It may seem counterintuitive, but buyers—especially in healthcare— often want or need you to lead.

This might be the only purchase decision they’ll make this year. Or their first one ever. So when you’ve been through the process dozens (or hundreds) of times, you’re the expert.

You’re doing them a service by guiding them.

That doesn’t mean bulldozing through a demo or telling them what to do. It means using your experience to clarify what’s coming next and make the unfamiliar feel manageable.

Try phrases like:

• “Here’s how this usually works.”

• “Here’s what typically happens in the next phase.”

• “Let me walk you through what to expect.”

Done well, this doesn’t come off as pushy—it comes off as confident, helpful, and professional. And it often reduces hesitation, uncertainty, and internal delays.

If they disagree? Great.

That’s discovery. That’s qualification. That’s insight into their buying process.

But more often, they’ll nod along—and in doing so, grant you the authority to lead the journey forward.

That’s what you want.

Because in healthcare sales, the process is rarely straightforward. So be the one who makes it easier.

Lead. Advise. Don’t just react.