Today, I want to dive into something that can be tricky for new reps—converting competitive doctors in medical device sales.

When you’re trying to turn over doctors who are loyal to a competitor, it’s important to understand why they use what they use. Instead of jumping into selling, spend time asking questions. When you're at a lunch meeting and have limited time, resist the urge to immediately pitch your product. Instead, ask the doctor about their current equipment:

• What are you using now?
• How long have you been using it?
• Why did you switch?

These questions help you understand their decision-making process and uncover pain points.

Build Relationships

Instead of trying to sell the entire time, focus on building relationships with the support staff and medical assistants. Get to know them on a personal level—talk about their interests, family, or even their dog. You’ll be surprised how much easier it becomes to gain access to doctors through a strong rapport with the office team.

The Doctor’s Ego

When talking to doctors, it’s important to stroke their ego. Avoid saying things like, "Do you ever struggle with...?" because most doctors will refuse to admit any weaknesses. Instead, share stories about how other doctors faced similar challenges and how your product solved them. This takes the pressure off them and opens the door for a real conversation.

Soft Selling and Persistence

Don’t push too hard. Ask for an opportunity to try your product in a few cases, without making it feel like a big commitment. By asking for three trials, you give the doctor enough time to get used to the product and see its value.

Not Every Doctor is a Fit

Finally, not every doctor will be a potential customer. Focus on those who are on the fence or open to new products, instead of spending time on doctors who are solidly committed to a competitor. Spend your time wisely by working with those who are more likely to convert.

Key Takeaways:

1. Ask questions first, understand why the doctor uses their current products.
2. Build personal connections with the support staff to gain trust.
3. Appeal to the doctor’s ego by sharing relatable stories instead of highlighting their challenges.
4. Suggest small trial runs to ease them into using your product.
5. Not every doctor is a potential customer, so focus on those more likely to convert.

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Final Thoughts

Building relationships and understanding the decision-making process of competitive doctors is key to success in medical device sales. Don’t rush the sale; instead, take the time to ask the right questions and make genuine connections with both the doctors and their staff. Soft selling and focusing on likely prospects will help you gradually convert competitive doctors and grow your territory.

Want More Details?

For more stories and tips on breaking into medical device sales, check out our talk on Spotify, Apple Podcasts, or watch on YouTube.

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All the best,

Jacob McLaughlin

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