How do you differentiate yourself from your competitors? We asked four first line and middle sales managers at a medical device company for their advice. They said:
1. Most sales reps focus too much on products. To differentiate yourself, sales reps must move beyond products, identifying the value adds that help the customer with business gains – like practice development. If a sales rep can address a customer’s business concerns and needs, loyalty follows when selling products.
2. Second, in the medical device space, you not are competing just against companies, you are also competing with their sales reps. So, identify who the sales rep is, their history with the account, and their relationship with the customer.
3. Although selling medical devices is no longer just relationship selling, it’s still a personal business. People buy from who they like – so get to know your customers and build relationships with them.
4. The final senior sales manager shared several points. First and foremost, you have to have a good product and good clinical knowledge. But, you also need to be an effective communicator, be pleasantly persistent with the customer, have unbridled enthusiasm, and have an undying belief in your company. When successful, you set the standard against your competitors’ sales reps are judged.
