In my 20 years of medical sales experience, one of the most common mistakes I see sales professionals make is having follow-up calls that are not what they should be. If you are calling someone who has done business with your organization in the past but you don't know them well - or it is your first time personally calling them, make sure you are well prepared.
And do yourself a favor - put as much pre-call planning into your phone calls as you do your personal visits for the best results. There really should be no such thing as a "cold call" any more with key people in an organization since you can do so much research before you call. If they have any authority - they expect that you have done your homework.
Here is an outline I might use to call on someone I don't know well....
Good morning _____, this is Rob Bahna with Resuscitation International.
I have been working with other ________ departments (or title you are talking to), discussing some ideas that have helped them deal with some of the unique challenges they are facing today with SCA victims. We have seen some outstanding customer satisfaction and positively affected patient outcomes.
I would like to ask you a few questions to see if some of our solutions might make sense for your department.
I would like verify some of the information I have been able to learn about your facility and
make sure I understand them from your perspective as the ____________(title)?
Ask about them…..
I understand you have been a _________ for 5 years. What are the biggest changes you have seen in that time as it relates to how your responsibilities have evolved? Where do you find yourself spending a lot of time where you didn’t use to?
Besides yourself, who else do you involve in the important process of purchasing medical supplies and equipment?
Sell Your Company
Jane, we know it is important for you to know who you are doing business with. Resuscitation International has been servicing the emergency medical supply and equipment needs of pre-hospital professionals for 10 years. We have a proven track record of being an industry leader. We are proud to have more than 100,000 agencies and professionals rely on RI.
______, as you are well aware, over the last 10 years we have seen a shift in acuity levels. You are being asked to do higher levels of care in many situations with less resources, especially in today’s economy. RI has been in business for over 10 years – and we can help you deal with these challenging times.
Determine Your Customer’s Objectives
Make them stop and think – ask high gain questions that differentiate you and are not only situational.
1) What Criteria do you use to evaluate your potential suppliers (business partners)?
2) How do you prefer to place your orders?
3) Which company do you currently order your supplies from today?
Do you order from more than one company?
4) Could you please share with me what your experience has been with Resuscitation International?
If they do not volunteer it – ask them
5) It looks like you have not ordered from us in the last ______, could you share with me some of the reasons?
Engineer Agreement to Demonstrate Product-Program
________, I appreciate you taking the time to share this information with me. Based on your feedback, and some recent changes we have made it (whatever areas kept them from ordering from us – or things they like about others) we believe we can make your job of ordering easier and be very competitive from a price perspective.
When do you normally place your supply orders? What do we need to do to earn a shot at your next order?
If my pricing is competitive, would there be any other reason that would prevent us from doing business together?
Best of Luck. Be proud to put your signature on everything you do. Or don't do it.
Vice President of Sales