We’ve all heard “the truth hurts.” Right? Well, here’s a frustrating truth no ambitious B2B ehealth sales person ever wants to hear: Leads won’t make a buying decision after the first contact. Instead, you will need to maintain communication with prospects before they eventually convert to buying customers.
Think about it like dating. Seriously. No one marries after the first date.
So, if what we’re saying is true – and it is – the question becomes: How do we best go about courting these prospects through the buyer’s journey? Fear not. We’ve pooled together the very best tactics to guide you forward.
Here are some proven methods for keeping the relationship going with your ehealth sales prospects:
Identify your target customer
Selling your EHR products or services is no easy task if you haven’t developed an accurate understanding of who the prospects are you’re trying to sell. In other words, you must invest time in clearly identifying your Buyer Personas:
- What exactly are their roles in the company?
- What are their goals, challenges, and responsibilities?
- How many years has their company been in business?
- Where is their company located?
- What are their values?
- How many employees do they have?
LinkedIn profiles and their company website are the best places to get started with your research.
Produce and share valuable content
Helpful content is among the most effective means of engaging your prospects. Collaborating with your marketing team to generate informational content frequently will improve the chances that the people who fit your Buyer Personas will find you and become qualified leads. Furthermore, this content establishes your EHR company’s credibility and authority. The possibilities for the content you might create are endless: blog posts, webinars, industry reports, case studies, eBooks, white papers, videos, and more.
Time your communications properly
As a professional, knowing whether to engage your prospect first by phone or email is incredibly important. Both phone and email have their pros and cons.
eConsultancy found that 66% of marketers believe email delivers an exceptional ROI. Because emails are visual, they give your leads time to consider your offer. Your leads can bookmark your emails or even print them for reading at a later time. Another advantage email has over phone calls is that your prospects can forward to other decision makers within the organization without risking a misinterpretation that could occur from relaying phone conversations.
On the other hand, emails have the distinct disadvantage that everyone’s inboxes are usually flooded with countless emails every single day. If your prospect doesn’t recognize your name, your email could very well be ignored, deleted or marked as spam. And, as you know, that could be a very bad thing.
Calls provide quick contact with prospects, bring out the human element in your interaction, and allow personality to come through in your message. However, there is always that dreaded possibility of your call never being answered, or the prospect being too distracted by their workplace environment.
So, as you can see, there’s no sure-fire method for successful first contact. You can play around with emails and phone calls to find which works best with your target customer.
Discover your prospect’s personal interests
If there’s a best means of establishing a connection with your prospects, it’s probably discussing their passions, hobbies, roles, and personalities. If you want to learn more about a prospect’s passions and hobbies, look at their social media profiles. For example, if you are both fans of a particular television show, mention the series in your conversation. Also, you might take a look their work history. That allows you to ask meaningful questions: “How has it been transitioning from Finance to Admin?” Appealing to your prospect’s interests in conversation builds quick rapport and makes selling to them easier.
Be less formal
The more you get to know your prospects, the more casual and relaxed your communications with them can become. Naturally, this builds closer relationships with your prospects. Caveat: just be sure to not get too loose or you’ll risk being seen as unprofessional. So, when sending emails, always use proper capitalization, spelling, and punctuation.
Overly formal: “Hello Percy. I’ve just noticed your interest in our EHR software. I thought you might want to read this report”
Overly informal: “yo percy! have a look at this dope report on EHR software”
Balanced: “Hey Percy, hope you’re doing well! Check out this awesome report on EHR software.”
Check out the book Getting Naked by Pat Lencioni. Pat provides a creative approach to client service that produces exceptionally high levels of trust and loyalty. He challenges service providers to be direct and vulnerable to their prospects to help overcome the three anxieties that eventually damage customer loyalties. For consultants or any individual serving long-term customers, Getting Naked delivers powerful, actionable tactics to help readers eliminate the three fears and develop a real and enduring competitive edge.
Put voicemail to work
Bizness Apps found that 80% of calls go directly to voicemail. You might feel tempted to drop the call and go on to the next when your prospects don’t pick up. Don’t. Voicemail, when used correctly, is a powerful component of an effective ehealth sales process.
Leave a direct, detailed message. Let the prospect know who you are and that you’re following up on an earlier communication. Inform the prospect of valuable resource you will be sending through email. Eventually, your name will begin to register with your prospects when they see those emails. And that means increased odds your prospects will open them.
Nurture prospects with email
When prospects do not immediately commit to a buying decision, follow up with them through email, phone calls, or social media one or two times weekly. Every email should deliver content addressing sticky problems with which your prospects struggle.
What kind of content should you send? Use whatever is most relevant to your prospect’s situation. That might be white papers, case studies, industry reports, or links back to blog posts that might address your prospect’s problems. And always be clear that you are available for further discussion.
The Bottom Line
Everything we’ve discussed here is but one part of a larger marketing and sales strategy called the Inbound Methodology. Your EHR company can leverage Inbound into your current ehealth sales and marketing campaigns to earn more prospects, qualify them into leads, and close more ehealth sales more quickly.
On your own, this can seem an impossible task. We here at Responsify partner with EHR professionals to develop strategy, offer support, and assist in integrating this strategy. Our collaboration will help draw new website visitors, convert them into qualified leads, and eventually into satisfied customers.
If you wish to improve communication with your prospects and accelerate your ehealth sales process, reserve your free strategy session now. We will help evaluate your assets, provide free insights, and deliver tailored suggestions to navigate you in the right direction.