The doctor is out.
As a medtech sales or marketing professional, you’ve heard that familiar refrain on many occasions. Healthcare professionals at hospitals, clinics and medical facilities are notoriously hard to reach when it comes to sales conversations.
The inside sales phone call remains a critical component in medtech lead generation and lead qualification. A phone conversation can establish an immediate connection between the sales professional and the healthcare buyer. A well-trained caller can uncover insights during the conversation that can help the sales team craft their pitch and ultimately close the sale.
But, it can take persistence and skill to make that telephone conversation happen. Studies show many sales people routinely give up after three attempts, when often six or more are needed to reach a decision-maker. That’s one reason why a well-crafted voicemail serves as a valuable touchpoint in the medtech lead generation process.
Here are 5 important guidelines to follow when leaving an inside sales voicemail for your medtech prospects:
1. Keep it short
Medical decision-makers are busy. That’s why your call went to voicemail in the first place! Respect their time and keep the voicemail very short and to the point. A longwinded voicemail can be a turn-off and result in a negative first impression.
2. Provide a piece of targeted information
Prospects want to know, “what’s in it for me?” Like any marketing message, it’s important to personalize your voicemail to capture the listener. First, share why they should keep listening to the message. Then, make sure you have a relevant and compelling reason to call you back and consider doing business with you. Offer up an insight or provide an offer that is targeted and specific, instead of broad and generic. This way, busy healthcare professionals have more reason to get in touch.
3. Include a call to action
What do you want the prospect to do after they listen to your voicemail? It’s important to have an objective before you pick up the phone. Clearly outline the steps that the prospect should take and specify them in your voicemail. If you want the prospect to call back, include all pertinent information such as your direct line, your name and the times that you are available. Speak slowly and make sure to repeat your number at the end; don’t count on caller ID to handle it for you.
4. Send a followup email
After leaving a voicemail, maximize your impact by sending a followup email. Include the same information in the email as your voicemail. Every prospect has their own communication preferences; this approach gives you twice the opportunity to connect. For many busy clinicians and healthcare decision-makers who are rarely at their desks, it can be easier to scan an email than to listen to a voicemail.
5. Answer the callbacks
Not every prospect is going to call back, which is why the callbacks that you do get are so important. Simply making the effort shows the prospect is indeed interested. Strive to answer every callback. Better yet, work with a professional call center or inside sales team so a trained representative is always available when your important medtech prospects reach out. A contact center can often handle the initial conversation, answer basic questions and even book appointments directly on your calendar.
Voicemail alone won’t fill your sales pipeline. But, when used in combination with a consistent outbound calling effort and your regular digital marketing tools, it’s an easy way to keep your brand top of mind and your day booked with productive conversations with healthcare buyers.
