Creating a laboratory outreach program to build sales volume for your laboratory

As a pathologist or lab manager, you probably know very little about sales. And that’s understandable. You’re a trained scientist working in a laboratory. But selling your lab’s services is exactly what you may need to do to survive.

To compete with the national labs, you must generate an ever-greater volume of testing, often by developing new or improved relationships with local physician offices and, possibly, with other hospitals. 

A lab outreach sales program may be just what the doctor ordered. But where do you start? And what does one even look like?

Get the essentials of creating and managing a successful sales outreach program that will help your lab thrive in today’s competitive marketplace when you register to attend the 2012 Executive War College for Laboratory and Pathology Management and participate in Peter Francis’ session “Sales Success in Lab Outreach: The Essentials and More.”

Drawing on more than 38 years of clinical lab sales experience, Francis, President of Clinical Laboratory Sales Training, LLC, offers insights into what you can do to create an outreach program that gets results. Some labs have seen double-digit sales growth using the strategies and tactics Francis recommends, including:

• Developing a realistic sales and marketing plan.
• Formulating a competitive strategy.
• Creating marketing materials that reinforce your sales message.
• Ensuring you have a solid billing and collections program (even if you have to outsource).
• You’ll also get tips on how to train your sales reps and what information they’ll need to be successful in the field.

Francis will talk about lesser-known but still important considerations as well. Get specifics on the importance of marketing to patients in addition to physicians, the benefits of providing feedback using an experienced coach, examples of various compensation plans, the use of analytics to increase sales, and more.

You’ll hear several real-life laboratory success stories. Find out what these labs did to grow sales and realize double-digit growth, along with recommendations that could help you avoid some of the problems they encountered. If you’re a lab administrator, manager, or in charge of sales and looking to improve your bottom line, this is one session you can’t afford to miss.

One low registration fee gives you access to all the invaluable sessions during this two-day event—including this one. Register today for the 17th Annual Executive War College on Laboratory and Pathology Management, May 1-2, 2012 in New Orleans, then join us for “Sales Success in Lab Outreach: The Essentials and More” featuring Peter Francis. Time is short to take advantage of our special early-bird pricing, so be sure you register before March 16th to save $100.