Last week I posted daily tips on the dos and don'ts of selling healthcare staffing. I started with the "dos" but feel it is just as important to also discuss the "don'ts." So this week I will
be posting two tips each day on the don'ts of selling healthcare staffing.
1. Don’t sell something your client doesn't need
Good sales people are match makers, matching customers with products and services that best meet their needs. I've often been in situations where it was obvious the sales rep was being commissioned on a product or service because the rep was consistently pushing to sell the product/service whether or not if it was a good fit for the client. A good sales person will match the right product with the right customer based on the customers need – not their personal commissions.
Not wanting to switch my phone network, last year I bought one of those Sprint "Instinct" phones. After owning it for a week and playing with an iPhone for 1 hour I knew I had made a mistake. When I returned it to the Sprint store the sales rep was trying everything to keep me on Sprint even though I clearly told him I wanted to cancel my contract and get an iPhone. His bantering went on for close to an hour and at one point he was so far lost that he actually started showing me discounted flip phone accessories as a way to entice me to stay with Sprint. The experience was so irritating I ended up not only dissatisfied with the phone but also with Sprint's as a company.
Matching the right product/service with the right customer also benefits you as a sales person. Why waste your time when there is just not a fit? Unfortunately, I've seen a lot of potentially good sales people fail because they spent too much time chasing clients that were not a good fit instead of identifying ones that were.
2. Don’t compete on price
Every once in a while price considerations will have to be made because of market pressures, potential client volume opportunities, or maybe because your pricing was new and needed adjusting. However, if your pitch is all about competing on price you are in a losing game.
If a client gets you into a situation of competing on price this will shift the entire focus of the conversation. Pretty soon the only differentiation the client sees between you and your competition is the numbers on the paper – you are the $50/hr company and your competition is the $48/hr company. Your price is your price and it should represent the value of the product or service you are delivering. Arbitrarily lowering your price (because your competition's is lower) subsequently lowers the perceived value of your product/service. Keep the conversation focused on your products value and how it will benefit the client and let your competitors devalue their own products.