Guest Column | September 9, 2013

3 Mistakes VARs Make When Selling To Hospitals

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By Eddie Franklin, VP of public sector/vertical markets, SYNNEX Corporation

In today’s competitive market, following an appropriate sales model is crucial for success in the healthcare vertical. Be sure to avoid these three pitfalls when selling to hospitals:

Mistake #1: Focusing too much on products and benefits

Most VARs put too much emphasis on products and benefits and end up missing the point. When selling to hospitals, it’s important to look at products and benefits as they relate to a total solution. For any given project, there are several stakeholders you need to talk with — clinical, administrative, and financial. Remember that healthcare entities are looking to adopt solutions that improve workflow and overcome inefficiencies. It’s critical to understand the scope of the client’s needs. Set aside a time to interview the stakeholders to find out what they do and what they are hoping to accomplish. Ask them for a step-by-step outline of how you can help them overcome barriers and make their operation run more smoothly. By ensuring everyone is on the same page, you’ll set yourself (and your customer) up for success from the get go.

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