Danny Wong — October 27, 2016 Follow @dannywong1190The healthcare industry has undergone rapid evolution over the past decade. Regulatory and compliance changes have altered the way medical professionals work and what they need to get their jobs done. With greater access to information than ever before, they’re less reliant on medical salespeople and more likely to conduct thorough research on their own before making a purchasing decision. And, of course, the technology being used in healthcare is changing every single year.
In order to thrive selling in the healthcare industry, you need to be on top of your game at all times. Here are five things your company can do to start selling more to healthcare-related customers today.
1. Focus on content marketing
The healthcare industry is highly academic, especially if you’re selling directly to physicians or high-level executives. If you can generate content that positions your company as a thought leader, it will go a long way towards helping you land more sales.
For healthcare audiences, you’ll want to focus less on flashier, bite-sized content like short-form blog posts and listicles. Instead, you need to spend time on generating long-form blog posts, case studies, and whitepapers that give you a chance to really dig into a topic and prove your expertise. Once you have this content available on your website, make sure to create stylish printed copies for your sales team to leverage during their sales meetings too.
2. Go out of your way to build trust
Trust is vital to any sales process, but it’s especially true in the healthcare field. After all, if you’re selling medical equipment or pharmaceuticals, your customers are putting more than their business in your hands — they’re risking other people’s well being. Make sure you prioritize trust building first and foremost at all times. Always take care of anything you say you’re going to do, whether it’s putting a quote together or showing up to your sales call on time.
Most importantly, if you don’t think that your company is a good fit for the client, don’t try to push a square peg into a round hole. Instead, be honest and let your prospect know. They’ll appreciate your honesty and take you seriously next time when you bring something that’s a good fit to the table.
3. Know your customer
Healthcare clients are different than other types of business professionals you might sell to. They’re constantly busy and often don’t have patience for any fluff. When you have the chance to talk to them, don’t beat around the bush. Give them information that they’re looking for, staying professional, respectful, and direct.
Keep in mind that healthcare professionals have many different fires to put out on any given day, and engaging sales reps is often a lower priority for them. Stay flexible and don’t get discouraged if a meeting gets cut short or rescheduled at the last minute. Do whatever you can to help them solve their problems, even the ones that they might not be aware of just yet.
4. Understand the buyer’s organizational chart
Especially in healthcare, every client is going to have a vastly different purchasing process. If you’re working with a small doctor’s office, you might be able to deal with a single decision maker. When you’re selling to a hospital, on the other hand, you might need to work with a buying group or a purchasing department. One way to make sure you don’t miss anybody is by simply taking the time to map out your client’s purchasing hierarchy and identifying everybody involved in the process. You should obtain this information by asking the contacts you’ve already made and networking within the organization as much as possible.
5. Focus on your client’s customers
A good rule of thumb when you’re dealing with any type of service-based industry is that you should try to serve your client’s customers. Essentially, if you’re able to find a way to improve their experience, your clients will be happy and you’ll have the foundation of a great relationship. Whenever you’re dealing with a healthcare client, keep the focus on the actual patients. What benefits do you provide that will ensure they receive better, faster, or more cost-effective care?
Selling in a constantly evolving, client-driven industry like healthcare is extremely challenging, even for the most effective sales organizations. However, companies that are able to succeed in this competitive industry have the opportunity to rake in the profits. By following the tips and strategies outlined above, you’ll be able to start winning more sales and earning more business, whether you’re in healthcare or any other service-driven industry.
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