How To Make An Equipment Salesperson Go Away

Utilize medical equipment salespeople to help grow your medical practice

There is an expression in the medical aesthetic industry that goes something like this, “If you want to make a laser equipment salesperson go away, purchase their product”.

It is not a secret that medical equipment salespeople need to be very persistent to be successful. Some of the best are relentless in their pursuit of a deal. As one would expect, those blessed with great products that achieve excellent results and are supported by name recognition tend to have it a little easier. However, as those who work in the trenches from day to day know, there is more to a sale than the product and the results. Service after the sale is as important to a practice owner as the product and results.

Some salespeople will admit that they are more focused on the sale than after sale support. This is because they receive little if any incentive from the manufacturer to follow up after a sale. This is especially true if the salesperson is an independent contractor and not a direct employee of the manufacturer. Many times, any commission from reoccurring revenue that may come from a device in the form of consumables (i.e., RF microneedling tips, etc.) are offered to other support team members, such as trainers and technical support.

When manufacturers and salespeople fail to offer the necessary support after the sale, they risk losing future sales. While a practice may not be in the market for the same device in the near future, it is inevitable that a manufacturer will come out with new technology or upgrades to existing technology that could result in a future sale. It is also critical for manufacturers and salespeople to understand the importance of return on investment (ROI) for a practice. If a practice achieves the ROI they expect within a reasonable timeframe, they are more likely to listen to a future pitch and even more likely to be a raving fan. This not only increases future sales opportunities but supports sales opportunities today as much as tomorrow.

Salespeople can help practices achieve ROI by offering deep training and ongoing team development. A well-educated and compitent team of practitioners is better able to speak confidently about the product, treatment, and expected results. Such knowledge will naturally result in increased sales. This is true whether a salesperson is selling devices or retail skincare products. A well-educated practice is a practice that will promote the products they know the best. No provider wants to misrepresent or mislead. Therefore, if they aren’t sure, they won’t promote. Reluctant behavior leads to lost sales. Confident behavior leads to sales. It’s as simple as that.

On the flip side, respect for the salesperson is also critical to the ongoing success of a practice. Every practice owner, manager, and team member need to understand the value of a great salesperson to a practice. Salespeople can offer valuable product and device insight, quickly answer related questions as they arise, be available to support events, offer ongoing support to new team members, provide connections to technical and medical affairs support, and serve as a pipeline for new client and team member acquisition. They may also provide sample products to team members and clients and come through in a pinch when your inventory runs low, or a device goes down. Great salespeople can be more valuable after the sale than during.

Choosing the correct device or product to offer clients is important. They must achieve stated results. However, selecting the right manufacturer and team to support the offered product or device is as important. Think of it like you would if you were a pilot looking to purchase the most sophisticated aircraft. Purchasing a great aircraft that can do what you need it to do is one thing. Getting the support you need to get the most out of the machine and ensure you don’t crash and burn is another.

Randy Stepp is a Principal with Renaissance Leadership Group. RLG is a full-service medical practice and business development firm committed to helping owners achieve long-lasting success and sustainability.

Visit Renaissance Leadership Group at www.renaissanceleadershipgroup.com to learn more.