Just about every sales representative who sells in the healthcare environment employs this sales tool. But too often it is misused in a way that actually works against the sale. In this edition of the Medical Sales Guru Podcast, Mace Horoff talks about avoiding the pitfalls of what seems like an intuitively sound practice.
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7 thoughts on “The Misused Medical Sales Tool”
Your weekly podcasts have really helped me in my territory. This weeks podcast on Brochures tell the whole truth. I only use brochures as a selling aid or visual aids during the conversation with the client. I haven’t had much success by just dropping it off at the office. I am looking forward to your podcast on “selling aids”.
Mace, I hung onto every word you spoke. I used to supervise medical records and saws tons of advertising literature in trash bins back then. I admired the vendors who garnered face time with our staff members. WOW it’s hard to book conversation time with medical pros. They’re so crunched for patient time, let alone documentation efforts.
I am the retired VP Sales of a medical device company. This podcast is on target. I wish that I had this tool 10 years ago. I am subscribing just because they are great motivators, and keep me in the game!
Just had to write a note of thanks for your podcasts. Great stuff. Also, the one about the “leave behinds” was an issue I just couldn’t get across and your validation of my position was great.
Kelly Z. Sennholz M.D.
Basically, you are saying that you should view your brochures more like power point presentations and you don’t give a presentation without a presenter.
Hi Mark. That’s an interesting perspective, but I also would not give a PowerPoint presentation to a prospect without a discussion first to identify a need, and if one is not already there, to create the need. Brochures, and most PowerPoint presentations define solutions. Most medical sales reps (in my experience) are a bunch of solutions wandering around looking for a problem. The medical sales professional must get the clinician to first acknowledge how their situation could be improved before trying to improve it. To quote my friend professional speaker Joqquin DePosada, “You can’t sell the world’s best aspirin to someone that doesn’t have a headache.” Leaving brochures is like leaving aspirin…if there is no headache at that moment, it gets thrown in a drawer and as time passes you forget you even have it. The point of my podcast is that no sales person should expect (or even hope) that a brochure will do the job that the sales person must do. The brochure is a tool…not a replacement for a sales conversation. And like any tool, if you misuse it, it can do more harm than good.
Thank you for your comment.
Mace, I agree with what you’re saying. Nothing I said contradicts that, it just starts one thinking about brochures differently.
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