Consider this article in the context of telehealth and telemedicine for both B2B and B2C entities in animal health. But, think about B2C telemedicine in the digital context of voice-activated systems on counters in homes instead of a phone on your desk. Once again, I ask veterinary team members to accept sales as the creation of a transaction.
Jay Malowney asserts, “Specialized knowledge is now so accessible that organizations (customers) can very easily and inexpensively become temporary specialists in all of our products or services. This renders the traditional sales model old-fashioned, ineffective and ultimately obsolete.”
Source: Forbes, March 5, 2018.
Success today means ensuring “sales” are the natural output of your overall business strategy and not an independent effort. To create this, there are four tactics across any purchasing lifecycle that all sales organizations need to think about in the era of the buyer:
- Value proposition renewal
- Sales as a partnership
- Sales as product development
- Transparent measurability
INSIGHTS: Malowney challenges traditional models. For animal health pros, relationships may need to exist on a different plane. Dr. Google may give way to 24/7 telemedicine services that don’t require an office visit. Digitally accessed platforms will likely continue to garner more market share for fulfilling and replenishing animal owner needs.
The change is here. Adjusting is not optional.