Leadership in MedTech: Amir Tahric speaks about Sales, Marketing and Trust

Today we have a discussion with Amir Tahric, an experienced Sales Leader with 15 years + of experience working for some leading Life Sciences business including Flex and Gerresheimer. Me and Amir will have a discussion about modern sales in LS touching upon interesting topics of Trust, Marketing and Sales collaboration, and importance of being truthful to your customers. All of which will be more than adequate to the current market professionals in sales as well to the leadership teams.

Stan: So Amir, thank you very much for being here. Let's start our Q&A from a first question.

As a Sales Leader in Life Sciences industry how do you generate trust?

Amir: Thank you Stan. Good question. With over 15 years of experience in the Life Sciences sales sector, I've learned that trust is the foundation of any successful sales relationship. You can sell anything, but trust cannot be purchased; it must be earned through consistently delivering on promises and providing value to customers.?

It's important for salespeople to strike a balance between understanding the customer's needs and what their company can realistically deliver. They must be aware of their own position and limitations, but also have the ability to represent the customer's interests within their company and ensure that promises made are kept.?

In today's fast-paced world, delivering on promises is more crucial than ever. A good salesperson not only offers competitive pricing and terms, but also follows through with their commitments both on paper and in practice. Building trust extends beyond the sales process and is strengthened through ongoing communication and relationship-building efforts.

?As in any personal relationship, trust is critical in sales. A salesperson should approach each interaction with customers as an opportunity to build trust through consistently delivering on promises and exceeding expectations. Trust is a two-way street and must be earned through a mutual understanding and delivery of value.

Stan: You are a big believer in Marketing without sales is useless, sales without marketing is hopeless. Can you elaborate?

Amir: Having a background in both marketing and sales has given me a unique perspective on these two critical disciplines. In many companies, marketing tends to take the lead, particularly in industries where image is of paramount importance, such as the case with Red Bull. However, when it comes to products that require a more technical explanation, sales becomes the driving force.

To achieve sales success, it's essential to have the right leads. Marketing and sales must work in tandem, with marketing generating qualified leads (MQL) and passing them onto sales (SQL). Unfortunately, there are many companies where the marketing and sales departments are disconnected, leading to disputes over responsibilities and a waste of valuable time.

Lead generation is a daily requirement in today's business environment, particularly through social media. It has become almost everyone's hobby.

However, simply having leads is not enough. The sales representative must also be able to close deals, which can be a time-consuming and costly process if the sales funnel is cluttered. The sales representative's focus should be on communicating with the customer, not cleaning up the funnel. By working together, marketing and sales can optimize their processes and eliminate any gaps between their departments.

Stan: Well, Amir you are making a very good point and this is the part of the leadership team responsibilities, right?

Amir:

It's imperative that businesses have a solid, well-defined strategy in place. However, I think that 90% of the leadership teams tend to rely on gut feelings strategies and intuition, which can lead to a lack of direction and understanding of their goals.

This makes it difficult for the marketing team to understand their role in generating leads and guiding them through the sales process.

To avoid this, it's crucial for all departments, including marketing, sales, development, and operations, to understand and align with the company's strategy and mission. This unity and shared understanding can foster a positive and supportive work environment where everyone is working towards a common goal and success.

Stan: Very interesting. In such a case what does it mean to be successful in Sales Leadership?

Amir: Having a strong sales team is a key aspect of successful leadership within a company. But, it's not just about having talented salespeople. The team supporting them must have a clear understanding of the sales strategy and how to build trust with customers. This includes the importance of not just enjoying the job or perks of the role, but truly understanding the objective of the sales strategy.

?It's also crucial to determine if the product or service being sold is a "must have" or a "nice to have." This distinction will greatly impact the sales strategy. For example, selling an insulin pen is a "must have" for those who require it, while selling a luxury watch or car is considered a "nice to have."

?In order to be successful, the sales team must have a clear strategy and be aware of their position in the market. Marketing plays an important role in determining this positioning, by understanding where the company fits in the industry and whether it operates in a more innovative or safety-focused sector. In the pharmaceutical industry, for example, safety is often prioritized over innovative solutions, even if they may be better for patients.

Thank you for reading Part 1 of our session.

Our conversation about Sales Leadership with Amir continues to the next round and the new Q&A will be posted soon. Stay tuned!?

Summary:

In order to have a successful sales team in a company, trust is key and must be earned through delivering on promises and providing value to customers. Sales success also requires a clear strategy and understanding of the company's position in the market, determined by marketing. The distinction of the product or service being sold as a "must have" or a "nice to have" greatly impacts the sales strategy. It is important for the sales team to have a clear understanding of the sales strategy and how to build trust with customers. Marketing and sales must work together to generate leads and align with the company's strategy and mission to achieve success.

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