Sales Performance Top Qualities Healthcare Professionals Look for in Sales Reps by Integrity Solutions Ultimately a healthcare sales person won’t be able to move beyond existing plateaus if their attitudes and beliefs about selling aren’t aligned with the value customers are looking for. Healthcare professionals are dealing with more complexities, distractions and conflicting priorities than ever before, and for salespeople there are clear implications: If you aren’t delivering the value that matters to your customer, you’re never going to be able to break through the noise. We surveyed attendees at the annual conference of the Life Sciences Trainers and Educators Network (formerly The Society of Pharmaceutical and Biotech Trainers [SPBT]) to get their take on what qualities healthcare professionals value most in their sales reps today. The top answers by a clear margin were: Patient Focus Honesty/Integrity Respectfulness Healthcare Acumen Other qualities that stood out for attendees: sincerity, being a trusted advisor, being a resource for the patient/provider and acting as a consultant. The results were interesting, particularly coming from a training audience. While the vast majority of sales training decisions—as well as the training programs themselves—focus on developing product knowledge, selling skills and other sales techniques, those qualities didn’t come up at all in our informal survey of what really makes the difference to the customer. Instead, the overriding themes that surfaced had more to do with the salesperson’s attitudes, beliefs, understanding of their clients and view of their role. There’s been a lot of discussion about the merits of focusing on benefits versus features and problem solving versus product pushing. These are important issues, but ultimately a salesperson won’t be able to move beyond existing plateaus if their attitudes and beliefs about selling aren’t aligned with the value customers are looking for. We call it congruence. It’s only when these five dimensions of a confident salesperson are in alignment will the individual have both the self-assurance and commitment to consistently practice needs-focused selling and make the connections that drive long-term loyalty and higher levels of success. Our survey as well as our discussions with attendees at the LTEN conference confirm this. Healthcare professionals aren’t looking for someone to sell them something. They’re looking for someone who views their job as a way to provide value. Here are 3 quick action steps you can take to make sure your healthcare sales reps are prepared to deliver the value their customers are looking for: Review your sales process to ensure it aligns with the way your customers buy. Evaluate your current sales training’s ability to develop and sustain patient-focused, values-driven behaviors. Use the congruence model as a diagnostic tool to analyze strengths and identify gaps. Share This Post: About the Author Integrity Solutions Integrity Solutions is a trusted industry leader dedicated to providing actionable, thoroughly researched insights to help businesses and individuals navigate complex challenges. Every article published under our brand is a collaborative effort, developed and vetted by a multidisciplinary team of subject matter experts, seasoned researchers, and compliance professionals. Guided by our core principles of transparency and accuracy, we ensure our content meets the highest standards of integrity. Related Blog Posts Sales Performance Personalization In Sales Leads To Increased Loyalty and Repeat Business TL;DR: Personalization in sales is the practice of aligning every interaction—from prospecting through post-sale support—with a buyer’s specific goals, challenges,… Read More Sales Performance Using AI in Sales Should Not Sacrifice The Human Touch AI can personalize content, summarize meetings, score leads, recommend next steps and automate the tedious tasks that have frustrated salespeople… Read More Sales Performance Does Integrity Still Matter in the Workplace? What Research Tells Us Integrity remains a strong underlying factor driving long-term business results. Research shows companies with cultures built on trust and accountability… Read More Insightful Perspectives and Tips to Help You Serve Your Customers Better Don't Miss Out
Ultimately a healthcare sales person won’t be able to move beyond existing plateaus if their attitudes and beliefs about selling aren’t aligned with the value customers are looking for. Healthcare professionals are dealing with more complexities, distractions and conflicting priorities than ever before, and for salespeople there are clear implications: If you aren’t delivering the value that matters to your customer, you’re never going to be able to break through the noise. We surveyed attendees at the annual conference of the Life Sciences Trainers and Educators Network (formerly The Society of Pharmaceutical and Biotech Trainers [SPBT]) to get their take on what qualities healthcare professionals value most in their sales reps today. The top answers by a clear margin were: Patient Focus Honesty/Integrity Respectfulness Healthcare Acumen Other qualities that stood out for attendees: sincerity, being a trusted advisor, being a resource for the patient/provider and acting as a consultant. The results were interesting, particularly coming from a training audience. While the vast majority of sales training decisions—as well as the training programs themselves—focus on developing product knowledge, selling skills and other sales techniques, those qualities didn’t come up at all in our informal survey of what really makes the difference to the customer. Instead, the overriding themes that surfaced had more to do with the salesperson’s attitudes, beliefs, understanding of their clients and view of their role. There’s been a lot of discussion about the merits of focusing on benefits versus features and problem solving versus product pushing. These are important issues, but ultimately a salesperson won’t be able to move beyond existing plateaus if their attitudes and beliefs about selling aren’t aligned with the value customers are looking for. We call it congruence. It’s only when these five dimensions of a confident salesperson are in alignment will the individual have both the self-assurance and commitment to consistently practice needs-focused selling and make the connections that drive long-term loyalty and higher levels of success. Our survey as well as our discussions with attendees at the LTEN conference confirm this. Healthcare professionals aren’t looking for someone to sell them something. They’re looking for someone who views their job as a way to provide value. Here are 3 quick action steps you can take to make sure your healthcare sales reps are prepared to deliver the value their customers are looking for: Review your sales process to ensure it aligns with the way your customers buy. Evaluate your current sales training’s ability to develop and sustain patient-focused, values-driven behaviors. Use the congruence model as a diagnostic tool to analyze strengths and identify gaps. Share This Post: About the Author Integrity Solutions Integrity Solutions is a trusted industry leader dedicated to providing actionable, thoroughly researched insights to help businesses and individuals navigate complex challenges. Every article published under our brand is a collaborative effort, developed and vetted by a multidisciplinary team of subject matter experts, seasoned researchers, and compliance professionals. Guided by our core principles of transparency and accuracy, we ensure our content meets the highest standards of integrity.