Erika Mackinnon: Top Closing Techniques Every Medical Device Sales Rep Must
Know
Erika Mackinnon noted that closing a deal in medical device sales is both an art and a science With high-value products, complex purchasing decisions, and multiple stakeholders involved, mastering closing techniques is essential for long-term success. A strong close doesn’t just end the conversation it ensures customer confidence and builds lasting relationships that drive repeat business Here are some of the most effective closing techniques every medical device sales rep should master.
One of the most powerful strategies is the assumptive close. Instead of asking whether the client wants to move forward, the representative frames the conversation as if the decision has already been made For instance, a rep might say, “When would you like us to schedule the device installation?” This technique is most effective when the representative has already established value and addressed key objections
The summary close is another highly effective approach, especially in complex sales Here, the representative restates the key benefits and how they address the buyer’s pain points before asking for a commitment By reminding decision-makers of how the device improves efficiency, reduces risk, or enhances patient outcomes, the rep reinforces the value proposition at the critical moment of decision.
For situations where the buyer seems hesitant, the alternative close can be very effective. This involves presenting two options both of which lead to a purchase For example: “Would you prefer to start with two units this quarter or four units with a volume discount?” This technique reduces indecision and keeps the conversation moving toward a deal.
Another essential method is the urgency close Medical device decisions often involve lengthy approval processes; however, emphasizing time-sensitive benefits such as limited pricing, early implementation advantages, or a competitive edge can encourage faster decision-making.
Ultimately, the collaborative close fosters trust and partnership Instead of pushing for an immediate signature, the rep positions themselves as a partner in the buyer’s success, asking, “What steps should we take together to move forward from here?” This approach strengthens the relationship and increases long-term customer loyalty
In medical device sales, closing isn’t about pressure it’s about guiding the client with confidence, empathy, and strategic communication Reps who master these techniques not only win more deals but also create strong, lasting partnerships in a competitive industry.