Imagine the situation: Your company has a product or service that would be great for a hospital. You think it will be wildly successful in the hospital setting and has many benefits to the hospital. You just can’t get traction selling it. You can’t get a presentation with decision makers. It takes what seems like forever to close the deals you do make. You start to wonder why. Is it the product or service? Is it the sales strategy? Why are they taking so long to decide?
Many of Gylen Castle’s clients find themselves in this situation. Most of the time their struggles with healthcare sales develop from a misunderstanding of the healthcare purchase decision process.
So, what makes healthcare sales so difficult?
And, why is it more difficult than it has been in the past?
The decision process in the healthcare industry has become more complex and has resulted in a longer sales cycle. Founder and CEO of Gylen Castle, Tom McDougal, believes there are four factors driving the difficulty in decision making:
- The demise of the Cowboy;
- The rise of information overload;
- Increased competition for the decision maker’s attention; and
- The emergence of the most dangerous person to sell to.
Throughout the coming weeks we will cover each of these factors and their impact on the decision making process in more detail.
If you want to learn more about the solutions to the pain of healthcare sales you can contact Gylen Castle for consultation services or purchase a copy of the book on the Gylen Castle website or Amazon.
