As a medical sales speaker who spends a lot of time training aspiring and experienced medical sales representatives, I love it when sales reps use terms like “evidence-based selling.” Selling in healthcare certainly demands the ability to discuss scientific data, but there is a right way and a wrong way to do it. When you do it the wrong way,  what you’re doing is driving customers away instead of pulling them in. In this episode, medical sales performance expert Mace Horoff discusses how to stop killing sales with a faulty evidence-based medical sales approach.

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