How to Avoid “Death By Demo” in Medical Robotics Sales

Every sales pro in Healthcare Robotics knows that product demos are a huge part in “sealing the deal” in the sales process. A great meeting will help produce interest for potential customers. Most B2B product demos, though, can be boring and dull, and don’t evoke any kind of interest from the possible buyer, and usually take place before truly understanding what the prospect needs. These demos wind up killing your chances of building a relationship and trust with your potential buyer. In a lot of cases, this causes your leads to turn to your competitors, or feel forced.

Think of it this way: a brand new prospect and you are on your first date. On the first date, do you think it’s a good idea to talk all about how amazing you are, or, learn more about them, discovering things you have in common, and listening to them? Yes– the latter. No one wants to get married after the first date. You have to take time to listen, build interest, and give useful information. Your demo must be designed in the same way, to make sure you have a second date, and develop the value they are seeking to close the sale.

Here are some suggestions that will help you avoid “death by demo” in your Healthcare Robotics sales:

Getting potential customers to the trial

Understand your buyer personas

Just as people aren’t usually ready to marry after the first date, they also aren’t ready to see your product demo the first time they connect via your site or email. You could talk on and on about your Healthcare Robotics solutions, but without a good idea of what these people need, it will be hard to close the sale. It’s a good idea to get started by defining and researching your ideal Buyer Personas (imaginary personality that matches your perfect customer). This will help you build your marketing efforts and prioritize your outreach and demos. For example, your Buyer Personas might be ‘Clinician Christine’, ‘Physician Phineas’ as well as ‘Administrator Adam’ with a listing of objectives, obstacles, and other attributes for each. You can tailor your sales demos and conversations to deal with each of their individual demands, figure out their personal needs, and make changes accordingly. This way, they see you as a unique option, not just a one-size-fits-all widget.

Making the demo

Keep it brief

Once you go over how your services or product will help the customer’s needs, take a break. Talking constantly without stopping will make your target tired and bored. Be sure to keep your demo short, concentrating just on important information. Do not get too caught up in the demo and ignore your leads. Watch their faces and body language to see if they have any concerns.

Be animated

B2B sales presentations can be very generic and stiff. To better engage your audience, you need to put some excitement into the presentation. Change up the tone of your voice all through the presentation. People won’t want to listen if you only speak in monotone. Use different facial expressions and gestures to show your excitement about working together. Anik Singal, the Founder and CEO of Lurn and VSS Mind, is a fine example of somebody who makes a B2B trial exciting and appealing.

Use case studies and stories

Don’t take all your time talking about the attributes and advantages of your service or product. Use case studies and stories to demonstrate how other businesses like those of your leads have benefited from it. For example, you could talk about how your Healthcare Robotics product and services aided ‘X Hospital’ reduce the typical wait time by Y%. Doing this will make it easier for the prospective customer to understand the value of your company, and make a better buying choice. Marketo’s case studies are a great example of information that educates their potential customers on how to pick marketing automation software programs.

Don’t make unnecessary comparisons

Many salespeople use meetings to talk about how they are different from their competition and tell why their product or service is better. This should only be done in moderation and with discretion. If you know that your prospect is thinking about a rival, find a strategic way to highlight your strengths and their weaknesses. If you, however, raise a point that your prospect had not been thinking of, you might have opened up the door for them to consider your rival. Avoid these mistakes by asking exploratory questions to find out where your prospect stands in the buyer’s journey and what questions they have.

Practice makes perfect

It’s a good idea to practice the demo at least two times before the actual meeting. Getting more comfortable with the content of your conversation will help ease your nerves and make you seem more sure of yourself. Discussing your products numerous times will also help you identify and errors and fix them. Practice with a colleague that could play the role of the customer and give you feedback. Do not forget to check the tools and equipment you might be using for the presentation to make sure everything works.

Be on time

No matter what, make sure the demo starts and ends on time. Beginning or finishing late will just annoy your potential customer and get in the way of your chances to close the sale. If you have to start late because of inevitable circumstances, apologize and explain the hold-up. If you have to go over a few minutes, make sure it’s ok with the customer. They are just as busy as you are, so keep this in mind.

End with a call-to-action

Include a call-to-action (CTA) at the end of the talk. The CTA could be asking for business, arranging a follow-up call, or asking to talk with other decision makers in the company. This will guarantee that the conversation continues after the demo. It will give you the opportunity to answer any questions or concerns, boosting the chances of making the sale. Corevist, a leading representative of SAP B2B ecommerce options, has a brief item demonstration that finishes with a CTA to arrange a customized trial.

After the trial

Keep engaging leads with content:
After the prospect asks for a demo and does not attend, or says they are not ready to buy, you could engage them with information content to keep them involved until the moment is right. Using your Buyer Personas, you could work with your marketing team to produce content customized to the demands or interests of each kind of perfect buyer. This content could be blogs, infographics, how-to videos, etc. You could start sending this content once a week in Lead Nurturing Emails. Doing this will assist your leads and build trust on your brand name (thought leadership). Over time, this content will help the customers and demonstrate how they prefer your option.

The bottom line

As vital as it is for you to offer a wonderful and informative discussion, your efforts will only be productive if your demonstrations are aligned with your prospect’s needs and goals. Your sales process must be customer-centric, where your goal is not to sell another product, but instead to help the customer. This kind of sales process if called the Inbound Sales Methodology.

It can be hard to do this alone. Responsify works with Healthcare Robotics sales and business development pros to offer strategy, support, and help in executing these tasks. By collaborating, we assist marketing and salespeople tactically draw in brand-new site visitors, convert them to qualified leads, and then delighted clients.

We’ve helps lots of skilled salesmen include Inbound right into their sales process and close even more sales. Don’t hesitate to schedule your free strategy session to help review your current methods and take them to the next level to close more sales.