Smart Selling – IVD Products

The key concepts of smart selling for Invitro Diagnostic Products (IVD) revolve around leveraging technology and data to create a value-based, End User-centric, and highly personalized sales process. In contrast to traditional, product-focused selling, smart selling builds trust with complex buying committees by proving a product's worth through measurable outcomes. 

Outcome-based selling: IVD Products providers are primarily interested in how a product will improve Laboratory Test Results, reduce costs, and increase efficiency, not just its technical features. A smart salesperson focuses on quantifiable results, such as "Our Biochemistry Analyzer has >1% Carryover chances so as to provide accurate, Reliable and precise estimation” instead of just stating its resolution.

Data-driven value propositions: Use TPSC Third Party Support Claims to demonstrate how your solution improves Diagnostic Accuracy & Precision and thereby improving the quality of Laboratory Results for better patient outcomes and improved healthcare provision.

Total cost of ownership: Instead of focusing on a single product's price, smart selling addresses the total cost of ownership. This includes the product's price along with factors like training, integration, and operational efficiency, all of which affect the purchasing decision.

Deep customer segmentation: The IVD market is vast and complex, with different buyer motivations based on Cost, Quality, Simplicity in Use. Use data to segment customers and personalize messaging, such as sending information on improvement in those factors that can lead to better for the Laboratory professionals.

Hyper-personalized messaging: Use healthcare commercial intelligence to craft messages that address a prospect's unique pain points and challenges. Personalized outreach can significantly influence a buying decision. 

Omnichannel outreach: Engage busy healthcare decision-makers through a variety of channels, including email, phone calls, and professional social media platforms like LinkedIn. Digital interactions are increasingly common, with some estimates suggesting that up to 80% of B2B sales interactions will be digital soon.

AI-enhanced CRMs: An AI-enhanced Customer Relationship Management (CRM) system analyzes customer data to generate insights that drive strategic decisions and personalization. A mobile-friendly, HIPAA-compliant CRM can increase a sales rep's efficiency in the field.

Online presence and content: Maintain a professional, content-rich website that helps customers understand your products. Educational content, case studies, and videos build trust and serve as marketing materials during the prospect's independent research phase. 

Consultative selling: Approach the sales conversation as a problem-solving session, not a product pitch. This approach shows prospects you understand their world and can navigate challenges like compliance and integration.

Serve the patient, not just the provider: Frame your product's benefits around improving diagnostic accuracy, as Laboratory owners often base buying decisions on improving quality of their Laboratory results and there by generating better quality of healthcare outcomes.

Post-sale support: The sales process does not end with a closed deal. Provide exceptional post-sales support and proactive check-ins to nurture long-term relationships and position yourself as a trusted advisor.
 

The IVD Market is under dynamic shift and by adopting the concepts of smart selling it will ensure a long-term sustainability with growth for Companies operating in this market.