Now here’s an interesting question. If you’re doing sales in medical devices, you get this asked by doctors all the time. And I understand because price and budget is important. But more often than now, I run into customers who has bigger dreams than their budget. And that’s when I know things will get complicated. Having a good x-ray purchase budget is the key!
If I get a customer who knows what they want and knows they can pay for what they want, my job would be the easiest one in the world. And if that’s how medical market works, they can probably replace my job with a simple online ordering form. Fortunately (or not), that’s not how things work. I often get customers who wants top of the line C-Arm or CT or wireless functions on a DR but has budget that doesn’t fit their wish. Often times, it is questionable how they get these numbers because some budgets are below manufacturer’s cost of the unit. But whether it’s realistic or not, I still go on my wild goose chase to find what my customer wants. And soon or later, my customers realize that their budget doesn’t fit their expectation. For some, that’s after first quotation. For others, it takes 6 months of searching and 10 quotations to do it. And there are rare few, who refuse to accept and keep on search without ever buying. Doesn’t matter how hard I search or negotiate, there’s price for everything and there isn’t much you can do about it. So when you ask this question next time, make sure what you’re wanting fits your budget. Or if you’re not sure, simply ask. And unfortunately, I can’t always say yes.