Purchasing medical devices excludes impulsive decisions
There aren’t many industries where it’s so essential to build up a solid long-term partnership as medical devices – with technologies ranging from diagnostic imaging systems and equipment for minimally-invasive operations through to biotech. After all, they are usually expensive, complex devices that require a good deal of explanation. That’s what makes communications between the reseller and the customer so intensive – whether it’s a doctor’s practice, a clinic or a rehabilitation centre. The customer needs advice, followed by the installation of the device, training, integration in the existing infrastructure and ongoing maintenance. A medical device is not something to buy on impulse.
Shorter product lifecycles mean fierce competition
There are so many customer touchpoints in the healthcare industry – from doctors’ congresses to flagship trade shows and even social media. That’s where people make contact – and where leads are generated. But what happens afterwards with this information about potential customers? Sometimes it ends up in isolated data silos in the manufacturers’ organisation, so lead and customer data never reaches the reseller. Or it reaches the wrong one. The result: manufacturers hardly learn anything about their customers. There’s no direct contact. And they don’t have any insight into resellers’ sales processes either, let alone the result of each customer meeting. In other words, manufacturers never get any real-time knowledge about the rapidly changing requirements of their target audience.
The solution: leadtributor acts as a data pipeline to the reseller and back to the manufacturer
Leadtributor sales software solves all these problems. It distributes leads in real time – even during a trade show – to specialised resellers. Its dynamic matching function ensures that each enquiry is sent to exactly the right partner(s). Its automatic escalation procedure and threshold monitoring ensure the partner stays motivated to send information back to the manufacturer about how the sales negotiations are progressing. In return, the manufacturer can send the right sales documentation, customer success stories and prospect-related information to the partner. If the partner closes the deal, the information flows back into the CRM system. It also does that if there’s no deal – and in that case it can start a new communication process – because a lost customer today is a won customer tomorrow. In short, leadtributor supports both the manufacturer and the reseller to generate better-quality leads and actively supports the partner throughout the sales process.
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