Question

Topic: Strategy

Good Lead, But Reluctant To Get Back To Me.

Posted by Anonymous on 6/30/2009 at 10:25 AM ET 250 Points
I am marketing a medical billing company and have a lead on a doctor who is looking for a new billing company. She is an independant OB/GYN in a large, upscale hospital. I have visited her office and left a company brochure (and been told by her secretary that she is looking for a new billing company). I have followed up with letters and faxes asking for an appointment to see her. I have also advised her in writing of the medical billing company's experience in her field. The med billing company is very well establised and experienced. Her assistant advised me a few days ago that she is still looking for a billing company but she has failed to respond to any of my attempts. I am not a marketing professional but have found myself in a marketing position. We very much want this new client and I realise I need to market aggressively in this field. Can anybody offer me advise on where i go next?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Inbox_Interactive on 6/30/2009 at 10:35 AM Member
    You're not in marketing any more. You're in sales.

    From what you've said, you have not made any official contact with the doctor, only her assistant. And I'm afraid that you might be overdoing it with all of these letters and faxes.

    The assistant/secretary is the gatekeeper here, so you'll need help from that person. The gatekeeper is the only one who can help you.

    Ask the gatekeeper for help. They like it when people realize their importance in the process, not to be overlooked. If you've been belittling the importance of the secretary, you've made a mistake.

    If you can go in person and talk, that's best. If not, call. But be clear...your understanding is that the doctor has a need that you think you can meet, but you need help. Ask for it. Maybe even ask if you can make your presentation to the secretary. You're not making a sale until you convince the secretary to help you, though.
  • Posted by michael on 6/30/2009 at 10:39 AM Member
    Rachel,
    This is more of a sales than marketing question. The person you are talking to may not really know the situation. They might just enjoy talking with you.

    Or, you haven't convinced her of the value/ease in switching. I hate my insurance company but it's a hassle to change.

    When does the current billing company agreement expire? You can try the "first 3 month billing is free" if you want to get her off the fence.

    If you think it's a money maker, switch doctors and make an appointment as a client.

    Michael
  • Posted by mlang on 6/30/2009 at 12:40 PM Accepted
    I agree with In-box Interactive. If the receptionist is willing to talk with you, she is the best person to do your homework with. Why is the Dr. looking for a new billing service? What aspects of their service is she unhappy with? What do they do that she is happy with? If you can uncover why she is looking to switch, then you can tailor your value proposition to that particular need - what can you do for her that her current company cannot? You need to sell her a solution to her percieved problem, not just an alternate service to the one she already has.
  • Posted by telemoxie on 6/30/2009 at 12:47 PM Member
    I think you have received some excellent advice above. in addition to the advice above,I would suggest that you buy and read a book on sales. Sales is a profession, and as much as we would like to help you, we cannot tell you all you need to know with these short replies. I encourage you to find and read the best sales book you can find, and if you expect to find yourself in similar situations in the future, I strongly encourage you to continue to find and read the best sales books you can find.

    Good luck to you.
  • Posted on 6/30/2009 at 1:20 PM Accepted
    Send the doc a pie. Put a card on it that says, "I'd like to help you get a bigger piece of the pie" Please call xxxxxx and let me know when I can stop by for a short visit to discuss what xxx company can do for you. Enjoy!
  • Posted on 6/30/2009 at 4:25 PM Author
    Thanks for all the great answers, it really helped a novice such as myself a great deal.
    I've decided to visit the office again tomorrow and hand deliver a pie in time for the holiday along with a letter asking more relevant questions.
  • Posted by cookmarketing@gmail. on 7/1/2009 at 11:07 PM Member
    Just ask who is the final decision maker, it may or may not be the Doctor.

    Once you know who is the "influencer", you go from lead follow-up to the closing side of the equation.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)