Making the Offer CHUC K WEST UW MADISON SCHOOL OF BUSINESS EXECUTIVE EDUCATION Call in number:...
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Transcript of Making the Offer CHUC K WEST UW MADISON SCHOOL OF BUSINESS EXECUTIVE EDUCATION Call in number:...
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
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
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.
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
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
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