“What am I going to say to them today?”
Written by Jan Sweat
Every post-acute sales representative has experienced that moment—sitting in the car, waiting outside a doctor’s office, rehearsing a conversation for what feels like the hundredth time. It’s another visit, another attempt to persuade a doctor for a referral. Thinking, “What’s left to say that I haven’t said already? I feel like I’ve talked about it all.”
Enter the concept of “Shared Value.”
The very essence of Shared Value is rooted in the understanding that both your agency and the doctor can generate value by addressing needs and challenges. In the context of pre-call planning, it translates to realizing that you and the doctor share a common goal—ensuring the well-being of patients.
Considering that the sales representative, rather than focusing solely on their service, should pivot the conversation towards the shared objective. The core idea is to not ‘sell’ but to ‘co-create’ solutions that serve the patients better and, in the process, elevate the practice’s success.
For instance, during the next conversation, instead of reiterating the benefits of your service or product, you could ask, “Doctor, how can we collaborate to ensure that your patients receive the best care possible?” This not only reinforces the Shared Value but also propels the dialogue towards solutions rather than mere transactions.
- Their quality and KPIs
- How they want to be communicated with
- Their process and procedures
- Their business
- Their patients and families
- Medical and disease-specific questions
Tailor your questions to resonate with the doctor’s concerns. Start with understanding the “Medical” specifics of their patients. Move to discuss their business model, communication preferences, processes, and desired KPIs. By doing so, you align your solution with their unique needs, creating a conversation grounded in mutual benefit.
A rep should also introduce probing techniques to uncover deeper insights:
“How has your experience been with post-acute in general?”
“What challenges have you faced in ensuring consistent patient care in the home?”
“What do you consider to be the gold standard of care in the home?”
While embracing Shared Value is a powerful start, it’s just one facet of mastering healthcare sales. Discover the next level of healthcare sales excellence at our April Healthcare Sales Certification Workshop in San Diego, CA. Gain a comprehensive toolkit that addresses every facet of the sales process. From navigating complex regulatory landscapes to crafting messages that resonate on a deeper level, our workshop is designed to transform you into a strategist who wins not just business but hearts and minds. Are you ready to explore the full potential of your sales prowess?
The day-to-day reality of a healthcare sales rep is more than meetings and calls; it’s about building genuine connections in an industry where trust is paramount. Every handshake, presentation, and follow-up call is a chance to impact patients’ lives with your solutions. Navigating the complex landscape of healthcare needs, regulatory demands, and competitive pressures is overwhelming, yet it highlights the importance of shared goals and innovative strategies. You are at the forefront, representing your agency and actively contributing to healthcare’s evolution. Your endeavors go beyond fulfilling quotas; they revolutionize patient care and lay the groundwork for a future where healthcare is more responsive, patient-focused, and innovative.
Incorporating the Shared Value approach in pre-call planning not only refreshes the conversation but also strengthens the bond with the doctor. It’s a way to show that you’re not just another salesperson but a partner in their mission to provide top-tier care.
Shared Value in pre-call planning is the key to unlocking doors that seemed shut forever. It’s not about convincing anymore—it’s about collaborating for the greater good.
Imagine a future where every sales call you make is not just a pitch but a step toward meaningful collaboration. Our Healthcare Sales Certification Workshop is your gateway to this future. Here, you’ll refine your understanding of Shared Value and learn how to build lasting relationships, overcome objections with grace, and lead with innovation in a constantly evolving industry. This is your moment to shine brighter than ever. Will you seize it?
