il3061 getting to yes selling skills that work everyday

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Getting to Yes: Selling Skills That Work Every Day

AMO University PremierMarch 25, 2011

Thomas Dudley, Managing Director, PartnerOptiVision, LLP

Getting to Yes: Selling Skills That Work Everyday 2011.03.01-IL3061

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ABC’s OF

Always

Be

•Closing

• Always

• Be

• Closing

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Or Maybe Like This


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Or These….

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My Sincerest Apologies To All Fans Of The Following:

• Chicago Bears

• Atlanta Falcons

• Pittsburgh Steelers

• and especially the Minnesota Vikings

What Is Closing?


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• Getting a prospect to SAY YES to a proposal that will benefit them (Provide them with a solution)

• Is it asking for the sale?

• With a lengthy sales cycle, it may be an opportunity to take them to the next step.

• Are we selling iLASIK?

• The answer is YES, so get used to it.

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Where Can We Close


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• Inquiries

• Consultation

• Examination (if separate from consult)

• Procedure day

• Follow ups

When Is Closing


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• Opportunities

– Inquiries

– Consultation

– Examination (if separate from consult)

– Procedure day

– Follow ups

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• WANT TO WIN

• Find a motivation

– A competitor

– Best tech/conversions

• Top Sales Tool Kit

• Supporting materials

• Office presentations

• Supporting staff


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Fundamentals Required To Close

• Consistency

• Follow up

• Long sales cycle

• Confidence

• In procedure

• In doctor

• In sales tools


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Fundamentals Required To Close

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• Are you in it to win, or to just play ball?

• What does a winner look like?

Sales Tool Kit


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• Supporting materials• Literature

• High tech presentations/videos

– tablet vs. flat panel TV

• What does your office look like?• Front desk to exam lane to laser suite

must be impeccable

• Supporting staff• Neatly dressed

• Knowledgeable

• Customer service driven

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What Is In Your KIT?


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Consistency…Persistence


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• Sales Cycle– Lengthy

– Requires stamina

– Phone, direct mail, email…Social Media?

– Each point of contact is a closing opportunity...for the next step

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Remember You Already Spent The Money To Get The LEAD


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•Working the process is trivial from a cost perspective…

•DO NOT BLOW YOUR INVESTED CAPITAL

– Actual marketing dollars

– WORD OF MOUTH

Confidence ACT ‘As If’


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Confidence• ‘As if’-you have something you might be willing to part with for the right

price

• ‘As if’-the supply and demand is reversed

• ‘As if’-you are dealing with an adult capable of making their own decision

• A guy don't walk on the lot lest he wants to buy

• They called because?

• They came in because?

• They ask questions because?

• BECAUSE THEY ARE FAR ENOUGH ALONG IN THE SALES CYCLE TO BUY!!!

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Inquiry Closing


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Opportunity is to get them to the next step

• Prioritize– Surgery– Consult– More information

• ACT AS IF, and get them to say YES

“Glad to hear that you’re interested…

• would you like to reserve a procedure day in anticipation of your candidacy?”– If “No”, then back off & convince them to schedule the

consultation to determine their candidacy.• If “No” to a consult then ask if they would like more information on Dr.

X and the iLASIK Procedure (which is approved for use on NASA personnel)

How To Close A Date For An Appointment On The Phone or E-mail


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Always phrase questions in absolute terms

• Do you want to reserve a procedure date with Dr. X on Y date?

• In response to e-mails in which most patients don’t ask a lot of questions and just give you their contact info, ACT AS IF and give them dates to choose from

• Hi Cherri,

Thank you for the fast response! Yes, we'd like to have our consultation together, if

possible, since we have very similar eye issues (both have difficulty seeing far away). The

Oct 18th @ 5pm time works perfect.

Please let me know if you need further information, or if you need us to bring anything to

the appt.

Thank you again!

XXXXXXXX XXXXXX

> To: [email protected]

> Subject: Re: free consult e-mail

• > From: [email protected]

> Date: Tue, 28 Sep 2010 23:46:11 +0000

>

> If it's late day that you want- I have a 4pm or 5pm on Oct. 18th. Otherwise I have a 3pm

on Oct. 4th & Oct. 11th. Any of these work?

> Cherri Vierthaler

> Marketing

> Optivision LLP

> 920-707-4614

> Sent from my BlackBerry®

>

> -----Original Message-----

• > From: [email protected]

> Date: Tue, 28 Sep 2010 16:31:24

> To: <[email protected]>

• > Reply-To: [email protected]

> Subject: free consult e-mail

>

• > FirstName: XXXXX & XXXXXXX

> LastName: XXXXX

> Appt when: lateday

> city: Oshkosh

• > email: [email protected]

> how: Dr. Dudley has checked my eyes before. Also, we see ads everywhere.

> phone:

> submit: submit

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How To Close A Consult


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Deliver a fantastic experience…one that would WOW you.

Segue is the key

• Find a line between answering ?’s and moving to closing.– “Great. Thanks for your time

today. We have appointments open for procedures on X date or Y and Z as well.”

How To Blow A Consult


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• Talk too much– Shut up and listen

• Negativity– Too much discussion of enhancements and consents

• Poor Service– Messy office

– Long wait times

– Offensive dress, language, even TV channel

– Lack of discretion etc…

GIVE THEM 5 STAR!

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Hone Your Sales Process


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Script it• “Hi, my name is Becky. We are going to start this journey by

establishing your candidacy…”

Practice it• On coworkers• Your BDM• Your sister…Anybody

Refine it• Identify what works and what doesn’t

– Make changes based on trends not anecdotes

Closing Techniques


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• Assumptive Close– Technique

• Act as if the other person has made the decision already.

• Turn the focus of the conversation towards the next level of questions, such as how many they want, when they want it delivered, what size they need, and so on.

– Examples

• How does the 15th sound for a procedure date?

• You are going to love the way you see yourself?

• When you reach for your glasses the morning after your procedure, your going to know you made the right decision?

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Closing Techniques


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• Assumptive Close

– How it works

• The Assumptive Close works by the Assumption principle, where acting confidently as if something is true makes it difficult for the other person to deny this. For them to say you are wrong would be to cast themselves as an antisocial naysayer.

Closing Techniques


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• Affordable Close– Technique

• Close out any objections they have about price by making sure they can afford it.

• Find how much they can afford. Then show that you have a finance plan that fits their capability to pay.

• Bring in other factors to reframe the real price, such as lifetime costs.• Show the price of not buying - for example the cost of continued ownership of

the solution.• Last option: bring your price down to what they are prepared to pay.• And always remember the caveat: do not close people into debt they will not

be able to repay.

– Examples• How much per month can you afford...yes, we can make a deal for that...• The initial costs seems high, but in five years you will have recouped the

costs.• If we can bring the price down to what you say, will you buy today?

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Closing Techniques


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• Affordable Close

– How it works

• The Affordable Close works by structuring the finance of the deal to fit into the other person's ability to pay.

• 'I can't afford it' is often more of an excuse than a real objection. If they really do not want to buy, you will find that they will immediately jump onto another direction.

Need More


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•1-2-3- Close - close with the principle of three.

•Adjournment Close - give them time to think.

•Affordable Close - ensuring people can afford what you are selling.

•Alternative Close - offering a limited set of choices.

•Artisan Close - how the skill of the designer.

•Ask-the-Manager Close - use manager as authority.

•Assumptive Close - acting as if they are ready to decide.

•Balance-sheet Close - adding up the pros and the cons.

•Best-time Close - emphasize how now is the best time to buy.

•Bonus Close - offer delighter to clinch the deal.

•Bracket Close - make three offers - with the target in the middle.

•Calculator Close - use calculator to do discount.

•Calendar Close - put it in the diary.

•Companion Close - sell to the person with them.

•Compliment Close - flatter them into submission.

•Concession Close - give them a concession in exchange for the close.

•Conditional Close - link closure to resolving objections.

•Cost of Ownership Close - compare cost over time with competitors.

•Courtship Close - woo them to the close.

•Customer-care Close - the Customer Care Manager calls later and re-opens the conversation.

•they'll keep saying 'yes'.

•Daily Cost Close - reduce cost to daily amount.

•Demonstration Close - show them the goods.

•Distraction Close - catch them in a weak moment.

•Doubt Close - show you doubt the product and let them disagree.

•Economic Close - help them pay less for what they get.

•Embarrassment Close - make not buying embarrassing.

•Emotion Close - trigger identified emotions.

•Empathy Close - empathize with them, then sell to your new friend.

•Empty-offer Close - make them an empty offer that the sale fills.

•Exclusivity Close - not everyone can buy this.

•Extra Information Close - give them more info to tip them into closure.

•Fire Sale Close - soiled goods, going cheap.

•Future Close - close on a future date.

•Give-Take Close - give something, then take it away.

•Golden Bridge Close - make the only option attractive.

•Handover Close - someone else does the final close.

•Handshake Close - offer handshake to trigger automatic reciprocation.

•Humor Close - relax them with humor.

•Hurry Close - go fast to stop them thinking too much.

•IQ Close - say how this is for intelligent people.

•Minor points Close - close first on the small things.

And that’s just A-M…see www.changingminds.org

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Know Your Information


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• Stats

– Stay away from acuity

• It’s subjective

• Focus on satisfaction

– Are you surveying?

– Electronically?

– Do your surveys offer the opportunity to let your customer close the next customer?

– Incentivize them!!!

Know Your Information


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• Explain how stuff works - conveys expertise

– In layman’s terms

• This is NOT a Corneal Topographer any more than the laser’s high energy electrical switch and controlled rectifier is called a thyratron

• Hone your process

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What About On The Day Of The Procedure


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• Sell the referral– Make the experience so incredible, they want to close your

next sale for you• Cookies?-They must taste good

– Oreos– Homemade

• Coffee?-Hot and fresh– Folgers– Starbucks

What About On The Day Of The Procedure….Con’t


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• Do family of friends come along?

Close Them Too!

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Becky’s Procedure Day


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• Assign a liaison to talk with the family/friend (or walk them through the procedure in a viewing room)

– Ask interest questions

• Why did Becky decide to have iLASIK procedure with our practice?

• What prompted her to finally have iLASIK procedure?

– Be well educated about the procedure and expectations

– Ask if they’ve thought about iLASIK procedure & if yes…CLOSE THEM TOO!

“I like your glasses Brian, have you ever considered iLASIK?” He says “Yeah, but she’s the guinea pig” or “she’s having it done first, then me, since we can’t afford to do it at the same time”

Use the answers to meet the hurdle and clear it. “We’ll get you signed up as soon as she’s 20/20” or “we actually have a family program that offers $500 off the cost when completed within 3 mos.”

Follow Ups


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• Get them to say YES!– Remember the sales cycle

– Work it from procedure to consult

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Get Comfortable With Selling


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Selling defined 2 ways

• (v) sell (persuade somebody to accept something) "The French try to sell us their image as great lovers"

• (v) sell (exchange or deliver for money or its equivalent) “Becky sells cheese curds and brats for a living.” or “I’ll sell you my sled for a nudder couple two three beers.”

Which way do you sell?

– The first way persuades, influences. (Medical practices don’t typically think this way)

– The second way is just conducting business. (Yes, even medical practices can “legitimately” sell things. You sell contacts and glasses, don’t you?)

Get Confident With Selling


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• “Confidence is contagious. So is lack of confidence.”-Vince

Lombardi

• Act ‘as if’ you’ve been there before– Assumptive Close is the first one to learn

• “No one walks on the lot lest they want to buy.”- Alec Baldwin, Glen Garry Glenross

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In Summary


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• Identify Opportunities

– Inquiries

• Email

• Telephone

• Close on every opportunity…use digital media

– Consultation

• ACT AS IF and ask for the sale “Any more questions? Dr. X has openings on Y and Z. Which works better for you?”

In Summary


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Identify Opportunities

• Examination (if separate)

– Reinforce

• Surgery

– Opportunity to close friends and relatives

• Post op visits

– Create ambassadors to close for you

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Resources


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• http://www.changingminds.org

• http://www.vincelombardi.com•Glengarry Glen Ross•Boiler Room

©2011 Abbott Medical Optics Inc. iLASIK is a trademark owned by or licensed to Abbott Laboratories, its subsidiaries or affiliates. 2011.03.01-IL3061

38Getting to Yes: Selling Skills That Work Everyday 2011.03.01-IL3061

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