Sales: Forge ahead with confidence

Q. Is my sales team selling outcomes or equipment?

A. Good question, and you already know the answer. Do they “show up and throw up” - listing the equipment your company provides to the gatekeeper of an account or someone who walked into your retail space? Do you hear this response: “Do you have information you can leave with me?” or “I’m just looking around.” If so, the sales rep just became a commodity. Or worse, a second option.

Here’s why that happens – most sales reps are hired to sell specific products or a range of equipment to a specific buyer. Their KPIs and bonuses are tied to selling equipment. Their training is about equipment. Great. But why is the equipment being bought or referred in the first place? It’s to solve a problem.

Ask yourself this question: “Why do I exercise?” Your answer was not “Because I love the equipment at my gym” or “I really like my Peloton.” It’s never about the equipment. Your answer was focused on your desired outcome. Something like, to live longer, have improved mental clarity, and reduce stress. Referral sources and buyers of DME want and need a trusted partner who improves quality of life or helps their practice run better. They have a desired outcome in mind.

So, how do we get sales teams to start selling outcomes?

Install a standard. Ask each sales rep this question before every call: “Why should the (gatekeeper, physician, discharge planner, etc.) stop using who they currently use and start using us?” Their answer should be a specific outcome that's:

• Relevant to the role of the person they are speaking with
• Related to something your company provides
• Something their current supplier does not provide

If the answer is about equipment, they aren’t ready to walk in the door. If it makes someone’s life easier, forge ahead with confidence.

BJ Anderson is the president of QP3 Training Systems, Inc. He can be reached at BJA@QP3.com.