Customers treating your product as a commodity? Maybe it’s YOUR fault!
November 2nd, 2011 | 
Author: I consult with some of the greatest and most innovative medical companies in the world, yet invariably, a sales representative will ask, “How do you deal with customers who treat your product like a commodity.” My answer is usually something along the lines of, “Well, stop creating that perception!” As you can imagine, that often garners a surprised and even an angry look. If you want to know how this is happening and why YOU might be at fault, I lay it out here in this podcast episode.
Podcast: Download (3.1MB)
When You’re Customer Says, “I’ll Keep It in Mind.”
Healthcare professionals often have the same response when a sales representative presents a product that they find interesting or potentially useful. The response is, “I’ll keep it in mind.” Many medical sales representatives leave the next step up to the customer, which is a complete abdication of responsibility. This week’s podcast addresses how and why you need to prepare for hearing these words ahead of time and why it’s all a part of YOUR job.
Podcast: Download (3.7MB)
Some points about using scientific papers when selling to doctors and other clinicians
Do you use scientific papers and references from medical journals during your sales conversations? Use them if you have them, and if it makes sense to do so. But if you do, there are a few things you need to be aware of. This is not a discussion of how exactly to cite scientific data during a sales conversation, but more of a tactical approach on what to do and what to avoid. Let me know what you think by posting some comments below on the www.medicalsalesguru.com page under this podcast.
Podcast: Download (4.8MB)
How to Avoid Putting Doctors and Other Clinicians on Pedestals So You Can Sell Effectively
Sales reps often put customers on pedestals such that it makes it difficult to sell effectively. Are you having trouble connecting with your customers in the clinical or other environment? Listen to this edition of the Medical Sales Guru Podcast to understand why it happens and learn how to adopt a mindset to engage your customers and sell more effectively.
Podcast: Download (5.7MB)
Is it your products that your customers see as a commodity, or is it YOU?
One of the biggest complaints from medical sales professionals selling in the current marketplace is their customer’s frequent attempts to commoditize their products and services. Sales reps go to great lengths to differentiate their products and even themselves from the competition–except in one area–what they say and focus on. I know…you’re different (let’s hope so), but why not listen to this podcast and see if you meet the first criterion for differentiating yourself at the start of every presentation.
Podcast: Download (5.8MB)