We regularly talk with a lot of doctors, healthcare executives, and key opinion leaders in our work, as we help med tech clients identify meaningful unmet needs, determine the desirability of new products, and create persuasive messaging.
One thing that comes out again and again is the importance of trust. As famed salesman Zig Ziglar pointed out, trust leads to sales. We’ve heard many clinicians say they don’t buy from a company, they buy from a rep. Sometimes they don’t even know what brand of device they use. But they do know they bought it from Tracy, the sales rep they know and trust. And they know that next time they need devices they’ll contact Tracy, wherever she is.
Do your customers trust you and your company? Have you given them reason to? What would you need to know to win and maintain their trust?
Here are five tips for earning the trust of prospects and customers:
- Grow a relationship, not just a transaction. Show up when you’re NOT asking them to buy. We constantly hear that companies disappear and seem to no longer care, once the sale is made.
- Take it further and tell prospective customers they shouldn’t buy from you yet. Tell them only when you have earned their trust, will you talk with them about purchasing.
- Provide them with value – white papers, referrals, relevant tips – without asking for anything back. Customize what you provide to their needs, desires, and situation.
- Be honest about what they should and should not buy from your company. You’ll earn credibility points when you suggest they buy certain things from competitors.
- Ask what specific things you can do to win their trust. Then tell them which you will do, and do those things. Remind them along the way that your aim is to earn their total trust.
Once you have earned their trust, you can grow the relationship further and your customer can be your ambassador within their hospital system and a great referral source. Then you’re not just a vendor, you’re a valued partner. And that’s the place you want to live in the hearts and minds of those you serve.