Business Weapons

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:

1. 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.

2. 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.

3. 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.