The term “sales” in the world of healthcare often takes on a negative connotation. Medicine and healthcare are supposed to be about care and compassion, not sales goals, revenue or profit margins. However, what is often overlooked in healthcare, is that the most successful healthcare sales representatives have a compassionate heart that leads their actions. Whether selling a healthcare service or product, it is all about the patient. This can occur directly or indirectly, and the sell can change the course of a patient’s health for their lifetime, making the sales rep an integral member of patient care team.
While a committed sales representative should have a compassionate heart, that’s a motivator, not a skill. For healthcare sales, the individual should not only be passionate about what they are selling, but coachable, confident, optimistic, prepared, persistent, honest, able to manage expectations and able to listen intently.
It is imperative that a sales rep be knowledgeable about their service or product, as well as understand how product or service will improve patients’ quality of life, and how the product or service provides clinicians with treatment options for patients and their families.
Many healthcare professionals who venture into medical/healthcare sales are discouraged when their clinical knowledge doesn’t close a sale. Inversely, some non-clinical healthcare reps learn some tough lessons when their lack of knowledge and familiarity with patient care and medical culture leave them at odds with providers. Sales reps who can deftly manage the intricacies of a medical practice, hospital system or post-acute care organization, while keeping the patient at the heart of their efforts, will find the most success and satisfaction.
So don’t pass up the opportunity to learn more about candidates who have a balance of compassion and competitive spirit – they will likely be the ones to crush your sales goals in 2022.