Healthcare buyers care and want to know about value when talking to a provider of medical products or services. ROI is important to any business that plans on thriving. For medical professionals, however, costs are being cut from all sides.
Because healthcare buyers also typically have a committee of people making purchasing decisions, the sales cycle is a longer process. A lot of internal people are determining the value of the proposition.
Often, medical device and software companies lack the internal sales team needed to quickly bring a product to market. The following is where outsourcing sales helps your team create value at the onset and shorten the healthcare sales cycle overall:
Educating Prospects From The First Call
Outsourcing sales for top-of-the-funnel lead nurturing and appointment setting helps ensure you have content that’s readily available for prospects looking to learn more about the benefits of your offerings.
Early education of your prospects helps them traverse the buyer’s journey, because you’re arming them with statistical information and sound reasoning. To some extent, this education process at the onset can shorten the healthcare sales cycle.
Whitepapers, case studies and email nurturing streams are essential pieces of content for the top of your sales pipeline.
Warming Up Cold Calls
By outsourcing sales for lead nurturing and appointment setting, you have reps dedicated to making cold calls and warming up prospects for a (hopefully) eventual handoff. With an outsourcer focused on this part of the sales process, your in-house team is able to focus on what matters most … closing deals.
Your outsourced sales partner is taking a lead that came in from the marketing side and is conducting initial conversations to educate prospects but also to qualify them in or out of the sales process. They follow up with anybody who has visited your website and downloaded an e-book, requested a demo or attended a webinar.
If these cold leads are given to an internal salesperson with complex enterprise knowledge, that salesperson is going to call a few times, get voicemails and give up. Your internal salespeople don’t have time to call someone five times to no avail. By outsourcing this part of the sales process, your company also looks more responsive, and any lead should be touched within 24 to 48 hours.
Refreshing And Growing Your Contact Database
At the same time they’re jumping on fresh leads and educating prospects, your outsourced sales partner is constantly updating your contact database. They’re also expanding the database with new contacts, new numbers and new email addresses that are highly targeted influencers or decision-makers.
Your outsourcer should understand the needs of the healthcare buyer and their decision-making process.
Differentiating You From Your Competitors
Part of the onboarding process for your outsourced sales partner is providing a training program where they learn about your competitors, including what they do better than you and what you do better than them. This helps an outsourcer understand how to position you as they educate prospective clients.
Your outsourcer should also stay in touch with prospects that aren’t ready to buy right now. If a hospital isn’t going to replace a certain medical device for three years, your outsourcer notates that in a CRM system and follow-up calls are scheduled. You don’t want to wait for three years to pass before contacting this prospect again. Instead, keep them in the loop and informed about how your technology has evolved so they’re still aware of your value.
Ready to see how outsourcing helped a healthcare technology company improve its inside sales team?