ASLAN Training President Marc Lamson provided this presentation to a medical devices conference in San Diego. Please contact ASLAN Training with an questions.

1. THE DIAGNOSIS OF
PATIENT-CENTRIC SELLING
ASLAN Training & Development
By Marc Lamson

2. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
PaLent-Centric Selling is Not Enough
THE DIAGNOSIS
u Performance-based
reimbursements are seRng
prioriLes
v There are more soluLons
available than can be considered
w InformaLon is widely available –
decision-makers feel a
decreasing dependence on
salespeople
x Access is becoming more
difficult

3. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
Three Point EvaluaLon
THE DIAGNOSIS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Medical Device Company A
OTHER-CENTERED® SELLING PILOT
Year One Growth Year Two Growth
1. How do you define the
role of your sales reps
and equip them for
success in that role?

4. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
PaLent-Centric Selling is Not Enough
THE DIAGNOSIS
Defined
Defined
Defined
Influences strategy and develops
soluLon based on holisLc
understanding of customer’s needs
and objecLves.
Trusted
Advisor
Focuses on the features and
benefits that are assumed to be
relevant to the customer. Sales Rep
Billboard
Offers guided tour to the customer
and delivers the generic markeLng/
sales messages.

5. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
PaLent-Centric Selling is Not Enough
THE DIAGNOSIS
Three CharacterisLcs:
1. Takes Ownership – Has the experLse
and desire to help the customer solve
the problem and find the right soluLon
2. Challenges – When needed, challenges
the decision-making process and
strategy
3. Advocates – Is the customer’s
advocate – ensures customers needs
are represented and met
Trusted
Advisor

6. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
Three Point EvaluaLon
THE DIAGNOSIS
1. How do you define the
role of your sales reps
and equip them for
success in that role?
2. What is your strategy to
address customer
recepJvity vs. your
company value
proposiLon? 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Medical Device Company A
OTHER-CENTERED® SELLING PILOT
Year One Growth Year Two Growth

7. All Content © 2015 by ASLAN Training & Development, LLC. All Rights Reserved
What’s more important?
The SOIL?
Or the SEED?

8. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
The Principle
RECEPTIVITY
–
+ Avoid Commit
Therefore: Focus first on RecepJvity (i.e., “ferLle soil”)
When someone is emoLonally “closed,” you cannot persuade him/her with
logical arguments. In fact, when ahempLng to persuade an emoLonally
closed person, he/she becomes even more closed.

9. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
QuesJon #1: Do they feel like
they have a choice?
RECEPTIVITY
Two QuesLons
QuesJon #2: Do they know
you see their perspecLve

10. © 2014 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
The FoundaLon
Module 1
We iniLally resist any outside pressure to think or act differently, even if it is in our best interest –
especially if we feel that we are being forced and our right to choose has been taken away. Simply put,
we must have the Freedom to Choose.
Therefore: Drop-the-Rope®
RECEPTIVITY
Tug of War Principle

11. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
Polar Principle
RECEPTIVITY
Therefore: Take-the-Trip®
We are unrecepLve to an opposing point
of view unLl we feel our posiLon is
heard, understood and validated.

12. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
Three Point EvaluaLon
THE DIAGNOSIS
1. How do you define the
role of your sales reps
and equip them for
success in that role?
2. What is your strategy to
address customer
recepJvity vs. your
company value
proposiLon?
3. How do you impact your
rep’s belief system?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Medical Device Company A
OTHER-CENTERED® SELLING PILOT
Year One Growth Year Two Growth

13. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS

14. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
PaLent-Centric Selling is Not Enough
THE DIAGNOSIS
Being Other-Centered (vs. just selling)
1. What happens when you Drop-the-
Rope® with your unrecepLve son or
daughter?
2. Have you taken the trip with your
significant other?
1. Do managers focus on people first,
then performance
2. How omen to managers align success
with reps’ personal goals
3. Does everyone role model Other-
Centered?
Other-Centered® OrganizaJon

15. © 2015 ASLAN Training & Development LLC. This informaLon may not be copied in part or whole without the expressed consent of ASLAN T&D.
PaLent-
Centric Selling
DIAGNOSIS
Three Point EvaluaLon
THE DIAGNOSIS
1. How do you define the role of
your sales reps and equip them
for success in that role?
A. Trusted Advisor
2. What is your strategy to address
customer recepJvity vs. your
company value proposiLon?
A. RecepLvity
3. How do you impact your rep’s
belief system?
A. Other-Centered®

16. THE DIAGNOSIS OF
PATIENT-CENTRIC SELLING
ASLAN Training & Development
By Marc Lamson