America's largest healthcare recruiting firm.

 



For over fifteen years, I have utilized Buckman Enochs Coss to hire over one hundred individuals for Sales and Sales Management positions for a variety of healthcare technology firms. Whether it’s been for Fortune 500 companies or early stage, VC backed start-ups, BEC has always done a terrific job in sourcing top-talent.

Scott Schlesner
Vice-President of Sales
Elsevier

Change Your Script When Using Inbound Marketing

Outbound marketing (which used to be called simply “marketing”) involves buying or otherwise occupying ad space and hoping that customers respond to open bids for their attention and ultimate purchase. Inbound marketing, by contrast, is a more subtle and relationship-based strategy that seems to be finding a foothold in the age of social media and direct consumer contact. A successful inbound marketing strategy targets a specific audience and then generates content that pulls that audience in by providing useful, helpful, entertaining, or informative information. By shifting your marketing strategy in this direction, you’re taking advantage of the unique opportunities available in a digital and connected world. But are you managing every aspect of this strategic shift, including updating your call script? 

Call scripts for inbound marketing come with specific requirements, and if you’re using the old (possibly outdated) outbound model, you may be missing out on potential leads. Here are a few considerations to keep in mind. 

A younger audience
The calls you receive as a result of your inbound strategy may be coming from younger customers. These are the customers and clients who are more likely to respond to references and recommendations on social media, and who may be more likely to follow your feed or read your blog. Studies suggest that younger customers do not respond well to direct pitches, and they have a highly calibrated spider sense and a quick flight reflex when they think they’re being manipulated or “sold to.” Don’t use this strategy to “sell.” Instead, use it to launch a relationship or start a conversation. 

Dialogue versus monologue
Your previous or current script may offer concrete and succinct answers to frequently asked questions, and it may include several versions of an elevator pitch, or a 30-second sound bite that can be delivered whether the listener is fully engaged or not. But your new script should allow more room for flexibility, listening, asking questions, and providing personal stories and testimonials. (For example, “I use this product myself, and this is how I feel about it.”) As long as possible, allow the caller to control and direct the conversation, and they will be more likely to leave with positive memories and brand associations, sale or no sale. 

Listen, record, and analyze
When callers and potential customers provide information, listen closely. Over time, patterns may emerge. For example, people may turn to your product under common sets of circumstances, or they may respond to your content in similar ways — positive or negative. Take careful notes and gather meaningful data. 

To find the best medical sales recruiters that will help your company succeed in inbound marketing, contact the sales staffing experts at Buckman Enochs Coss and Associates.