Healthcare Value Selling: Winning Strategies to Sell and Defend Value in the New Market
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Salespeople and commercial leaders face a significant challenge and big opportunity. Purchasing in healthcare is undergoing a fundamental shift. Buying decisions, once driven by individual clinicians, are increasingly being made by data-driven committees, cost-driven administrators, and sophisticated buyers. The hospital supply chain and purchasing organization is growing into a powerful force, and is deploying sourcing tactics to gain unprecedented discounts and bring clearer transparency to value. Selling in this new healthcare market in the same old way is a recipe for price erosion, declining margins, frustrated salespeople, and dissatisfied customers. Based on extensive experience and research, this is a practical guide that provides salespeople and commercial teams with the insights to approach economic buyers with renewed confidence. It provides proven strategies and tools to educate customers, sell your value, and defend your value against tough buyers. • Understand the ten drivers of change in the new healthcare market • Learn how the buyer views your sales bag and the sourcing strategies buyers use to extract value • Navigate buying committees and learn to leverage your three elements of value – clinical, economic, and emotional • Quantify your value and connect it to the customers’ business and reimbursement model • Adapt your offering and use negotiation trades to satisfy different buyers and defend your value • Learn the clues to identifying the four hospital buying behavior segments and how to customize your tactics to each • Align your value selling to the six stages of customers’ buying process • Learn twelve common buyer games and how to defend your value against each This book will prove to be an invaluable source of ideas, strategies and tools for healthcare sales professionals, marketing teams, and executives responsible for leading winning commercial organizations.
Publisher : Healthcare Value Institute LLC; First Edition (March 13, 2014)
Language : English
Paperback : 232 pages
ISBN-10 : 0991048601
ISBN-13 : 978-0991048601
Item Weight : 12.3 ounces
Dimensions : 6 x 0.53 x 9 inches
8 reviews for Healthcare Value Selling: Winning Strategies to Sell and Defend Value in the New Market
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$24.99
pbv –
Great book for hospital sales
I really enjoyed this book. With all of the change (health care reform, VACs, economic buyers), selling to hospitals is getting tougher. The author gives an inside view of why and how hospital buying is changing and what it means for sales. He then moves on to how to deal with all of this change with practical “How-tos” and tools. Understanding value analysis committees, quantifying your value, dealing with strategic sourcing games, and leveraging switching costs are but a few of the topics I found helpful. It’s practical, well written and loaded with tools and tactics specific to healthcare. It’s an easy read, but has great material that makes it a handy reference. This book will help any sales manager or salesperson learn how to think more clearly about value and how to deal with the changing buyer.
Megan Terry –
So helpful!!!
This book is incredibly helpful & detailed. I have been in device sales for 9 years and there are great tips & tricks for adding value under new ACA rules & delivering greater levels of customer value by understanding each hospital or VAT committeeâs objectives.
Naderz –
wonderful
The most comprehensive and useful book on this topic
Kindle Customer –
Good book
Delivery right on time. Good book
Amazon Customer –
Five Stars
Very useful book
Navdeep Sodhi –
Finally a good book on value selling…
The timing of this book could not have been any better. Health-care providers in the US are hard-pressed to explain the excessive variation in how they charge for their services and, in many cases, for over-charging patients. As their billing practices come under scrutiny, healthcare providers are likely to squeeze their vendors to reduce costs â as if the current purchasing practices are not exasperating enough. Therefore, sellers in the healthcare space ought to be well-prepared to sell on value in order to justify their price points.Healthcare Value Selling provides step-wise guidance for Pricing and front-line teams who routinely participate in hard-nosed negotiations. The book discusses most, if not all, the difficult scenarios with prescriptive to-do lists that will come in handy. For instance, chapters 4 and 5 discuss how buyers decide which areas to focus in the negotiations and how buying committees make final decisions while chapter 6 guides how a seller should respond by quantifying the value offered by their products or services. The writing style of the book is conversational and easy-to-follow — the author refers to the readers and himself as âyouâ and âIâ.At the beginning of the book, the author acknowledges that there are a multitude of books on value pricing and how he aspires to make a meaningful addition to the existing literature. I was convinced after reading a few chapters that the author has comfortably met this objective. While value pricing is strategically important, value selling is about profitable execution and that, for me, is where the rubber really meets the road.
Richard J Orlando –
Wow, finally a realistic sales book authored by someone …
Wow, finally a realistic sales book authored by someone who has worked on both sides of the table- Sales and Procurement! Chris Provines provides ALL sales reps, especially those in healthcare, with a step-by-step approach covering all aspects of the sales cycle from researching the prospect, pre-sales, value drivers, value propositions, through negotiating with procurement. As a professional B2B sales rep, you’ll never read a more valuable 50 pages as found in Part III that creates a sales strategy for you to differentiate your offering, quantify value in the customer’s language, and, closing the deal! If you’re content on making $100,000 this year in Sales, do NOT read this book. If you want to be a rain-maker in healthcare sales and double your winning sales opportunities in 2014 and beyond, put this fast-paced 5-star work on your summer reading list now.
MW –
A value selling must read…
âDonât let the fact that the title is Healthcare Value Selling put you off. If you want to know about value selling this is one of the best books you are going to find. Laid out in a logical sequence it is both easy to read and easy to follow and will provide you with numerous ideas for improving your approach to selling on value. Understanding and communicating value is at the heart of todayâs value sales process and this is a great resource to help you do exactly that. There are checklists and templates throughout the book that provide highly practical tools that you can take away and use immediately. If you are serious about value selling, this is one book that should not be on your bookshelf â it should be on your desk for easy access!â.