Nearly every company faces this challenge at some point. They’ve designed a competitive product. The price is right. The marketing message is on-point. The sales team is loaded with rock stars. All of the pieces are in place.
And yet….nothing is happening. Sales are well below expectations. There isn’t enough growth in the sales numbers. Prospects are reluctant to close the deal, but it’s unclear why. The company isn’t getting traction, and it’s a complete mystery why.
A national medical device processor recently went through a similar situation. They run a service where they collect and sanitize “one-use only” medical devices so those devices can be reused multiple times. It saves hospitals and patients millions of dollars every year.
In 2003, the FDA expanded the number of devices available for reprocessing, theoretically opening up new markets for the company. The company’s marketing and sales messaging focused on the cost-effectiveness of reprocessing, along with market education on why reprocessing is safe and sanitary. [Read more…]