Medical device sales – four ways to differentiate from the competition

Medical device sales

How do you differentiate yourself from your competitors? We asked four first line and middle sales managers at a medical device company for their advice. They said:

1. Most sales reps focus too much on products. To differentiate yourself, sales reps must move beyond products, identifying the value adds that help the customer with business gains – like practice development. If a sales rep can address a customer’s business concerns and needs, loyalty follows when selling products.

2. Second, in the medical device space, you not are competing just against companies, you are also competing with their sales reps. So, identify who the sales rep is, their history with the account, and their relationship with the customer.

3. Although selling medical devices is no longer just relationship selling, it’s still a personal business. People buy from who they like – so get to know your customers and build relationships with them.

4. The final senior sales manager shared several points. First and foremost, you have to have a good product and good clinical knowledge. But, you also need to be an effective communicator, be pleasantly persistent with the customer, have unbridled enthusiasm, and have an undying belief in your company. When successful, you set the standard against your competitors’ sales reps are judged.

Check out other posts on sales effectiveness at the Sales Training Connection. 

©2011 Sales Horizons™, LLC

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About Janet Spirer

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. Janet has followed two different, yet complimentary paths. First, as a B-School Professor she taught marketing, sales, and business strategy courses. She also managed a consulting practice focusing on sales productivity and marketing – working with a variety of clients ranging from Xerox to IBM. She translated those experiences into a book – “Parlez-Vous Business” – that helps sales people develop the business savvy to sell successfully. Since co-founding Sales Momentum® in 2000 with Richard Dr. Spirer received her Ph.D. from The Ohio State University, an M.P.A. from The University of Texas at Austin, and a B.A. in Economics from Brooklyn College. She holds the appointment of Professor Emeritus at Marymount University.
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3 Responses to Medical device sales – four ways to differentiate from the competition

  1. Mark Rocha says:

    “Great points! I find that understanding the issues and motivations of a prospect can also help differentiate too.”

    • Janet Spirer says:

      Thanks for the comment, Mark – we agree … understanding prospect drivers is a key to sales rep rep differntiatino.

  2. Pingback: Medical device sales – seven ways new sales reps can build sales success | Sales Training Connection

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