If you’re selling pharmaceuticals, biotech, or medical devices, we’d like to give you a hearty high five. Selling is always tough – but selling in heavily regulated industries is even tougher. Add to that the limited time you get with your customers, as medical professionals are pressured to spend more time with patients, plus the very technical nature of your offering and you have a triple threat: Three ways in which life sciences sales are out to get you.
So to counter that, I’m going to give you three ways a Sales Enablement Platform can help overcome those challenges. But first, a quick refresher:
What is a Sales Enablement Platform?
Sales Enablement can be described as the tools, resources and behaviour that enable salespeople to sell more. It’s a support system, made up of people and things that together ensure that salespeople have the knowledge and the means to provide customers with the right information at the right time.
A Sales Enablement Platform is the tool that holds the resources – a place to store your content and an easy way of organizing, accessing and sharing it. But it’s more than that. A good Sales Enablement Platform will also provide you with analytics on what materials are being used, by whom, for how long, etc. to help inform your marketing department of what is useful: what they need to create more of.
With simple menu structures, an intuitive UX and – hopefully (if you choose well!) – a beautiful design, you also have a fantastic sales presentation tool that will impress customers and give them a great impression of your business.
So now that we’re all on the same page, let’s address those three challenges: compliance, time and tech-heavy content.
How to ensure sales presentations are compliant with regulations
Content is controlled – so everything is done by the book
With a Sales Enablement Platform you can track which content was shown to the customer, for how long, in what order, whether it was shared and if the customer opened the file. Moreover, maintaining just one content repository that is controlled by the marketing department ensures that all materials presented are compliance-approved and up-to-date.
These controls are particularly relevant for companies selling products into multiple countries, as regulations are hugely variable from one market to the next. You don’t want to sell something that doesn’t have regulatory approval! You can set controls within the tool to manage who can access what, preventing non-compliant behaviour.
Tracking engagement helps to inform your content strategy
While some Sales Enablement Platforms will simply track content engagement within the app, others (like iPresent!) will let you record entire sessions and then copy this information across to your CRM. This gives you a written record of exactly what and how resources were shared during the meeting, which is useful in a couple of different ways:
- As a reminder for when you next have contact with this customer
- To keep your team members/management in the loop
- To refer to if compliance is ever called into question
Non-compliance can be the death of a business. Ensuring you are doing everything you are supposed to be doing – with evidence to back you up – is far easier with the support of a Sales Enablement Platform.
How to optimize a sales meeting when the customer has very little time
The healthcare industry is in full cost-cutting mode. Healthcare providers don’t have the time they once had for sales appointments. Today’s sales professionals have to be in and out – and they must have mastered the walk and talk.
I actually saw a sales rep in a pharmacy not that long ago. He was balancing a laptop in one hand and pointing to product with the other. The pharmacist was barely looking at him, focusing instead on the growing queue of people waiting to be seen. I very much doubt the sales rep made that sale.
An iPad or another brand of tablet could have changed that picture altogether. Two people looking at an iPad feels more like a shared experience. It’s far easier to hold one-handed and because it’s almost all screen the images are more engaging.
Sales Enablement Platforms are typically designed principally for use on tablet computers, which makes them perfect for the walk and talk or quick-fire meeting.
The materials are there, ready to go and easily accessed. You could be walking around a hospital, snatching a quick 5 minutes with one doctor here and another on a different ward, making the most of your trip and the opportunities offered. And because you can share everything direct from the app – and update the CRM if your chosen Sales Enablement app integrates with your CRM – there’s no need to return to the office between meetings to complete admin tasks. You can do it all right there and then.
How to make technical sales pieces work for you
A lot of B2B sales is technical. The difficult thing about the life sciences is the combination of the information required to explain the offering with the information required by law. Turning all that into an engaging sales packet is hard work – especially when you may only have a few minutes to meet with your customer.
A Sales Enablement Platform can help with this dilemma in two key ways. First, there is no real limit on how many sales pieces you can carry around with you. The digital files weigh nothing. What this gives you is options. You might see 20 different doctors about the same drug, some of whom want to see trial data, some want to see testimonials, infographics, the full study – you get the drift. When you go equipped with all the resources, you can deliver what best suits each specific customer – i.e. what’s most likely to keep them engaged.
The second way a Sales Enablement Platform can help is by providing data that informs your content strategy. The process of recording, tracking and analysing the use of and engagement with resources enables marketing to understand which types of content are most successful and therefore where they should be focusing their efforts.
Finally – and this really is no small thing – the design and layout of the app itself and the modern look of the tablet computer can drive you to produce more engaging content.
You can swipe through resources? Let’s create something that is fun to swipe through!
You can interact with materials? Let’s make something interactive!
It’s inspiring – and it motivates the marketing department to keep building better content.
Making the most of every opportunity
Selling into the life sciences industry comes with its own share of difficulties. But there are tools out there that can help you overcome these challenges – with style and finesse!
By simply switching to tablet computers and utilizing a Sales Enablement Platform you can draw on all of your resources to make the most of every sales opportunity, however short a time you have with your customer. Knowing that the materials you’re using are compliant – and being able to provide evidence that your meetings are likewise in line with regulatory requirements – is the added peace of mind you need to focus on the job at hand and get selling.