Every medical device company sales expert recognizes that making long-lasting connections with qualified leads is critical. With long-sales cycles being the standard in this industry, engagement is the very best method to keep leads warm. The more you engage with your leads, the higher the possibility is that they will convert into new customers. Provided how quick the technology market is growing and how affordable it is, the salesmen that engage the very best, win the most.
Below are some medical device company sales strategies for engaging with your medical device leads to get an edge on the competition:
1. Identify your ideal buyers
Let’s face it, there is a vast number of prospects out there, and if you attempt to connect with all of them, you will be spreading yourself quite thin. Determining and recognizing your ideal buyers is the initial step towards a successful sales method. Begin by coordinating with your marketing team and craft your Buyer Personas. Buyer Personas are imaginary personalities that represent what your ideal buyer is like. As an example, you might start by producing personas such as ‘Clinician Carol,’ ‘Hospital Administrator Alex’ and ‘Physician Philip.’ After that, you can research answers to the following question for each persona:
What is their role in their company?
What goals are they seeking?
What obstacles are they most likely to run into in their job?
What inspires them?
What is their buying process?
Where do they look for information?
Responding to these inquiries will help you plan varied, individualized engagement strategies for every kind of Buying Persona. Be sure to be as specific as possible!
Fact: A current ITSMA research revealed that only 44% of businesses have their Buyer Personas nailed down. So what are you waiting for?
2. Take advantage of LinkedIn
LinkedIn is a fantastic platform where you can engage your potential customers and ultimately convert them into clients. You could start by creating a LinkedIn summary for your company that reveals precisely what value you offer to prospective consumers. Create the perception that you understand the obstacles that they are facing and that you have the solution. We also advise that you include a Call-to-action at the end of your summary. For example, you might ask prospective consumers to send an email or call you for a complimentary consulting session. Another way to engage customers on LinkedIn is by using its feed to share links to your blog content. Be sure that the content you create is educational and showcases your expertise in the industry. This will help build your trustworthiness amongst leads. HootSuite is an excellent example of a B2B business that shares a great deal of blog content on their LinkedIn feed. Remember to keep track of LinkedIn notifications for special occasions. Take the time to recognize your leads for career milestones, brand-new jobs, or birthdays! Personalize your message and end it with a phone call-to-action that will keep the conversation going!
3. Customize your sales e-mails
Merely sending e-mails to potential customers does not assure success. You have to optimize your e-mails to take full advantage of the widespread engagement that e-mail offers. Make sure you individualize your e-mails with the name of the recipient! According to research by Experian, customized e-mails generate approximately six times more profit compared to non-personalized e-mails. The subject line of your email has to be quick and catching so your recipients are compelled to open it. Stay clear of boring and standard headings such as ‘Newsletter No. 13’. Likewise, the content of your email needs to be much less ‘salesy’ and more informative. Don’t forget to include a phone call-to-action at the end of your emails, such as a complimentary eBook or report. Finally, make sure that your emails are optimized for mobile phones as well as conventional computers.
4. Conduct webinars
According to the Content Marketing Institute, more than 60% of B2B online marketers are utilizing webinars as a component of their strategy. Unlike other kinds of marketing content, webinars occur in real-time and allow you to engage with potential customers through more than just text. Work with your marketing team to help inform your potential customers on appropriate subjects or even provide a real-time demo. Having a Q&A session at the end of the program allows you to reply to any concerns promptly, shortening your sales cycle.
5. Nurture Leads with content e-mails
Along with sending out tailored e-mails to your potential customers via your email account (Gmail, Outlook, Etc. ), you can team up with your marketing team to transform the content developed for your business’s website (article, e-books, white documents, etc.) into Lead Nurturing Email Campaigns. These campaigns include a collection of HTML e-mails that offer your prospect with valuable content relevant to them, supplied once a week. The function of these e-mails is not to be self-promotional and info regarding your firm, item, or service, but to give instructional content to engage with your leads and keep them coming back to your website. These sorts of e-mails, when integrated with an innovative email marketing automation system like HubSpot, could supply both the marketing and sales teams useful information on lead engagement.
6. Make timely follow-ups
Timing is essential when it comes to engaging potential customers. A study by the Harvard Business Review revealed that many companies are sluggish to act on their leads; 24% of firms took more than 24 hrs to react, while 23% never interacted in any way. The timeliness of your reaction might make the difference between making a sale and losing a customer. So when a prospect shows interest by joining your newsletter or requesting more information, you have to react promptly with appropriate content. The most straightforward way of doing this is to automate your email marketing. Do not forget to respond to blog and social media comments as well. This will help you win the trust of your leads and improve the chances of transforming them into consumers.
The Bottom Line
The strategies described above belong to a unique marketing and sales technique known as Inbound. Your medical device firm can use the Inbound Methodology to engage with existing leads to help qualify them better and shut sales faster.
It can be challenging to do all this alone. We here at Responsify team up with medical device specialists to offer strategy, support, and assistance in implementing these strategies. By collaborating we help marketing and salespeople strategically bring in new site visitors, convert them into qualified leads and satisfied customers, right in the convenience of their very own website.
We’ve helped numerous sales professionals enhance their lead engagement and energize their sales cycle. Do not hesitate to request your free strategy session now to help you examine your assets and obtain invaluable insights and pointers to help you on your way.