Over the last 10 years, selling in the Healthcare market has been a moving target based on regulatory changes. Add to that the current business environment and it is easy to see why many sales representatives are having trouble navigating the path to success. However, at Richardson Sales Performance, we offer healthcare sales training that helps pilot the uncharted pathway to outperformance.
Consider this, the healthcare industry is a complex latticework of intersecting roads. Finding the right path to the sale is difficult. Much of this challenge stems from a broad decade-long, transition to value-based care systems. This framework provides incentives for health systems and HCPs to decrease the cost of care while providing better patient outcomes based on the best available clinical evidence. This move from volume to value, puts greater pressure on healthcare providers to manage costs Unfortunately it also pushes many sales representatives to sell only on price as opposed to the value of their solution. This moves the average representative in opposite directions of the needs of HCP’s in today’s market.
As if adjusting to new business and practice models in healthcare is not enough, sales professionals accustomed to gaining face to face access must now engage healthcare stakeholders virtually. According to recent physician surveys, a majority believe that virtual engagements are here to stay meaning that representatives need to master new virtual selling skills.
Despite these challenges, sales organizations that adjust to meet the expectations of stakeholders in the healthcare market will differentiate themselves not only by what they sell but also by how they sell. Additionally, they will deliver the exceptional customer experience that earns them the status of a trusted advisor.
The solution? Engage the buyer by exhibiting a deeper understanding of their problem.