Every sales pro in the Electronic Health Records (EHR) industry is aware that product demonstrations are a crucial step in “closing the deal.” Quality presentations are effective for building interest from prospects. Yet most B2B product demonstrations lack the originality and enthusiasm necessary to generate interest from decision makers, and frequently these demonstrations come too early in the EHR sales leads process. The result is that these demonstrations sabotage opportunities for establishing relationships and persuading buyers. And that means potential buyers may end up talking to your competitors.
Let’s use an example here. Let’s say that you and your prospect have a set a date. No, not a literal day, but stay with me here… During this first date, which do think would have the better outcome – (a) bragging about how awesome you are in hopes of winning their admiration, or (b) getting to know them as a person, asking questions about them, discovering what you have in common?
Obviously, option (b) is the way to go. Or, at least, it’s the way to go if you’d like a second date.
Well, the same is true of building relations with your potential buyers. Your demonstration should involve asking, listening, and discovering. That is how you get a “second date.” Just as no one gets married on their first date, you probably aren’t going to close the sale on the first meeting.
Just like dating and marriage, you can feature-and-benefit demonstrations of your EHR solution to no end, but unless you have a better understanding of the person to whom you are giving the demonstration, you are probably doing more harm to yourself than good.
To learn more about your prospect, create Buyer Personas. These fictional avatars represent the decision makers who would be most interested in your EHR solution. For example, your Buyer Personas might include “Clinician Christine,” “Physician Phineas,” and “Administrator Adam.” Each would outline the particular individual’s objectives, obstacles, and other defining characteristics.
A well-researched Persona is invaluable. It gives you a framework from which to tailor your sales presentations and product demonstrations. Each will have his or her own unique needs, so a demonstration for one would be quite different for another. Your prospects will see your solution as a perfect fit for their situations and not some one-size-fits-all patch to slap on their problems.
After demonstrating how your solution addresses decision maker’s needs, step back for a moment. This gives your prospect time to reflect on what you have said and possibly ask important questions that might later have grown into objections.
Be brief, too. Zero in on the features and benefits most relevant to your prospect. And remain aware of your prospect at all times. Watch for cues – facial expressions or gestures – that might suggest they have questions or comments. Give them space to speak, and let them interrupt your demonstration.
Too many demonstrations in the B2B world are rigid, boring to watch, and too unoriginal. To capture your prospect’s attention, you need to add a dash of enthusiasm. But don’t go 100% for 100% of the presentation. Your prospect will find that exhausting or annoying or both. Instead, change up your tone now and again. These changes subconsciously trigger your prospect’s attention, which will otherwise stray if the presentation becomes too monotone. A good mix of facial expressions and gestures from you also conveys your passion for solving their challenges. Anik Singal, the Founder and CEO of Lurn and VSS Mind, is one of the best when it comes to delivering highly-effective B2B sales presentations. You would be wise to check him out.
Features and benefits will only take you so far. At some point, you need proof. Case studies and storytelling illustrating how your solution helped similar organizations is amazingly effective for delivering the proof your prospect desires.
For example, share a story about how your EHR solution helped “ABC Hospital” reduce patient waiting times by X%. This gives your prospect a clearer impression of the kinds of results they might expect when doing business with your company, which means more EHR sales leads for you.
If you need a little inspiration, Marketo’s case studies are excellent examples of how to do it right.
Another common mistake made in B2B sales presentations is comparing your company too frequently competitors. This is done, of course, in hopes of demonstrating why your products are superior. But it can sometimes backfire.
When not used appropriately, these comparisons can convey desperation or, even worse, give your prospect alternatives to consider. So, use comparisons sparingly, professionally, and only when necessary. For example, if you have learned that your prospect has been looking at a competitors EHR services, casually mention how your relevant features and benefits are superior – and then move on.
Use exploratory questions to discover where your prospect is in the Buyer’s Journey and what kinds of solutions they are considering.
At a minimum, you should have rehearsed your presentation from beginning to end no less than two times before delivering it. The more comfortable you become with your presentation, the more calmly and confidently you will be when the money is on the line.
Practice, drill, rehearse. Better yet, ask someone to roleplay the presentation with you and offer feedback afterward. And, of course, become intimately familiar with the product itself.
Begin your demonstration on time, and end your demonstration on time. Arriving too late or too early, or taking up more of their time than the prospect had agreed to is a sure way of interfering with the sale.
Things do happen, though. If you are late, quickly apologize and explain your reasons. If you feel the presentation needs more time, ask if it would be okay to use a few more minutes.
Remember, your prospect is every bit as busy as you are, so be courteous with their time.
By all means, end your demonstration with a call-to-action (CTA). Your CTA might be asking for the sale, requesting a follow-up phone call, or requesting the opportunity to speak with other decision makers. The CTA keeps the dialogue flowing intentionally after the presentation has concluded. Use this time to discover and overcome objections.
Corevist, a leading distributor of SAP B2B e-commerce solutions, has a short product demo that ends with a CTA to schedule a personalized demo.
Should your prospect not show up for the demonstration they requested, or if they express that they are not in the Decision Stage of the Buyer’s Journey, offer to help by giving them useful content. Doing this can keep the lines of communication open until they are ready for to make the purchase.
If you don’t have content suited to their situation, use your Buyer Personas to help your marketing team craft the content they need. Consider using blog posts, infographics, how-to videos, etc. With weekly Lead Nurturing Emails, you can “drip” this content to your prospect and allow them to educate themselves. This will help to establish you as a trusted authority and reliable resource in their Buyer’s Journey. With time, these emails will gently guide the prospect along the Journey until they are ready and excited for that demonstration.
Despite your best presentations, prospects are only going to be compelled if they desire your solution. To heighten their desire, you need to consult your Buyer Personas. These will guide you to the correct combination of content and demonstration points for the individual prospect. In other words, make sure your sales process is customer-centric, focused on their needs and not a one-size-fits-all product.
This is what we call Inbound Sales Methodology.
Implementing Inbound can be overwhelming for a company to do alone. We here at Responsify partner with EHR sales and business development professionals to develop strategies, offer support, and provide the help necessary to implement Inbound. By partnering with us, we help your marketing and salespeople drive the right to traffic to your website, convert them to qualified leads, and eventually turn them into satisfied customers.
Reserve your free strategy session now and we will help you evaluate your assets, offer free insights, and deliver actionable suggestions to help you master your demo and close more deals!