The Importance of Knowing Your Market

As the Director of Business Development for HCA, Inc., Anthony Sinisgalli stresses the importance of knowing his market. He works with surgeons in a variety of specialties and strives to convince them to use his company’s Free Standing Surgical Centers for outpatient operations. He realizes that his success requires that he understand how the offices of his more than 200 clients operate on a daily basis. In addition, Sinisgalli strives to learn as much as possible about the various surgical procedures that his clients perform. Without this knowledge, he would not be able to effectively communicate with clients and explain to them the benefits of using his company’s services.

Becoming an effective sales professional requires dedicating significant time to research and learning about the market in which you operate. With a comprehensive understanding of the market, sales professionals gain a degree of authority and the trust of potential clients, a key to developing lasting business relationships.