In the Health Insurance and Payment B2B industry, traditional marketing means targeting potential customers by pitching your product or service to them through email and sales calls. This strategy is called “Outbound Sales.” But these days, decision-makers are bombarded with marketing messages and sales pitches, not to mention the fact that buyers look into options online by themselves, before even talking to a sales rep.
According to Adweek, 81% of customers do online research before buying. When buying have the chance to find your website and information they need to inform themselves, they are one step closer to connecting with you. This is all part of what’s called “Inbound Sales.” Inbound Sales includes making use of personalized content to draw the interest of your prospective customers throughout the sales process.
The technology leader Hubspot defines the following phases of the sales process:
- Prospect – Do research online to find prospects
- Research – Find more information about potential customers and their companies
- Connect – Contact potential customers
- Advise – Create a tailored presentation of your product
- Close – Negotiating, offering a proposal or quote, and making a sale
Here are some suggestions for enhancing your Health Insurance and Payment sales process:
Understand your perfect leads
It’s hard to make a sale if you don’t know who you are selling to. The first step to enhancing your process is to know more about your leads and their companies. The descriptions of your ideal buyers are called Buyer Personas. You can create buyer personas by asking questions through online surveys or through in-person meetings. Learn about their needs, obstacles, likes, and dislikes. You should also learn if they are currently in the Inbound Sales cycle and where they are in the process. According to research by CEB Global, the typical B2B buyer is 57% through the sales process before they contact a sales rep.
Create and supply appropriate content
Offering relevant and helpful content will make it easier for prospective buyers to find you online. It also positions your Health Insurance and Payment business as an authority in the industry and wins the trust of your potential customers. Throughout the earlier phases of the sales process, you can offer standard academic content with blogs and infographics. Remember to use key search phrases in your URLs, photo captions, blog post headlines, and alt photo messages. This will help improve your search engine position and make you more visible online. In the latter phases of the sales process, long-form content like whitepapers, ebooks, and webinars, are helpful to transform buyers.
Enhance your Landing Pages
After a site visitor clicks your call-to-action (CTA), they are taken to a landing page. It offers a way to record the site visitors’ contact information for additional lead nurturing. In exchange for giving their info, your potential customers can get premium content like discounts, VIP access, webinar enrollment, free reports, or a free trial. Make sure the forms are as brief as possible. Usually, the name and email address are enough. Along with having a great landing page, the CTA that sends them there should be straightforward and engaging. It should produce a feeling of urgency. “Get started now” or “Learn more today!” are great examples of calls-to-action.
Train and retrain
According to a study by Get App, 92% of salespeople believe that sales trainings have helped them improve their marketing capabilities. To enhance your sales process, you will need to continually educate and retrain your sales team. Keep them updated on news in the industry, products, and value propositions. Send them to workshops and trainings where they could learn even more. The more your sales group is informed, the more leads and clients you will draw in. There are many clashing trainings out there, though. For B2B sales in Health Insurance and Payment, we suggest Hubspot’s free online training called Inbound Sales Training.
Update your information
The information you provide as you go through the sales process could make or break the sale. You need to make sure your salespeople have the latest and most relevant information when pitching your product or services in the close phase of the sales cycle. This includes current information on functions, advantages, and prices of your product or service. Make sure to update details as often as possible. Providing the right information in the best way will make the sales process much smoother and quicker.
Align your sales process to the Buyer’s Journey
The Buyer’s Journey has 3 phases: Awareness, Consideration, and Decision. Aligning your sales process to the buyer’s journey will make your job a lot easier and will cause more sales. Watch out for signs that show you a prospect is ready to move to the next phase of the buyer’s journey. For example, a lead that fills out a form on your landing page is ready to move to the consideration phase. If someone asks for a free trial, they are probably in the decision phase.
Take advantage of helpful technology
There countless tools, applications, devices, and software that could make the sales process quicker and more effective. You can use a variety of these to get the job done, but it’s easier to choose an all-in-one tool like Hubspot CRM to get the most up-to-date software ability for marketing, sales, and customer success.
The final word
Crafting a reliable sales process is most likely your greatest strength as a star sales representative. Nevertheless, just as kids turn into adults, the Health Insurance and Payment sales world is constantly evolving to meet the needs of your leads. As a result, it’s important to match your actions with those of your potential customers when going through the sales process.
We’ve helped lots of sales pros like you develop efficient, customer-centered sales strategies using Inbound. Do not hesitate to schedule your cost-free strategy session to help you assess your properties and get great advice to enhance your sales process!