MODULE 4

Customer Success

LESSON 4.2a

How To Present Your New Messaging (GTM)

Using Your Message To Target New Customers

START HERE

The way we market, position and speak to our new solution, in each of these perspectives, with potential new and existing customers is critical when discussing your new solution. 

Traditional methods of selling in IT to customers, won’t deliver the full benefits your new solution deserves, and it will require a different approach to see the revenue and profit success you’ve been working hard to create. 

Let’s review the message we created for the Healthcare Industry, in the Performance module (Lesson 5) and then we’ll walk through the message itself. 

Following this will review discussion requirements, when speaking face-to-face or trying to book a meeting with a potential new customer. 

In the heading we have spelt out a very clear message that we (your business) are here to empower the organisation they work in – linked immediately to your business name. 

We want to customer to have ‘recall’ of empowerment and your business. 

We then highlight the biggest concerns that keep the leaders of these organisations awake at night – linked to your solution offering.  

• Empowering them → Your business
• Fixing their concerns → Your solution 

It may be subtle, but even if you don’t immediately get an email, call or meeting the very second something goes wrong, it will be ‘Hang on, I remember {your business} telling me they could have prevented this mess…’ 

Next, we outline the key security priorities of our solutions addresses and the real-world benefits your solution will give the customer – each being industry specific. 

The key now is that you are re-enforcing your abilities in not only being able to fix their priorities – but ‘how do these guys even know this stuff! All I get is blank looks when I ask our people…’ 

Again, it might appear subtle on the face of it, but there is a psychology at work here. 

In finishing, it is important to challenge the customer to act and do something if these issues aren’t being addressed by either the incumbent provider or internal resources.  

If we look back to our evaluation of industry candidates in the Performance module, Healthcare is an industry that is heavily regulated and cannot function securely or effectively without skilled and proficient IT people managing today's environment.   

Further, the leadership of these organisations can all be held personally accountable if they neglect to ensure that these priorities are being addressed - your message alone should start alarm bells ringing.  

You want them to doubt who they currently with, the further they read your message and outline very quickly and clearly your business knows what those doubts are and can remove them. 

Quite exciting isn’t it – and not a product or platform mentioned, which is big key to your new approach. 

Why Is This Important? 

In today's fast-paced environment, organisations are less concerned with the specifics of your methods but highly value your ability to solve their problems. If you demonstrate competence in resolving issues, those seeds of doubt can be alleviated, significantly enhancing the perceived worth of your solution. 

Who Would You Target This Messaging To? 

When you ready to start contacting and / or mailing out to prospective customers, it must always be directly to the key decision makers, and in this industry, the people who are directly liable when something goes wrong.  

Anyone else however, isn’t likely to help you. Not sure who to contact?  

It appears that in the Healthcare industry, anyone with ‘Chief’ in the title, are all prime candidates, the others less so. Most healthcare organisations also have a Board of Directors, so any Board Members will also be liable, so they would be a contact also. 

However, would you get in touch with a Chief Information Officer?  

Although they might be seen as a last resort, generally, they may attempt to block your access, fearing that it could jeopardize their employment.  

Upon successfully breaking through, securing the endorsement of a CEO, CFO, COO, or board members will be pivotal for supporting initial evaluations and addressing any objections. Typically, CIOs may act as agitators and will need to be managed effectively.  

Roles Are Great, But We Need Names? 

Most healthcare and aged care organisations with boards, are required to release annual reports, usually listing the names and roles of their members.  

But it may be even easier to get those names, with your new friend, Copilot.  

As a test, open Copilot and ask, ‘Who are the key personnel and board members at {insert your local hospital}?’ 

This was much harder in the old days, wasn’t it and it only takes a few seconds! 

Additionally, some public reports might reveal the number of records they hold, which helps estimate potential damage in case of a breach or data leak. 

What Might Those Costs Be? 

Simple, let’s ask our friend Copilot again! 

Well, that’s very interesting… so what’s the cost? 

Imagine you want to talk to an organisation with 100,000 patient records, they effectively have a huge $20m-$40m issue that your expertise can fix, and something that is to be lent on – not shied away from. 

Suddenly, that roughly ‘$100 per user each month’ appears quite economical, and increasingly like excellent value for money. 

Put value on what you do, and never sell your business short – literally! 

Next Lesson: 

We will cover how to present your solution when meeting prospective clients. These discussions should align with your go-to-market message, tailored to the customer’s specific viewpoint, to enhance your value proposition.