How to Handle "You Don't Have the Feature We Need" in Healthcare & Medical Devices Sales
Expert framework for overcoming the "You Don't Have the Feature We Need" objection in Healthcare sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "You Don't Have the Feature We Need" in Healthcare & Medical Devices Sales
Every medical device sales rep knows that sinking feeling: You're inches from closing a massive deal, and suddenly the prospect drops the feature objection bomb. One missing checkbox could cost you a $75,000 contract and months of pipeline work.
Why Healthcare Prospects Say "You Don't Have the Feature We Need"
Healthcare buying decisions are high-stakes. Unlike other industries, medical device and software purchases directly impact patient care, hospital efficiency, and regulatory compliance. A single missing feature isn't just a technical inconvenience—it could represent potential risk, workflow disruption, or non-compliance with stringent medical standards.
The Real Reasons Behind This Objection:
- Fear of compromising patient safety protocols
- Strict internal procurement requirements
- Complex integration challenges with existing systems
- Risk-averse decision-making culture in healthcare organizations
The Wrong Way to Respond (That Most Reps Do)
Most sales reps panic when hearing a feature objection. They immediately go into defensive mode, listing reasons why their product is still great or—worse—arguing with the prospect.
Don't:
- ❌ Get defensive or argumentative
- ❌ Lie about product capabilities
- ❌ Dismiss the prospect's concerns as unimportant
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
Validate the prospect's concern without conceding defeat. Show you understand their perspective while creating space for dialogue.Example Response:
"I completely understand why that specific feature matters to your workflow. Many healthcare systems we work with initially had similar requirements before discovering a more comprehensive solution."
Step 2: Reframe the Conversation
Shift from feature-matching to value-solving. Help the prospect see beyond a single checkbox.Example Response:
"Let's take a step back. What specific patient care or operational challenge is driving your need for this feature?"
Step 3: Ask a Diagnostic Question
Use strategic questions to uncover deeper motivations and potential workarounds.Power Questions to Ask:
- "How would this feature specifically improve your current process?"
- "If we could solve the underlying problem differently, would you be open to exploring that?"
- "What's the primary outcome you're trying to achieve with this feature?"
Real-World Example: MedTech Solutions
When MedTech Solutions was selling their advanced patient monitoring system to Kaiser Permanente, they encountered a seemingly deal-breaking feature gap. The hospital's IT team insisted on a specific real-time data integration module that wasn't in the current product.
What Happened: Instead of panicking, the sales rep used the 3-step framework. By asking diagnostic questions, they discovered the real need was faster patient status updates. They demonstrated how their existing API could be customized to achieve the same outcome.
Key Takeaway: Understanding the underlying need—not just the surface-level feature request—was the key to closing the deal.
Industry-Specific Considerations for Healthcare & Medical Devices
Healthcare sales require a nuanced approach that balances technical capability with risk management and compliance.
- Regulatory Compliance: Feature objections often mask deeper concerns about meeting FDA or HIPAA requirements
- Average Deal Size ($75,000): Higher stakes mean more thorough evaluation and feature scrutiny
- Typical Objection Triggers: Complex IT ecosystems, legacy system integrations, patient safety protocols
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I hear your concern about the missing feature. Our team has worked extensively with healthcare systems facing similar challenges."
Variation 2: The Social Proof Angle "Interestingly, Mayo Clinic initially had the same requirement before discovering our alternative approach."
Variation 3: The Risk Reversal "We're so confident in our solution that we'll provide a 90-day custom integration guarantee at no additional cost."
Variation 4: The Future-Pace "While we don't have that exact feature today, our product roadmap is directly informed by healthcare system feedback like yours."
Variation 5: The Direct Challenge "Would you be open to seeing how we can solve your underlying need, even without that specific feature?"
Common Follow-Up Objections (And How to Handle Them)
"But our compliance team requires exactly this" → Request a detailed requirements document and demonstrate flexible problem-solving.
"We can't modify our current workflow" → Offer a comprehensive workflow analysis and potential optimization strategies.
"This is a dealbreaker" → Reaffirm commitment to finding a solution and propose a collaborative approach.
The Bottom Line
Feature objections are opportunities, not roadblocks. By understanding the underlying motivations, asking strategic questions, and demonstrating value beyond a single checkbox, you can transform potential deal-breakers into closed contracts.
Quick Win: Practice your diagnostic questioning technique with your next prospect.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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