I have often asked myself what makes people buy something? What
gets people's attention? What prompts people to pay more attention
to one commercial over another?
Trying to influence a customer in the buying process is always a
challenge. The challenge for all of us now in the HME industry is
not only to keep all the customers we have but to create interest
in the products and programs they might need — and to
understand how we can impact their purchasing decisions.
No one has better defined what influences the customer to buy
than Robert Cialdini, Ph.D., in his book Influence: Science and
Practice (Allyn & Bacon). Cialdini describes how human
beings respond to a variety of “triggers,” as he calls
them. He helps us understand how all these triggers are skillfully
used by expert marketers, as well as politicians and, of course,
the con man!
While Cialdini's book was written in 1984, it is amazing how
current the concepts are, and how successful salespeople are using
the strategies he describes. Using Cialdini's “six weapons of
influence,” I'll attempt to translate his triggers into HME
sales scenarios:
Reciprocation. When you make a special offer to a
customer, he or she often feels some interest in “paying you
back.” If you can offer a special monthly report,
documentation of orders or can provide some information your
customers need, they are often more likely than not to give your
company a try.
Commitment and Consistency. People like to work with
people who are consistent in what they promise and do. If you
provide quality service in a consistent manner, your customers will
come to expect that level of service and stay with you as long as
you meet your commitment and do what they have come to expect.
People also do business with those who share their same
commitment and values. Your dedication and major focus on the
patient, compliance and education could be just the match your
customer is looking for.
Social Proof/Validation. We often decide what is good and
correct by seeing what others around us are doing and choosing. If
other people are acting or behaving in a certain way, we assume
that is the correct thing to do.
At work, we watch what management does and model those actions,
if appropriate. This happens most with new employees who come to a
company and may not be exactly sure what to do. If you can show a
new source at your account that one social worker or administrator
believes in your company and product, that may be enough social
proof to get them interested in hearing more about what you have to
offer.
Liking/Friendship. Many have heard me say this before:
People do business with people they like. People more often say
“yes” to people they like. They appreciate people they
have become familiar with and trust. So frequent sales calls,
seeing referral sources at meetings and conferences and the
opportunity to have extra-long interactions with these potential
customers will help you gain familiarity, trust and possibly some
orders.
Authority. Most people were brought up with a respect for
authority. Some people are more influenced by authorities than
others, but any evidence you can supply that indicates your care
plans and operations are recognized as the gold standard could help
influence a potential customer.
Through personal education and training on products you sell and
the home care industry as a whole, you can begin to position
yourself as an expert and authority. Everyone likes to work with
someone who knows what they're doing.
Scarcity. Cialdini reminds us that everyone believes
opportunities seem more valuable when there is a scarcity. Having
those hard-to-locate items in your store can create a new interest
in your company. This is the most difficult trigger to apply to the
HME business since you may have many competitors in your area. What
you might consider carrying are retail products that are often
difficult to locate.
According to the scarcity principle, the less available
something is, the more desirable it is likely to be. It would be
great to make others believe that if they are not using your
company, they would be losing out on something special.
Everyone is trying to get our attention and influence our buying
behaviors. When you read over these weapons of influence, you
quickly come to realize that the sales strategies employed by the
local computer salesperson or the gym membership director have some
of the same triggers that will work with your potential referral
sources. While all six of these weapons are valuable, individually
they may not all work in your sales efforts. But give them some
thought as you begin planning your approach to the next
customer.
So, let me see if this actually works …
Let me tell you, “Everyone finds value in sharing my
articles with their colleagues. Everyone I meet is sharing my
message — just everyone!”
Now, have I influenced you to do the same?
I hope you can test out some of Cialdini's advice on your sales
calls.
Read more Sales Notebook
columns.
Louis Feuer is president of Dynamic Seminars
& Consulting Inc. and the founder and director of the
target="_blank">DSC Teleconference Series, a teleconference
training program. You can reach him through
href="http://www.DynamicSeminars.com">www.DynamicSeminars.com
or at 954/435-8182.
