In a buying group, each role cares about different things, so a rep who engages only one contact leaves the others unaddressed. Listen
Donald Kelly said the Formlabs rep was not getting everyone engaged in dental sales. He needed to get past gatekeepers to office managers, get doctors engaged, engage people working directly with patients, and do so early in the process. Mark Roberge added that each member of the decision-making unit cares about different things, for example the doctor about patient care and the CFO about price.
“The doctor cares about like, I'm going to get patient care up. I need to do my job easily.”
Listen to the episode Episode Sales process & deals Link to this