• This topic has 2 replies, 3 voices, and was last updated 1 year ago by Jeff Graber.
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  • #9011751
    How to get all stakeholders in one page? B2B Medical device sales
    Nia lopez
    May 21, 2023

    Hi everyone, I work in medical device sales. I am very new to this. Our primary customers are surgeons and there are other stakeholders like nurses, supply etc. The problem i am dealing with is how to convince other stakeholders to get in a product in the hospital. Surgeons are willing to try a product but others are blocking it to happen. Any thoughts or advice from someone in a similiar space.

    Will Barron
    May 22, 2023
    Will Barron May 22, 2023

    Hey Nia,

    How much sway do the surgeons have? When I was selling medical devices, they could demand to trial a new product if they really wanted to.

    Next, why are the other people blocking you?

    • Feel like you’re trying to go around them/the established protocol to trial new equipment?
    • Don’t want to change?
    • Do they truly understand the “cost of change” and don’t want to go through that pain?

    Finally, is there a “champion” in the account who can do the influencing for you? Often it’s easier to have a clinical lead sell the nursing staff on trialing a product rather than a seller because they’re seen as impartial.

    Jeff Graber
    May 22, 2023
    Jeff Graber May 22, 2023

    I know this is super-basic compared to Will’s more-complete answer, but when I read your post I could think of two things I’d ask the surgeon:

    “I’d love to talk to X, Y and Z, but before I do …

    “… if they ask you, what’s your opinion?”

    “… and what do you think they’ll say?”

    The first one helps you address any lingering doubts that they have so that you can confront them head-on before it becomes a deal-breaker. The second one reveals what they think the other’s objections might be, like budget, timing, etc. That way you can tailor your approach to the other stakeholders to pre-address whatever issues they might have. Something like, “Now a lot of departments tell me that budget is an issue, so here’s how we solved that for them…”

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