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The Importance of Listening Before Selling


When you think of traditional sales, you might think of someone dressed in a suit talking at you and trying to persuade you of why you need their product right at this moment. When I joined pMD’s sales team, I thought about all the new tea flavors I would need to check out to prep my voice for all the talking I’d be doing while selling our products. Because I was joining pMD’s sales team with little previous sales experience, all I had to base my expectations off of were the Hollywood stereotypes of sales. I thought I would be informing people of why they needed our products. Unexpected to me, in the first few months of learning and leading my own sales, I found myself doing a lot more listening than talking. It was very different from what I had anticipated, but I quickly learned that if I did all the talking, there was a lot I’d be missing out on when learning about a customer.

pMD isn’t a one-size-fits-all product. If you work with us, you will quickly find out how focused we are on details and understanding processes. This begins in the sales process and goes all the way through to the implementation and account management stages. pMD employees are always open to listen and to hear how we can make our product work for you.

While we do wear business suits, our sales process differs from the Hollywood stereotype I thought it might be. When talking to a new group, I’m not able to tell them about what pMD can do for them until I take the time to learn about what inefficiencies and issues they’re experiencing in their current process - essentially the “why” they reached out to pMD in the first place. For example, during our charge capture sales process we spend a lot of time learning about how a group is currently keeping track of their billing charges and what areas pMD can assist to make the process more streamlined and efficient. You would think this information could be answered by asking a question or two and then answered in no more than three sentences. Oh no. We are not looking to hear the brief answer. We want to hear all the nitty gritty details. What is a provider's current workflow? What is really frustrating about their current system of collecting and submitting charges? In which areas would they like more transparency? What analytics are they hoping to track? We listen so closely and push for details to uncover the best way to improve a group’s workflow and make sure their account is set up so pMD is easy to use, efficient, and successful.

I recently implemented a customer on pMD's Charge Capture product who was solely using a paper process. During each of the many conversations I had with the group during the sales and implementation process, I learned something new every time from the providers or administrative team regarding difficulties in their current workflow that they were experiencing. Because I came to know their current process so well, we were able to customize pMD for them in a way that helped improve many of those kinks. Listening for key phrases like “it is difficult to track…” or “I find it hard to…” are triggers in my mind to get me thinking about customizations that would help make their process easier. There is something rewarding in having the ability to talk to a group and continue learning about them through each conversation along with what customizations could make their pMD experience more useful and easy to use. At the completion of the group’s implementation, these customizations allowed for better organization and reporting for everyone involved. It felt great to uncover some areas they didn’t even know could be improved!

I’ve come to learn and see first-hand the benefits of taking the time to really listen and uncover the needs of our customers. Customization is something pMD prides itself on and something we are always happy to discuss with any current or soon-to-be customer. If you'd like to find out more about pMD's suite of products, which includes our MIPS registry, charge capture, secure messaging, and care coordination software and services, please contact pMD.