Selling Propositions
Unique Value Proposition (UVP) Call Script EXAMPLE
SURGYPAD
OR BUYER SCRIPT
STEP 1: BUILD RAPPORT / FIND COMMON GROUND
Hi, I’m looking to speak with the buyer for advanced surgical products for the O.R. at (hospital/surgical unit).
my name is_______ and I am with U.S. Surgitech. Are you the buyer for surgical pads for the O.R. at (hospital / surgical unit name)? I wanted to see if we could get on your approved vendor list for surgical pad products that you are currently using.
Are you familiar with U.S. Surgitech?
- If you were able to find a surgical pad that was better than what you are currently using, (cost effective and readily available) would you want to know about it?
- Are you currently using a surgical pad and which one? (competitor sheet)
- Is the surgical pad you are currently using, are on contract with that company? So, does that mean you can’t look at any other products?
Real quick, (buyers name) I wanted to ask, what if anything, your operating rooms are currently doing to ensure you have the best possible product in the marketplace? (See SurgyPad Patient Positioning Competitor Matrix)
Right now, there is a high demand in the industry for new advanced surgical product such as the surgical pads, so this a great time to meet with our Rep….
Opportunity
- CLOSE FOR APPT -🡪 LET’S DO THIS…. I am going to have Rep. swing by for 15 minutes to chat with you about what’s going on in the market right now and why US Surgitech has been so successful. If they can help you out, awesome, if not I understand. But am confident (Rep) will give you some great insight on how to get the best possible value for your team if you were to go with us. So, would morning or afternoon work better for you?
—-🡪 KNEE JERK RESPONSE (See objection document: 1. Already Have A Supplier)
- I understand, buyer name. It sounds like you are really trying to save time and get the most out of your product.
- Ok gotcha, hey look I’m sure you would at least want to know if there was a way to net more regardless of the savings, right? (Go Back to Motivation 🡪 COMPETITOR MATRIX and Overcome objection)
Real quick, Mr. buyer, being in Advanced Surgical buying, I am sure you get a lot of calls from different surgical pad (Company Name). So, I just want to let you know that all our Reps are medically certified and screened (to meet surgical room procedures?) and don’t represent other products except this surgical pad.
My company is U.S. Surgitech Inc., we are a Clinical Resource (SurgyPad Clinical Studies sheet sitings) and we’ve created a network of top surgical clinicians’ medical professionals from across the world in over 85 markets to help O.R. doctors, nurses, and staff with scenarios like yours. One of the things we specialize in is dealing with (hospital) surgical units that were not aware of all the comprehensive features, advantages, and benefits that our SurgyPad offers that the competitors don’t offer.
Right now, there is a high demand in the industry for new advanced surgical product such as the surgical pads, so this a great time to meet with our Rep….
- It seems like a great (competitor) product, what made you want to buy it? Motivation)
- Did your Rep. provide an open forum to demonstrate, sample QA for…. (Pain)
- What is your distribution/supply chain need for product availability? (Motivation)
- What is your timeframe to buy? (Pain)
- How long did you evaluate the market for use of such a product? (Motivation)
- If you were to buy, what does your O.R. want next? (Pain)
- What feedback did your Rep give you about the Surgical Pad clinical studies? (Motivation)
- What are you looking to net? (Pain)
- What are you going to do differently with new advanced surgical products? (M)
OK, (Buyer’s name) if there was a way to get what you wanted on this product
(Again, view SurgyPad Patients Positioning Competitor’s Matrix being the best product on the market as show) regardless of cost, I’m sure you would want to hear about that, correct?
I wanted to set up a meeting between you and one of those top medical professionals so you can have the opportunity to at least build some dialogue with someone very familiar with situations lie yours.
I don’t know if you’ve heard of (Reps name) but….(Apply Reps/U.S. Surgitech’s UVP (Unique Value Proposition) buyer’s motivation here.
So, I have (Rep’s) calendar up in front of me, (Rep) is going to be in the area on other appointments over the next few days/week(s), are you more available in the morning or afternoon?
- What’s a good email to shoot you out some quick info?
- PLEASE PUT THIS IN YOUR CALENDAR (CONFIRM DATE/TIME)!! (Rep’s Name) Will Be Putting in Some Time of Preparation for this Appointment So They Have Everything Ready to Go for You)
- We do strongly suggest that all decision makers (Doctors, O.R. Surgical Team, Prep Nurses) are there if possible.
- Please be sure to contact if you have any questions. So, you’re comfortable in your decision moving forward.
- All we ask that if you have any questions, concerns, or information please do not hesitate to ask.
- Lastly U.S. Surgitech will be sending you an email with a quick 5 question survey about your meeting with the Rep. Please fill out and let us know how it went for you.
Once you meet with (Rep’s name) you will seethe difference in what sets U.S Surgitech Inc and SurgyPad apart.
NOTES:
Cold Calling is a talent and to reach Decision Maker (person who controls the Budget, Authority, Need, Timeframe, Environment) may take 8 – 10 attempts. But once you reach this CIO, CFO, CTO, CEO, etc. you have one shot.
You must customize the CALL to your client. If you’d like to know more as I do it with Tech or Medical company’s, please let e know.
I have UVP’s for MSP, Hosted vs. Co-Location; Networks – LAN vs. WAN vs. VPN; Converged Infrastructure (appliance vs. architecture; Network or Wireless LAN or WiFi Networks Smart Buildings, Software; Hardware; Servers; Storage; DR/Back-Up, CLOUD: Naas,IaaS,PaaS,Saas,Staas, DRaaS, Daas, Public, Private, Hybrid; etc..
