How to get your Medical Sales Reps Stick to a Selling Framework: Medical Device Edition
6 minutes read
Okay, so you’ve got this new sales framework. It’s like a 360-degree roadmap to successfully interact with HCPs, right? But getting your reps to follow it? That’s the real challenge.
It’s not enough to just give them the framework. They must live by it. You know, make AI sales role play part of their daily grind.
What is a Selling Framework?
A selling framework is a roadmap that guides medical device sales reps through the entire sales cycle. From initial contact with healthcare professionals to closing deals.
Why Does It Even Matter in the Medical Device Industry?
Simple. It helps reps:
Stay compliant with industry rules
Present products effectively
Ensure a consistent approach across the team
Types of Selling Frameworks
Quick Reminder:For a deep dive into the top 6 selling methodologies, check out our blog.
Top 6 Sales Methodologies for Closing Complex Deals
Clear Objectives: Set SMART goals (specific, measurable, achievable, relevant, time-bound).
Structured Process: Define each step
Prospecting: Identify potential prospects.
Engagement: Maintain contact.
Needs Assessment: Understand their needs.
Presentation: Show product value.
Handling Objections: Address concerns.
Closing: Finalize deals.
Training: Use AI sales role play for initial and ongoing training.
Resources: Provide microlearning modules (audio, video, quizzes, PDFs).
Using Selling Methodologies to Enhance Framework Adherence
SPIN Selling: Enhancing Needs Assessment
SPIN Selling is highly effective for improving the needs assessment phase. Asking smart questions to find out what HCPs really want. It helps rep understand the underlying gap before making a pitch.
Below is an example, reps can practice.
Situation: How many patients with diabetes do you see in your practice each week?
Problem: Are you seeing challenges with patients managing their blood sugar levels consistently?
Implication: How does inconsistent blood sugar control affect your patients’ overall health and well-being?
Need-Payoff: How would a device that helps patients better manage their blood sugar levels improve patient outcomes and reduce the burden on your practice?
Consultative Selling: Building Strong Relationships
Imagine you have a friend who needs help. You listen to their problems and find a way to help, right? That’s what consultative selling is like.
When you talk to HCPs, listen to what they need. Don’t just tell them about your device. Show them how your device/product can help them treat their patients.
Medical Sales Rep: “Dr. Nick, I know patient comfort is a top priority for you. I’ve heard that managing patient pain after procedures can be a real challenge. Have you noticed any issues with post-op discomfort?
Dr. Nick: “Yeah, it’s a big deal. Patients hate being in pain, and it can slow down their recovery.”
Medical Sales Rep: “Totally get it. We’ve developed a new device that can significantly reduce post-op pain. It’s been showing great results in helping patients recover faster and with less discomfort.”
Solution Selling: Effective Presentation and Closing
Solution Selling focuses on presenting solutions to specific problems rather than just selling a product. It focuses on the presentation and closing stages of your framework.
Suggestion: Instead of just telling doctors about the product’s features (like how it works or its ingredients), you focus on the problem the product solves: post surgical pain.
Challenger Sale: Identifying Pain Points
As the name suggests, focus on challenging the status quo and offering a new perspective through AI sales role play.
Instead of just agreeing with the HCP, challenge their current approach. Show them a better way to treat patients.
Medical Sales Rep: “Dr. Nick, I know you’ve been using device X for years. While it’s effective, have you considered the potential side effects and long-term implications for your patients?”
Value Selling: Demonstrating ROI
Show HCPs how your product can save them time, money, or improve patient outcomes. Focus on quantifying the value of your product or service.
Medical Sales Rep: “Our new device can reduce patient hospital stays by an average of two days, leading to significant cost savings for your practice.”
Sandler Selling System: Effective Questioning
What it is: Sandler Selling uses a questioning technique to uncover the HCP’s pain points and budget(sometimes).
Example Questions:
Pain Questions: “What challenges are you facing with patient compliance?”
Budget Questions: “What’s the financial impact of these compliance issues?”
Decision Questions: “How do you decide on new treatment protocols?”
MEDDIC: Qualifying Leads/Deals
MEDDIC is a qualification framework that ensures you’re targeting the right leads (HCP).
As the name is here’s some example questions:
Metrics: “What metrics are you using to measure treatment success?”
Economic Buyer: “Who makes the final decision on new medication?”
Decision Criteria: “What criteria are essential for your decision?”
Decision Process: “What steps are involved in your decision-making process?”
Identify Pain: “What are the biggest challenges you face in patient care?”
Champion: “Who in your team will advocate for our solution?”
SNAP Selling: Simplifying the Process
In short, it means quick and effective pitches. SNAP Selling aims to simplify the sales process and make it easy for buyers to make decisions.
Medical Sales Rep: Dr. Lee, I know you’re busy, so I’ll be brief. Our new insulin pen is a game-changer. It’s small, easy to use, and delivers precise doses. It’s perfect for your patients with diabetes.
Dr Lee: That sounds interesting. Tell me more about the accuracy.
Medical Sales Rep: It’s incredibly accurate, Dr. Lee. No more guesswork. Plus, it’s patient-friendly.
NEAT Selling: Identifying Needs and Solutions
Focuses on core needs, economic impact, and timeline of the HCP.
Medical Sales Rep: “Dr. Lee, I understand you’re seeing an increase in diabetic patients. How is that impacting your practice? What are your specific challenges in managing their care?”
Target Account Selling: Prioritizing High-Value Accounts
What it is: This methodology focuses on prioritizing and selling to high-value accounts that align well with your product.
Suggestion: Focus on key accounts that have a high potential for sales.
Final Thoughts
Finding the right sales approach is tough. Different reps need different methods. SmartWinnr AI sales role play can help your medical device sales reps figure out what works best. Independently practice with AI HCP, find their best fit and master the product pitch.
If you have or want to share your thoughts related to selling frameworks, feel free to write to us at contact@smartwinnr.com
Want to know how to recertify your medical device reps faster?
How to Re-certify your Medical Device Reps Faster with AI Role-plays
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Published on Wed Aug 28 2024