In recent years, sales professionals have faced an increasingly complex selling environment. Much of this complexity is due to the challenge of addressing the numerous stakeholders involved in the buying decision. According to Forrester research this is the primary challenge facing sales professionals today. This hurdle has never been more evident than it is in the healthcare industry.
The sales professional’s challenge is to create a unified buying vision among the decision makers. Doing so means identifying the roles present within the stakeholder group and speaking to the goals and challenges of each.
Here, we offer a map for this approach. We have broken down the six key stakeholder personas common to the healthcare sale and the potential pains (critical business issues) that are unique to each.