Sales Archives - Page 3 of 5

22Oct 2023 by cesare ferrari

Customer Orientation In The Medical Business

I recently met an ex-colleague and we discussed for a couple of hours several decisions made by the management of a MedTech company that we both felt were not focused on the customer. We agreed that those decisions were evidence of putting the business needs over what was best for the customer.    For this reason, after this eye-opening conversation about how far small and medium-sized medical device companies are from being customer-centric, I decided to return to this topic.   If you follow this blog regularly you should already know that I’m a strong advocate of customer centricity and customer orientation. Read on to find my takes and solution to building a customer-centric medical business. What is customer orientation?  Customer orientation is a business philosophy that puts the needs of the customer at the center of the…

09Sep 2023 by cesare ferrari

The importance of cultural factors in international sales of medical devices (Part 2)

Sales

In the last article, I suggested the importance of cultural sensitivity in international sales, adding that high-performer international sales managers are those who show essential characteristics of cultural skills and cultural sensitivity. (Read the full article here). Today I will cover a few key elements of a country’s culture that I consider fundamentals in international sales, so keep reading to find out more. Some elements of a country’s culture and their impact Language I found that language is probably the most important factor of a culture when selling in a market. Speaking the customer’s language is a clear advantage and helps to reduce common barriers. A key skill in international sales is the command of foreign languages and not only English Language. “If I am selling to you, I…

25Aug 2023 by cesare ferrari

The importance of cultural factors in international sales of medical devices (Part 1)

Sales

Small and mid-size MedTech enterprises (SMEs) contemplating entering international markets will need to develop knowledge, competencies, and expertise in some areas such as cultural sensitivity. Already, some sales managers think that international selling is challenging, while others think it is somewhat easy. However, most who have tried it, see international sales as simply different and no more demanding than selling in the home market. International sales success depends on multiple factors. However, two elements can largely influence the progress of internationalization. These are the attitude and approach of the MedTech company and the personal qualities and skills of the international sales managers. Unfortunately, not every salesperson is suited to accomplish a complex task such as the management of several foreign markets. Hence, I think to properly execute the multifaced role…

30Jun 2023 by cesare ferrari

Are Business plans useless or useful?

Downstream marketing, Sales

In the MedTech community, there are 2 common positions regarding business plans and business cases. Some people consider business plan and business case the “compass” of the business, the new venture, or the new project. They rely on it, and they use it to evaluate business opportunities, new projects, and new ventures. Others are more skeptical regarding business plans considering them less useful and some extremists consider them totally useless. So what then is true? Let’s start with a proper definition of what a business plan and business case are. Definition of business plan and business case According to Friend and Zehle in their book Guide to Business Planning, “A business plan describes the business’s vision and objectives as well as the strategy and tactics that will be employed to…

10Feb 2023 by cesare ferrari

7 strategies to avoid the commoditization in the MedTech business

Downstream marketing, Sales, Upstream marketing

In my previous post, I discussed the commoditization of medical products. How it is becoming very common and a visible threat to company profitability. As a result of commoditization, business models that MedTech and pharma companies were able to implement in the past are becoming unsustainable. Today's post is about strategies you'll have to implement to avoid commoditization in MedTech. Strategies countering commoditization of MedTech products To begin, the ideas and the strategies to avoid commoditization presented here are not a panacea. Every company must find its way of countering commoditization's power, exploiting market knowledge and core competencies. The company facing commoditization has 2 options: compete within the trap or escape the trap. It is also possible to work on both strategies simultaneously to increase the chance of success. Compete…

29Jan 2023 by cesare ferrari

Is your medical product becoming a commodity?

Downstream marketing, Sales

Imagine this scenario. Your product has been on the market for several years, and the competitors have copied most of its key features. Customers perceive your product and its competitors as very similar, and the price is becoming the main factor considered for buying decisions. Moreover, your marketing efforts put in place to communicate the value proposition and brand equity seem not to be working as in the past. Does this sound familiar? Then it means there’s an ongoing commoditization of your medical product. What is commoditization? Merriam-Webster dictionary defines a commodity as “a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (such as brand name) other than price,” i.e., an undifferentiated product. According to the same source, commoditization means…

14Jan 2023 by cesare ferrari

6 customer experience pitfalls to be aware of

Downstream marketing, Sales

In recent times and across many sectors, companies have been forced to rebuild many processes due to the rise in demand for excellent customer experience. Expectations are advancing, and things like getting immediate help from customer service, integration among the touchpoints, and personalization are the new normal in many sectors. In the same way, enhancing customer experience in the medical business is becoming important, and companies are transforming their culture and building plans to sustain the shift. Today I will discuss 6 pitfalls I have identified as most common when improving customer experience in the medical business. 1. Trained sales force I’ve already touched on this topic in a previous post. So, here I will focus particularly on the need for a properly trained sales force. A crucial part of…

17Dec 2022 by cesare ferrari

4 Posts You Should Have Read in 2022

Downstream marketing, Sales

This is my last post before my usual Christmas break from writing and publishing. I will return to my blog, my LinkedIn page and your inbox on January 9th. Looking back at 2022, I wanted to share some reflections on my focus areas and four of the most interesting posts I published. About 2022 In 2022 one of my objectives was to create more pragmatic and useful medical sales and marketing content. Today, looking back at what I published, I’m happy about the posts and the comments. What makes me even more satisfied are the conversations I had with some of you regarding the content. During these exchanges I always received an extremely positive feedback. I’m very excited about continuing to produce meaningful and practical content about Medical Sales and…

03Dec 2022 by cesare ferrari

The importance of Upselling and Cross Selling in medical sales (Part2)

Downstream marketing, Sales

This is the second post about upselling and cross selling where I’ll be talking about how to effectively implement these two often misunderstood tactics. You can check part 1 here to understand the basics. How to effectively upsell and cross sell 1. Keep customer focus Active listening is one of the most important skills of an effective sales rep. By listening actively, the sales rep can anticipate the customer’s aspects, such as the available budget, main needs, what are the customer’s problems, what is not working with the current solution, what other products the customer is considering, and when the customer will need the solution, etc. Moreover, by listening and observing the customer, the sales rep will be able to adapt the communication to the customer’s personality type and adjust…

19Nov 2022 by cesare ferrari

The importance of Upselling and Cross Selling in medical sales (Part1)

Downstream marketing, Sales

As a marketer with a solid sales experience and strong customer focus, I must confess that I’ve been thinking for years that upselling and cross selling had a negative connotation in general, especially in the medical business. Sharing the customer perspective, I thought these practices were unethical sales tricks where pushy sales reps tried to sell additional products or services. Unfortunately, sometimes that is exactly what happens. However, upselling, and cross selling can bring you closer to your customers increasing customer satisfaction while bringing in more revenues and a better retention rate. Let’s explore this controversial and often misunderstood topic. The role of a medical sales rep The job of a sales rep is to understand the customer's needs and investigate if and how additional, available products or services could…

Category: Sales