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.
- Educating the Referral Source
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.
- Educating Ourselves, the HME Sales and Marketing
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.
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Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. You can reach him through www.DynamicSeminars.com or at 954/435-8182.
