TSE 1258: Selling SaaS To Doctors vs. Selling Traditional SaaS Solutions

Selling SaaS To Doctors vs. Selling Traditional SaaS    SaaS stands for Software as a Service. In this episode, Justin Welsh will teach us how to sell SaaS to doctors and how the language in these transactions can be applied in other areas of selling.    Although Justin Welsh is an accomplished seller, he is also a buyer who makes note of his purchasing experiences.  He recalls one such experience, about eighteen months ago, when he went to the Atlantic Center Terminal to buy a new TV. He and his wife had just moved to a new apartment and Justin wanted a large 60” TV so he could enjoy college football. He went to the store and told the salesman exactly what he needed.  The salesman, however, had other plans. Justin no sooner had asked about the 60” TV before he was hearing about 65”, 67”, and 72” inches TV. Justin was even taken over to the curved and 3D TVs. Justin admits he was a little intimidated by such an aggressive sales tactic. He’d just wanted to get the TV he was ready to purchase so he and his friends could enjoy the game.  He didn’t buy a TV that day.   The good salesman Justin, still needing a TV, eventually went back to the store and had a very different experience. A different salesman approached and asked Justin what he needed. Again, Justin said that he was interested in a 60’’ TV. Instead of being shown the selection right away,  he was asked a series of questions relevant to what he wanted.    How big is your room? What angle do you watch the game from? Where are the windows in your room? How much light do you have in the room?   At the end of that conversation, the salesman told him that he didn’t actually need a 60-inch TV, and that a 55-inch TV would work better for the space he had available. The salesman had considered Justin’s needs based on the information given to him and showed Justin he had his best interest at heart.  As a result, Justin was able to buy a 55-inch TV that was $300 below his budget. You can bet Justin will be looking for that salesman the next time he’s shopping again.   So who is Justin Welsh? Justin Welsh is the Vice-President of Sales at a tech company called Patient Pop where he manages a strategy team of 30  people. In the last couple of years, they have grown about 400% and has become one of the fastest growing software as a service (SaaS) healthcare platforms. They have defined a new category of software called Software Category Practice Growth Platform. It essentially integrates with healthcare professionals to their electronic medical records and practice management systems. Patient Pop’s role is to manage the patient experience from the first impression online until the patient is in the exam room.    The software picks up again after treatment. They manage and nurture the patient relationship to ensure that the patient continues to be a customer in the practice. Patient Pop is a tremendous opportunity to redefine and reshape the way that patients experience healthcare today.    The basics of SaaS Conducting a pharma sale is different from the usual product selling. In pharma sales, a sales rep goes into a doctor’s office where the doctor is the expert. They are the ones who know how to treat the patients. Pharma sales reps are looking at a healthcare discussion. They meet a doctor, discuss the drug they represent, discuss a treatment plan, the patient profile, and more. Their job is to be an influencer. You’re doing a good job when the doctors think about your product when they see a patient with the profile need that was outlined in the sales meeting. You want them to remember the drug and write the prescription for that drug.   Selling software is different. In selling the...