PHILADELPHIA, PA, August 30, 2013 /24-7PressRelease/
-- Chadd Corwin
knows the power of a good story. As a salesman with more than a decade of experience selling medical devices, he has come to believe that storytelling is one of the most powerful tools at a salesman's disposal. Telling a story about how a product enhanced the business or life of another similarly situated individual is a great selling point if done effectively.
In medical sales, the goal is not only to connect with a client and sell the product but to get a doctor to change his or her behavior and use the new technology. An article
published on Business2Community.com discusses the specific storytelling mechanisms needed for success in medical device sales.
The article suggests making the story personal, positive and detailed. Doctors rely on details to achieve success in their careers so stories that include relevant details will stick with them. Chadd Corwin notes that when he uses more details about a product and how it interacts with doctors and patients, he has better success closing the deal. Stories should give an indication for how the product will work in real-life scenarios.
Narratives also need to make an entire medial team believe in the power of a product. This is essential for after the sale is closed and the product is in the physician's office. It is often difficult to ensure that physicians actually use the product, but if an entire team believes in its merits they will likely push for the product's use, Corwin argues.
"The decision maker has the ultimate authority, but he or she is part of the medical team," Corwin said. "While it is the physicians choices we want to influence, it's really the team's behavior that is changed. Thus the entire medical team has to be included in the narrative."
Making a story personal is especially important in medical sales. Most people have relied on the health care system at one point or another, and those who are fortunate to have had good health likely know someone who was less lucky. Connecting stories to real people is essential in the medical device sales pitch.
Salespeople should keep their messages positive. Focus on how using a device improved outcomes. The narrative should encourage a doctor to make changes to their behavior to achieve better outcomes in their medical practice. Shaming a doctor for not doing something is not likely to encourage them to change. It might shut them down instead.
Selecting which story to use is very important. The anecdotes used should clearly illustrate how working with the company will further the doctor's end goals and how the device fits into the equation. Stories should allow sales representatives to translate clinical pitches to personal patient experiences with real-world outcomes. Chadd Corwin keeps a log of powerful stories he hears from clients to use when selling products to new physicians.
Chadd Corwin is a medical sales representative who specializes in the sale of cardiac surgical equipment. He also works heavily in the surgical sales space and makes pitches to hospitals, surgeons and members of a hospital's surgical staff. His career began in 1999 and he chose the field because it combined a family background in sales with his love of science. When he is not on the job, Corwin is a single father and triathlete.