As you move through the rungs of the sales process, one thing is clear: while all stakeholder buy-ins are important, none of them are as vital as C-suite executives.
But despite holding the power to either sign off on or reject a proposal, C-level management rarely make appearances at pitches. So when they do, you need to make sure you know exactly how to speak to them to convert them from a prospect into a customer.
Prospecting C-level Executives
The biggest mistake in healthcare marketing to CXOs is when the salesperson does not understand that CXOs are different. Here are the top 7 tips and tricks in selling to the CEOs and other senior executives.
1. Build a relationship.
The “C suite” people are inundated with sales calls, emails, and brochures from strangers. They are wary of anyone trying to “sell” to them, so you have to build a level of respect and trust with them first. Inbound marketing is key here. While you need “feet on the street” and there is value in face to face meetings, you need to build credibility first through case studies, customer testimonials, blog posts, and webinars.
2. Know your prospect.
Do your homework ahead of time and get to know the person and the company you are planning to talk to. It’s easy to do this today through the healthcare system website, Linked-In, and other resources. By taking a little time to get to know the prospect, you learn how to connect with the CEOs and who their competitors are. Those who don’t do this are wasting their time and the CXOs’.
3. Give them something of value.
Chances are, the Cs already know most of what you are telling them. Focus on the crucial aspect they need to know, such as a risk they may not be aware of or a value you can offer them that they don’t already have.
Image from Pixabay
4. Adjust your persona.
You are dealing with a highly respected person or group when you are prospecting C-level executives. Speak like them, act like them, and dress like them. They want to know that you understand what they need, are strategizing on a high level, and realize that their time is valuable. When you use professional techniques like those found at SalesSparx, you can walk into a room confident that you have the right approach and everything you need at your fingertips. Try utilizing something like the 10/20/30 rule to guarantee you convey the key parts of your pitch before other distractions detract from the meeting.
5. Make them “feel.”
What motivates your prospect? Everyone wants to get the best deal, but by connecting your product or service to an emotion – fear of risk, the need for power or industry recognition in the case of healthcare Cs – you increase your chances of success.
6. Don’t be overconfident.
Healthcare CXOs dislike arrogant salespeople. Your company might not actually be what’s best for them, no matter how great it is. Be prepared to answer their questions thoroughly but concisely and admit to yourself and your prospect when the fit may not be right. Let them know up front you won’t know if your company is right for them until you understand their needs better.
7. Pay attention to the culture of your audience.
A surefire way to lose a healthcare sale, even when your product or service is the best, is to make a cultural snafu. Selling to the CXOs in a busy northern medical practice, like NYC, is going to need a completely different take than the same sale in a slower paced part of the country. When you follow step 2 and do your research, you’ll know the culture of your prospect and their company and how to adjust your persona and pitch accordingly.
You’re in the Big Leagues Now
When you play in the big leagues, you have to learn the new rules. Your opportunities for success are infinite – the sky is the limit! But in healthcare marketing to the Cs, it’s crucial that your strategies follow the big league rules.
Learn how to adjust your strategy and accelerate your healthcare sales to CXOs in 90 to 120 days with SalesSparx by reading more here.