How confident are you that you could walk into the office of the CEO of one of the top healthcare organizations in your region and walk out with a sale? Sure, you’re a successful dealer with an outstanding reputation and an innate ability to branch into new markets. Your clients trust your opinion and your dedication to each and every contact earns you plenty of repeat business. But sitting down with the C-suite is a whole new ballgame. And if you aren’t prepared, it could end poorly.
To help you make the most of this opportunity, consider these top four things healthcare CEOs want medical product dealers like you to know.
1. They’re Busy
While you may be accustomed to shooting the breeze with your clients for 20 or 30 minutes each time you visit, you probably won’t have that luxury when you visit with a CEO. Don’t walk in to the appointment assuming you’re going to have plenty of time for small talk or a lengthy presentation. While some CEOs may have set aside plenty of time for your meeting, most have several other pressing matters swimming around their mind and may only be able to dedicate a few minutes of undivided attention.
Boil down your presentation to the most pertinent information. If they make blunt comments or rapid-fire questions, don’t take it personally — they’re just busy.
2. They Expect You to Be Prepared
Because CEOs are such busy people, they also expect everyone who enters their office to be well-prepared.
Whether you’re sharing information on a laptop, tablet or printed handouts, make sure everything is ready to go before you even step foot in the building. Prepare your speaking points in advance and have your FAQs handy. In this case, it truly is best to be overprepared.
3. They Like Visuals
Healthcare CEOs have a lot on their plates. And while their job demands that they’re decision-making experts, they’re more likely to give a thumbs down to something when they don’t have the time or energy to make sense of it all. When it comes to presenting complex medical products, like light therapy equipment, it’s best if it can be explained visually.
If the product you’re sharing is too large to bring in for a demo, use short and concise videos.
4. They Expect You to Understand Their Industry
Whether you’re walking into one of the nation’s largest and most respected research hospitals or a local physical therapy clinic, you need to understand all the ins and outs of the business. Do your homework to ensure you can speak eloquently about their pain points and challenges. The more you understand the CEOs needs and objectives, the more likely he or she will be to give you their full attention and recognize you as a credible source.
While it may take extra work to approach a CEO, the payoff will be worthwhile. When you have a good relationship with the head of an organization, plenty of new doors will open.
The best way to impress your clients is to offer the best of the best. Learn more about the products healthcare professionals trust most. Check out our latest catalog here.