Are you making these demo mistakes?
The first goal of healthcare IT sales teams is to get people in for demos. If the demo isn’t successful, it’s unlikely the person will move forward with the sales conversation. So here are five mistakes to avoid in healthcare IT demos.
1. No lead magnet.
This is, hands-down, the most common mistake I see on healthcare IT websites. They have a form to request a demo but nothing else. There is no lead magnet to attract the attention of people who are not yet ready for a demo. That means website visitors who balk at committing to a demo are lost to follow up. Even if they would be ready for a demo in six months, there is no way to get back in touch with them. The vendor is left having to hope they’ll think to check back in – which does not put the sales team in a strong position.
2. No testimonials.
There is always a moment of hesitation before people fill out a form online. If it’s for a quick download, the hesitation is pretty minor. But if the form is for a demo, there are more reasons for someone to hesitate. That’s why it is so important to put testimonials on your website and, ideally, near your demo request form. People know that they are going to be hearing from your sales team the minute they complete the form, and they may even feel they are likely to buy from you. So give them something encouraging to read in that moment of hesitation and they won’t find a reason to click away.
3. Too focused on your solution.
This mistake doesn’t happen on your website; it happens during your demo. Time and time again, companies get so enamored of their solution that they forget about their customer. They give too much information on the company history and their amazing founder. They go into tons of detail about every feature. They talk about their implementation process. It’s what they leave out, though, that’s the problem. They forget to make time early on to ask the customer what challenges they are having. They forget to find out why they asked for the demo in the first place. Those are the types of mistakes that can derail a demo.
4. No next-level content.
Even when your demo is successful, it is unlikely your customer is ready to sign a contract. What they are going to want is to learn more. This is why you need solid end-of-funnel content in the form of case studies, pilot study results, and product specs. The kinds of information someone wants after your demo is very different from what they want before requesting a demo. Be sure to have the end-of-funnel information they need at the ready.
5. No personal follow-up.
Directly after your demo is when things get personal. A thank-you note is a great place to start, and it should come from the person who will be handling the account. Never leave it to the customer to get back in touch with you. And always have something useful to offer them so they stay engaged.
Your demos shouldn’t be working against you.
These five mistakes in healthcare IT demos are easy to fix. Just add a lead magnet and testimonials to your website. Focus on the customer during the demos, and have solid content and personal follow-up afterwards.
Photo by Sarah Kilian on Unsplash.