098 Craig T Ingram - Breaking into New Markets

In this episode of our SaaS Fuel™ Expert Series, we are joined by Craig T. Ingram, the master of sales strategy and go-to-market brilliance in the medtech and health tech realm. With his secret recipe for product launches and market expansions, he's been cooking up success for over two decades. With his knowledge, growth is put on an upward trend, outpacing rivals.

Don't miss this opportunity to learn from the master himself, as he spills the beans on how to achieve remarkable growth in the fiercely competitive medtech and health tech landscape.

Key Takeaways

[00:03:57] - Expand into adjacent markets strategically

[00:09:51] - Sales is now more conversational

[00:14:31] - Commercialization and marketing strategies

[00:16:36] - Collaboration is key for success

[00:19:00] - Hiring based on skill set

[00:23:30] - Differentiate and do things differently

[00:29:49] - Trust takes time to build

[00:36:07] - Sales success requires doing what you don't want to do

[00:42:27] - Address objections upfront for credibility

[00:45:08] Money in business done well

[00:48:28] - Continuous learning is essential

Tweetable Quotes

"It's about blending your baking skills with fresh knowledge to craft the pie or product that wins hearts." - 00:05:29 Jeff Mains

"You only need to trust somebody enough if you see that they're no-nonsense if they have your best interests at heart." - 00:10:42 Craig T. Ingram

"If we try to build a company on a shoestring budget, it's not going to work." - 00:14:16 Craig T. Ingram

"It's better to have to manage somebody than supervise them." - 00:27:10 Craig T. Ingram

"If you're doing the necessary actions that get that prospective customer, then you're not going to have to worry about getting customers." - 00:35:02 Craig T. Ingram

"Address it upfront. Don't hide from it. Right? Because if it comes up later or if it never comes up and then comes up after they buy, then you've just ruined your credibility." - 00:43:13 Craig T. Ingram

SaaS Leadership Lessons

Address objections upfront. When selling a product or service, it's important to address potential objections or concerns that customers may have. By bringing them up early in the conversation or presentation, you can provide solutions and build trust with your customers.
Build trust through authenticity. Customers are more likely to do business with people they trust. Being authentic, genuine, and transparent in your interactions can help build trust and credibility with your customers.
Hire based on skill set, not just background: When hiring salespeople, focus on their skill set rather than their specific industry background.
Sales and marketing should work together: Sales and marketing should collaborate and align their efforts to achieve common goals. Marketing should focus on creating awareness and generating leads, while sales should focus on converting those leads into customers.
Measure the right KPIs: Key Performance Indicators (KPIs) should be aligned with the desired outcomes of your business. Identify the specific actions and activities that drive results and measure them consistently.
Delegate tasks and trust your team: Effective delegation allows you to focus on strategic aspects of your business. Trust your team to handle their responsibilities and provide support and guidance when needed. Avoid micromanaging and empower your team to take ownership of their work.
Prioritize customer needs: Always prioritize the needs and interests of your customers. Understand their pain points, address their objections, and provide solutions that meet their specific needs. Building strong customer relationships is essential for long-term success.

Guest Resources

Craig T. Ingram (LinkedIn): https://www.linkedin.com/in/craigtingram

Craig T. Ingram (Website): medicalsalesgrowth.com

Resources Mentioned

Craig T. Ingram (Website): medicalsalesgrowth.com

JT Foxx - https://jtfoxx.com/

Adam Coffey - linkedin.com/in/adamecoffey

GoPro - https://gopro.com/en/us/

Zoomtopia 2021 - https://blog.zoom.us/zoomtopia-2021-recap/

Zoom - https://zoom.us/

FDA - https://www.fda.gov/

Johnson & Johnson - https://www.jnj.com/

HIPAA - https://www.hhs.gov/hipaa/index.html

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