December 11th, 2020

How to sell your pathology technology in the new COVID normal

It’s finally looking up for Australia. Community transmission of you know what is at an all-time low across the country. We are at the point where ‘COVID normal’ is no longer a distant goal but is now reality.

The bad news is that ‘COVID normal’ isn’t remotely like life before. On the surface everything appears ‘normal’ but certain rules still apply.

One such rule is the taboo of face-to-face meetings. They are not outlawed, but largely discouraged, and each company has a different view on if their employees should be scheduling unnecessary face-to-face meetings.

One thing this pandemic has taught us is that many tasks can now be completed online, as long as we have the right tools.

For those promoting pathology technology however, the situation isn’t so straightforward. If your objective is to sell a product that happens to be complex, then a phone call simply won’t cut it.

After all, effective communication isn’t just about speaking and listening. Eye-contact, hand gestures, facial expressions, body language and people’s tone of voice is all part of the parcel. Elements that can be lost through the primitive medium of a phone call.

In normal times, sales reps come to clinics and hospitals armed with samples, print materials and iPads. In this blog article we examine ways to combat the barriers facing the ultimate sales pitch and how it can be conducted in the new ‘COVID normal’.

Zoom Webinars

Webinars are an effective tool to Introduce leads and customers to a product, a user case, or to a service update. Webinars can convince a potential customer that your service offering is right for them, or it can be an opportunity to demonstrate some exciting product features to your existing customers.

The thought of setting up and hosting a webinar can be quite daunting, especially for the healthcare industry where some of the content could be confidential. We have a few tips for those setting up webinars for the health industry, which can be downloaded here.

London Agency regularly supports healthcare clients with organising webinars, internal and external. If you are considering scheduling a webinar and would like to find out how we can help, please get in touch using this link.

Useful content

Instead of spending 30 minutes on the phone with an already busy healthcare professional, share useful content with them. Remember, it is crucial to nurture the lead before requesting some of their valuable time.

Before booking a call share informative videos about your product. Video storytelling is key to grabbing a lead’s attention. A great video or animation about your product can do half the job of selling for you. Invite them to watch the 2-3minute clip and follow-up with a call to discuss in detail, at a time that suits them best.

If you haven’t explored video storytelling as an avenue for your product or business, get in touch with one of our team members here. We can talk you through the most straight forward and relevant options for you.

White papers are an effective means to highlight key features of a product or service. They can be completely digital, with the addition of video storytelling and interactivity if needed.

An off-site meeting

If a face-to-face meeting is the only answer, try your luck with requesting a meeting offsite. In the new “COVID normal’ many companies are reluctant to let visitors onsite. A coffee and a sandwich at a local café however might just be the ticket to getting in front of the right person. Especially if your lead is living in Melbourne, if anyone needs a complimentary lunch in the outside world it’s a Melbournian, and they are sure to thank you for it.

If you would like to find out how to maximise your sales and marketing team’s productivity through digital content, schedule a 20-minute discovery call with one of our team members.


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