Chris Larsen explains consultative selling: walk into meetings with no pitch, listen to surgeons about their practice and goals, then propose solutions that matter to them. A surgeon struggling to leave by 4pm doesn't need a product pitch. They need 30 minutes back per surgery.
30 minutes per case.
I used to walk in with my sales reps and, you know, they say, okay, like, what. What are we. Like, what are we selling today? And I go, not nothing. And they're like, wait, what? Like, I gotta. I gotta have this product. I go, no, we're actually gonna take nothing in. And they would be like, you know, their, their jaw would drop and they're like, this dude knows, like, doesn't know what he's doing. Yeah. And we would just talk to the surgeons about their practice and their family and what their goals were. And then they'd say, oh, yeah, you know, I'm having a really hard time getting home to my family at 4 o' clock because my surgeries are running long and, you know, the hospital is upset with me. And it's like, well, what if we could cut your surgery time down by. By 30 minutes per case? And they're like, that'd be great. And you're like, okay, let's talk about. Let's talk, talk about, you know, how this system will do that for you. And they're like, yeah, I would love to hear that. And, you know, next thing you know, it's like, well, you're helping them get what they want.
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