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, you’re better than that! Focus on the patient and your customer. Tell stories that highlight problems you are solving. Better yet, make those stories […]
Your Medical Devices competitors will talk about product features & benefits. Read More »
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 about the product. No questions, no understanding of the patient population, no uncovering of pain. I’d like to say, that I
The Medical Devices sales process is not speed dating. Read More »
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 the Health Care Provider’s day easier? (workflow, time saved, improved outcomes, etc.) 3. What “white space” does it occupy? (after a
Medical Devices product positioning isn’t about apple-to-apple comparisons Read More »