If your medical sales team is struggling to close deals, it’s time to reassess your medical sales tactics and management process. While your sales approach may be based on sound strategy, perhaps your reps are losing deals by relying on outdated “relationship selling” tactics instead of providing value to prospective customers. Alternately, perhaps your organization hasn’t supported your medical sales management process with the necessary technology, such as CRM and marketing automation software.
Here are two common problems that may be preventing your team from closing the sale:
- Not Spending Enough Time On The Most Promising Leads
- No Clear Process For Moving Leads Toward The Sale
If your sales team is trying to follow up with every lead the marketing team generates, your revenue will suffer in two significant ways. First, reps waste their time trying to sell to people who have no intention of buying your products, resulting in low sales. Second, reps have little time left to spend on the most promising leads, and prospects may stall out in the sales cycle before the deal is closed.
In this situation, the solution is to develop and implement a lead generation strategy that includes lead scoring and nurturing.
Lead Scoring In Healthcare Marketing
The basic idea behind lead scoring is for you to assign a score based on how closely a person’s buyer behavior aligns with that of your target customer, according to a healthcare marketing article by ScrewpileCommunications.com.
Today, lead scoring software automates much of this process and helps your marketing team pass along the best leads to the sales team at the right moment. As a result, your sales reps are contacting the most promising prospects when they are most receptive.
Lead Nurturing In Your Medical Sales Management Process
In addition to scoring leads, you need a plan for moving prospects through the sales process, so you don’t lose their business to a competitor. When you have qualified prospects who aren’t quite ready to buy, lead nurturing activities help to maintain momentum in the sales process. Frequent communication with these prospects helps to build strong relationships, start a dialogue and keep your solution at the forefront of their minds.
In medical sales, good relationships are built on providing value, according to Medicalsalestraining.com. Every time you interact with prospects, make sure you provide tailored, relevant information that helps them solve business problems.
In the past, lead nurturing was time-consuming and labor-intensive for sales reps, but marketing automation tools have made the process easier and more effective, helping your organization plan and implement lead scoring and lead-nurturing activities that drive revenue.
If your medical sales and marketing teams are working hard to build relationships with customers and prospects, but just aren’t getting the sales, it’s time to take a hard look at your lead generation process. By weeding out unqualified leads and nurturing more promising opportunities, according to Screwpile Communications, your “sales team will see fewer marketing leads, and the leads it receives will be much more likely to convert.”
Ready to improve conversions for your healthcare sales leads? Download “Decoding Your Sales Data,” a free, 30-minute webinar from the Sales Scientists™ at Invenio Solutions®.