Every Health Insurance and Payment sales expert knows that building solid and long-lasting relationships with qualified leads is important. With long-sales cycles being the norm, engagement is the best way to keep leads comfortable. The more you engage them, the more opportunities you have to convert them into clients. Given how quickly the tech market is growing, and how competitive it is, the salespeople that engage the best will win the most business.
Here are some strategies to involve your Health Insurance and Payment leads to get an edge.
1. Identify your excellent buyers
You can’t interact with every prospective customer. There are too many of them and you don’t have enough time. A better understanding of your ideal buyers is the first step to making more sales. Start by working with your marketing group to create Buyer Personas, or imaginary personalities that describe your perfect customer. For example, these personas could be ‘Clinician Carol’, ‘Hospital Administrator Alex’ as well as ‘Physician Philip’. Then, answer these questions for each of them:
- What is their role in the company?
- What are their objectives?
- What obstacles do they face in their job?
- What motivates them?
- What is their buying process?
- Where do they get their information?
Answering these questions will help you prepare different, tailored engagement strategies for every Buyer Persona. Be sure to make these as specific as possible.
A current ITSMA study found that only 44% of companies use Buyer Personas. What are you waiting for?
2. Take advantage of LinkedIn
LinkedIn offers companies a great space to engage with your potential customers and turn them into clients. You can start by developing a LinkedIn summary that reveals the value you offer to prospective clients. Show them that you understand their troubles and can offer a solution. We also suggest that you include a call-to-action at the end of your recap. For example, you can ask prospective clients to send an email or call you for a free consultation session. You can also involve potential customers on LinkedIn by using its feed to share links to your own blog posts. Be sure the content is informative and shows your competence in the market. This will build trust among your leads. Hootsuite is a fine example of a B2B business that shares lots of blog content on their LinkedIn feed. Remember to keep an eye on LinkedIn notices for unique events. Take time to praise your leads on their professional accomplishments, new jobs, or birthday celebrations. Customize your message and end with a call-to-action that will keep the conversation going.
3. Customize your sales emails
Simply sending emails to potential customers does not ensure success. You should optimize your email to make the most of the engagement. Be sure to individualize your emails using the name of your recipient. According to research by Experian, customized emails produce about six times more revenue than non-personalized emails. The subject line should be brief and appealing to entice the viewer to open it. Stay away from boring or common subjects like “Newsletter #9.” The content of your email should also be less salesy and more academic. Include a call-to-action at the end, like offering a free ebook or report. Lastly, make sure your email is enhanced to view on smartphones.
4. Conduct webinars
According to Content Marketing Institute, more than 60% of B2B marketing professionals are using webinars as a part of their overall strategy. Unlike other times of marketing content, webinars take place in real time and enable you to engage leads with audio and video. You can work with your marketing team to give information on relevant topics to your potential customers and develop a presentation. Have a Q&A session at the end to allow you to reply to any questions quickly, thereby reducing the sales cycle.
5. Nurture Leads with content emails
In addition to the customized emails to your potential customers sent via individual email (Gmail, Outlook, etc), you can partner with your marketing team to repurpose content from your company’s site (blogs, ebooks, whitepapers, etc) and turn them into Lead Nurturing Email Campaigns. These campaigns include a collection of HTML emails that give the prospect practical information, sent once a week. The objective of these emails is not to be self-promotional or a sales pitch, but to supply educational information to keep potential customers involved and returning to your site. These emails, when integrated with an advanced email marketing automation system like HubSpot, could offer both the marketing and sales teams beneficial information on lead engagement.
6. Follow-up Quickly
Timing is everything when it comes to engaging potential customers. Research by the Harvard Business Review found that companies are often slow-moving to act on their leads: 24% of companies took more than 24 hours to react, while 23% didn’t react at all. The time you take for your reaction could be the difference in making a sale or losing a customer. As a result, when someone shows interest by joining your email list or asking for more information, you need to act quickly. One of the best ways to do this is by automating your email marketing. Reply to blog and social media comments, too. This will help you win the trust of your potential customers and boost the chances of turning them into clients.
The Final Word
The strategies detailed above belong to the unique marketing and sales method called Inbound. Your Health Insurance and Payment business could use the Inbound Methodology to engage with existing leads, qualify them easier, and close more sales.
It could be really difficult to do all this alone. Responsify works with Health Insurance and Payment specialists to offer strategy, support, as assistance in executing these tasks. By collaborating, we help marketing and salespeople purposefully bring in brand-new site visitors, convert them to qualified leads, and then pleased clients, right from the convenience of their very own firm website.
We’ve helped lots of dazzling sales pros boost their lead engagement and shorten their sales cycle. Don’t hesitate to schedule a free strategy session to help you assess your strategies and learn new ways to increase your sales performance.