eschenbach low vision training program · managing objections more tips for handling objections:...

Eschenbach Low Vision Training Program

Edited by:Thomas Porter, ODAsst. Professor & DirectorLow Vision ServiceSt. Louis University, Dept. of Ophthalmology

© 2015 Eschenbach Optik of America, Inc. (Ver. 1)

Module 12: Selling for the Low Vision Professional

© 2015 Eschenbach Optik of America, Inc. (Ver. 1)

Low Vision Training Module #12

“The Anatomy of a Sale”What is selling?

“The exchange of goods or services for an amount of money”Let’s “Professionalize” that

Selling Low Vision Devices is:• Needs based eyecare at its best!• Giving your visually impaired patients information needed

to make choices--Giving them control!• Providing solutions to enhance your patient’s quality of

life--Independence!• Helping your patients understand that the solutions you

recommend are worth paying for--Value!• Part selling yourself: Letting them know that you offer the

best solutions possible--Trust!


Patient or Customer?A Patient in the Exam room:

•Expects “medical” care and findingsoThe practitioner should do the exam and present the diagnosis and treatment plan

However, the process doesn’t stop there….

oDiagnosis doesn’t help them see better or enhance their lifestyle

oYour Low Vision Patient needs products or services to achieve goals

TRANSFERS to…..


•A Customer after the ExamoIn search of solutionsoMust make a purchase

•Unaware•Afraid•Confused and overwhelmed

Patient or Customer?


Where Do You Fit in?Your Patients Need, Want, Deserve and Expect:

•Information•Solutions to their problems•Choices•Value•Your professional recommendations


“The Anatomy of a Sale”

Basic Salesmanship for Professionals…and those who hate the word sell! 4 Keys to Success:

•Consultation•Recommendation•Demonstration•Close


•Education begins in the chair: oWhat does the expert think is best?

•Benefits:oBetter care...More professionaloAssured patient satisfaction…more control over solutions and quality of vision through recommendations

Tip: Transfer authority from Practitioner to Technician!


Consultation• Determine the patient’s goalso Ask questions to uncover needs, interests, perceptions,

etc. •“Tell me Mrs. Smith, What is it you want to be able to do?”

o Be sure to ask questions that uncover how the impairment actually affects them--purchasing is an emotional experience!

•“Tell me more about how this affects you."o Get their “priority ranking”, i.e., find out if this is a big

issue, or not.•“Tell me, on a scale of 1 to 5, how important is this to you??


When you've got enough information, switch gears from listening to consulting.

•Restate to verifyo“I understand, is there anything else I should know about?”

•Magic phrases review:oTell meoI understand

On to the next step….Recommendation

Hot Tip:Document all info for future reference and to aid in managing

objections


RecommendationGolden Rule: Never limit or prejudge your patients ability to pay or their lifestyle needs!Know your patients!

•Aging baby boomers have been used to a culture of options and choices•They have embraced technologically advanced solutions and are willing to pay for them!•They deserve to know!•They have a sense of “entitlement”


Recommendation

“65 is the new 45”•Living longer•Working longer•More Active lifestyles•Willing to spend to get the ‘best’


Recommendation•Getting over “internal” sticker shock•Your sales “self assessment”

oWhat are their best options?oWhat would you want them to have if it was free?oWhat would you recommend for your grandma?oDo they deserve it?oAt what age do you start to withhold technology?oWhat would you get if you were in their situation?oDo you balance their checkbooks?oDo you want to “short-change” your senior patients?


RecommendationPresent options for each goal:

•No one low vision aid will work for every task (use toolbox analogy)

•Avoid unrealistic expectations! (tell patient up front, “I’m sure we can take care of your needs with only 3-4things.”)


RecommendationPresent options for each goal

•Present and sell the entire “package” of solutions….don’t use an

“add-on” approachoThink like “Amazon.com”

Tip: reference other “cases”


RecommendationSample:

•“Mrs. Smith, let me show you the best solutions to help you achieve your goals!

•“Mrs. Smith, based on what you told me, I recommend we use this hand-held magnifier for your need to quickly read your prescription bottles, and this stand model would work great for reading the newspaper.”•“Mrs. Smith, you need…”

Magic Phrases review:•Let me•I recommend•You need


Recommendation

Hot sales tips:•Always position as: Best, better, good

•Don’t do the math for them!


RecommendationShow and Tell

•Features, benefits and limitationsoExample: Mrs. Smith, this is an illuminated stand magnifier, it has:

•A Bright light source and enclosed magnifier head

oWhat that means to you is you’ll get the best illumination possible making it easy to see

•A Large on/off switch

oWhat that means to you is this device is easy to use and handle

•A red reading line oWhat that means to you is you’ll get better line by line reading ability and will be able to keep your place on the page

Hot Tip: Do the ‘So what test!’


Closing the Sale•You need to believe in value to patientoIf you don’t believe in it…..how can they?

•Remember: they deserve the best!

•You actually need to ‘Ask for the sale’oMyth: ‘If I ask, I’ll seem pushy’

•Fact: People that were ‘asked’ to make the purchase were 5 times more likely to buy on the spot!


Closing the Sale•Your patients need to clearly understand benefits and valueo Wrap-up, summarize and close:

•“Looks like we have an excellent set of solutions here. Let’s review: We’ll be going with the ________ to help you _______,

and the _________ so you can________and the _________ for your _________

use.


Closing the SaleNow, you need to ask for the sale:

•“How will you be paying for that today? We accept Credit-cards, check, or cash.”

oPost sale value statement•“Mrs. Smith, you’ll be amazed at the freedom these devices will offer you daily! When you start using these vision aids, you’ll wonder how you got along before without them!”


• Objections are normal• It’s a way of “thinking things through”• Your patients need to justify the purchase to

themselves• It’s an opportunity to “recap” and “restate” how

products are directly related to a need they definedoReview:

•What did they want to be able to do? oRestate benefits and value:

•“Based on what you told me…..” oGive them a choice

Managing Objections


Managing Objections

Tips for handling objections:• Answer Objections in a Positive Manner

• Remain calm and non-argumentative.

•Don’t get defensive or challenge your patient. • Do not interrupt, listen attentively to the entire

objection

•Is there hidden objection?: dig deeper

•Are they simply thinking out loud?: validate


Managing ObjectionsMore tips for handling objections:• Repeat the objection to verify

understanding• Remain silent and let the patient

talk

• Answer the objection with your pre-planned response


Managing Objections

Sample objection #1:“I didn’t think it would cost that much!”

• Tactic to Overcome Objection: oFirst determine what the issue really is: oIs it that the person feels the products are overpriced or is it that they don’t have the money to pay for them?


Managing Objections

If person feels it’s overpriced, try the following:

•“When you consider how these devices will aid you in doing what’s important to you, aren’t they worth it? Would you like to review the benefits associated with each of these products?”


Managing ObjectionsOr, try this:•“Tell me, how important is it to you to get the appropriate solutions to help you maximize your sight? Are the quality and performance of the products and support in using them important to you?”

•“Please keep in mind, there are differences in the quality of Low Vision devices. We offer only the best optical quality products, personalized, professional service and support.”


Managing ObjectionsSample objection #2: “I simply can’t afford all this!”•Tactic to Overcome Objection:

o“I understand your situation, however, you deserve to have access to these solutions as soon as possible. Let’s check the options to extend the payments over time”

•TIP: Care Credit


Managing Objections

•“I understand. What are the two most important goals you’d like to achieve? Ok, then let’s go with those two to get started. Let’s set a 3 month appointment to follow-up and move forward with the rest!”

•“I understand. Which one of these solutions would you be willing to live without?”


Managing ObjectionsSample objection #3: “I want to think about

it.”• Tactic to Overcome Objection:

o“I understand. What questions can I answer to help you with the decision?”

o“I understand, this can be confusing. Allow me to review the features and benefits of the products we have recommended along with the pricing options that reflect the best value for you.”


Managing ObjectionsSample objection #4: “I want to shop around.”Tactic to Overcome Objection:

•“I understand Mrs. Smith. I know you have options when it comes to purchasing. Please keep in mind, there are differences in the quality of low vision devices. We offer only the best optical quality products including Eschenbach brand low vision products. Here are some of the benefits of Eschenbach brand products (review the “Top Reasons to Use Eschenbach Consumer sheet). We offer these quality products along with our professional service and support, all at a fair price.”


Let’s ReviewThe 4 steps to the sales process:

1: Consultation2: Recommendation3: Demonstration4: Close


Let’s ReviewMagic Phrases:

1: Consultation“Tell me”, “I understand”

2: Recommendation“Let me”, “I recommend”

3: Demonstration“What this means to you is”


Summary•It all starts in the chair: prescribe quality solutions•Showcase value of devices via demonstrations and feature and benefit dialogue•Overcome your internal sticker shock•One device may not meet all the goals of your patients•Use objections as an opportunity to tie products to solutions


Questions?


Thank You!

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