How a Modern Healthcare Platform Improved Their Sales Agility in 2020
The healthtech industry is under pressure to adapt rapidly and bring innovations to market in the wake of COVID-19.
Just ask Collective Health. A modern employee healthcare benefits platform, Collective Health is reinventing the healthcare experience for forward-thinking organizations across the United States. The company has nearly a quarter of a million members who work for innovative organizations such as Pinterest, Uber, and ZenDesk.
To better serve customers, especially those with urgent needs, Collective Health’s team revamped their sales process in 2020. They successfully streamlined the sales process and handled the influx of business inquiries from members.
The key to their success? Centralizing where employees go for consistent product information.
Here’s how Collective Health made finding and sharing company knowledge easier, and ultimately, improved sales agility.
1. Centralized Sales Product Information in a Single Platform
The Collective Health team uses a central library of RFP content to store sales knowledge. It makes it easier for them to respond to prospective clients’ questions—which are often urgent—quickly and efficiently. It means they can search by question and immediately find the right answer (instead of having to search through email chains or slack for information).
This central system is the key to consistency. It enables the team to all work with the same information, at the same time. And if a team member is working on updating an answer in their shared library, the new response is made instantly available to anyone else who is working with it.
Since 60+ team members gained access to nearly 1,000 on-brand answers in their RFP Library, Collective Health has improved their RFP consistency and are able to answer questions from potential customers on the spot.
2. Dedicated Owners for Product Updates
Collective Health saw an increase in the amount of questions that relate to the pandemic and how their platform is responding to COVID-19. In the past, the Collective Health team didn’t have a system in place that allowed them to quickly find consistent answers about the company and its processes.
Now, they use Loopio’s RFP response software to store all of their questions and answers in a single platform. When a Collective Health employee updates an answer in Loopio, new information is instantly available to others who are working on RFPs.
Assigning a dedicated content owner takes that accuracy to the next level. Plus, actively maintaining content encourages teams to use your Library as the single-source of truth for accurate, on-brand responses.
3. Trained The Whole Team to Use an RFP Tool (Don’t Act like a Gatekeeper)
Collective Health uses the train-the-trainer approach to get their sales enablement team up-to-speed with new tools and their RFP process.
To scale efforts, the team lead records a video of how to use the new tools. Then, they share the video across their teammates, who subsequently train others in the organization. It creates a consistent approach across subject matter experts and equips the team with knowledge they need.
By creating clear learning objectives that the team practices in their RFP tool (opposed to simply memorizing theory) 64 Collective Health team members have become experts in how to respond to an RFP faster—and more consistently.
Centralizing product information and streamlining the RFP process has helped Collective Health quickly navigate market shifts and brought customers back to work safely. In the healthcare industry, information changes rapidly—especially right now. Having certainty about the message being shared is crucial to building customer trust, and ultimately, reputation.
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