Sales demonstrations are part and parcel of being a sales representative. In fact, they are required if you want to be successful at it. While being sociable or good at making conversations with medical professionals is a good starting point to have in this medical sales, it's important to go beyond basic interpersonal skills.
Simple demo mistakes can cost you sales — and not being aware of best practices is the equivalent of leaving money on the table. So, what can you do to ensure you’re optimizing this process? And if you’re a team leader, what are some sales demo best practices you can use to ensure the success of your sales reps?
Sales demos are presentations showcasing a product or service to a prospective customer — whether it’s a medical manufacturer's CEO, testing lab director, clinic management staff member, or a physician.
While such demos provide a perfect opportunity for prospects to ask questions, the sales rep should focus on explaining all the features of the product in a way that provides value to the customer. Show them enough solutions to their pain points, and you’ll be that much closer to closing that deal.
While it may be tempting to wax poetic about the goods or services you’re trying to sell, there are certain things to keep in mind to avoid losing out on the sale.
Maybe a prospect agreed to the demo because they’re curious about the product. They may not be ready to buy yet, but they are willing to listen. Each demonstration should be tailored to each prospect’s circumstances.
For example, maybe they’re not even aware yet that a given product or service will help ease their business' ailments. If that is the case, focus on showing them how similar organizations within the same field have benefited from the product.
Ask them targeted questions so you can fully understand possible pain points being faced by the customer. Maybe you’ll have to shift your focus from sales to informational content. If so, do that. Make it about solving a problem for them; not exclusively about what’s in it for you.
It’s natural to feel so excited about the product you’re presenting that you want to spend the entire time talking about how wonderful it is. While you certainly want to highlight its best features, it’s also crucial to listen to what your prospects have to say.
For example, do they have any concerns? Do they have any questions about the features? Are they not fully sure how the product will solve an issue they’re currently experiencing?
Talk, but let them ask questions, and listen. It’s the best way to gather the information you need to optimize your sales strategy for that prospect.
The last thing you want to do is make it seem like you’re only there to collect a paycheck. Giving out a presentation that’s clearly done by rote memorization will only make you sound like a robot. If you do this, odds are that prospects will be eagerly waiting for a break in your speech to interrupt you and say they have something else to do.
So, be enthusiastic instead. Use hand gestures and changes in how you speak to show how convinced you are of the product’s ability to make their medical business more efficient.
Also, showcase studies that substantiate your claims. Keep things relevant and interesting.
Even if you feel confident enough about the product or service’s features, practice several times before the presentation. While improvisation is an important skill for adapting to unexpected questions and situations, it's important to have a solid framework for your demo.
You could make a script and time yourself to ensure you finish within the allotted time frame. You can also set aside a few minutes for their questions. If you’re doing a visual presentation with PowerPoint slides or Infographics, test the technology to ensure that everything works smoothly.
If you’re doing a remote presentation, test your camera, microphone, and screen sharing capabilities well ahead of time.
Scheduling a demo for 1:00 PM means you start at 1:00 PM — not five, ten, or heaven forbid, even more minutes later. Prospects are busy and have more important tasks to take care of.
Additionally, if you take extra time to answer their questions and it seems like the demo may take a few minutes longer than scheduled, ask your prospect if it’s ok to run a little longer. If they cannot stay, don’t take it personally. Thank them for their time and try to wrap things up as efficiently as possible.
There isn’t a one-size-fits-all approach for everyone. Conduct research and tailor the demo to each prospective customer’s specific needs. Focus on solutions for each prospect’s issues.
This will put the product or service into context and will allow you to focus on the main features that would keep the buyer interested. Every single sales demo should be matched to what your potential customer needs the most.
You don’t have to have a medical degree to do sales demos, but you should become an expert in the medical specialization or industry segment you’re selling to.
For example, if you're dealing with clinics, get all the necessary training to thoroughly understand your prospects’ medical practices. Learn all the terms and jargon and what they mean. Stay up-to-date on industry news (setting up Google alerts comes in handy for this).
Learn how different technologies can improve their business operations. Read books. Listen to podcasts. Take online courses. Try to go into each presentation with the knowledge of an insider.
Do you have the time or the desire to spend an entire afternoon hearing about a product? Chances are, you have other things to do and places to go. And, especially in the medical field, time is of the essence.
They are called demos for a reason. It’s not an infomercial or a documentary. Make an outline of the essential features and stick with those.
As a medical sales manager, you set the tone for the success of your team. Being an efficient leader creates an environment where sales reps can thrive instead of suffering burnout. To do so, prioritize the following practices:
When communicating with your sales team, make sure that everyone feels respected. This is the best foundation any kind of leader can build upon. This doesn’t mean you’re becoming everyone’s best friend. But it does mean that sales reps feel comfortable around you instead of looking for the best opportunity to jump ship.
This includes trusting that they know how to do their jobs as professionals instead of micromanaging. If you hire the right people and provide proper training, you have nothing to worry about.
Promote transparency. Communicate clearly what the sales goals are, and consider constructive feedback. Ask reps what they need to do their jobs more efficiently. Make it a habit to regularly touch base with your team to make sure that everyone’s efforts are aligned to achieving tangible goals (e.g. Increase monthly sales by 20% instead of simply saying you want to increase sales).
Then, give them the necessary tools for them to achieve their goals — such as software and training. All of these components will make sales reps feel supported and can help to minimize turnover.
Remind them of the bigger picture. Yes, they’re doing a job, but they’re also making things better for the general public by having medical facilities purchase technology that makes them more efficient — provide a faster diagnosis, increase patients’ comfort, or offer painless treatment.
For example, give praise where praise is due. Point out their strengths and use them as part of your sales strategies. Offer continuing training so that all sales reps feel more empowered to give the best possible demos. Send emails with monthly wins and provide incentives for closing additional sales.
You should always know what’s going on with each account and with your sales pipeline. Track analytics to check whether current strategies are working and if they aren’t, either adjust your marketing or your target.
Remember that your goals should be specific, measurable, attainable, realistic, and timely. If they are, discuss all wins and losses openly. This will allow you to identify what works and any areas where there is room for improvement.
A good way to do this is through one-on-one meetings, where reps may feel more comfortable discussing issues with you.
If you’re too busy running your practice to have time to focus on training sales reps, you can always outsource your sales team. Axxelus provides you with the option of hiring either full-time or part-time representatives who specialize in medical technology, healthcare services, physicians, clinics, or pharmaceuticals, among other fields. We hire the right people so that you don’t have to.