Building long-lasting relationships with qualified leads is a top objective for every Healthcare Robotics sales specialist. With long sales cycles being the standard, engagement is the best way to keep leads warm. The more you engage, the greater the opportunity they will convert to brand-new customers. And with the speed at which the market is growing, and the increased competition, the salespeople who are the best at engagement will win the most clients.
Here are some strategies for engaging your Healthcare Robotics potential customers to get ahead.
There are lots of potential customers out there, but if you try to go after them all, you will spread yourself too thin. Identifying and understanding your ideal customers is the first step to getting more sales. Start by working with your marketing team and craft Buyer Personas, or fictional personalities that describe your ideal customer. For example, you might begin by developing personalities such as ‘Clinician Carol’, ‘Hospital Administrator Alex’ as well as ‘Physician Philip.’ Then, you could find out the answers to these questions about them:
What is their role in their company?
What goals do they have?
What difficulties do they have in their job?
What motivates them?
What is their buying process?
Where do they get their information?
Addressing these concerns will help you develop individualized engagement strategies for every kind of Buyer Persona. Keep in mind to be as specific as possible.
A current ITSMA study found that 44% of companies have Buyer Personas. So why don’t you?
LinkedIn provides a great way to engage your potential customers and convert them into customers. You can start by creating a LinkedIn recap that talks about what value you offer to possible clients. Demonstrate that you understand their issues and that you have a solution. It’s also a good idea to include a call-to-action at the end of your recap. For example, you can ask prospective clients to send out an email or call you for a free consulting session. You can additionally engage leads on Linkedin using the feed to share links to your own blog content. BE sure the content is informative and shows your experience in the market. This will build your reputation among leads. Hootsuite is an example of a B2B firm that shares great blog content on their LinkedIn feed. Remember to keep an eye on LinkedIn notifications for special events. Take time to praise your potential customers on their job milestones, new work, or birthdays. Customize your message and end with a call-to-action that will keep the conversation going.
Just sending emails to your leads is not enough. You need to enhance them to make the most of your engagement. Make sure you customize your emails using the name of the recipient. According to research by Experian, customized emails produce at least six times more revenue compared to non-personalized emails. The subject line of the email should be short and enticing so the recipient wants to open. Don’t use boring and common subjects like “Newsletter #4.” The content of your email should not be “salesy,” but informative. Remember to include a call-to-action at the end of your email, like a free ebook or report. Lastly, be sure that your emails are enhanced for mobile phones.
According to the Content Marketing Institute, more than 60% of B2B online marketers use webinars as a part of their overall strategy. Unlike other types of marketing content, webinars take place in real time and can engage your potential customers with sound and video. You could work with your marketing team to inform potential customers on relevant topics and provide an online presentation. Having a Q&A session at the end will let you reply quickly, reducing the sales cycle.
Along with sending out personalized emails to your potential customers with your individual email account (Gmail, Outlook, etc), you could work with your marketing team to repurpose the content produced on the firm’s website (blogs, ebooks, whitepapers, etc) into Lead Nurturing Email campaigns. These projects contain a collection of HTML emails that offer your prospect information content relating to their needs, sent once a week. The objective of these emails is not to be self-promotional and share lots of details about your business, but to provide informational content to keep your potential customers engaged and coming back to your site. These kinds of emails, when incorporated with an innovate email marketing automation system like HubSpot, could offer both the marketing and sales teams important information on lead engagement.
Timing is key when it comes to leads. A study by the Harvard Business Review found that several companies were slow-moving to act on their leads: 24% took longer than 24 hours to react, while 23% never responded at all. The timeliness of your feedback can be the difference in making a sale and losing the customer. As a result, when someone reveals interest by signing up for your newsletter or requesting more information, you should act quickly. One of the best ways to do this is by automating your email marketing. Always remember to reply to blog and social media comments. This will help build trust from your potential customers and improve your chances of converting them.
The strategies described above belong to the unique marketing and sales technique called Inbound. Your Healthcare Robotics business could make use of the Inbound Methodology to engage with existing leads, help qualify them, and close more sales.
But this is a lot to do all alone. We at Responsify work with Healthcare Robotics specialists to offer strategy, support, and help executing these tasks. By collaborating, we help marketing and sales teams purposefully draw in brand-new site visitors, convert them to qualified leads, and then satisfied clients, right in the convenience of their very own business website.
We’ve helps lots of great sales pros enhance their lead engagement and accelerate their sales cycle. Don’t hesitate to book a free strategy session to help you look at your current strategies and take them to the next level.