Do You Want to Be a Sales Superstar? Simple, Behave Like a Doctor

In the fast-paced world of B2B high-tech healthcare sales, the key to success involves adopting a trust-based, consultative approach. Just as a skilled physician listens carefully to a patient's symptoms before offering a diagnosis, top-performing sales professionals in the healthcare industry prioritize the understanding of their clients' needs before offering a solution.

When trying to make this point, I think of my brother-in-law who happens to be a physician. By popular demand, my brother-in-law offers "office hours" during our family reunions. He patiently listens to relatives who describe various aches and pains. He doesn't interrupt or immediately suggest treatments. Instead, he asks probing questions, observes body language, and considers each person's unique circumstances. Only after gathering all relevant information does he offer tailored advice. This approach builds trust and ensures the most appropriate recommendations. In the high-tech healthcare market, the same principle applies. Sales representatives who rush to discuss product features or benefits without first understanding the healthcare provider's critical practice issues risk committing "sales malpractice."

Instead, successful sales organizations focus on integrating a consultative dialogue framework that encourages collaborative discussions between sales representatives and healthcare providers. To become a sales superstar in the B2B high-tech healthcare space, remember this crucial mantra: "Prescription before diagnosis is malpractice," and "No one cares how much you know until they know how much you care." By first "Seeking to understand, then to be understood," you position yourself as a trusted advisor rather than just another salesperson.

Resist the urge to provide presentations, pricing, or product specifications until you've fully grasped your client's present and future needs. Instead, focus on a thorough discovery process on your way to a diagnosis. Teach and provide valuable insights that address the unique challenges faced by healthcare organizations in today's rapidly evolving landscape.

Good Selling,