Bookstores have more books on the subject of sales strategies
than could fill a library. Everyone seems to have a strategy they
claim is the gold standard for making the sales call valuable.
Every successful salesperson I have met has some unique strategies
to offer. The list of techniques and tools available seems
never-ending. So we have to begin asking, what does work? What are
the roots of a successful salesperson?
I am not sure I can answer these questions. But something I do
know: There are some tools every salesperson must have, and those
are the willingness to learn, to teach and to grow professionally.
Many of the most successful salespeople I have met have told me
they see themselves as educators first and salespeople second.
This places education as possibly the most powerful sales tool
ever. What I have realized, however, is that education and training
is not usually included on the agenda for most sales meetings. We
rarely find ourselves talking about sales tools but are more
concerned about putting out fires.
If education is an important sales tool, what education are we
talking about?
Experience should have taught us there must ultimately be three
receivers of planned and organized education: the patient, the
referral source and the salesperson. Each of these groups is an
important segment of the sales process, and separate educational
plans must be developed for each.
- Educating the Patient
In these interesting economic times, we are encountering a
consumer that is becoming more interested in the fine print, any
additional costs and in making sure they receive what they expect.
They are being bombarded with regulations about new charge card
fees to new fees on gift cards. They are coming to realize the
quality of the sale may be all in the details. It's the fine print
that may make or break the sales deal.
The patient/consumer is more apt to ask more questions about
their product's maintenance requirements or who to call for
emergency repair than they ever did previously. This is a group
that needs serious education about what they purchased, how it
works, how to ensure the product continues to operate effectively
and their out-of-pocket expenses.
As a home care company owner or salesperson, you need to review
all of your patient education materials. Consider having a family
member review them for clarity and completeness. Are there
questions and concerns that are not being addressed? Should the
directions for cleaning the equipment be written more clearly? Are
there clear directions about how to take the battery off the
scooter?
If we are going to be sales educators, we must take time to put
ourselves in the place of our patients. The more the customer knows
about the products, their financial responsibility and the role you
will play in maintaining the product, the fewer complaints you will
encounter. With less complaints to deal with, the more time you
will have to help other customers or to generate new sales.
Make a list of the top 10 questions the customer might ask about
products, reimbursement and your company. Prepare yourself and your
colleagues with the education you will need to provide to the
inquisitive patient. Delivery technicians could be receiving many
questions that they are not ready to answer. Help make everyone a
customer-oriented educator, and position your HME company as one
that cares about educating the customer.
The key is to make sure you have not complicated the sales
process for the referral source. It is important to keep the
referral source aware of only those important issues that will
ultimately affect the order intake process, the product selection,
the delivery or financial matters. But keep it simple and be
careful not to over-educate. Sometimes too much education just
confuses those who want the process to be simple with few chances
for complications. Take time to learn what your referral sources
actually want, and then you will come to understand what they want
to hear about.
Don't talk to the referral source about rumors in the industry,
every piece of pending legislation (unless you believe they can be
effective in helping us make a positive change for our customers)
or any internal problems in your company.
Become a product expert. Educate referral sources about your
company expertise, your ability to make the right patient
assessment and how your company maintains systems for ensuring
quality and continuity of care. Share with them information about
the products and services you offer and what you are doing to
provide the right products for their customers.
Professional
Our patients and referral sources are not the only ones who need
continuing education. How have you built your own education plan?
Are you keeping up to date on the potential reimbursement changes
that may impact your business or maybe even your own commissions?
Have you participated in product training programs offered by the
manufacturers of the key products you sell? Are you scheduled to
attend any state, regional or national group meetings and
exhibitions?
While it is important to educate your patients and referral
sources, you must first make sure you have educated yourself. As
you learn more about the questions these individuals are asking,
you must be prepared with the answers. Consider scripting the
questions, and during staff meetings, discuss what the best answers
to provide might be.
Education must become the core of any sales call and staff
development program. In our industry, change comes almost daily,
leaving little opportunity to leave our own personal educational
plan on hold for another month. It's all about education
now.
Those companies providing a comprehensive and continuing program
of education for patients, referral sources and staff will be
long-term survivors. Staff education brings people together to
understand the mission, the challenges and the goal of providing
the right product for the right patient at the right time.
As a professional in the home care industry, one day you will be
the teacher and, in time, you could become the customer/student.
Play all those roles well, as there is much to be achieved
personally and professionally.
Read more Sales Notebook
columns.
Louis Feuer is president of Dynamic Seminars & Consulting
Inc. and the founder and director of the
href="http://www.dynamicseminars.com/teleconferences.asp">DSC
Teleconference Series, a teleconference training program. You
can reach him through
target="_blank">www.DynamicSeminars.com or at
954/435-8182.
