Good salespeople always have a place in the home care industry. If the Lord did not see a role for the well-trained salesperson, he would have made products that sell themselves. Anyway, that apparently has not yet happened. While many products come to us in interesting colors and some have unique customer eye appeal, most need a message from the salesperson if they are ever going to leave the warehouse.
The product presentation to an interested customer or referral source can focus on any one product element or several. Which of these elements should you include in your presentation, and which should you talk about first?
Product Features — Every product comes with a select list of interesting features. These may include the size of the handles, the color of the knobs, the fabric in the chair, the materials inside the cushion, the construction of the wheelchair or the adjustments on the walker.
These are the elements that usually are observed by the customer but that often still need to be identified by the salesperson. Make a list of the key features of each of the products you sell.
Product Benefits — While the features are observable and often can be handled and touched, outlining the benefits requires more thought. For example, a lightweight wheelchair may be easier for an elderly spouse to place in the back of a car. A special kitchen aid with a rubber handle may provide additional control and help a stroke patient who lives alone fix her own meals. People are more apt to be convinced about the value of the product because of its benefits than they are because of the product's features. Benefits give the product a “life” and can help identify how the product can make a difference in someone's world.
Personal Connection — When the product makes a personal connection to the customer, its value and importance immediately increase. Will the product allow the customer's mother to visit more easily with family in other parts of her community? Will the bedside commode make it easier for her husband during the night rather than waking someone to walk him the long distance to the bathroom?
Cost/Reimbursement — Always consider the issue of cost because someone is always going to have to pay for the product. Become an expert in all areas of payment, cost and reimbursement issues for your products.
If customers are going to pay cash for a medical product, they will more readily see the value of the investment if they understand both its features and benefits. Know all the costs, co-pays and expected reimbursement by the insurance carrier if one exists.
Accessibility — Customers also are interested in accessibility. Is the item in stock and, if not, how long will it take to order? If purchasing a wheelchair, for example, your clients will also be interested in knowing how difficult it will be to access a replacement in case the chair needs a repair.
Maintenance — Customers may not ask about maintenance when they first examine a product, but, if a product crisis does happen, they will be very interested in who fixes, repairs and helps during this difficult time.
A key part of the sale is to let the customer know where you will be when he needs you most — when the product is not working as it should. Plan for the unexpected so you will know what promises you can keep as you sell your products and talk with your customers.
Products can't speak for themselves, so you must consider each of your customers and determine which of these elements you think would be most important to them. Become a product expert. It makes selling the product much easier, and you will be seen as an expert more people will want to do business with.
Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. He can be reached at www.DynamicSeminars.com or by phone at 954/435-8182.
