Specialized Sales Training

healthsalestraining.com 907 242-5415

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Specialized Sales Training


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Learning Objectives

1. Understand the healthcare environment - focus on the relative issues pertaining to IT sales.

2. Understand how to strategically "sell through" the entire organization by engaging at multiple levels.

3. Refine your sales process to help you reach trusted adviser status within your key accounts.


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A little background...

1. Establish the proper mindset from the beginning.

2. Focus on the number.

3. Develop an effective sales methodology early and stick with it daily.


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very successful

Some interesting facts about ^ sales makers...

1. Extremely analytical.2. Competitive.3. Value personal interaction highly.4. Persistent.5. High self-esteem.6. Dedicated.7. Want to help.

And...


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very successful

Some interesting facts about ^ sales makers...

...they form great relationships!


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The New World Order for Selling1. The complexity of many problems today means that most

customers can't solve them alone.

2. The time constraints in the modern business environment means that most customers don't have the luxury of doing things on their own. They need help.

3. In a competitive market (where you could be perceived as a "me too" vendor) differentiation is the key to success.

These represent both the opportunities and the threats...


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Successful sales makers must first differentiate themselves, then they can differentiate their

company, and finally, their products/services.

If you don't do it, someone else will.


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Sell yourself FIRST!

Remember: No one can sell "You" better than you can!


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Differentiation - it won't happen overnight.

• Persistence• Determination• Attitude• Desire• Industry knowledge• Customer knowledge • Product knowledge

• Personal performance


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F & B Selling

Focus on the moment. Meets immediate need. Often a "price-based" sale. Minimal relationship. +/- repeat business

opportunity Trusted adviser - unlikely

Strategic Selling

Focus is long-term. Meets current need -

positions for future need. Relationship dependent. Repeat business is the goal. Trusted adviser is desired.


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Adopting a strategic selling approach.

About the market...

Let your understanding of the market begin to differentiate you.

First, realize that the healthcare market is in a period of uncertainty.

In times of uncertainty your customers will be looking to you for guidance.

This provides you with an opportunity to become a trusted adviser in time.

Remember, selling just features & benefits will not be successful in a competitive market. Think in terms of providing a "total solution".


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Your Company Here

Market Dynamics - A period of uncertainty

1. Aging population - with advanced age comes the increased risk of many diseases.

2. Increased prevalence of many diseases - obesity, HBP, diabetes, sleep apnea, heart disease, stroke, cancer.

3. Economic forces limit access to care - patients present to hospitals sicker. This drives up cost.

4. Unemployed/indigent may not have insurance - drives ER visits.


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Your Company Here

Increased need for ...

Electronic medical records (EMR) Imaging & diagnostics Practice management & billing capabilities Security, redundancy and disaster recovery Personal data management Remote applications & monitoring (telemedicine) Advanced therapeutics Advance care delivery models - Accountable Care

Organizations (ACO)


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Your Company Here

But, oh by the way...

1. Cost containment is occurring across the entire market.

2. Hospital systems are locked in fierce, competitive battles throughout their markets.

3. Academic (training) & government institutions are being forced to compete in the open market.

4. Physician practices are contracting - aligning, merging & partnering with hospitals.

5. Technology is both a functional necessity and a core driver of cost.


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Your Company Here

Your Opportunity -

The stark reality is that technological need & capability is far outpacing the time it takes for the ordinary user to learn,

implement & master.

Healthcare providers, already deeply pressed for time, will both rely on & benefit more and more from turn-key solutions.

Therefore, your customers will look to you as their trusted advisers.

With uncertainty in the healthcare market comes increased opportunity.


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Focus on the Number

Success is a marathon, not a sprint. Keep the faith!

In sales every activity performed should bring the sales maker closer to their number.

Set objectives and work toward them daily.

Move the ball one yard at a time & quantify.

Follow a methodology religiously.


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In sales every activity performed should bring the sales maker closer to their number.

Your 2012 quota ..................................... $20,000,000Working days in 2012 (estimate) ............ 250Your daily 2012 Quota ........................... $ 80,000Your hourly 2012 Quota (9am to 4pm)... $ 13,334Your 2012 Quota per Working Minute ... $ 222

Costs associated with performing tasks other than selling...

Chat with your buddy (15 minutes) ......... $ 3,333Social media (30 minutes) ....................... $ 6,660Meeting (45 minutes) .............................. $ 9,990Dentist (90 minutes) ................................ $ 19,998


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Follow a defined process

Be methodical in execution.

Be consistent in application.


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Develop an effective sales methodology early and stick with it daily.

SALEs Process -

Survey - do your research & homework upfront.

Align - find common ground with the customer. Begin the journey toward colleague & trusted advisership.

Leverage - position your products & services to maximize opportunity.

Extend - use current success to build future opportunities.


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The SALEs Process

1. Survey -

Do your homework UPFONT, before the first customer visit.

Navy SEALs - "The more you sweat in training, the less you bleed in battle."

Understand that your customers (while all healthcare focused) are not the same, nor do they all work the same - knowing this will help differentiate you.

Understand that specific characteristics are inherent in each account - use these to YOUR advantage.

Understand that effective selling means tailoring the message to the appropriate customer. Learn the different customer types.

Strive to differentiate yourself through detailed preparation, meticulous planning, adept presentations, excellent follow-through and always keep your word.


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The SALEs Process - SurveyHealthyNow Hospital

Understanding the hospital environment -

1. The financial situation - a tough situation getting tougher.

2. Competition - The goal is market share.

3. The Providers "Rule" - Providers bring the patients.


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The financial situation - a tough situation getting tougher.

1. Reimbursements are being driven down across the board.

2. Some things pay, some don't.

3. Technical vs professional fees.


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Competition - The goal is market share.

1. Hospitals are "me too" organizations.

2. They are constantly looking for the edge over their competition.

3. They have to compete for insurance contracts, providers, patients, etc...

* Always remember to "package" your sales pitch in the specific context relevant to your customers*


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The SALEs Process - Survey

Do your homework UPFONT, before the first customer visit.

Build accurate & comprehensive customer profiles. Customer type - hospital, group, imaging center, ACO, etc. Market specifics - competitive, growing, defensive mode, etc. Organizational structure - hospital/group, ancillary services, provider types, etc. HQ operations - where are decisions made? Who are decision makers? Local?

Develop research techniques & employ. Website - org chart, annual report, etc. Social media - you'd be surprised what's out there. WOM - what are folks saying? What's in the press? CRM - institutional knowledge. Marketing department (physician liaison)


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Start building the profile...


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The SALEs Process

2. Align -

• Time to see "eye to eye".

• Lay the foundation for a successful relationship - - Business interactions- Product positioning- Technical support- Collateral reinforcement- Personal dialogue


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The SALEs Process - ALIGN

People buy from those they know, like & trust.

In a competitive market is it essential to differentiate yourself FIRST.

Then you can differentiate your company and then your

products/services.


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Deciding who to contact first...

1. Use existing contacts, available leads, customer queries, etc.

2. Go with your strengths - where are you most comfortable?

3. Align each customer contact (encounter) with a purpose.

- New product introduction.

- New company acquisition.

- Specific sales initiative.

4. Have a plan and stay with it.

5. Sell through the entire organization.


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• Start somewhere and expand.

• You will see the benefits of your efforts.

• Communication will overlap.

• Your reputation will flourish.


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Setting the tone...1. Remember: Everything you do needs to move you closer to the

sale.

2. You are providing solutions, not selling features & benefits.

3. Frame your pitch in the context of the customer environment.

4.You're a partner (trusted adviser).

5. Engage your customer - Ask them to let you help them.

Everything you do needs to move you closer to the sale.


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Introductory Call -

"Good morning. My name is Erin. I'm from XYZ and I was wondering if I could have a few minutes so that you could tell me a little bit

about what you do..."


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Introductory Call -

"Good morning (who). My name is Erin (what). I'm from XYZ and I was wondering if I could have a few

minutes so that you could tell me a little bit about what you do..."

VagueIndecisiveArrogantCavalier


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Introductory Call -

"Good morning, Mr. Technobrain. My name is Erin Lewis and I'm your new representative from ACME Computer Store. I have been researching your organization and I believe there are several ways that we can assist you. May we set up a 30 minute teleconference to discuss archiving options for your echocardiography lab? How does your schedule look this week? I'm available... "


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The SALEs Process - Leverage

Position your products & services to solve problems and alleviate customer pain.

Use your successes to advance the relationship and uncover more opportunities.

Continue to evolve w/in the account.


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The SALEs Process - LeverageHealthyNow Hospital

Every arrow is an opportunity.

Understand how your products & services are relevant in each application.

Solve problems specifically but continue to work globally.


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The SALEs Process - EXTEND

Upon completion of the sale...

1. Summarize past performance and evaluate.2. Continue to build upon existing relationships.3. Probe within existing account for new opportunities.4. Ask for referrals elsewhere - both within & beyond

the current customer site.5. Secure introductions.6. Advance and start again with new ops...


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The SALEs Process - SurveyUnderstanding The Medical Group

Organization

Mission Single vs multi-specialty Locations Ancillary services Organization Payments & Reimbursement

Players

Physicians Mid-level providers Administration Staff Service & support personnel


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The SALEs Process - SurveyThe Medical Group

Mission When asked the question, "What is the fundamental mission of your group?" - 99% of physicians would answer..."...to take care of patients."

But unfortunately, that is incorrect.

The fundamental mission of any medical practice is to stay in business. Because if you are not working, NO ONE can be cared for.


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Single vs Multi-Specialty Group

• Specialty - the type of medical practice work that the group is engaged in.– Family practice, surgery,

cardiology, psychiatry, etc.

• For technology sales, the the specialty often determines the potential need & opportunity.

• Understanding the basics of medical group organization will enable efficient account planning & execution.


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Single vs Multi-specialty Group

• Single Specialty - focus on one type of medicine.

• Multi-Specialty - focuses on more than one type of medicine.


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Locations

• Many groups operate out of multiple locations.– Stand alone clinics, entities

with-in hospitals, etc.

• Multiple locations provide increased opportunities for you.– Security– Back up– Image acquisition, storage &

retrieval.– EMR – IT infrastructure


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Ancillary Services

• Imaging• Surgical & diagnostic

procedures• Stand alone facilities• Laboratory testing

The more ancillary services - the more opportunities!


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Organization

• Independent vs. Employed• Independent -

– Generally less formalized policies.– Physician has control.– Erratic business cycles.– Emotional decision makers.– Generally less savvy with common

business indicators.

• Employed - – Part of hospital system.– Centralized decision making.– +/- physician input.– More stable business environment.– Shared resources.– Need to sell hospital & group

concurrently.


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Organization

• Independent - Structure

– Executive Committee– Administrator (variable decision

making power)– Individual physicians– Can be tricky to understand/navigate

• Employed - Structure

– Part of hospital system.– Centralized decision making.– +/- physician input.– More stable business environment.– Shared resources.– Need to sell hospital & group

concurrently.


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Payments & Reimbursement

• The payer mix– Private insurance

– Government - Medicare/Medicaid, VA, etc.

– Self pay

• Payment cycle– Accounts receivable - variable

– Current economic conditions lengthen the cycle.

• Current environment -– Chaotic!


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Payments & Reimbursement

• Reimbursement is constantly decreasing.

• Focus on technical fees.– Fee for owning equipment– Imaging, procedures, labs, etc.– 10x over professional fees

• Technical services are being shunted to hospitals.– Govt mandates– Third-party payers– ObamaCare

• Result - the private practice model (independent group) is going away.


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• Understand the group layout.

• Use the chart for guidance.

• Every arrow is a potential opportunity.

• Be consistent & sell through the organization.


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Using market knowledge to your advantage!

1. The current healthcare environment is very difficult for providers.

2. Formatting your message in a way that demonstrates both a sensitivity and an understanding of this will differentiate you.

3. Recognize that with customer "pain" comes opportunity.


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Align

Success in relationship building requires:

Following a defined process

Being methodical in execution.

Demonstrating consistency in application.


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The SALEs Process - Align

1. Relationship development & maintenance is critical for sales success.

2. Relationship development & maintenance must be managed with the same intensity as any other part of the sales process.

3. Sales makers must possess an inherent desire to build & maintain relationships.

4. Personal differentiation is a CRITICAL first step.


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Finding Common Ground - The basis for building a relationship -Personal Bonding

1. 13 is the lucky number - studies show that it takes someone (on average) 13 exposures to your name to remember it.- Email, social media, phone calls, collaterals, small gifts, "random" encounters.

2. To build successful, personal relationships - CHEW Children Hobbies Education Wife (spouse/S.O.)

3. Frequent, consistent, considerate & coordinated communication (that appears random) - this must become a part of the sales process!


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Finding Common Ground - the basis for building a relationship.

As your personal bond develops, advance your company alignment, then your product/service lines Reinforced messaging from company colleagues.

District management, support, staff, C-level (as required), SME's Focused Collaterals

Detail piecesStudy resultsWhite paper & thought leadership

The key is - Consistent, considerate & coordinated communication (that

appears random but that is meticulously planned & executed).


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The SALEs Process - AlignThe Medical Group

Using Collaterals

• Absolutely essential - throughout ALL parts of the sales cycle.

• Continuously reinforce your initiatives with collaterals.– Personal

– Technical (product specific)

– Organizational

• Essential to becoming a trusted adviser.


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The SALEs Process - AlignThe Medical Group

Decision

Staff Nurses

IndividualPhysicians

ECManagers


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The SALEs Process - LeverageThe Medical Group

Decision

StaffNurse

s

IndividualPhysicians

ECManagers

Sell through the entire organization

• Leverage message & product specifically

• Reinforce with collaterals.

• Use one contact to reinforce another.

• Understand dynamics.

• Enlist "coaches" and utilize.


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The SALEs Process - ExtendThe Medical Group

• Every arrow is an opportunity.

• Use one success to obtain another.

• Be consistent & sell through the organization.

• Obtain referrals to other groups - medical groups are very integrated.


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The Medical Group

Summary• The SURVEY is vital regardless of account type.

• An effective collateral program will help to obtain, advance and reinforce relationships.

• Strive to understand the internal dynamics of your customers' organizations.

• There are no unimportant members of your customers' organizations - everyone can be managed to help your cause.

• Leverage your products & services wisely.

• Extend aggressively - both internally and externally.


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THANK YOU

Your Company Here

Specialized Sales Training

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Transcript of Specialized Sales Training