The role of the medical device sales professional is shifting and changing, mostly due to innovative technology. Instead of simply being reactive, you have the ability to be more proactive in a controlled manner that doesn’t eat up your time. The key to increasing touchpoints and segmenting leads? Sales automation software.
If you aren’t sure what you should automate, start here. This article will take you on a tour of what’s possible and help you decide what’s best for your business need. Ultimately, you want to automate medical device sales in an approach that ensures your prospects get relevant information, and the breadth and depth of your sales conversions increase.
What Can or Should You Automate?
With highly sophisticated sales automation tools, there are many opportunities to increase the effectiveness of your prospecting. While these efforts were once tedious because of the manual work required, using the right tools and data sources deliver efficient workflows that produce the results you desire.
Let’s dive deeper into these opportunities.
Nurture Email Campaigns
The sales cycle for medical device can be complex. There may be multiple stakeholders and lots of hoops to jump through to get a buyer from interested to closed. One way to efficiently keep your brand top of mind is by implementing nurture email campaigns for those leads not deemed marketing qualified. This means they’ve interacted with you at some point, but have not shown any signals of converting.
With a sales automation tool, you can create a set of emails that deliver educational and engaging content to your audience without being salesy. An important tenet of a strategic nurture email campaigns is to bring value to the inbox. You could offer a piece of content relevant to your prospects’ business challenges or economic opportunities, which could be delivered in the form of an eBook, blog, or video. Using a content-rich campaign, you can hook the prospect with insights and answers to their most pressing needs.
Delivering relevant, engaging content may seem like a lot of work, but much of it can be automated on your email platform. All you need to do is develop the copy for each email, set up the parameters of your campaign, upload your list of warm prospects, and press go. When a prospect clicks on your offer, you can have rules set that remove them from the next round of emails. You can follow up the automated emails with a personal email or phone call to see if they liked the content and answer any questions they may have.
Nurture email campaigns are a relatively easy way to keep prospects engaged, and with automation, you don’t have to keep doing the technical work to make it happen.
You probably get leads from lots of sources if you have a robust marketing strategy. Some of these leads are legitimate, while others may be tire kickers. But how you can you know the difference so that you spend the most times on those most likely to convert?
Intelligent, data-driven lead scoring is one answer. This is especially helpful when you and your sales team spend a bulk of your time simply qualifying leads only to find that most of them don’t meet the criteria of your ideal customer profile.
You can create a lead scoring model based on the metrics or variables you deem important to qualify a lead. For example, a specified job title could trigger a higher score than others. These signals can be explicit, like in the aforementioned example, or implicit in the types of pages on your website that are visited or the categories of content downloaded. You may also choose to set up different models for different medical device products or healthcare services offered by your company.
Use these lead scoring models to know when to contact or when to send a lead to a nurture campaign. With automation of scoring, you can spend more time working on those leads that are most viable.
Do you ever feel like you get bogged down by admin tasks? They can take up a lot of time, precious time you could be spending on phone calls, proposal writing, and planning for meetings. Your first consideration on taming your daily tasks is simple data entry. Most sales reps spend time logging information into their CRM, which is vital but not the most productive work. Whether you enable automatic call logging or set up web forms and marketing emails to sync your CRM, there are many opportunities to minimize the amount of actual data entry you have to do.
Other admin tasks include creating appointments. They are necessary to keep you on track with quotas, but they usually require a lot of back and forth with your prospect. Using calendar tools to automate this process can lessen the busywork. With automated calendar invites, there’s no extra effort, and you don’t have to worry about missing anything because you can easily see it all on your calendar.
Reports are another must-have for sales professionals. They are the proof that you’re doing your job and meeting targets. Reporting can be a timely endeavor without automation. You don’t want to spend time inputting numbers into spreadsheets and then creating reports by hand. Instead, use a platform that allows you to run reports with just a few clicks, so you have information on sales calls, emails sent, team performance, qualified leads, and more.
Finding a Medical Device Sales Acceleration Platform
You can use a combination of tools when automating your sales activities, but you’ll gain the best return by using an integrated platform. At Carevoyance, our platform is built specifically for those marketing and selling to healthcare and MedTech professionals.
Our software and data can integrate into your Salesforce CRM to ensure your sales team spends time chasing down new business rather than keeping up with busy work. Click the button below to learn how Carevoyance can help you achieve a faster path from prospect to customer.
About the Author
Carevoyance contributor Beth Osborne is a professional writer and content marketer with multiple years of experience in healthcare IT marketing. Learn more about her by visiting her website.