There’s something I hear early healthtech sales reps get wrong when they move upmarket. When you sell to SMB customers, they want to know they’re going to get the attention they think they deserve. Whether it’s customization or time talking to someone on the phone, it’s a bit of a “We’ll be there for you!” attitude. When companies move upmarket RFPs and big asks can seem like inviting opportunities to let an enterprise customer know that you’ll do anything for them. “Let us know what you want and we can build it.” Or, when health systems ask about roadmap, it can seem like the answer should be… “We’ll your our largest customer so if there’s something you want then we’ll build that for you.” Enterprise customers often don’t want to hear this. This approach takes consultative selling off the table. You’re actually asking them to consult for you on your next steps! Enterprise customers don’t want to hear that you’ll do anything for them. They want you to listen to their pain points and have the experience and expertise to confidently tell them the best ways to fix their problems. See enterprise customers aren’t just buying your tech, they’re buying the team that comes with it. While enterprise customers do want to hear your roadmap isn’t locked in for the next year, be wary how you walk this fine line of adjusting just for them. Talking about how big they are can backfire into them thinking, “Well great we’re prioritized until the next big customer signs with them.” Again, enterprise customers want to know your experts in the market. It can be tempting to go broad because an organization so big must have opportunities to use all aspects of your product, but, you’re seen in a better light the narrower you stay focused on the thing they’re begging you to solve. There’s a lot of nuance in sales and adjusting to your prospect. In fact, your pitch may even be different to the PM versus the CIO evaluating the deal. But you’re always at your best when your prospect believes you’re the team to help them. #sales #digitalhealth
Nick Neral’s Post
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Director of Sales @Meshlogix Solutions | Business Development | Sales | Marketing | B2B | B2C | LinkedIn Specialist | Staff Augmentation Expert
4moSecuring an enterprise client surely enhances the company’s reputation and opens doors to future business. However, it can take even months to secure that deal which require negotiations, reviews and approvals.