Healthcare Sales Training: Selling to the C-Suite Executive using Power-Probing Questions

Ken Roma, a vice president of sales for a medical forms printing service that sells to the healthcare marketplace asked me the following question:

How do you handle getting passed from CFO to CEO to COO (C-Suite Executives) and back and forth among various decision-makers?

Ken, this question comes up a lot in our pharmaceutical and healthcare sales training programs.

Facilitate C-suite Team Communication

Many times, C-suite executives are not very good at communicating internally with each other. Egos, conflicting priorities, and competing resources get in the way. That’s where you come in. You literally have to orchestrate the c-suite team and get them talking, if not to each other — then definitely with you.

The best way to get them talking is to ask good probing questions. This will lead to you having a better handle of their situation than they do themselves. That’s when you are truly on the inside of their organization. You have now planted yourself as a trusted business resource — where they turn to you for advice.
What asking Good Probing Questions will help you learn and understand about Your Customers…

  • Their decision-making process.
  • Their unique set of buying criteria.
  • Their motivations. (what solution is going to address their specific needs.
  • (Hint: it’s not price.)

It’s obvious how sometimes C-suite executives like to push off the decision on others. But deep down, they have their own set of criteria, or better stated, their own hidden agenda. You just need to uncover it. And if you’re not getting a straight answer, rephrase the question until you get the information you’re looking for.

For more information about our pharmaceutical, healthcare and medical device sales training workshops, and asking the right sales questions visit our website at

Leave a Reply

Your email address will not be published. Required fields are marked *

Search Articles

Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).