Selling to Hospitals – 10 roles for internal champions

Selling to Hospitals


Top performers are good at developing internal champions – rightly so, they are crucial to winning key business.  Why? Increasingly a lot of selling is going on when the sales person isn’t there so the sales person needs someone to “tell their story” when they’re not around. 

There are many reasons why this is happening, from – purchasing decisions increasingly shifting to new products or value analysis committees where the sales person can’t directly make their case to restricting the amount of time the sales person has in the Lab or on the OR floor. One thing is certain.  This trend will become more prevalent, rather than less prevalent. 

We’ve looked at how salespeople can develop internal champions and the benefits of developing internal champions – but we realized we have not put down in one place exactly what role a sales person might want an internal champion to take on when the sales person isn’t there. So … here’s a starter checklist … 

10 roles internal champions might take on when a sales person isn’t there: 

  1. Be your advocate
  2. Obtain information
  3. Provide feedback about what went on  
  4. Lay the groundwork for your devices as well as tee up meetings for you with others
  5. Alert you to obstacles and potential problems
  6. Influence others in the account
  7. Clarify misinformation shared by your competitors
  8. Watch your back
  9. Position you with hospital administration and buying committees
  10. Provide competitive intelligence

and, of course, wouldn’t it be nice if they were able to close the deal. 

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©2011 Sales Horizons, LLC

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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1 Response to Selling to Hospitals – 10 roles for internal champions

  1. Pingback: Medical device sales – the sales process is changing | Sales Training Connection

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