Making it through the health system sales process: 10 questions you should be ready to answer

Getting ready to sell your product to a healthcare system? Start by preparing yourself for what to expect from potential buyers. While creating your product is a big part of the process, the next step is getting it to sell. This means being ready to answer A LOT of questions, which can make or break the deal. Knowing the most common questions in advance and being prepared to answer them can take a lot of stress off of you, but also give the right indication to the buyer that you know the ins and outs of your product.

Common Sales Questions

Being prepared means doing research and predicting the largest objections for your product. It also means that when questions are asked, you are given an opportunity to create a working relationship and build trust that you understand the industry. To help you sell your product, we’ve created a list of the top ten questions to expect.

How can you help us?

Here’s where you should focus on the value of your product. For example, is your healthcare app decreasing hospital admissions? Is it increasing communication among providers and patients? Highlight the outcome they would be likely to see, and how you stand out among the competition. Communicate how you know x or y is a large problem in their industry, and you created this product to help healthcare systems resolve it.

How much does it cost?

This one is tricky. Any product, especially one that is on such a large scale as a healthcare system or enterprise, is seen as a possible risk. If your product will pay for itself over time, use that to explain why there is a definitive advantage financially. Also compare it to others on the market and why your product stands out. If you offer any kind of financial plans or breaks, pitch that when this question is asked. Keep in mind that oftentimes hospital systems need to go through a lengthy process of getting approval for financial investments or new products, so be patient and play to your product's strengths.

Do you have experience in the industry?

If you have work experience in the healthcare field, highlight that with this question. Even if you have been in many conferences or consultations, you can use the information gained to substantiate your knowledge. Don’t go into too much detail about your prior roles but explain how they’ve led you to the problem your product solves.

How does your product integrate in what we already use?

This question gives you a great opportunity to learn more about the systems they are using and where your product can fit in. You may be able to predict integration to a certain point. For example, you can look at the most used electronic healthcare record systems among your target audience. After establishing what’s often used, you can create a foundation for integration. With this question you can also set up a consultation or discuss the intricacies of what they use.

What can I expect if I want to move forward?

They’re already interested, so you’ve done half the battle with this question. Setting a strong example of how you can provide excellent support during the integration or sales process can help you close the sale. Having a good relationship and foundation can make larger buyers feel more comfortable with purchasing, especially if you’ve already communicated your experience.

How does this affect end users?

End users are going to be patients, providers, or healthcare staff. This is a great question to be asked, since it informs you the buyer cares about how it trickles down to all levels of care. Use this question as a springboard to explain how you have thoroughly thought through all parts of the process, including usability. How does your product help patients get easier access to care? Are key components of your app easy to find? How much training would it require to get staff to know how to use it? Add these answers into your communication to the buyer.

What makes you different from your competition?

This is a conversation you should be ready to have. Assess who your biggest competitors are, or what is used most frequently in the industry, and compare them to your product. Using terms like “While other products use X, we chose to use Y, because we find it helps with Z”. This is a comprehensive answer that exemplifies why they should choose your product. Look for specific examples of what sets your company apart such as: specializing in a niche that your competitors do not, being a low or no cost solution versus pricey competitors, having standout features or premium services that competitors don’t offer, or having a strong presence on AVIA Marketplace where buyers can explore your products, compare you against competitors, and more quickly and easily become educated on your company’s differentiators - and competitive edge.

Do you have information on the results?

If you’ve done a case study or have completed follow ups with others, provide the potential buyer that information with this question. Give data that proves your product works. Think of things like how often users utilize the product, any feedback you’ve been given, or how it helps the hospital system's end goal.

Can we talk to people you’ve worked with?

Having a group of people who have had success with your product or who have helped develop it can put key players at ease. When it comes to healthcare, they want the best product that will produce great results. As such, they will exercise some caution and want some reassurance. It’s a good idea to have people ready for such events and testimonials prepared. AVIA Marketplace’s ‘Ratings and Reviews’ section makes showcasing your product’s value easier than ever by allowing your clients to publish - on a neutral third party site - how they’ve leveraged and been successful with your solution. Having easily accessible reviews on your product’s front page has proven to be an excellent and impactful way to drive conversion with prospective buyers.

What is your involvement after purchasing?

This is a good question to highlight ongoing support. If you will be a main point of contact, here is where you can inform them you’re with them every step of the way. Provide details on resources that can help them troubleshoot issues, and how you want to be hands-on in any needed resolutions.

The bottom line

Your buyers want to know that the product they invest in will work. Providing the necessary information to reassure them that it will be worth the time and effort will result in great working relationships (and sales). AVIA Marketplace can aid in finding your target audience, building your brand awareness, and linking you to purchasers.

Interested in learning more? Start here!

AVIA Marketplace helps healthcare providers make informed decisions about digital health companies and solutions. With the vast library of accurate, unbiased information available in AVIA Marketplace, providers can search and compare vendors, review Match Scores, and identify the companies and products to fit their unique needs.