How can you use empathy to connect with hospital staff during a sales pitch?

1 Why empathy matters

Hospital staff are busy, stressed, and often skeptical of sales pitches. They deal with life-and-death situations, complex regulations, and limited resources. They need solutions that can improve their outcomes, efficiency, and satisfaction. To sell to them, you need to show that you care about their challenges and goals, not just your own. Empathy helps you to establish trust, credibility, and relevance with your prospects.

2 How to show empathy before the pitch

Empathy starts before you even meet your prospects. You need to do your research and understand their roles, responsibilities, and needs. You can use sources like LinkedIn, hospital websites, industry publications, and referrals to learn more about them. You can also prepare some open-ended questions to ask them during the pitch, such as "How do you measure your performance?" or "What are some of the biggest problems you face in your department?"

3 How to show empathy during the pitch

During the pitch, you need to listen actively and attentively to your prospects. You need to acknowledge their emotions, concerns, and opinions, and validate them with empathetic statements, such as "I can see how frustrating that must be for you" or "I appreciate your honesty and feedback". You also need to tailor your presentation to their specific needs and interests, and highlight the benefits and value of your solution for them. You can use stories, testimonials, and demonstrations to show how your solution can help them achieve their desired outcomes.

4 How to show empathy after the pitch

Empathy does not end after the pitch. You need to follow up with your prospects and show that you are committed to helping them make the best decision for their situation. You can send them a thank-you note, a summary of the key points, and any additional information or resources they requested. You can also ask them for their feedback, concerns, and questions, and address them promptly and respectfully. You can also offer them a trial, a demo, or a referral to another satisfied customer to help them overcome any remaining doubts or objections.

5 How to avoid empathy pitfalls

While empathy is a powerful tool for medical sales, you must be aware of common empathy pitfalls. You should not be overly emotional or personal, as it can invade your prospects' privacy and boundaries. Additionally, you should not be too agreeable or passive. It is essential to remain assertive and confident when presenting your solution as the best option for them and guiding them towards a positive action. Moreover, you should avoid being manipulative or dishonest, as it is important to maintain integrity and ethics. You should always be truthful and transparent about your solution and respect your prospects' choices and preferences.

6 How to improve your empathy skills

Empathy is not an innate trait, but rather a skill that can be developed and improved through practice and feedback. To enhance your empathy skills, consider reading books, articles, and blogs about the medical industry and hospital environment. Watch videos, podcasts, and webinars that feature interviews, testimonials, and stories of hospital staff and patients. Participate in events, workshops, and trainings that focus on medical sales, communication skills, and emotional intelligence. Additionally, seek feedback from your peers, managers, mentors, and customers on how you can improve your empathy and sales performance. Finally, reflect on your own experiences, emotions, and biases to understand how they affect your interactions with prospects.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?