Developing Solid Sales Communication Channels

by Royce, the leading healthcare and pharmaceutical recruitment company in the UK

The world of medical sales is a fast paced, constantly evolving sector where the need to source new leads, meet with customers and close deals often means that the finer points of customer relationship management are neglected.

Salesmanship is the ability to engage with and persuade people, and therefore understanding how people think and act in general can give you a competitive advantage, and increase your success rates. Customers will deal with individuals and companies that they feel they can trust, that they are comfortable with and that they feel will deliver on promises. Studying how people as a whole interact with each other, and taking steps to optimise these factors will enable you to far more effectively push the right buttons, equating to an increased number of successful medical sales contracts for you and your organisation.

Customers like to feel valued

At the start of any sales process customers will naturally be guarded and distrusting, its natural human behaviour. You can disarm this reaction by having free resources on hand for that customer that might be useful to them outside of the sales discussion. This might be news articles, web links to useful information or other such resources, but they should all be relevant to your customer. Freebies make people feel valued, so use them to break the ice and add value to your customer relationship.

Enhance the perception that your customers have of you by doing that extra little bit more to gain their trust and their respect. Deliver on all promises, answer communication in a very timely manner and spend a bit more time finding out about your customer and their hospital or practice before attending a meeting.

Customers have their own work to do

Medical professionals are busy people! They dont always have time to listen to sales pitches. Make it easier for them, and for you, by learning about typical days within the industry and how people function. Time your contact points to coincide with natural quiet times, and do your sales prospecting and paperwork when your customers are likely to be busy and unreachable. This way you maximise the time in your day, and each activity has maximum value.

Customers are visual

When meeting clients dress for the occasion, show that youve made an effort. Humans put a lot of importance on what a person looks like, and tests have shown that a well presented person is instinctively trusted more than their more dishevelled competitor. Making a powerful first impression is crucial to getting the customer to trust and engage with you later.

Customers can detect deception

Its very easy to try to adopt a persona that you think a client will like, but be aware that false personas are very easy to spot since they are so very unnatural. Humans are very adept at spotting deceptiveness in each other, even if that observation is just a feeling that something isnt right. There are natural body language pointers that identify if you are lying or being deceptive, and adopting a false persona will start setting off these signals. Dont try to be someone that youre not, but instead focus on being someone that the customer feels they can talk to.

by: Laura Faith

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