The Myth Of The Most Ideal Healthcare Sales Rep

What Sales Skills You Really Need To Generate More Leads

There’s a prevailing misconception in healthcare sales that you need to only hire salespeople with specific selling experience in the healthcare industry.

Think about it: If one of your outside sales reps has a full load trying to close a certain number of deals, that rep’s time is going to be spent on closing and not on pumping more contacts into the pipeline.

Especially in the healthcare industry, a lot of time must be spent creating awareness and educating people on the value of your product or service. Your outside sales reps simply don’t have the time to dedicate to this lofty amount of work.

For your outside sales reps, who are out in the field shaking hands and going on appointments, a more healthcare-oriented background may be necessary. However, this is not the case for your inside sales team, which works on lead generation and initiating conversations to keep your sales pipeline full.

If you’re looking for more “at bats” for your outside sales reps, you need an infrastructure set up to continually identify, nurture and qualify highly targeted prospects. An inside sales team understands how to position your products and services, and showcase the value. That’s what an inside sales team does, and this job does not actually require a working knowledge of the healthcare industry.

The following is how an ideal inside sales team contributes to a successful sales process:

  • Identifying Decision-Makers And Influencers
    The decision-making process for healthcare buyers is long and often involves a committee of people who collectively come to a sound verdict. The key is to identify decision-makers and influencers within a healthcare organization and have conversations with them from the onset.
  • Consulting With Decision-Makers And Influencers
    While your outside sales reps are in the field, your inside sales team is identifying the right people to call and starting to understand their business drivers. These influencers are then able to take this consultative, educational conversation and elevate it up the decision-making ladder.
  • Uncovering Prospect Pains And Their Need For A Solution
    As an inside sales team begins dialogue with prospective healthcare buyers, reps are trained to ask questions that drive out a prospect’s pain point. Sometimes a prospect may not even realize they have a pain, and a great inside sales rep can show them how something like outdated software is hurting their business. Inside sales reps understand how to elevate the need for a solution.
  • Positioning Your Business As A Solution
    Your inside sales team should be working to get your brand in front of the right audience. Whether it’s by calling a decision-maker or following up with a series of touch points in the form of educational emails and lead nurturing campaigns, creating that consistency is critical to staying at the forefront of prospects’ minds.

The interesting thing about the above four contributions is that none of them are specific to healthcare. Your inside sales team only needs to understand the value of your product or service and speak about that intelligently, which is trainable.

So much of the healthcare sales process is about going into the field, but that’s neglecting your pipeline and generating those aforementioned “at bats.” That’s why healthcare sales teams are now outsourcing for their inside sales reps – they want experts at inside sales (lead generation, appointment setting) instead of hiring salespeople with an understanding of how a hospital functions.

Not only does outsourcing sales ensure you have certain reps focused on lead generation and nurturing, but you also get expertise that’s cost-effective overall.

To learn more about how outsourcing an inside sales team is now a necessity for healthcare sales success, watch this video testimonial from CipherHealth.

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