There’s incessant pressure on companies like mine (LifeWings) to get better at selling our services. To put it bluntly, I am on a mission to change the world (or at least the level of safety with which health care is delivered). I really need my team to figure out how to approach, educate, close and support health care facilities to convince them to become our safety partner and use our products and services.
But what about the health care systems, hospitals, clinics, surgical centers, and practice groups that are doing the buying? Business research reveals that the typical organization with more than 1,000 employees has, on average, 21 different people involved in each sale of over $25,000.
The typical big health care facility’s org chart is a mystery, the buying process is a mystery, and there never seems to be an end to the roster of meetings and people. Sometimes it’s almost as though these organizations don’t want to buy anything.
Consultants like LifeWings are not the enemy, and choosing to work with us isn’t charity. The transaction happens because it will benefit both of us.
Unfortunately, the byzantine maze, lack of information, and endless circle is a real barrier to success for both sides.
First, this is exceptionally inefficient. Second, it drives away the great opportunities for sure and permanent improvement in culture and performance. It also leaves health care organizations with only the sales-focused, ultra-patient consultancies willing to put up with 21 different people and a million meetings. LifeWings is not that consulting company. We don’t even talk about sales revenues - we focus on the number of health care partners we have. I figure that if we help more hospitals next year than we did last year measurably improve their safety and quality, the dollars will ultimately take care of themselves. Besides, I am 56 years old and I am not ultra-patient, my clock is ticking. Patients are suffering now from inadequate safety systems and frankly I don’t think I have time to wait for a million meetings.
If you want to discover new, proven methodologies to increase safety and quality in this era of ACOs, data transparency, and pay for performance, you’re going to need better training partners and consultants. One way to do that is to streamline your buying process and let the folks selling to you know how it works. We’re not the enemy. In fact, companies like LifeWings are your best source for off-the-shelf improvements and innovation you can start using tomorrow.
In this age of health care reform, whoever buys proven innovation the best, wins.
Here are some thoughts on how you can buy better when you are interested in getting help from an outside company:
1. Give them an org chart.
2. Give them an overview of the best way to sell to you.
3. Tell them about successful sales to you and how they were made.
4. Reward your employees when they help a new vendor make a sale that really benefits you.
5. Hassle your employees if they become a roadblock or lie to your vendors.
6. If a vendor asks, “Are you serious about buying from us,” the answer should either be, “Yes,” or “Perhaps, tell me more,” or, “No, thank you.” Whatever the response - mean what you say.
At LifeWings we want to work with organizations that really want to work with us. Together, we can change the world. Life is too short to have it any other way.