Your clinic needs to sell occupational health services based on their perceived value to the buyer. Hence, you must learn to assess each buyer’s perception of what constitutes value to them before discussing your services.
Traditionally, such an assessment is done through the use of astute questioning (e.g., “What is most important to you in selecting an external provider of occupational health services?”). Once you have an understanding of what motivates the prospective buyer, only then can you position your “product(s)” in the most appropriate manner.
Understanding the True Value of the Occupational Health Product