Is it good enough to just sell for a low price? Do your customers need a value add or differential in your product or equipment? Is it an apparent difference in the product or service from your competition? I have been speaking to foodservice directors over the past few months and more and more it is becoming apparent that there is something missing from the foodservice equipment sales process. The operators state that getting a low price is not the only reason they buy an item. Yes, they beat you up for it and state matter of fact that healthcare operation cannot afford more but in reality if you have a low-grade product that gives them no ROI and no follow up they will not buy from you or your company again.
You need a great product that can solve a challenge or fill a solution for this hospital or long-term facility, you need to have an understanding of the markets and what influences their choices and needs. For many directors, once they have the capital and know they need to buy for replacement or renovation, the buying step is the easy part of this process. However, the part of the process that leads up is the pre-sell. The Pre-Sell includes knowing your customer, their clients, their reasons for buying and have an understand what you are helping them achieve in their operations. The post sell component includes the warranty (if you really stand behind this product make this a real differentials from your competitor), training, post evaluation of their usage of the products/equipments and any other follow up services. Do you understand the markets you sell to or is it one size selling approach for you and your reps/dealers?
Each component -pre, during and post selling needs to be strong. When there is a weak link it become apparent to a loss of a sale and perhaps influence future buying decisions. These three components include person or people with a knowledgeable background and a can do attitude(s).
Do you sell to a status quo or do you look at the details of each foodservice delivery system a bit differently?
Ask the questions and consult with a person who can give you insights to avoid these mistakes manufacturers, dealers and reps make when calling on healthcare foodservice executives, can save you valuable time, money and credibility. Identify the practices that add value and explore ways the supply chains can better work together will be a win win for all those involved in the sales process especially the buyer.
Understand the healthcare markets, offer more value added items/services/features, and you will connect better with the foodservice healthcare executive of today. All supply chain partners want to deliver excellent customer service for their operators.
What best practices do you implement in your organization to make the supply chain experience better for your customers? Is the sales experience seamless and trouble free for your clients?
Passionately,
Marsha
MARSHA DIAMOND 