Founders of healthcare businesses always believe wholeheartedly in their product – but they can still get uncomfortable about selling. Luckily, selling in the healthcare world is not the pushy, pressured sales job many fear it is. So, if sales is making you uncomfortable, take heart with this 3-step process, which gives you a simple way to increase sales:
In every interaction with a potential customer, make it your first job to listen – even if you cold-called them. Start with an open-ended question that gets them talking. For instance, if you sell a revenue cycle platform, ask them about their billing process and how long it takes them to get reimbursed.
2) Share your story.
As you listen to your prospective customer, let them know that you were in a similar situation and how that led you to create your product. I have never had a client who wasn’t passionate about their business – so make sure you share that passion! If you created a better approach to knee surgery, let them know how you came up with the idea and why it makes such a difference.
3) Follow up.
Sales is not a one-and-done situation. It requires multiple conversations – and each will follow this 3-step pattern. You will listen to your prospective customer’s concerns. You will share how you struggled with the same challenges and how your product addresses them. And then you will follow up by phone or email.
Each time, you will address more of their questions and each time they will get to trust you a little more. You are the one who understands their needs. You are the one who listens. And eventually, when they are ready to buy, they will remember you.
This method is only part of the process.
Will you successfully close every sale with this method? No – but you will close a lot more of them.
Sales and marketing go hand-in-hand and I help a lot of my clients strengthen their sales process. Of course, this method is only part of what goes into selling a medical device or HIT platform. So if you need help figuring out a sales method that works for you, please get in touch. You can sign up for a free consult here.
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