Elevator Pitch
This is the core competency of KARL STORZ and differentiates us in the market from players like Stryker and Steris.
What is Visualization
This objection often means the customer hasn’t compared alternatives, not that they’re fully satisfied.
What is “we’ve always done it this way”? (or I am happy with the incumbent)
This is the goal of discovery?
What is understanding the customers' pain points, needs, concerns. Finding out how you can deliver unique solutions to those. (also accept generate leverage)
This buyer cares most about uptime, compatibility, and cybersecurity.
Who is the technical buyer?
This design philosophy helps customers avoid forced obsolescence and reduce total cost of ownership.
What is a modular, scalable platform design? (also accept backward/ forward compatibility)
This independent organization is cited to validate cost and feature comparisons.
What is ECRI?
These types of questions prevent your customers from providing additional information
What are yes/no questions? (close-ended vs open-ended questions)
This buyer is focused on ROI, standardization, and cost control.
Who is the economic buyer?
What is a proof point of KARL STORZ’s cybersecurity leadership?
What is our DoD Authorization to Operate (also accept ATO)
When a customer says “you’re more expensive,” the next best step is.
What is an apples-to-apples comparison? (redacted quote)
This is the goal of understanding customer pain points, needs, concerns?.
Finding out how you can deliver a unique solution (also accept: create leverage)
This buyer values outcomes, clear visualization, reliability and ease of use
Who is the clinical buyer? (also accept : surgeon)
This capability of IMAGE1 S allows for standardization and helps minimize the amount of specialty towers required in a facility
What is Multi-specialty visualization (also accept cross specialty, multi modality, etc)
This is a response to customers who say “We don’t have any available capital” the best.
What is KSC (financing)
This is the person who should do the most talking in a discovery conversation.
Who is the customer?
This buyer persona is most likely to respond to upgradability and lifecycle discussions.
Who is the economic or technical buyer?
When giving an elevator pitch, this buyer benefit should be emphasized over features.
What are outcomes? (also accept: business impact, clinical impact, efficiency)
The strongest objection handling responses usually start by doing this.
What is acknowledging the concern?
Discovery questions should always be tailored to this.
What is the buyer persona?
This is something you should know about each of the decision makers on your deal.
What is their personal win (also accept: what is level of influence or unique pain points)