Healthcare is one of the most rapidly changing industries in existence. If you are selling in this dynamic marketplace, you know the success of your sales organization depends on your sales teams’ ability to have value-based sales conversations that speak to larger business problems.
HealthLeaders Media just published an article on the top concerns for hospital and health system CFOs. After gathering input from nearly 40 CFOS, their most-pressing challenges were:
- Electronic Medical Records
- Physician Alignment
- Health Insurance Exchanges
- Managed Care Delivery Design
Does your solution impact any of these key CFO challenges?
If your sellers are looking to sell to the Healthcare C-Suite, they need to be able to have high-level sales conversations that demonstrate their understanding of these large business challenges and more importantly, how to solve them.
Even if your solutions aren’t something a Healthcare CFO would buy, your sellers need to demonstrate how their solution impacts C-level challenges by doing one thing well: attaching your solution to your buyer’s biggest business problem.
Attach Yourself to the Biggest Business Problem
Your customer’s pain points are driven by the goals, needs and pains of others in their organization. Remember, there are multiple on‐ramps for any sale. The goal for your sales team is to attach themselves to the biggest problem possible. Demonstrating how their solution enables a solution to EMR problems, or managed care delivery can make the difference between a small opportunity and a large enterprise contract.
Your sellers may say, “Wait, we aren’t really solving those problems.”
It’s important to remember that your solution may not be solving the biggest problem in its entirety, but that doesn’t mean you can’t attach your solution to that problem. (WATCH: Force Management's John Kaplan address this issue)
Does it play a role in alleviating that business pain? Most likely, it does.
Even if your sellers can’t get to the CFO, the CMO, the CIO or even the CEO initially, – they can help their key buyer contacts show how one purchase can influence a pressing business issue. Your buyer contact will see the importance of taking the solution up the “pain chain,” even if you can’t get the meeting yourself.
By having these consistent sales conversations, you’ll begin to see that if your sales teams attach your solutions to large‐scale problems, they’ll soon be dealing with key decision makers who have : 1) more influence within the organization; and 2) more discretionary income to fund your solution.
Contrarily, attaching your solution to a smaller problem means you’re more likely to be dealing with someone who has a smaller (fixed) budget and not as much influence.
Best-in-class sales teams are audible-ready to have high-level business conversations that articulate the value their solution can have on their buyer’s bottom line. An effective sales messaging process drives consistency that helps your reps communicate to the Healthcare C-Suite, or any C-Suite that can be impacted by your solution. Create repeatability and predictability, no matter the customer.
