Sandra Nielsen Vice President of Sales, Great Basin Scientific
If you ever need someone to tell you how different sales and marketing are, ask Sandra Nielsen. And if you ever need someone to tell you how similar they can be, well, Nielsen’s a good one to ask for that, too.
In the middle of a career of marketing and communications, Nielsen was drafted to fill in as head of sales. Despite believing it was a temporary position—and being overwhelmed at the prospect—it’s a job Neilsen has grown to love over the past 16 months.
“I love to help people ‘understand,’ which is why I was drawn to marketing communications early in my work life. Selling is simply another avenue for communicating with people,” she says.
Nielsen has found a passion for helping rural hospitals understand the benefits of Great Basin Scientific products, and believes in the benefits they offer. When making a sale, listening and seeking to understand are key.
“Find out what’s actually behind the ‘no.’ Maybe they don’t understand what you have to offer them and are reacting to fear of the unknown. Helping a person feel comfortable and safe in their decision is key,” she says. “And sometimes you have to know when to gracefully accept the ‘no.’”
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