Education Now

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?