Struggling to get decision-makers on the phone? Today, let’s explore how to win over medical billing gatekeepers and reach key decision-makers.
In the challenging world of medical billing, sales professionals often have difficulty connecting with decision-makers. Why? Because of gatekeepers. Gatekeepers hold the key to the decision-makers you’re trying to reach. They are the first hurdle in a sales call, and winning them over is crucial. In the world of medical billing, who are your gatekeepers? Take a look at our breakdown below.
Medical Billing Gatekeepers: Who Are They?
When it comes to suppliers aiming to reach decision-makers in medical billing, the gatekeepers are those who control access to these decision-makers or influence the decision-making process. Medical billing gatekeepers include:
Administrative Staff and Office Managers
Often, the first point of contact, these individuals manage schedules and access to higher-level executives or decision-makers. They have a significant influence on what information or proposals reach the decision-makers.
Additionally, gatekeepers can include financial officers and physicians.
So, how do you win over medical billing gatekeepers to get to the decision-makers? Let’s dive in.
5 Tips to Win Over Medical Billing Gatekeepers
Before we get into an actionable plan, let’s go over basic ways to win over gatekeepers. To successfully navigate through gatekeepers in the medical billing industry, consider the following tips:
1. Build a Relationship:
In the medical billing industry, it’s important to understand that gatekeepers are not obstacles but key influencers. However, like you, they are also busy. Medical billing gatekeepers are often dealing with numerous job-related calls, in addition to sales calls and pitches. Approach them with respect and take time to build a relationship. Be friendly, and patient, and show genuine interest in their role and challenges. Remember, a positive relationship with a gatekeeper can become a valuable asset.
2. Be Clear and Concise:
When you do get a chance to speak with the gatekeeper, be clear about your purpose. Avoid industry jargon and overly complex explanations (remember, they’re not the decision-makers). Simplicity and clarity in your communication can make a big difference in getting your message across effectively.
3. Offer Value:
Demonstrate how your product or service can add value to their organization. Gatekeepers are more likely to pass along information they believe is beneficial for the company. Demonstrate an understanding of common pain points in medical billing, such as dealing with denied claims or managing patient billing inquiries. And be prepared to briefly explain the benefits of what you are offering.
4. Be Persistent, Yet Respectful:
Following up is key in sales, but it’s important to do so without being pushy or disrespectful. If you promised to call back at a certain time, make sure you do. This shows reliability and respect for their time.
5. Understand Their Power and Influence:
Acknowledge that gatekeepers have significant influence over what the decision-makers see and hear. They are not just barriers; they can be your advocates if you manage to win their trust and show that your intentions align with the interests of their organization. Show that you’re not just selling a product but offering a solution that respects and enhances their operational workflow.
Common Mistakes to Avoid
When dealing with medical billing gatekeepers, it’s important to navigate the interaction carefully to ensure a positive outcome. Here are some common mistakes to avoid:
- Ignoring Relationship Building: Failing to build a relationship with gatekeepers is a missed opportunity. Even if you don’t get through to a decision-maker on the first call, establishing a good relationship with the gatekeeper can be beneficial in the long run.
- Neglecting Personalization: Approaching every gatekeeper with a one-size-fits-all strategy is ineffective. Tailoring your approach can produce better results.
- Inadequate Research: Not doing enough homework about the healthcare facility, its challenges, and how your product or service can specifically address these challenges can make your pitch less compelling.
- Misjudging the Tone of the Conversation: Being too formal or too casual can be off-putting. It’s important to strike the right balance in your communication style, matching the tone and demeanor of the gatekeeper.
Getting Past Medical Billing Gatekeeper
After exploring how to win over gatekeepers, and mistakes to avoid, it’s time to look at another aspect: bypassing them entirely. Sometimes, direct access to the decision-maker is essential, and there are strategic ways to achieve this. Sandler’s Training provides insightful tips on navigating this path effectively. Let’s delve into key strategies that can help you reach your goal without always needing to go through the gatekeeper.
Aim for the Top
Sometimes, the most straightforward way to avoid gatekeeper obstacles is by not engaging with them at all. In the medical billing field, this could mean reaching out directly to higher-level executives.
For instance, if you’re struggling to get through the administrative staff and department heads to the C-suite, you might use LinkedIn to connect directly with the facility’s CEO. In your communication, you can discuss broader topics like financial efficiency or healthcare technology advancements. By establishing a connection at this level, you may find they can make the decision or be connected with a decision-maker, effectively bypassing the gatekeeper.
Don’t Sound Like a Salesperson
Gatekeepers in the healthcare sector are particularly attuned to sales calls and may react defensively. To get past this, avoid the typical sales call indicators. Rather than asking directly for a decision-maker, approach the call as if you’re already in contact with them.
This means steering clear of overt sales language, mispronouncing names, or asking directly for someone by their last name only. Instead, adopt a familiar tone and approach, as if you’re already acquainted with the person you wish to speak with.
Utilize Redirection
Although gatekeepers are trained to filter and manage calls, they sometimes have a hard time handling specific inquiries. If you open with a hard sell, they’re likely trained to let you know they’re not interested. That’s something they’re trained to look out for. But what if you asked specific questions?
Often, gatekeepers may not have the expertise to handle specific inquiries related to medical billing complexities or urgent compliance updates. By presenting information or posing questions that are outside their scope, you might prompt them to redirect your call to a more knowledgeable person, potentially your target contact.
Mastering Medical Billing Sales
Navigating the world of medical billing sales can be complex, especially when it comes to talking with the right people. Remember, gatekeepers like office managers, admin staff, and financial officers can be key players. They decide who gets to talk to the big decision-makers. To make your journey easier, it’s important to not only understand how to get along with these gatekeepers but also how to smartly bypass them when needed.
All these tips boil down to one thing: It’s not just about selling a product; it’s about building good relationships and showing how your services can really make a difference in the healthcare field.
If you’re looking to step up your game in medical billing sales, consider joining us at 360Connect. On a daily basis, we connect you with medical billing buyers who are looking for your services. With 360Connect, you’ll be able to expand your sales opportunities and find new customers.