Everything is built on TRUST. Its commonly said that for a customer to buy from you, they need to trust you. That’s 💯% true. What’s not as frequently discussed is that for that client-vendor relationship to thrive, the inverse has to be true as well; the vendor needs to trust the customer. This is critical…
Ruminations
Avoid Regression to the Mean in your Messaging
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…
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…