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In the realm of cold calling / emailing, 1% conversion is actually pretty normal. 2-5% would be unusually good. I would stick with what you're doing and don't lose faith! If you want to try different strategies in parallel, I work in sales for a healthcare SaaS and while my product is results/outcomes oriented, I have much better luck talking to people about RESULTS they want to achieve vs. PROBLEMS they want to solve. At least now we're getting excited about something good vs. something they are already sick of talking about, or know they can't fix. Some of the pains in healthcare are so structurally embedded in the industry, products purporting to relieve those pains are so plentiful, and ACTUAL pain relieving results are so few and far between, that messages looking for honest input on major pains that doctors experience is too clear of a dogwhistle for "I'm going to try to sell you a solution that doesn't work" and will be ignored. Many doctors, for example, are still nursing wounds caused by the shift to EMR from paper- pretty much every vendor in that space promises an "easy migration" and the reality is that porting to EMR or switching vendors is a massive massive pain in the ass. ANY solution for a pain, or for amplifying/increasing a beneficial outcome, comes at not only a financial cost, but (perhaps more importantly) an opportunity cost associated with the time investment. Time = patients, patients = reimbursement, reimbursement = money. Edit: Another thing that works for me is seeding the conversation with something like, "Something I hear from a lot of providers in [specialty] is they have a problem with [problem], or they want to do more [thing]. Is that true in your practice?" |
You made good points for the stage that you're in, i.e. you already have a solution that you can sort of pitch upfront (even seeding the conversation is a version of that). I'm at the point where I can't/don't want to bias them with the slightest hint of what I'm solving because it will taint their response. That makes it quite hard!