If you sell medical devices, then you know firsthand how hard it can be to sell to busy doctors and surgeons. The medical device industry is a focused field where sales come from the relationships you build with doctors, nurses, and technicians - but this can be challenging considering how little time they have to spare. With that in mind, the key to maximizing medical sales is to make the most of every account by upselling and cross-selling your merchandise.
While upselling and cross-selling are similar in that they make existing accounts more profitable, they vary in their execution. Upselling refers to opportunities reps have to add units of a certain product to an order. When cross-selling, on the other hand, reps suggest new products that complement an account’s existing order. Medical devices generate constant demand, giving sales reps plenty of opportunities to try out these techniques.
Try these tips on upselling and cross-selling to improve your medical device sales numbers and hit your goals:
Good sales begin with understanding customer cues. This involves everything from what the customers says and does, to outside factors playing out in their professional environment. In most cases, sales fall short when a rep is selling a product that does not interest the client. Keep in mind that many medical professionals use similar equipment, but not all products benefit them in the same way.
Research your customers’ purchase history. Don’t be afraid to make new suggestions if you think it will better suit them based on their history. The most effective sales reps know how to identify and fulfill the needs of medical professionals, rather than forcing them to purchase a specific product.
While suggesting an upsell or cross-sell might help you hit your numbers, remember that doing so at the expense of a customer’s actual needs could derail a purchase. In addition to keeping an eye out for buying cues, prioritize finding relevant new products to suggest. By bringing their attention to a product they need, but didn’t yet know about, you become more than a salesperson - you aid in the discovery process for new solutions. That added convenience is invaluable to busy practitioners, creating a lasting impression.
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As valuable as it can be, keeping track of your customers’ specific order histories can be easier said than done. Try leveraging a customer relationship management system to collect and access customer data in the field. Implementing a CRM system allows reps to track a specific practitioner’s interest and needs with ease. With this data at your fingertips during every visit, you’ll be able to create the perfect product list catered every client's specific wants and needs.
The #1 rule to cross-selling any item is to identify its complement. The same way a hot dog always goes perfectly with a bun, a surgeon needs a needle with sutures. Although both can be bought separately, customers will feel more willing if they can get them together, preferably at some sort of discount.
To make sure you’re always prepared to suggest the right complementary item, get to know your product catalog. Armed with a deep understanding of your company’s offerings, you’ll be able to point surgeons and general practitioners to the right tool or product to accompany any procedure.
Customers don’t want to hear about additional services or products unless the offer is of value. Similar to keeping the products relevant to their specific needs, prices and value have to be as well. Whether by finding special pricing offers or adding additional services and products, do your best to make every single offer impossible to refuse.
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