Selling Your Value Proposition

The hospitals could now see a solution but not how to achieve it. The company’s sales conversations continued to the point where it was appropriate to highlight the product’s differentiators and how they made it easier for nurses to lift and move patients, significantly reducing the chance of back pain. The hospitals were enlightened on a business issue and presented with a solution, with substantial financial and human resources benefits.

By solving a strategically important issue, the bed company is now able to engage HR and finance directors, while its competition can still only address the procurement function.