| Medical sales representatives all experience some | | | | job done without you, but realistically he can't. |
| level of intimidation at one time or another. This | | | | Physicians require a vast team to take care of their |
| article will focus on why it occurs, the problems it can | | | | patients and a big part of that team is the sales |
| cause, and how to overcome it. | | | | people whose companies manufacture the products |
| Why Reps Get Intimidated | | | | he needs. |
| Medical sales reps sell to experts in their fields. | | | | "Can't he buy those products from one of my |
| Whether we are selling to a physician, a nurse, or a | | | | competitors" you ask? Of course he can! But you |
| certified technician in one specialty or another, we | | | | need to believe in your heart that his doing so would |
| assume that they have far more knowledge about | | | | not provide for his patients as well as you and your |
| their chosen profession than we ever will. I'm going | | | | products can. Why? Because if you don't believe that |
| to focus on the physician for this article, since it is | | | | your offering is in many ways superior to your |
| normally the physician who has the most education | | | | competitors', even if it is only because you come |
| and training in his chosen field of practice. | | | | with it, then why are you selling this product or |
| Let's say that you are a new sales rep for a medical | | | | service in the first place? |
| products company, or you were just given a product | | | | So that is rule number one - when you walk into the |
| line, which is far different from what you have been | | | | doctor's environment, you are a professional with |
| selling. Knowing that we possess only a fraction of | | | | equal standing as a human being. But you must make |
| the knowledge that a doctor has about a given | | | | sure you are competent, which is the rule number |
| subject can be intimidating when our job is to offer | | | | two. |
| him a solution for a problem. We know consciously | | | | 2. Develop Competency Nothing reduces intimidation |
| that we are not an "equal" in his area of expertise. | | | | and improves your attitude like being competent! |
| This kind of thinking can drop us down a notch from | | | | Competency in medical sales involves 3 areas: |
| where we see ourselves as compared with the | | | | - Core knowledge about your market segment |
| doctor. | | | | - Product knowledge |
| The doctor controls the environment in which we sell. | | | | - Professional selling skills |
| We call on him in his office, or his clinic, or work with | | | | Core knowledge includes everything you need to |
| him in his operating room where he is King! Everyone | | | | know regarding the market segment or specialty to |
| you meet in that environment will treat him like the | | | | which you sell. For example, if you are selling a line of |
| boss. We are selling to someone who is usually in | | | | products specific for cardiac surgery, then you need |
| control of his environment - and that can be | | | | to learn cardiovascular anatomy and physiology and |
| intimidating. | | | | become knowledgeable regarding the different |
| Speaking of control, if you are not an experienced, | | | | cardiac surgical procedures associated with your |
| competent, presenter, the doctor will frequently take | | | | products. Learn the surgical protocol, potential |
| control of your sales presentation. When you lose | | | | problems and solutions, why one procedure is |
| control, that's really intimidating - and frustrating! | | | | preferred to another, etc. |
| Also, we always know that the doctor, just like any | | | | Product knowledge is essential! No one that you sell |
| other customer, has the ability to reward us (give us | | | | to should know more about your product than you |
| business), ignore us (not give us business), or punish | | | | do! You must master all the aspects of your product |
| us (take away business that we already have). Many | | | | lines including a familiarity with any competitors. Your |
| reps feel like they are at his mercy (and to some | | | | products must be the area where "you are the |
| extent you are, but so what!) and this can be very | | | | expert." |
| intimidating. | | | | Professional selling skills position you as a professional |
| The other intimidation element is that some doctors | | | | and place you in control when you are discussing |
| want to be intimidating. Many will treat sales | | | | your area of expertise - your products! When you |
| representatives as second-class citizens by talking | | | | have confidence in your ability to present your ideas, |
| down to them in ways that suggest they are little | | | | know how to prepare, and can handle any situation |
| more than glorified street vendors. Being treated like | | | | that gets thrown your way, little can intimidate you. |
| a peon does little for one's self-esteem, and that can | | | | 3. Accept the worst that can happen Sales people |
| be intimidating. | | | | get intimidated because they feel like they have |
| There are two problems with intimidation in sales. | | | | something to lose, namely the customer's business or |
| The first is that you don't feel very good about | | | | any business opportunities in the future. Professional, |
| yourself. This also contributes to the second problem | | | | competent sales people know how to leave the door |
| which is you don't sell very well because your lack of | | | | open for future opportunities when they don't get |
| confidence is sensed by the customer and your | | | | the sale or they lose some business to a competitor. |
| intimidation short-circuits your sales abilities. | | | | Treat any failure to close new business or loss of |
| The 3 Steps to Overcoming Intimidation | | | | business as a temporary situation. Let the customer |
| 1. Develop the Right Attitude You must consciously | | | | know that you will be available when he needs what |
| adopt an attitude that the customer, in this case the | | | | you offer, if not today, then tomorrow. Remember |
| physician, is at least your equal as a human being. | | | | that you have other people to sell to in the mean |
| Treat him with the dignity and respect that he | | | | time. |
| deserves, but see him as an equal, after all - you are | | | | Summary |
| both professionals! | | | | Intimidation results in medical sales when we diminish |
| Attitude is not about "copping an attitude." It's about | | | | our opinions of ourselves when compared to others. |
| being confident. Too many medical sales | | | | Our job is to serve the customer by offering him |
| representatives see the relationship with the | | | | those products and services that enable him to do |
| physician as a one-way street where it is the doctor | | | | his job, or do his job better. When we work with |
| providing the rep with business. Aren't you bringing | | | | professionals and see ourselves as competent |
| something to the table as well? Do you offer | | | | professionals as well, intimidation will be a thing of the |
| products and services that help the physician improve | | | | past. |
| the care he provides? Are you well versed in product | | | | The best way to overcome intimidation is to not be |
| knowledge that helps to educate the physician and | | | | intimidated. Learn to project a professional and |
| his staff? | | | | courteous attitude, and confidence in your abilities at |
| Attitude is about seeing yourself as someone who | | | | all times. After all, you are a medical sales |
| can partner with the customer to help him get the | | | | professional! |
| job done. Sometimes he will act like he can get the | | | | |