As you know, the Electronic Health Records (EHR) sales cycle isn’t an overnight process. Potential clients may take weeks, months, or even years before making a buying decision. Having worked with many sales professionals in this industry, we are often told that it takes about eight months to close a deal.
A recent study from Demand Gen found that buying cycles have become longer because the number of decision-makers in the B2B buying process has increased.
But that’s only part of it. Decision makers are now taking more time to research the organizations’ challenges and potential solutions.
Not all of you prospects are at the same stage of the Buyer’s Journey. So, you must make sure your sales content is targeted to their specific stages in this journey. This allows you to be more relevant and timely with the content you provide, help them navigate the journey more quickly, and ultimately converts them into happy customers.
Salesforce State of Marketing report (2017) found that 67% of marketing and sales leaders use automation software. The report also claims that another 21% of these leaders will begin implementing automation over the next 24 months.
Obviously, there are good reasons for these numbers. Automation works. And you can accelerate your sales cycle by doing the same. In other words, stop publishing social media posts manually, and especially Lead Nurturing Emails. Automation software takes care of it for you while reducing your involvement time to a mere fraction.
Your automated content – such as emails and social media posts – nurtures your prospects and prepares them for a much easier conversion. Not to mention, automation tremendously decreases your cost-per-lead. The time saved will also allow you to focus your energies where they belong.
We all know your prospect’s burning question is the price: “How much is this solution going to cost me?” If your EHR company already enjoys good brand awareness and competitive pricing, you can keep things simple with a “Request a Quote” button on your website.
And what better way to get the conversation rolling with your prospect going than by answering their request for a price quote? You will be positioned to ask the necessary questions to learn as much about their problem as possible before delivering the “price.”
You already know that the prospect who requests a quote is in the decision stage of the Buyer’s Journey and that doing this right could mean a much quicker conversion.
While blog posts, social media posts, white papers, case studies, and special reports are all indispensable for connecting with and guiding prospects through your sales cycles, there’s one key element content is missing. The human element.
If you really want to accelerate your sales cycle, pick up the phone and giver your prospects a call. You could build trusting relationships with your prospects that even the best content cannot achieve.
Don’t think you have the time for phone calls? Maybe you should think again. A report by The Marketing Donut reveals that 80% of sales require five follow up calls after meeting the prospect. Make the most of these opportunities by informing your prospects of your offer’s value.
As we’ve been saying, EHR sales cycles aren’t quick. Success depends on shortening those cycles for every prospect in your funnel. You can do this with the Inbound Sales Methodology, which is the strategy using many of the points we’ve discussed here.
Inbound puts the focus on your prospect’s position in the Buyer’s Journey, and allows you to tailor your content and approach accordingly, greatly reducing sales cycle times, and increase your odds of converting more prospects into satisfied customers.
We here at Responsify know that implementing Inbound into your existing sales processes can appear more than a little daunting. That’s why we partner with EHR sales and marketing professionals to develop strategy, offer support, and provide the help you need to implement Inbound.
Collaborating with us, we will help your marketing and salespeople strategically attract the right visitors to your website, convert them to qualified leads and accelerate the closing process.
Reserve your free strategy session now and we will help you evaluate your assets, deliver free insights, and provide actionable suggestions to shorten your sales cycle!