You’re about to pitch your product to a group purchasing organization. How can you make sure they say yes?

1 Know your audience

Before you pitch your product to a GPO, you need to do your homework. Research the GPO's mission, vision, values, goals, and challenges. Find out who are the key decision-makers and influencers, and what are their roles, responsibilities, and preferences. Understand their current contracts, vendors, and products, and how your product compares to them. Tailor your pitch to fit their specific needs, interests, and expectations.

2 Highlight your benefits

A GPO is not interested in your product features, but in how your product can help them achieve their objectives. Focus on the benefits your product can deliver to the GPO and its members, such as improving patient outcomes, reducing costs, increasing efficiency, enhancing quality, or complying with regulations. Use concrete examples, testimonials, or case studies to demonstrate your product's value and credibility. Show how your product can solve their problems or create new opportunities for them.

3 Anticipate their objections

A GPO may have several reasons to reject your product, such as budget constraints, contractual obligations, switching costs, or lack of trust. You need to anticipate their objections and prepare effective responses. Address their concerns with facts, data, or guarantees. Emphasize your competitive advantages and differentiators. Offer incentives, discounts, or flexible terms to sweeten the deal. Reassure them that you can provide excellent service and support.

4 Engage them in a conversation

A pitch is not a monologue, but a dialogue. You need to engage the GPO in a conversation that builds rapport and trust. Ask open-ended questions that elicit their feedback, opinions, or needs. Listen actively and empathetically to their answers, and acknowledge their points. Use stories, anecdotes, or humor to connect with them on an emotional level. Invite them to ask questions or raise objections, and answer them confidently and respectfully.

5 Call them to action

The final step of your pitch is to call the GPO to action. You need to make a clear and compelling request that motivates them to take the next step in the sales process. Depending on your goal, you may ask them to sign a contract, schedule a demo, request a quote, or refer you to another decision-maker. Explain what are the benefits of taking action now, and what are the risks of delaying or missing the opportunity. Provide them with the necessary information and resources to facilitate their decision.

6 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?