For Subscribers

No Sale

Been turned down? You can still come to a profitable arrangement with your prospects.

By David Worrell

Opinions expressed by Entrepreneur contributors are their own.

Olivia Cheng, CEO of Aurora Imaging Technologies, is passionateabout fighting breast cancer. But she can't help save lives ifnobody buys her product, a breast-specific MRI machine. So when ahospital or clinic says "no, thank you" to the $1.5million price tag, Cheng, 50, comes back with an offer theycan't refuse: Aurora will provide the machine at no cost andeven pay rent for the space to use it. Then, Aurora pockets theinsurance payment for each use of the machine--about $1,000 perpatient--for the following five to seven years.

Although selling one machine means a one-time profit of over$700,000, the same machine placed in a hospital or clinic cangenerate $15,000 a day--enough to pay for the machine and itsmanagement, plus put $2 million a year toward Aurora's bottomline. "This is the best-kept secret in medicine today,"says Cheng. She expects Aurora to double 2005 sales, growing toover $20 million in 2006.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game

6 Secret Tools for Flying First Class (Without Paying Full Price)

It's time to reimagine upgrading. Here's how to fly first class on every flight, business or personal.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business News

TikTok Influencer Reveals She Makes $350,000 a Month on OnlyFans. 'Absolutely Unreal.'

When Tara Lynn promoted her OnlyFans page on TikTok, she saw her income more than double.


Why It's Important to Incorporate Twitter Into Your Business's Marketing Plan

How businesses are using Twitter to market their brand in unconventional ways.