Every sales pro in Health Insurance and Payment knows that product demos are a huge part of “sealing the deal” in the sales process. A great meeting will help boost the rate of interest by leads. Nonetheless, most B2B product demos are boring and dull and don’t evoke any sort of interest from a prospective buyer, and frequently take place before a buyer’s needs have been discovered. This means that these demos sometimes kill the chances of developing a connection and make a good case. This can make your leads turn to your competitors, or feel too forced.
Think about it this way: a new prospect is kind of like a first date. On your first date, do you want to talk on and on about you and how wonderful you are, or learn about them, discovering things you share, and show them you understand them? You guessed it– the latter. No one wants to get married after the first date. It takes mindful listening, authentic passion, and a strategic technique to develop your lead’s interest. Your demo needs to be handled in the same way, to make sure that you get to that “second date,” and to build value and close the sale.
Here are a few pointers that will help you stay away from the “death by demo” in your Health Insurance and Payment sales:
Getting potential customers to the demonstration
Understand your Buyer Personas
Just as people aren’t ready to get married on their first date, even if they request a trial, they likely aren’t ready to see a demo after just looking at your website or receiving an email from you. You could talk endlessly about your Health Insurance and Payment remedies, but without a complete understanding of what you are talking about and what these people need, it will be hard for you to close the sale. For that reason, it’s ideal to start by laying out and researching your leading Buyer Personas (imaginary personality that matches your ideal customer). This will help your marketing teams’ initiatives and will help you better prioritize your outreach and demo. For example, your Buyer Personas might be ‘Clinician Christine’, ‘Physician Phineas’ and ‘Administrator Adam’ with a list of objectives, obstacles, and other qualities that define each. You could then personalize your sales demonstrations and discussions to meet their particular demands. Then, when speaking to them to uncover their one-of-a-kind demands, make customized changes. In doing this, they are seeing you are offering a service and not a one-size-fits-all widget.
Providing the demo
Keep it brief
Once you have covered how your service or product will help meet the prospect’s needs, take a break. Talking constantly without a pause in the conversation will make your target overwhelmed. Make sure to keep the demo short, concentrating on what’s most important. Also, don’t get so wrapped up in the presentation that you ignore the potential customers. Look at their facial expressions and body language to see if they have any comments or concerns. If your potential customers have a question, stop the discussion and let them talk.
B2B sales demos are typically very boring and generic. If you want to better engage your target market, you need to put some passion and enthusiasm into the presentation. Make sure to change up your tone of voices– people will lose interest if you speak in monotone. Use facial expressions and hand gestures to show how interested you are in helping them find a solution. Anik Singal, the Founder and CEO of Lurn and VSS Mind, is a fine example of somebody that makes a B2B demo dynamic and interesting.
Use case studies and stories
Don’t spend all your time talking about the functions and advantages of your service or product. Use case studies and stories to demonstrate how other companies like those of your leads have benefited from the product or service. For example, you could point out in your demo how your Health Insurance and Payment product helped “X Hospital” shorten the average client wait time by Y%. Doing this will make it easier for potential clients to have an idea of the value your business can provide and will help them make a purchasing choice. Marketo’s case studies are an example of how to show people how to pick a quality marketing automation software program.
Prevent unnecessary comparisons
Many salespeople use demonstrations to contrast themselves to their competition and show why their products or services are better. This should be done in moderation and with discretion. If you know that the prospect is thinking about a competitor, find tactful ways to highlight your strengths over their weaknesses. Beware, though. If you raise a point the prospect hasn’t thought about, you might give them another reason to consider your competitor. To prevent these mistakes, ask exploratory questions to find out more about where your prospect stands in the buyer’s journey and what they are considering.
Practice makes perfect
If you are giving a presentation, it is recommended that you practice it at least two times through before the real thing. Being more aware of the content of your demo will help you relax and make you more comfortable. Make sure there are no errors that need to be fixed. A good idea is to find a coworker who can sit in to play the role of the prospect and provide feedback. Remember to test any tools or devices to make sure they will work when you present.
Be on time
Make sure that you start the demonstration on time and end it on time. Starting or finishing late will just frustrate your leads and lessen the chances of making a sale. If you need to start let for unavoidable circumstances, say you are sorry and explain the hold-up. If you have to go over a few minutes, ask the potential customer if they have the extra time. Your leads have busy schedules just like you, so keep that in mind.
End with a call-to-action
Make sure to end the presentation with a call-to-action (CTA). The CTA can be asking for business, setting up a telephone call, or asking to speak with other decision-makers in the company. This will ensure that the conversation continues after the presentation. This will also give you more time to answer any questions or concerns, boosting the chances of making a sale. Corevist, a leading supplier of SAP B2B ecommerce services, has a brief demo that finishes with a CTA to arrange an individualized trial.
After the trial
Keep leads engaged with content
Once you have finished the presentation and either the prospect does not show or isn’t ready to buy, you should present yourself as an expert by supplying them with content to keep them informed until they are ready. Using your Buyer Personas, you can work with your marketing team to develop content to meet the needs or rate of interest of each ideal buyer. This content could be in the form of blogs, infographics, videos, and more. You could send these in a drip campaign to potential customers in Lead Nurturing emails. Doing this will help your leads inform themselves to enhance their trust with your brand (idea management). Over time, the content could elevate the understanding of the issues they have and help them think about their options.
The bottom line
It’s critical to provide a confident and prepared presentation, but its success boils down to the prospect’s interest and how moved they are by the demo. For that to happen, the content you share and the demos you provide should be aligned with their objectives and needs. Your sales process should be customer-centered, where your objective is not to sell additional services but help the lead conquer their troubles. This type of sales process is called the Inbound Sales Methodology.
But it can be tough to do all of this alone. Responsify works with Health Insurance and Payment sales and business development pros to offer strategy, support, and help in applying these tasks. By collaborating, we help marketing and salespeople purposefully bring in brand-new website visitors, convert them to qualified leads, and then satisfied consumers.
We’ve helped lots of gifted salespeople include Inbound right into their sales process and close even more sales. Do not hesitate to schedule your free strategy session to help you examine your methods and find ways to close even more sales.