By Eric Bricker
Why Is Selling in Healthcare So Hard?? Digital healthcare startups and healthcare services companies that sell to employers have a difficult time selling because it is a complex business-to-business (B2B) sale.
The interaction of two B2B sales dynamics must be understood to be successful.
1) The varying importance of Fix, Risk and Price during the sales cycle as explained in the book ‘Hope is Not a Strategy.’
2) The Miller Heiman Strategy concept of a multi-stakeholder buying team comprised of Technical, Outcome and Financial buyers.
If we then create a 3X3 matrix with Fit, Risk, Price at the top and Technical, Outcome and Financial Buyers on the left side, we will have nine boxes where there are specific priorities that must be addressed by the sales person.
The ‘hard part’ is that multiple types of buyers will be a different stages of the Fit, Risk, Price mentality in the same sales meeting at the same time… and the sales person must identify and address each of these unique combinations ALL AT ONCE.
