Sales objections are a standard part of any medical sales job. Successful med reps know how to overcome these objections. The best way to do this? Come to any potential customer conversation ready to provide solutions. Of course, you’ll want to know what their goals are and how you can help them grow — but there are even more details to discover.
Since you’re the expert here, you need to take the lead with potential customers. Control the conversation and build that customer relationship. Guide them around potential sales objections and toward a closed deal by asking the right set of questions.
Try these five open-ended questions to successfully combat medical sales objections:
1. What current pain points are you experiencing?
Use this question to proactively address the sales objection, “We don’t need this.”
Although you may have a general understanding of what your customer is looking for, don’t assume you understand everything they need. Take the time to truly listen to their answer. The customer might share something new that could result in a potential upsell.
This first question will guide your conversation, so take notes. Be prepared to reference back to these opening details, and tailor your pitch to their response. Be specific in how you can help solve these pain points. How is your product a great solution?
By having the customer identify their needs, you can focus on ways you can help.
2. What current products do you use? What is working well with your current provider, and what is lacking?
Use this question to proactively address the sales objection, “We already have X product from X company.”
Another company likely offers a similar product. And it can be challenging to convince a customer to switch from a provider they’ve always used unless you can show why it’s worth their effort.
Understand your competition here. Be prepared to speak about why and how your product is better. Address any gaps they have, and be specific about how you can fill those gaps. Be sure to leave no question about why switching to working with you will be a better experience for their needs.
3. What is the decision-making process like, and who is involved?
Use this question to proactively address the sales objection, “I’m just collecting information right now. I need to take this to my boss.” (Deals can go cold if the information is held too long by a gatekeeper.)
Don’t let your potential sale stall because the right audience isn’t at the table. Find out upfront what process is required for the deal to close.
Include the right people from the very beginning if you can. If not, understand who you need to involve throughout the sales process so that you can proactively bring them into the conversation when it’s appropriate.
4. After chatting, do you have any concerns or reservations?
Use this question to discuss any sales objections you haven’t already addressed.
This is where you can push for the sale. You can assume that everything’s moving forward and bring the customer along for the ride. But give them the opportunity to talk through any challenges or reasons why they might object to the sale.
Be prepared to follow up with additional resources as needed and respond to their questions. You want them to feel informed and confident in the decision they’re making.
5. When are you hoping to make a decision to implement this new product?
Use this question to proactively address the sales objection, “Maybe. We’ll get back to you.” (The worst thing in sales is a ‘maybe,’ as this usually leads to a deal going stale. Don’t leave the conversation without having a clear direction on how to move forward.)
Establish clear and specific next steps for the conversation. If the potential customer gives you a timeline of two weeks, be prepared to follow up with all of the resources before that deadline. Let the potential customer know you’ll reach out in 15 days (1 day after their deadline).
You’re setting the stage for what they can expect from you as their medical sales rep. Your relationship will become even stronger when you follow through on your promised action items.