I’m sure you’ve heard the phrase “the truth hurts”. Let’s start this article with a truth that frustrates every enterprise B2B salesperson: Leads won’t make a buying decision after the first contact. You will need to stay in touch with them for some time before these prospects convert to customers. This is no different than dating. No one gets married on the first date. So then what are the best ways to keep connected with prospects throughout the sales process to increase healthcare IT enterprise software sales close rates? We’ve gathered these ideas below to help you do so.
Here are some tips for staying in touch with your Healthcare Technology prospects:
Learn more about your potential customer
It’s difficult to keep your healthcare IT enterprise software sales numbers high if you don’t have a clear understanding of who your prospects are. Therefore, you need to take time to define about your Buyer Personas. What exactly are their roles in the company? What are their goals, challenges, and responsibilities? Conduct some research on the company they work for. How many years have they been in business? Where are they located? What are their values? How many employees do they have? You can find most of this information in their company website or on their LinkedIn to get started.
Create and share helpful content
Creating and sharing helpful content is one of the best ways of keeping your prospects engaged. Working with your marketing team to produce educational content regularly will make it easier for the people who fit your Buyer Persona profiles to find you and become your qualified leads. In addition, it will position your healthcare IT enterprise software sales company as an authority and help you build trust with your audience. There are numerous forms of content your team could craft, which include blog posts, webinars, industry reports, case studies, eBooks and white papers.
Know when to call or email
As a salesperson, you will need to decide whether to make the first contact with a prospect via the phone or email. Both approaches have their advantages and disadvantages.
According to E Consultancy, 66% of marketers say email delivers outstanding ROI. Since an email is visual, it gives your potential customer time to contemplate your offers. They might even decide to bookmark it or print it for future reference. An email can also be forwarded to other decision makers within the organization. However, a disadvantage to sending emails is that many people’s inboxes are being flooded with numerous emails daily. If the recipient doesn’t recognize your name, your email might just end up being ignored, deleted or marked as spam.
A call allows you to reach the prospect faster, establish yourself as a human and add some personality to your message. However, there is a possibility that your call will not be picked up or the client will be too distracted.
Therefore, there is no best way to initially engage. You can experiment with alternating between sending emails and making phone calls to see what works best with your audience overall.
Identify the prospect’s interests and hobbies
One of the best ways to connect with your prospects is to talk about their passion, hobbies, roles, and personalities. You learn more about the prospect’s interests and hobbies by looking at their social media profiles. For instance, if you are both fans of ‘Designated Survivor’, you could mention the series somewhere in your conversation. Apart from interest and hobbies, you could also check out their working history. Ask relevant questions like, “How has it been transitioning from Finance to Admin?” Referring to your potential customer’s interests during your conversations will make it easier to create a rapport and subsequently make more healthcare IT enterprise software sales.
Cut the formality
As you get to know your prospects better, you can let your hair down and adopt a more casual approach in your communication. This will make it easier to develop person-to-person relationships with your potential customers. However, don’t take it too far because you don’t want your leads to stop taking you seriously. Be sure to use proper capitalization, spelling and punctuation at all times. Here are some examples:
Too formal: “Hello Percy. I’ve just noticed your interest in healthcare technology CRM software. I thought you might want to read this report”
Too informal: “yo percy. have a look at this dope report on healthcare technology CRM software”
Balanced: “Hey Percy, hope you’re doing well! Check out this awesome report on healthcare technology CRM software.”
A great book that covers this topic is called Getting Naked by Pat Lencioni. In the book the writer introduces an innovative approach to client service that generates unusual degrees of trust as well as loyalty. Pat tests service providers to be totally clear and vulnerable with prospects in order to overcome the three anxieties that eventually sabotage customer allegiance. Created for internal or external professionals, consultants or any individual serving long-term customers, Getting Naked will certainly provide powerful, actionable tools in order to help readers get rid of the three fears and also gain a real, lasting competitive advantage.
Don’t be shy of voicemail
A research by Bizness Apps reveals that 80% of calls go to voicemail. If you call your prospects and they don’t pick up, you may be tempted to simply hang up and move on to the next call. Don’t make that mistake and lose any potential healthcare IT enterprise software sales. Voicemails can be a very effective part of your sales process. Introduce yourself and tell the prospect that you are following up on a previous call or email. You can then mention a valuable resource that you will be sharing via email. When your name is familiar to them, they are more likely to open the email.
Nurture them with email
If your prospects don’t make a buying decision immediately, continue to follow up with them via email, phone or social media at least once or twice a week. Make sure all your emails carry content that addresses problems that your prospects or their companies could be experiencing. You can include white papers, case studies, reports or blog posts that your prospects may find helpful in the emails you send out to them. Let them know that you are willing to make time for further discussion.
The Bottom Line
All of the lead nurturing tips listed above are a part of a greater body of marketing and sales strategies incorporated in the Inbound Methodology to help you increase your healthcare IT enterprise software sales. Your Healthcare Technology company can include Inbound into your existing sales and marketing initiatives to generate more prospects, qualify them, and close more deals faster.
Doing this all of this alone can be daunting and implausible. At Responsify, we partner with health tech professionals to offer strategy, support, and help implementing these activities. By working together, we help them strategically attract new website users, convert them into qualified leads and satisfied customers.
If you’d like to stay connected with prospects to speed up your sales cycle, feel free to reserve a free strategy session now. In that session we can help evaluate your assets and provide you insights and tailored suggestions to guide you in the right direction.