How do you leverage data and evidence to support your sales arguments in a hospital sales negotiation?

1 Know your audience

Before you present your data and evidence, you need to know who you are talking to and what they care about. Different stakeholders in a hospital may have different priorities, pain points, and expectations. For example, a clinician may be more interested in the clinical outcomes and safety of your solution, while a financial manager may be more concerned about the cost-effectiveness and return on investment. Therefore, you need to tailor your data and evidence to the specific needs and interests of your audience, and use the language and terminology that they understand and trust.

2 Use credible sources

Not all data and evidence are created equal. You need to use credible sources that can back up your claims and show that your solution is based on sound research and best practices. Some examples of credible sources are peer-reviewed journals, industry reports, case studies, testimonials, and awards. You should also avoid using outdated, biased, or irrelevant data and evidence that may undermine your credibility and authority. Make sure you cite your sources clearly and accurately, and provide references or links if possible.

3 Use visual aids

Data and evidence can be more persuasive and memorable if you present them in a visual way. Visual aids can help you simplify complex information, highlight key points, and compare and contrast different options. Some examples of visual aids are graphs, charts, tables, diagrams, and images. You should use visual aids that are clear, relevant, and easy to read and understand. You should also avoid using too many or too complicated visual aids that may distract or confuse your audience.

4 Address objections and questions

Data and evidence can help you address objections and questions that may arise during a hospital sales negotiation. Objections and questions can be based on different factors, such as quality, price, performance, or compatibility. You should use data and evidence that can directly answer or refute the objection or question, and show how your solution can solve the problem or meet the expectation. For example, if the objection is about the price of your solution, you can use data and evidence that show how your solution can save money, increase revenue, or reduce waste in the long run.

5 Tell a story

Data and evidence can be more impactful if you tell a story that connects them to the real-world situation and the emotional needs of your audience. A story can help you illustrate the benefits and outcomes of your solution, and show how it can make a difference in the lives of the patients, staff, and organization. A story can also help you build rapport and trust with your audience, and make them feel more engaged and invested in your solution. You should use a story that is relevant, authentic, and compelling, and that includes specific details, examples, and results.

6 Follow up

After you present your data and evidence, you should follow up with your audience to reinforce your message and address any remaining concerns or doubts. You should summarize the main points and benefits of your solution, and remind them of the data and evidence that support them. You should also ask for feedback, questions, or objections, and respond to them promptly and professionally. You should also provide additional data and evidence if needed, and offer to send them more information or resources if they request them.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?