Making the Offer

CHUCK WEST UW MADISONSCHOOL OF BUSINESSEXECUTIVE EDUCATION

Call in number: 1-866-642-1665Passcode: 213469#

Partnering with New Payers – Level IIIApril 5th, 2012

Planning Effective Sales Calls

Buying and Selling

BUYING PROCESS

1. Relationship 50%

2. Motivation 35%

3. Selection 10%

4. Decision 5%

SELLING SKILLS

Call Preparation, Clarity of Purpose, Build Trust, Positive Intent

Question, Listen to Understand theClient’s Key Goals, Summarize

Select Minimum Required Information, Present Your Recommendation

Handle Objections and Gain aCommitment to Action

1. Relationships: Start with a Call Plan

Payer’s business name _________________________Person’s name and title_________________________ History & starting position _________________________________________________________________ Your reason for the call ________________________Possible resistance ____________________________Resistance handling strategy _____________________Your introductory statement & question_________________________________________________________Desired result or desired next step ________________

The Time & Tension Model

T Relationship

E Task

N

S

I

O

N

T I M E

What will you do to reduce relationship tension?

Delivering Your Introduction• Introduce yourself and your…Purpose and Agenda• End with engaging question

Your intro statement: (your value statement)

____________________________________

____________________________________

____________________________________Question: _________________________________

_________________________________________

Intro Example

We start 95% of our treatment programs within three days of initial service request because our data shows it’s critical to successful patient outcomes.

How does your organization measure which variables are most important in achieving successful outcomes? What variables have you identified as most critical?

Handling Initial Resistance

“We’re happy with our current provider”

1. Test the extremes or “There must be one thing…”

2. Research their goals and connect with one .. A population

3. Research the competitor’s weakness and offer an advantage they aren’t getting .. A triple relapse program

4. Offer a benefit too strong to ignore .. 98% positive outcomes with population x

5. Use a “neutral response” and move forward

6. Make a humble request…minimize their risk

Be Ready for Resistance

Resistance you expect:

Your answer:

Polling Question

Give us an example of resistance you expect.

2. Motivation: what it means to them!

Question

Listen

Summarize

Questioning

1. Prepare written questions before the call

2. Be prepared to take notes

3. Reasons for questioning:

To qualify them

To demonstrates your expertise in the industry

To further develop the relationship

To understanding of their key goals or needs

“Judge a man not by what he says but by what he asks.” Socrates

Write Your Questions1________________________________________

2________________________________________

3________________________________________

4________________________________________

5________________________________________

6________________________________________

Note: your questions should qualify the customer’s attractiveness.

Polling Question

Write in 1 of your questions in the chat box

Example Questions

What percent of your programs deal with vets? Women? In what counties?

Tell me about a recent new program offering?

How many patients would we be serving monthly under this contract? Turnover rate?

How many denials do you experience monthly? What is the greatest cause of these denials?

Listening

“Intelligent listening is more persuasive than talking”

Drs. Russell and Black

“Listening demonstrates genuine interest”

Dr. Nichols

“Listening seems simple but it’s not easy. Every head

is a world.”

Cuban Proverb

Listening Skills

Quantity should be 50% of the time or more

Preparation assign importance, de-clutter first, focus

Be Active & Patient “listen without the intent to reply”

Selectivity the information to which you assign value

Reinforcement what you respond to

Empathy feeling what they feel

Questioning and Listening

Your profession leads the way in

this form of counseling…use those

same well refined skills

when selling!

Summary of Customer’s Motivation

A prioritized summary of the customer’s key

motivation (facts, feelings, priorities and desired action)

Example: “So you are running a variety of new SA programs for vets. You’re seeing a lot of different outcomes and it’s hard for you to track your overall effectiveness. You’d like to pull it together and improve outcomes. Is that a good description of where you are right now?”

Polling Question

• Tell us what you think is a motivator for a third party payer you are planning to call on?

• Type your answer in the chat box

3. Selection

Presentation Preparation

Select Information: One or Two Key Points

Present to the Decision Maker

Plan participation, involve them

Delivering Your Presentation

BIV$ Business Case Greek Narrative

Benefit Current state IntroductionInvolve Desired state Narrative Visual Changes required ArgumentPayoff Investment Refutation

Return Conclusion

Factual Business oriented Story telling

Presentation Tips

Let your belief show

“Finish the frame” on each point

Conclude to action

4. Decision

• Objections

• Commitment

Objections Are:

• An Emotional Shock to You

Creative

Problem Solver

Maintenance or Defensive

• An Indication of Customer Interest• A Symptom of the Underlying Problem

Handling Objections

1. Recognize and compose yourself, don’t react 2. Make a passive acknowledging response

“I’m sorry to hear that, please tell me more about it” or “Wow, that sounds bad, let’s figure out what happened.”

3. Clarify the underlying concern with questionsProbe to find the immediacy, size, seriousness and cause of their concern.

4. Present an answer/solution Three possibilities: I, We or Delay

5. Ask for their agreement

An ApplicationSelect a common objection from your job:

“You don’t have service x and y.”

Acknowledgement_______________________

Questions (soft then solving)_______________

______________________________________

______________________________________

Solution_______________________________

______________________________________

Ask for agreement_______________________

An Example: Acknowledging

Objection: “You don’t have services for vets in Oakland county?”

Acknowledging response:

“That’s a really good point. Tell me a little more about your vets in Oakland county and their program needs?”

Example Continued: QuestionsSoft:

How are you working with them now? How’s that working? Is that an increasing population?

Solving:

How many patients will you have in 6 months? How are you planning on helping them? If we add a vet treatment center in Oakland county in the next three months, would that help? What do you think would work best right now?

Example Continued: Solution and Ask

Solution: “So, if we work together for 3 months of remote service the Oakland county vets and then open a center for the expanding population, it would work.”

Answer: “What do you think?”

Asking for the Order

1. Ask for their agreement with your proposal

“What do you think?”

“Do you think this plan will work with your population?”

OR

2. Suggest the next action steps

“I suggest we do 5 cases to check process flow with your staff and tracking systems.”

Selling Skills Review

1. Preparation 2. Call Introduction 3. Questioning 4. Listening 5. Summary of their motivation 6. Presenting your recommendation 7. Handled Objections 8. Closed to Next Step or Order

Using Your Skills in the “Right” Place

Get Appt #1 #2 #3

Rel.

Mot.

Sel.

Dec.

Conclusion

I now know …

1. My competitive value

2. Which payers to call on

3. How to get the initial appointment

4. The sales skills to use on each sales call

Polling Question

• Which one of the ideas from the presentation appeal to you?

• Type your answer in the chat box

Chuck West608-441-7320

cwest@exed.wisc.edu