Mostly, they will use them to highlight parts of their product that yours doesn’t have – so let them. There’s no reason to get into a head-to-head battle on product features,...

Don’t let your sales team lead with the product. I’ve led too many role plays where the sales rep begins by sliding a piece of collateral across the table and dives right into details...

You need to slice it up in many different ways to truly set yourself apart from the competition. 1. How does the product or service improve the patient’s life? 2. How can it make...