“Selling to the Pain: Closing More Deals in Healthcare Sales” is based off of Gylen Castle’s sales strategy principles. This week we continue to give previews of lessons from the book.
Lesson #2: The Decision Table
You are probably wondering what the decision table is and how it relates to healthcare sales. The Decision Table is a tool used to understand how decisions are made in a healthcare organization.
The Decision Table has four legs. Each of these legs are factors in the decision process.
“The first three legs include quality, financial, and satisfaction performance metrics of the prospective organization to which you want to sell. The fourth leg is the Career Risk perceived by the decision maker.”
The problem many companies have while selling to the healthcare industry stems from their focus on selling to the top of the table. Through consulting, Gylen Castle works with clients to help them shift to selling to the legs of the table. This is what we call “Selling to the Pain” and where the book got its title. 
Check back next week for another lesson on “Selling to the Pain.” For more information on the Decision Table and how to sell to the pain, contact Gylen Castle for consultation services or purchase a copy of the book on the Gylen Castle website or Amazon.
