You should be available to your customers via several marketing and sales channels (multi-channel approach). One-dimensional sales that is a thing of the past. When selecting the appropriate distribution channels, the focus in medical technology and optics is not on the sale of the product itself, but on the entire product solution package which includes training, consulting, application. This creates the real added value for your customer. If you focus on the channels on which you meet your potential customers you need to know about their buying behaviors. The quantity of sales channels is not the decisive factor, but rather their combined effect. The selected channels need to be combined in such a way that they interlink like a chain and convert a prospective customer to become an actual buyer.
So it’s about the clever combination of sales channels that match your product or solution. Every sales channel has its strengths and weaknesses.
Potential sales channels in medical engineering and technical optics
- Sales force
- Commercial representative
- Technical sales
- Third-party providers
- Internet webshops
What do the most appropriate distribution channels for your products look like? What will you need to consider? You will need to create the capacity to build and maintain your ideal sales channels. A professional sales organization cannot be set up just casually. Online and offline channels can be really time-consuming. Therefore, you should take advice from an industry expert.