergoing a procedure to place the medical device.
These are genuine fears and scenarios. The people attached to them are real people — not ‘sale’ or ‘no sale’ checkboxes.
Approach their situations like a friend. First, discuss with doctors if the product is ideal for their situation. Once you’ve determined your device will improve their lives, fight to ensure they’re given the opportunity to use it.
Call insurance companies to discuss options. Or sit down with a patient and their doctor for a step-by-step tutorial on operating their product. No matter what their concern or issue is, remember that the quality of their well-being is the ultimate end-goal and you’re their advocate.
How do you ensure you’re focused on quality, not compliance, during your sales calls? Let us know!