By Greg Stafford and Brad Romney
The second part of this post, which was started on Wednesday, May 9, focuses on the remaining 2 common mistakes made in the selling process.
3) Feature Dumping
Signs of Weakness:
- Tendency to jump into technology prematurely.
- Habitually explaining every feature & benefit.
- Adding fear by making technology seem too advanced and complicated.
Presenting Features Effectively
- Describe the feature(s) in simple terms of patient benefit and overall outcome.
- Only describe the feature(s) that apply to the patient’s explicit needs.
- Pick up on buying signals to know when and how to present features effectively.
- Demo the hearing device to add conclusive evidence.
(hearing is believing)
4) Failure to Overcome Objections & Close With Impact
Signs of Weakness:
- Tendency to close prematurely.
- Lacking confidence in hearing device performance capabilities and worth.
- Failing to clearly communicate your expectations.
- Failing to summarize patient requirements.
- Failing to cover value-added service benefits.
- Discomfort with asking for payment.
- Understand the real underlying objection(s).
“I need to go home and think about it. I need to shop around and make sure I’m getting the best price for these hearing aids.”
“I need to make sure my spouse supports me in this major purchase.”
- Use the right tools needed for the situation.
- service guarantee (reluctance)
- financing, discounting, or down-selling (price)
- Relate – Focus – Check.
“Seek first to understand.”
Effective Closing Techniques
- Explain your total value-added service package before presenting product & price.
- Summarize the patient’s explicit needs before presenting product & price.
- Be positive and confident in your recommendation.
- Be assumptive as you ask for the order.
- Present the price in a written format.
- Congratulate the patient for taking action to purchase.