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In healthcare, ambition is essential. Companies selling into health systems often bring innovative solutions that can transform patient care, improve outcomes, and unlock efficiencies. But too often, growth targets are set on optimism rather than evidence, leading to unrealistic expectations and, ultimately, disappointment.

Sales professionals frequently face the dilemma of whether to bid for a new opportunity when no prior relationships exist. On the one hand, there’s the risk of wasting time and resources if the client already has a supplier in mind. On the other hand, the client may genuinely be open to new suppliers and innovative offerings.