Peg has some solid advice.

Is your skin care equipment well-tested by independent labs? Can they document your claims? Or, is the hope that you'll get that information by placing your equipment in hospitals & doctor offices? If the latter, you'll have an uphill battle, since they will take on the risk and get little in return.

You'll need before/after photos documenting the benefits.

Is your equipment solving an problem a new way or is it solving a problem that no one else is solving? If it's a new solution to an old problem, then you'll need to do a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on your equipment and create appropriate marketing materials. What's so special about what you're selling? If you have something radically new, then you'll need to educate people about the problem, say no one else addresses it except you, and show why your solution will make their lives a lot better.

All these marketing materials will be key for all your sales reps and distributors. They'll need to understand the market and your message to position your products correctly.

Also, if you equipment is something really new, consider patenting it.

Oshinfrank,

Jay and peg have given some really great inputs. My first recommendation would be to take each of those pieces very seriously, and work on them. If you aren't, do discuss them here, so that alternatives/action plan can be suggested.

Having said that, a few pointers from my side:

You mentioned that you are a distributor currently of existing skin care equipment. In that case, you must have a clientele that you service, and with whom, you have developed a strong relationship. Is there a possibility that you can leverage your current relationships and market credibility to introduce the new equipment?

For any new doctor/hospital, credibility would be the most cricital qualifying parameter - which can either be provided through previous experience or, as has been mentioned earlier, through references.

More so, is there a need for the treatment that you address in skin care, currently? I am assuming that you would have a customer profile in mind, and would have a strong reason to bring this equipment to market. Based on the identified profile, you could discuss the same with the hospitals that current service those very customers that suit this profile. They (hospitals) would be more comfortable with providing additional services to their existing customers.

Also, a small thought since you mentioned it - sometimes offering a product without a price, and offering it for the purpose of research only, to my mind, reduces the credibility of the product, and raises some apprehensions regarding its applicability and relevance. Just a thought, though.

Finally, as far as the training and sales force is concerned, you would need to first identify the channels you want to enter into (direct sales force, telephonic, in-house personnel, indirect references, nurses, etc.), and then align their skills with the product offering.

For instance, if you intend to hire nurses who can demonstrate the product usage to customers, then you could get the nurses (who work part-time) and put them on a commission basis.

Alternatively, if you have a direct sales force - who are into lead conversions from the pre-sales teams, then their product knowledge and networking capabilities should be your focus areas to work on.

Hope this helps!
All the best
Regards
Puru