132: Healthcare Sales Done Right | The Better Outcomes Show

Are you making this mistake in healthcare sales?

You're doing healthcare sales wrong. At least, a lot of people are making the same mistake in sales calls or demos. I talk to a lot of healthcare startups and tech companies who are trying to drive sales and awareness. But they're going about it all wrong.

They're not doing anything crazy, like spamming people in the LinedIn Message Inbox (cause that's just annoying, am I right?) But, they're messing things up when they get into a discovery or demo call. They spend most, if not all, of the time with a prospective prospect "presenting" them with all of the value add, features, benefits, etc. But they glance over the MOST IMPORTANT part of these initial conversations: understanding the prospective customer's situation, context, and value-drivers..

Many healthcare sales folks spend too much time trying to "convince" a prospect that their solution will solve their problems. But they never actually take the time to understand what problem the prospective customer actually wants to solve. All sales, including healthcare sales, need to first start with a simple conversation.

And that conversation has 2 goals:

1) Understanding the prospect's situation & the nature of the problem they are seeking to solve
2) Determining whether there's a good fit between your solution and their problem; and whether that fit warrants moving to the next step

Sometimes, the answer is "no", and that's fine; but it's not fine to waste too much time getting to that ultimate conclusion. The goal in any initial demo or discovery conversation is to understand whether or not you should even continue the conversation. The faster you answer that question, the more efficient your sales process becomes. So stop presenting or trying to bombard prospects with your solution's benefits or features, and spend more time trying to actually understand the prospect's situation. Then see if there's a fit between that situation/problem and your solution.

What we cover in this Episode:

-The importance of positioning on lead generation
-Understanding the role that specific value plays in a healthcare sales conversation
-Driving sales with conversations
-How to craft a value proposition for your healthcare business
-Understanding the barriers to adoption of healthcare solutions
-Aligning business models and incentives in the healthcare sales process
-Achieving Better Outcomes by replacing demo presentations with value conversations

Hire me to speak on the topics around humanizing the healthcare experience, technology-enabled healthcare, value-based healthcare models, and healthcare innovation .