Congratulations! You’ve landed that one-on-one meeting with the decision-maker or lead physician at that medical clinic or hospital you’ve been waiting months and months to book. It’s a massive opportunity that you don’t want to lose, so you’ve got to make sure you nail it and win the business.
Here are a few tips to ensure that meeting is successful:
Do Your Homework
Before heading to the meeting, you’ll want to research the decision-maker’s exact problem. After all, they’re crazy busy managing patient care and expectations, so they aren’t likely to waste time talking with a sales rep who isn’t showcasing something that will save them time or money in the long-run. Also, do some extra digging to uncover what the personal growth goals are of the person you’re meeting with - like what the next career advancement will be for them - and if possible, how your product or service helps get them closer to that goal.
In the medical field, there are so many appointments happening that the person you’re meeting with may not even remember why they scheduled the meeting with you in the first place. Start off the meeting by defining who you are, what you are there to help with as well as any other credibility factors that are unique to how you can better serve them over your competitors. However, make sure you don’t come across overly sales-ey and unrealistic in tone.
Listen First, Talk Second
Some of the best sales representatives will tell you the key to an effective sales meeting is listening to the prospect and guiding the conversation to uncover what you need to know before offering up solutions that may not meet their current needs. Have a comprehensive understanding of the company’s problem before you provide any potential solutions.
Ask Intelligent Questions and Add Value
Since you’ve done your homework and know whether you are talking to the head physician or the practice office manager, you should shape your questions around those roles. The head doctor might care more about ROI and costs whereas the office manager may be more interested in time management and convenience. Ask the questions that matter and don’t waste time on fluff. Introduce unique business perspectives and experiences with similar situations.
Close With Next Steps
For someone with appointments booked for days, having a plan of action for what comes next is key in keeping a prospect engaged and moving towards a purchase. In many cases, this involves you creating a personalized solution for their review regarding the problem they expressed. However, let the decision-maker take the lead on this portion of the relationship. Best case scenario is having something for them to also commit to doing for the future, even if that’s merely scheduling another meeting with a group of team members.
Do you work in the medical industry and are looking to leverage your marketing more effectively? If you are in West Michigan, click below and join us at our upcoming September event where we'll be teaching you everything you need to know about digital marketing for the medical and health field.