Every medical devices sales pro in medical device recognizes that product presentations are a critical component of “sealing the deal” in the medical devices sales process. An effective presentation can also be an efficient way to increase the rate of interest of your leads. Nevertheless, most B2B item demos are too generic and uninteresting to generate any exciting reaction from the prospect and are typically presented before the prospect knows what their needs are. Rather, these trials wind up ‘killing’ your opportunities of creating a relationship and making a persuasive argument for your solution. This in most cases pushes leads away from you to your competitors or makes prospects feel too pressured.
Think about it like this: You and your new prospect are on a date. Not literally, but stick with me … On your first date, do you assume it’s ideal to: talk about yourself and brag about how fantastic you are– or– learn more about them a little bit, discover the fascinating points you share, and show that you get them? You guessed it, the latter. Besides, nobody wants to get married after the first date. It takes careful attention, genuine interest, and a careful approach to get your prospect to build interest in you. Your demonstration should be treated with the same caution as a first date, so you can make sure that you have a second date, to develop the value that your leads are looking for, and ultimately get closer to a sale.
Below are some medical devices sales suggestions that will help you to steer clear of ‘death by demo’ in your medical device sales:
Getting potential customers to the demo
Recognize your Buyer Persona
Just as individuals usually are not ready to get married after their first date, even if they ‘request a demo,’ your potential customers will not be ready to see your presentation after their initial visit to your website or after they obtain their first email from you. You could go on about your medical device solutions, but without a complete understanding of who you are talking to and what they need, it will be troublesome for you to close them. Therefore, it is best to begin by determining what your ideal Buyer Personas (imaginary people that embody what your ideal customer is). This will help to focus your marketing team’s initiatives and will help your team prioritize your outreach and demo. For example, your Buyer Personas can be ‘Clinician Christine,’ ‘Physician Phineas,’ and ‘Administrator Adam’ with a checklist of objectives, obstacles, and attributes that are unique to each. You can then individualize your medical devices sales demo and presentations to cater to each of their requirements, and when talking with them to uncover their distinct demands, make customized modifications individually. By doing this, your prospects see that you are offering a feasible solution and not an arbitrary one that may not fit their needs.
Giving the demo
Keep it brief
When you finish covering how your product will satisfy the prospect’s requirements, take the time to let it settle in. Speaking continually without a break during the presentation will tire out the prospect. Make sure to keep your demo short, concentrating on the essential points. Additionally, do not get caught up in the presentation and forget who you are presenting to. Observe their faces and gestures to figure out if they have any remarks or inquiries. Whenever your leads wish to state something, stop your presentation and allow them to interrupt. Allowing your prospect to do so will keep them involved in your presentation, and prevent them from losing interest.
B2B sales discussions have generally been extremely tense, dull, and generic. If you wish to engage your target market successfully, you will have to inject some enthusiasm into your presentation. Make sure to change up your tone throughout the presentation to avoid a monotone drone. Individuals will rapidly lose focus if you chat in a monotone. Utilize facial expressions and gestures to show your potential customers that you are delighted to offer a solution to their issues. Anik Singal, the Founder, and CEO of Lurn as well as VSS Mind is a wonderful example of making a B2B demo as dynamic and appealing as possible.
Usage case studies and stories
Do not invest all your time discussing the functions and advantages of your service or product. Use stories and case studies to show how other business or companies similar to your current prospects have taken advantage of your solution. For example, you could point out throughout your demonstrations just how your medical device services or product helped ‘X Hospital’ reduce the typical client waiting time by Y%. Doing this will make it easier for prospects to see what kind of advantages your company provides, and will help them make a purchasing decision. Marketo’s case studies are fine examples of studies that teach their leads on the best ways to choose marketing automation software.
Avoid unnecessary comparisons
Several salespeople use presentations to set themselves apart from the competition and to show why their solution is the best one available. This forward type of self-promoting needs to be done carefully and discretely. If you know that the prospect is considering a competitor, find a subtle way to point out your competitor’s weaknesses while at the same time lightly highlighting your strengths. However, if you bring up a competitor that your prospect had even considered yet, you could be giving yourself even more competition. To stay clear of such errors, you could ask exploratory questions to figure out where your prospect is in their buyer’s journey and which options they’re thinking about.
Practice, practice, practice!
For anyone giving a presentation, it is common to practice it at least twice before actually presenting. By becoming more comfortable with your presentation, you will ease your nerves and increase the amount of confidence that you come into the presentation with. Looking at your solutions several times will also help you to recognize potential pitfalls and remedy them. Ideally, you want a partner that gives you feedback and help you workshop your presentation. Remember to test any presentation equipment to make sure a technical error doesn’t hinder you during the live demo.
Be on schedule
Whatever you do, see that your demo begins and ends promptly. Starting or finishing late will frustrate your leads and hurt the possibilities of closing a sale. If you happen to begin late due to matters out of your control, say sorry and clarify the reason for the hold-up. If you need a few extra minutes to close out your demo, be sure to first ask the prospect if they could spare a couple more minutes. Your prospects are as busy as you are! Keeping them as the priority can only help.
End with a call-to-action
Make sure to conclude your presentation with a call-to-action (CTA). The CTA can be asking directly for their patronage, setting up a telephone call, or asking to talk other decision makers within their company. This will guarantee that the discussion continues after the demo is over. This will give you more time to handle any arguments, boosting the chances of making a sale. Corevist, a leading supplier of SAP B2B e-commerce options, has a brief product demo that finishes with a CTA to schedule a personalized demo.
After the demonstration.
Keep engaging the prospect with content
After a prospect requests a demo and either does not appear for the conference or claims they are not ready to discuss their situation, you can be a handy consultant by supplying them content to help inform them up until the time is right. Using your specified Buyer Personas, you can work with your marketing group to generate customized content that meets the demands or passions of each ideal buyer. This content could be in the form of articles, infographics, how-to-videos, or various other forms that you find appropriate for the job. You can then feed this content to prospects through Lead Nurturing Emails on a weekly basis. Doing so will help your leads learn about their situation, and increase trust in your brand name (thought leadership). In time, the content could help your leads to recognize their problems help them consider different options and solutions so that eventually when they are ready for the demo, they are excited to get one.
The bottom line
As essential as it is for you to offer an engaging presentation, your efforts will only prove to be effective if your potential customers are moved by what you have to offer. For that to take place, the content that you supply and the demos you give need to be aligned with your prospect’s objectives and demands. Simply put, your medical devices sales process needs to be customer-centric, where your goal is not to sell another product or service but to help your prospects overcome their obstacles. This kind of sales process is collectively known as the Inbound Sales Methodology.
It can be tough to do all this alone. We here at Responsify associate with medical devices sales and business development pros to offer strategy, support, and guidance in carrying out these tasks. By collaborating we assist marketing and sales teams in bringing in brand-new website visitors, convert them into qualified leads and delighted consumers.
We’ve aided several gifted salespeople to integrate Inbound right into their medical devices sales process and close even more deals. Don’t hesitate to schedule your free strategy session now to help evaluate where you stand and offer free insights and pointers to help you master the art of the presentation and close even more deals!