Connect the Dots in your messaging A common challenge we see with growing companies is dogmatic need to stick to their core initial messaging. It’s understandable how this happens. After bringing a new product or service to the market and thirsty for revenue they offer to sell their offering to anyone who will pay. This…
Ruminations
Is it Really a Partnership?
Having recently returned from the HLTH 2022 conference in Las Vegas it became abundantly clear that the term “partnership” is both over-used, and frequently mis-used. This is also something we’ve routinely seen in the engagements we undertake with clients. It may seem like a simple issue of terminology and definition, but we’ve seen how it…
Do Your Case Studies Say What You Think?
As economic pressures continue to mount on healthcare providers and payers alike, sellers continue to be pressed to demonstrate the impact their solutions will or might have once implemented. Demonstrating what benefits the solution will imbue is a core element of value-based selling. As such sellers commonly develop case studies based on what current clients…
Selling Something Innovative Takes Unique Skills
We’ve recently read several articles discussing the shrinking tenure of Sales VPs over the last decade or so, and similar stats for sales representatives themselves. In some cases, the data suggests the tenure is as short as 19 months, down from 26 months only 2-3 years ago. When exploring why this may be one of…
Use of Peer-Review & Other Data when Commercializing Innovative Solutions in Healthcare
As we’ve written about in previous posts, an honest assessment of how truly innovative a solution may be is critical to success. Everything from the skills needed to sell it to the role of marketing vs sales in that commercialization strategy are effected by the novelty of the solution. But here we focus on another…