When a health care provider presents a technical objection to a product, it’s tempting to try to prove them wrong. But proving people wrong doesn’t necessarily lead to a good outcome, which is for the provider to use the rep’s product. It’s better to redirect the conversation by acknowledging the objection and clarifying it. If there was a simple misunderstanding, it can be cleared up. Otherwise, knowing how to respond is key. For example, the rep can show product benefits that refute or minimize the objection or refer to third-party information to support claims. Handling technical objections isn’t about winning arguments, but about clarifying and responding appropriately. How to overcome Physician Objections on a Sales Call?
Medical Sales reps need to understand why physicians make these objections in the first place. Most medical sales reps don’t know anything more about the information or study they are presenting than what their marketing department tells them. Sales reps often misrepresent data and don’t tell physicians the whole story. That’s why – majority of the physician objections are designed to put sales reps on the defensive and test their knowledge.
Too often, when customers raise an objection sales people do not discover what is driving the objection. Rather, they immediately respond to the objection by reiterating the talking points of their offering. While it’s laudable that sales people believe in what they are selling, responding to overcome Physician objections by repeating the same points that generated the objection won’t be successful. By responding immediately they really don’t know what is on the customer’s mind – they only know what they think is the objection … not what is actually at the heart of the objection.
When you face any complaints, you’ll find it to be very tempting to point out where the physicians are wrong or in short, to argue with them. If you win the argument, you’ll feel good about it, but the good feeling does not necessarily translate into profit. You’re not in the business of proving people wrong. A more desirable approach for you is to redirect the conversation to something more positive.
These are 4 steps you can take in handling technical, medical sales objections:
Clarify
Acknowledge
Respond
Check
