SP-009-001 How to use the CRM

Key resource

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A video tutorial

Deals

Deals represent potential revenue-generating events, typically sales or contracts, tracked in the CRM through various stages until they are won or lost.

Naming deals

Deals must me named including three elements:

Country where it happens, named following the 2-digit ISO code
Name of the company
Brief description of the deal

For example:

Country	Company	Brief description	Deal name
ES	Sanitas Hospitales	Proof of Concept	ES Sanitas Hospitales Proof of Concept
ES	Boehringer Ingelheim	GPPGA calculator	ES Boehringer Ingelheim GPPGA calculator
ES	Hospital de Torrejón	Pilot	ES Hospital de Torrejón Pilot
FR	Pierre Fabre	Beauty expert with AI for severity scoring	FR Pierre Fabre Beauty expert with AI for severity scoring

Create one deal per every revenue-generating event

Remember that deals represent potential revenue-generating events.

It is very common to have multiple deals per company, for example:

Company	Deal
Almirall	ES Almirall clinical trial for Actinic Keratosis
Almirall	ES Almirall & ICON clinical trial for generalised pustular psoriasis
Almirall	ES Almirall clinical trial for hidradenitis suppurativa

It is even common to have deals divided into phases, like this:

Discovery meeting done	Demo meeting done	Offer defined	Contract signed	Payment done
	ES DKV triage and treatment screening part 2 of 2 Implementation			ES DKV triage and treatment screening part 1 of 2 Pilot

As you can see, the difference is that one is the pilot, and the second one is the implementation. This makes sense because they are two potential revenue-generating events that can happen in different moments in time. In fact, one can happen withouth the other one, and they require different negotiations, different economic proposals and different invoices.

Deals can't be resurrected, we create a new one

This is similar to the previous consideration. Deals represent potential revenue-generating events. As such, once we lose an oportunity, it is lost. We may be able to sell the same thing again in the future, but its a new opportunity.

Naming deals as lost

When we create a new deal from a deal that was lost, the new deal will most likely have the same name. To easily identify these deals, we mark the dead deal with the letter Lost.

Lost	Country	Company	Brief description	Deal name
	ES	Sanitas Hospitales	Proof of Concept	ES Sanitas Hospitales Proof of Concept
Lost	ES	Sanitas Hospitales	Proof of Concept	Lost ES Sanitas Hospitales Proof of Concept

Adding class to a deal

Remember that we have different customer segments, as explained in the general procedure GP-009. As such, when creating a deal, you should add the segment that deal belongs to, like this:

Deal class

If you want to get technical, it not really a customer segment, but a deal class. The reason is that the segment is not really descriptive of the company, but the value proposition. For example, if a pharmaceutical company is paying to implement the tool in a public hospital, the class of that deal is Care provider inpatient government, and not pharmaceutical company. Because, although the payer is a pharma company, the value proposition is about providing care to patients, not about manufacturing or marketing drugs.

Deal stages

To make it easier for the customer to understand how our solution helps them achieve their own goals, we take them for a ride through a series of stages. On each stage, we focus on a key objective.

These are the stages our sales process:

Prospecting

Prospecting is the first stage of our sales process. Here's an overview of the process:

When you are doing a prospecting call, your goal is to make the lead show up to the discovery meeting you schedule. To to that, obviously you must persuade them about the opportunity and spike their interest.

However, you are the first person in the company to interact with this lead. As such, you are also trying to figure out if there is a business opportunity here. That's one of the main goals of the prospecting stage. If there is an opportunity, we want to move forward to the next stage of the sales proccess, but if its not, you need to figure out why and maybe discard it.

Research

Research the company: publications in the LinkedIn page
Study the company's website: press releases, blog posts...
Search for leads on the company website
Search for leads on the company's LinkedIn account
Invite them to follow Legit.Health's LinkedIn page through LinkedIn
Research the leads: what they like and share in their personal LinkedIn

Outreach

Now you contact them using the information you gathered.

Send LinkedIn connection requests
Call
Email
Send LinkedIn message
Send a WhatsApp message
Arrange an in person meeting

Use Andy's LinkedIn account

The prospecting team will have access to our CEO's LinkedIn account. We have observed that leads reply more often when messages are sent through Andy's account.

Document

You write down everything, very carefully and very accurately, in HubSpot.

Remember that this is only the first step of the sales process. Now, the discovery team will meet with them using the information you gathered.

Lead shows up to the discovery meeting

Your job is not done until the lead actually shows up to the discovery meeting.

To improve the show-up rate, you should send them a calendar invite, and make sure that they accept.

Reasons why a lead may be discarded:

Because the company offers no sales oportunities: for instance, if it's a pharmaceutical company that has no drugs in the dermatological space, or an outpatient care provider that only does aesthetic surgery.
Because the specific person you are talking to is not the right person: for instance, you may be talking to someone in the purchasing deparment that does not actually see how we help them.

If the second is true, you need to find a different lead inside the company.

However, before discarding a lead, have a conversation with your manager so you can thing together wether or not there may be some sales opportunity.

Prospecting script

In general terms, the prospecting script follows this flow of conversation:

See an example of this script

Hey customer name, this is my name from Legit.Health.
😬
How are you? You may know me from the , we work with and , does that ring a bell?
🤔
Just to refresh your memory: we provide with artificial technology for dermatology. As you know, there is a very serious lack of dermatologists that is slowing everything down, and our artificial intelligence, which is certified as a medical device, solves that problem for hundreds of doctors and thousands of patients.
🙂
I was actually calling because I want to know if the lack of dermatologists is something that is impacting you in any way.
👍
💁💬
Which pathologies do you focus on?
💁💬
We just helped a clinic, I can't say which one, because they had regulatory problems for receiving images through email or whatsapp. How much of this is happening in your business?
🫢
And which would you say is your biggest challenge right now?
💁💬
Got it. So look: judging from what you told me I think it would be really helpful for you to meet with name of next person in the sales process. She has a lot of experience in main challenge they mentioned in your vertical, and it will definitely help with what we talked about today.
🙂
You should speak with her specially about something they mentioned. because I think she'll be able to give you some very useful information about what your competitors are doing.
🙂
Great! So I have her calendar open now. Does date or date work to book in a time to speak with her?
💁📅
Got it, what was your email? I'm sending you a calendar invite right now…
💁📧
Great, could you check your email see if you got the calendar invite? She is super busy and it has hapened before that she was already booked.
✅
Great. Well it was great chatting with you name, you have my phone and my email so if there's anything you need, you know were to find me.
👋

Prospecting ✅ & ❌

In this table you'll find a list of things that you should do, and things that you should avoid doing.

Do ✅	Don't do ❌
Before the meeting, send them a reminder to increase the chances they show up	Talk more than them
Create follow-up task or send documents	Explain things about our product that they havent asked about
Use clinical language (pathology, referral, triage...)
This is a meeting between equals. Remember that we are experts in Dermatology.

Discovery

Discovery is the second stage of our sales process. Here's an overview of the process:

Discovery meetings last around 30 minutes.

Because the lead has been prospected, we know that the person you are talking to is potentially a customer, so the conversation should be fruitful always.

When you are doing a prospecting call, you must achieve that the lead shows up to the discovery meeting you scheduled. However, your goal is to also find out the key insights about why the lead needs the solution. As such, the key is to ask the right questions. You should find out what is their subjective hierarchy of challenges and goals, so we can focus on those. Also, you should be trying to match what they need with the solutions we already offer

Channels

Most commonly, discovery meetings happen in two ways:

In person meetings
Video calls

Lead shows up to the demo meeting

Your job is not done until the lead actually shows up to the demo meeting. To improve the show-up rate, you should send them a calendar invite, and make sure that they accept.

Discovery script

In general terms, the script follows this flow of conversation:

Inventory of questions

All segments
🏥 Care providers
💊 Clinical trials
💊 Marketing
🏢 Insurance

I have seen that your position is position, can you tell me more about what you do?
Tell me more. What do you mean when you say that?
How has that impacted the business specifically?
How else has it impacted the business?

How many doctors are in the hospital?
How many dermatologists?
I am assuming that you suffer from a lack of dermatologists, like everyone else - is that the case?
How do you mitigate the problem of not having enough dermatologists?
How long is the patient waiting list?
How many patients would you see per month?
How many of them are new patients, in comparison to patients coming to follow-up consultations?
One of the challenges we are seeing in the hospital we work with is that around X% of their patients come from insurance? What percentage of your patients come from insurance?
Do you offer any form of remote assistance or tele-health?
1. If yes, how happy are you with the result? How is it helping you?
2. If no, why not?
How is the flow? How is the user experience since the patient takes an appointment? Is it considered a medical act?
Does the insurer pay the same as face-to-face consultation?

Different segment, different script

Keep in mind that we target three customer segments. In this regard, it is very, very important that you understand that the discovery meeting will focus on very different topics.

Different role in the company, different script

However, in the same company there are different stakeholders with very diferent goals and challenges.

For instance, in a care provider, it will be extremely different to talk with a primary care doctor or a dermatologist. Likewise, the conversation with the management will have little in common with the previously mentioned.

Discovery ✅ & ❌

In this table you'll find a list of things that you should do, and things that you should avoid doing.

Do ✅	Don't do ❌
Make questions	Send long emails
Be insistent in calling and emailing	Use the same email template for all leads
Use clinical language (pathology, referral, triage...)

Demo

When you are in the demo phase, you must achieve four things:

Figure out exactly the metrics that the customer will use to measure to prove the utility of the solution
Decide the right implementation method
Figure out all the information necessary to calculate the pricing: amount of patients, wether the pricing should be by patient or by diagnostic report, or if they already have a budged in mind.
Set the date for the next demo meeting, or the date for the implementation

Implementation

About the implementation

The implementation phase is better explained in the parent procedure GP-009 Sales. It is also important to keep in mind the procedure GP-011 Provision of service, where we explain how we grant them access to our device. Also, because training happens in this phase, which is also related with GP-013 Risk management. For all these reasons, the implementation will not be fully explained here.

During the implementation phase, you must achieve 4 things:

Identify which professionals will lead the implementation of the solution
Help them access the technology
Provide all the training and resources they may need, specially the Instructions For Use (IFU)
Set the date for a periodic review of the use of the solution

About this specific procedure

Purpose

The purpose of this document is to describe how we use our CRM.

The CRM we use at any given time can be consulted in the GP-010 Purchases and suppliers evaluation.

Scope

This document applies to the CRM we use during the sales process of all our medical devices, which are software devices.

Definitions

CRM (Customer Relationship Management): A technology for managing all our company's relationships and interactions with customers and potential customers to improve business relationships.
Leads: Potential customers who have shown interest in our product or service, managed and nurtured in our CRM to convert them into customers.
Deal Stages: The steps in your sales process that a deal moves through.
Pipelines: A visual representation of our sales process in HubSpot, showing the different stages a deal progresses through.

Responsibilities

Same as the parent procedure, GP-009 Sales.

Associated documents

GP-009 Sales

Document signature meaning

Author: JD-003 Taig Mac Carthy
Reviewer: JD-003 Taig Mac Carthy
Approval: JD-001 Andy Aguilar

Deals​

Naming deals​

Create one deal per every revenue-generating event​

Deals can't be resurrected, we create a new one​

Naming deals as lost​

Adding class to a deal​

Deal stages​

Prospecting​

Research​

Outreach​

Document​

Lead shows up to the discovery meeting​

Prospecting script​

Prospecting ✅ & ❌​

Discovery​

Channels​

Lead shows up to the demo meeting​

Discovery script​

Discovery ✅ & ❌​

Demo​

Implementation​