It's All About the Fit

While I am usually not prone to discussing the philosophical aspects of selling, every once in awhile we all need to step back and look at what I call the “selling landscape.”

Although most HME owners, managers and salespeople know their products, deal with the paperwork and appreciate the issues that are important to their referral sources, some do not understand what actually makes the sale possible.

A sale is not just about the full line of products you have in your warehouse. It is not just about having a state-of-the-art piece of medical equipment. It is not just about the location of your store. It is not just about your new disease state management or compliance program.

It is all about the “fit.”

Products and programs must fit with the needs of your customers. While your products may be interesting and exciting, they will only hold true value for those who need them. You cannot create a need; you can only identify it and explain how what you offer fits for the customer.

If fit is so important, then how do you know if what you have actually does fit? Begin by asking questions, not by selling products. Find out about the challenges your customer is facing. For the professional referral source, this may mean listening to them define what they need and expect from a home care provider. What types of patients do they work with, and what products do they need to provide them? Let the customer guide the selling process.

When customers talk, listen so that you can understand the landscape. When you hear about the problems and the obstacles they have, your mind should be focusing on what you can provide that will meet their needs. What do you have that fits?

Your fit may be a product line, a maintenance program, a compliance program, the hours of your store, your retail location, your willingness to meet the patient in the hospital, the follow-up reports you provide or your interest in presenting educational programs for the referral source staff.

Some strategies to consider when determining “fit” include:

• Paying careful attention when the customer is talking.

• Taking brief notes about what customers say is important to them.

• Circling on your note pad the issues or items they continue to talk about.