Medical Sales: Selling Nice-to-Haves vs. Must Haves

Almost every medical sales rep thinks his or her product is the best thing since sliced bread, i.e., something the customer “must have.”  But how do the decision-makers in your accounts consider your product or service?  Is it a “must-have” or just a “nice-to-have?” You may have even heard the actual words from your customers.  […]