You’re in device sales, but your company decides to expand and offer analytics and coaching services as well. Or you work for a company that sells pharmaceuticals for cancer patients, so your company creates an app for mental health support.
Disruptors like these happen frequently in the medical sales world. Sometimes, to improve patient care, customer service, or increase revenue to remain a top competitor, companies expand outside of their typical offerings. Of course, reps are then expected to adapt and successfully sell additional products — sometimes even outside of their comfort zone.
This is a major task for medical sales reps, like yourself, who have strived to become excellent at selling specialized products. But no matter what changes your company throws at you, you can continue achieving your goals.
Here’s how you can adjust your sales strategy to promote newly added products:
Focus on the patient
First and foremost, stick to what you know — the well-being of your customers’ patients is always goal number one. Remind yourself that the new product is meant to enhance that goal. Whether it’s an app, coaching, pharmaceuticals, or a device, this new addition to your product wheelhouse is intended to give patients an improved quality of life.
This is where you’ll start with customers, too.
Begin by discussing where they see a disconnect in products and patient needs. Go even deeper and ask them to explain why they like your product but also to be brutally honest about where there are openings to further help patients.
Let them know you’ll consider their observations and will get back to them. Take a moment to consider all the ways you can now resolve those issues and concerns. When you return, let them know you thought about everything they said and have a product that will help improve patient care in one or more areas that were mentioned.
Use your resources
You don’t need to know everything. In fact, it’s not even expected of you. Chances are if you’re an experienced medical sales rep, it feels like you do know everything — at least when it comes to your product. So, when you’re expected to pitch a new product, you’ll feel uncomfortable.
One of the sources of that discomfort is how novice you feel about the product. This fear is perfectly normal and should be used to fuel your sales. As you learn about the new product, put yourself in consumers’ shoes. What’s intriguing about it? What questions do you have? Is there anything that makes you doubt its effectiveness?
Now, put your resources to work! Take all these questions to your leaders and research and development team. When they begin resolving each one, make a sell sheet to give customers. This lets them know that you’re already considering their concerns and are digging in to find genuine answers.
Prioritize your time
You are already a busy medical sales rep. And your company leaders just took you from busy to overwhelmed. How are you supposed to focus on selling coaching services while you’re out on the road selling products? Honestly, is one more important than the other?
The truth is, if company leaders are asking you to sell it, it has to be done — whether you think it’s a good idea or not. The most important thing, however, is taking care of your own mental well-being. None of your products will get sold if you’re mentally and physically exhausted.
Prevent yourself from becoming overwhelmed by scheduling out your days and prioritizing your time. At the beginning of each week, create a chart with columns for each of your products. Write down the percentage of your sales goal achieved so far for each and any deadlines. Use both of these to guide your week and prioritize your time between products.
Have you ever been asked to sell a product or service outside of your comfort zone? Let us know how you coped!