According to a recent article in Becker's Hospital Review, when executives were asked about the best ways to gain access to them, they responded that the best way was through a credible sponsor within their organization. In fact, 84 percent of the time senior executives said they would grant a meeting to a salesperson if someone within their organization recommended they do so.
It’s a new year and the perfect time to evaluate your corporate story, your product story, and your team’s ability to tell them. Why? Put simply, if your product is on a mission to displace a competitor's product or be added to a health system's approved list of vendors, it will require evidence. And since most health systems can't experience the benefit of your product until it is integrated into their organization, their only option is to buy-into the story about your products, your company and your people.
So, how good is your story?
Is it positioning you as a market leader?
Is it attracting new customers?
Does it clearly communicate your benefit?
Does it have adequate evidence to create believers and followers? (Clinical data, peer reviewed articles, case studies, testimonials,etc.)
Is it a good story not well told? Or a bad story told too often?
Are you telling it using the right channels & mediums? (social media, trade journals, key opinion leaders, websites, presentations, video)
Does your story hold-up when people retell it? In other words, does the “innovative” internal champion at the organization you are selling to have the right set of stories to motivate the final decision maker holding the purse strings? (This is critical)
If you’re reading this, your answers to the above questions are most likely,“no". Otherwise, you would be too busy flying around the country closing sales. The good news is that there are proven strategies and formulas for creating and telling stories that motivate buyers,build brands and create loyalty among customers. Be sure to tune into future posts, or contact me directly to build your new story for 2017.