Why knowing products well ISN'T everything

Do you recall the last time you were so confident about your products, knowing all the features and benefits at your finger tips only to fall flat on your face when no matter how hard you tried, you couldn't convert the customer?

I knew how that was like.

In 2011, as a medical sales representative I managed a portfolio which I was totally sold into. It had, in my opinion, features and benefits that were far superior to my competitors'. This product gave the surgeon the ability to perform the procedure faster, with better patient outcome and faster recovery time. Definitely a leap in technology.

Naturally I assumed that all my prospects would see that and would adopt it in a heart beat.

Boy was I wrong.

In the book " One minute sales person", the author, Spencer Johnson, M.D. said that "behind every sales is a person". To me this simply means that, our products' features and benefits will only be relevant when we understand what the person behind the title (Doctor / Head Nurse) value.

To name a few, it could be Time, Cost, Convenience, Efficacy etc ... you get the idea ....

Personal Story: When I first met him Dr C, a private surgeon. I did as all sales professionals would do, I proudly and confidently detailed to him the features and benefits of my product only to have him say that he wasn't interested.

"SAY WHAT?!" was the first thought in my mind. I was disappointed ...... but I quickly picked myself up and followed up with a series of questions that helped me learn what he valued.

and they were . . . . .

Convenience:

My competitor was offering a package which included peripheral products that would make the surgical process easier for the Dr C, but if he used mine, he would have to source the peripheral products on his own

Comfort:

Dr C constantly verbalised that he doesn't like hiccups during his procedures. Which seem to indicate that he is an advocate of "why fix it if its not broken" type of person. There's actually a term for this, it is called " Status Quo Bias", and to some extend we all have this Bias. S.C.B means that one perceives that a particular change would place him at a higher risk of failure then if he didn't change at all.

After this appointment with him, I realised that it wasn't the features and benefits of my products that would get me through the door, instead it would be to convince him that working with me would be more convenient for him and that it would give him an ease of mind.

Long story short, I sourced out for partners who could put together the peripherals that Dr C needed and I leveraged on my past experience as an OR nurse to paint a story of how much more the operating room environment would be in order if he would allow me to assist him in the surgery.

That was what broke the mould, and Dr C took the step to trying my product and the rest was history. Learning this, I applied this same method with all my other prospects and it became a matter of time that I converted most of them.

In summary here's what I learned that helped me succeed as a sales professional:

1) Focus FIRST on connecting with the prospect and not selling . See them as a person.

2) Understand what the prospect VALUE

3) Be sincere and determined about addressing the prospects' NEEDS

As the saying goes : When you help enough people get what they want, you will get what you want - John C Maxwell

*Click here To find our how Ruby (Our Participant) effectively connects with her clients