Are Your Products and Service becoming a Commodity in Surgery?

Have you ever found yourself competing on price? Do you often talk to purchasing departments or material managers regarding potential business, think you have reached an agreement, and then they decide to shop around and buy based on cost?

 

If this sounds familiar, then you’re probably being perceived as a commodity by your customers. They think the products and service that you offer are very similar to what every other vendor, including your competition, offers. So, to them, it makes sense to shop around and buy the cheapest. Wouldn’t you do the same thing?

 

I know you believe your products and services are unique, and your customers should be able understand that, and see your unique value. But if you’re competing on price alone, this may be a red flag that your customers don’t recognize your value. Instead, they perceive you, or your company as a commodity. If this is the case, you should do something about it -- and fast.

 

The question is what do you need to do NOT to be perceived as a commodity?

 

The answer is obvious; make your product and service unique. This will remove the urge to "buy the lowest priced” option and instead, your customer’s decision will be based on the value of what you're offering. There are many way to make your business unique, and guarantee that your customers will make a decision to purchase from you based on the value of your product and service, and not your price. So what’s the best way to make you different for your customers?

 

Here are three key points to consider:

 

1.     1. Establish the unique value (benefits) of your products and service

 

Understand the benefits that you offer your customers. Examine these benefits as a potential customer would. Don’t take short cuts with this exercise, it’s critical.  Be thorough, and dig deep to find the answers. If you’re not clear on your benefits, how can you expect your potential customers to be?  

I would suggest asking some of your best customers these questions. Their answers may be surprising and informative.  Once you’ve done that, figure out what it is you offer that no one else does.

 

2.     2. Determine the unique value of you

 

What is distinctive about your approach and your interaction with your customers? What one-of-a-kind skills and strengths do you bring to what you do? Again, ask some of your best customers if you’re not certain what it is that you bring to the table.

 

3.     3. Communicate your unique value

 

It’s essential that you communicate your distinct value in all of your conversations, actions, and literature. It’s not enough that you know your unique value; you have to be able to clearly convey to your customers. This is key; don’t leave it up to customers to guess your value to them. If they have to, you’ve may have already lost them. The "how" of doing this is where most sales professionals struggle but it is a skill that can be learned as part of the surgical sales process.

 

When you follow these steps, your unique value will be clear to your customers. You will start talking with them about what you can offer, and they will make buying decisions based on whether or not they want your benefits. Remember, if they want you, they can’t shop around.

 

Take the confusion out of their decision, and watch what happens. When you clearly articulate your unique value, you will find more and more customers naturally attracted to you and they will be prepared to pay your price. You may also get a lot more referrals to new business and customers as your "unique value" message spreads.

 

If after going through these three steps and still finding yourself competing on price or getting price objections, then you can easily go back and restart the process. It’s also a good idea to ask people you’re talking to for their feedback as they could shed light on your value gap.

 

When you take the time to think about your unique value and how you express it to your customers, you will start to see your sales calls turning into sales success.