2. 2
Disclaimer about this presentation
•The information in this presentation is strictly confidential and
proprietary to VITAS Healthcare Corporation.
•This presentation and it’s addendum may not be disclosed,
reproduced or redistributed without the permission of VITAS.
•The purpose of this information is strictly for internal use and training
purposes.
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The Goal
To maximize your role as brand ambassadors who effectively
tell the VITAS story and develop meaningful relationships that
support VITAS’ mission of providing the highest quality of end-
of-life care to patients and families.
17. 1. Control the environment.
2. Question the questioner and reverse the question to find out
how to best make your points.
3. Defend your ideas, not yourself.
4. Raise hot objections proactively.
5. Pause before you respond.
6. Stay focused when hit with a barrage of questions.
7. Set limits.
8. Don’t take anything personally: Separate content from tone and
keep your cool.
9. Stick to your core messaging.
10. Know when to end the conversation.
10 Smart Strategies for Tough
Conversations
17
18. • VITAS Innovative Hospice Care, a pioneer and leader in the hospice movement since
1978, is the nation’s leading provider of end-of-life care.
• Patients and families choose to do business with VITAS for numerous reasons,
including:
• VITAS consistently receives a 95% satisfaction rating from its patients and their
families.
• Patients, families and providers trust VITAS because of its strong reputation as a
leading provider of end-of-life care.
• Satisfied patients and families instantly recommend our services to their loved ones.
In fact, we receive hundreds of letters from patients and families thanking us for our
excellent service. To read these letters, please visit the “About Us” section of our
website www.VITAS.com and click on the “Testimonials” tab.
• The medical community trusts VITAS’ high-quality hospice services and as a result
recommends our services.
• VITAS plans to continue to move ahead as a leader of the national hospice movement
and keep offering the same high-quality care that we have been providing for the past
35 years to the patients, families and communities we serve.
Important Facts About VITAS
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19. Tough Questions to Anticipate
The following information was based on feedback by the Northern
California programs who provided the suggested questions on the
next slide.
The responses on your worksheet are meant to offer a broad
context about VITAS and should not be used word-for-word if the
question is posed by someone outside of VITAS.
Each situation will require an individualized approach and
assessment.
20. Tough Questions to Anticipate
1. VITAS is run by corporate executives. Other companies have clinical
leadership making the decisions that are local and have been in the local
medical community for years.
2. The non-profits do a lot of community outreach and give back to their local
communities.
3. I recommended VITAS and my family looked you up on the Internet and has
asked about/is concerned about the lawsuit.
4. One of your competitors showed me several articles where VITAS has been
named in lawsuits and we are concerned about doing business with a company
with this type of reputation.
5. We looked your company up on the Internet and saw several bad reviews.
6. VITAS makes decisions based on stockholder interest not on patient interest.
7. It is not appropriate for a hospice provider to be for-profit.
8. Our hospital policy will not allow us to use a vendor with open/unresolved
lawsuits.
21. VITAS Media Guidelines
Included in yourpacket
• VITAS’ media guidelines and protocol should be followed at all times. The
guideline is available in the I-Net under Divisions, HR, Communications
and Public Relations.
• All media inquiries should be routed immediately to the Corporate
Communications Department for processing. This can be done as
follows:
• Media representatives can be instructed to call our telephone
hotline: 1-877-848-2701 where they can leave a detailed message
with their inquiry, contact information and deadline.
• Media can be instructed to send us an email at media@vitas.com
• No comments should be made to the media by anyone other than an
authorized VITAS spokesperson.
• The VITAS Corporate Communications Department will determine how to
best respond to any media inquiries.
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Editor's Notes
As a VITAS Brand Ambassador, you have a very important role and you should take pride in it. Don’t be surprised when you get tough questions. They’re part and parcel of being in the hospice industry, particularly when you’re the nation’s leading hospice provider. So embrace your role and the opportunity to engage in conversations – use these as opportunities to build positive relationships that will support VITAS’ important health care mission. You will not always be able to convince 100% of the people 100% of the time, but by taking the right approach, you stand a higher likelihood of turning a potentially negative situation into a positive situation.
Like it or not, due to your role at VITAS, you are likely to face questions – many will not be easy to handle. The microphone will always be on you. The sooner you accept this reality and abandon any fears of these encounters, the sooner you will begin operating from a position of power and strength.
Accept that as a VITAS employee, you are always “ON.”
The fact is, we all live in a glass house.
Thanks to the speedy access to information from the Internet and the news media, anything you say can be quoted PUBLICLY.
And as the saying goes, when you live in a glass house, you must dress the part. Again, the key is not to dread or fear this reality but rather to embrace it, in a non-emotional, pragmatic and strategic way, and use it to your best advantage.
VITAS, as the nation’s leading provider of quality hospice care, provides you with a powerful platform that includes industry-leading research, thought-leaders, and other subject-matter experts. Feel confident in this platform and leverage the knowledge and RESOURCES at your fingertips to manage communications issues that come your way. Remember, you are in the right -- do not allow confusion from others to shake you from your position of power.
So, how can you use these potentially tough situations to your advantage? Most important point: Have no fear. It is human nature to feel fear in unknown or uncertain circumstances. But questions should not be feared; they should BE ANTICIPATED, EMBRACED AND ENCOURAGED. People will develop opinions about you and your ideas based not only on what you say but often more significantly on your demeanor, your body language, and the way you answer questions. People can detect fear, and they associate fear with fault or wrongdoing. This can hurt your credibility if handled poorly or enhance your credibility if handled well. Consider questions as an opportunity to inform, educate and foster POSITIVE relationships.
When asked tough questions, you can take control of the conversation by thinking of yourself as a storyteller rather than someone who is merely answering questions. Consider a question an opportunity for you to BEGIN TELLING YOUR STORY – your way, the way it should be told. Rather than giving flat responses to questions, your role is to INSPIRE AND LEAD PEOPLE TO THE TRUTH.
Remember, as a storyteller you are in the DRIVER seat.
Many people lack confidence in these situations for one simple reason: they do not feel prepared.
CONFIDENCE is one of the most important requirements to good communication. The most truthful words, if delivered with a fearful demeanor, quickly lose credibility. By preparing for the worst, you can rest assured that you are well-protected, and you will therefore be able to navigate any tough waters with greater confidence knowing you are safe.
These are some tips to help prepare for the worse:
The first step is to ANTICIPATE ISSUES that may become important. Then, DEVELOP A LIST OF KEY TOUGH QUESTIONS that you may be asked.
Then, DEVELOP THE APPROPRIATE RESPONSES.
And, HAVE A PLAN for managing these situations.
Just developing a list of tough questions and responses is not enough – it’s critical to practice them so you are comfortable delivering them. So the words flow when you speak them and you don’t sound nervous, apprehensive, or pre-scripted.
These are some tips to practice your message:
Literally STAND IN FRONT OF THE MIRROR AND PRACTICE. If you have the ability to do this, get someone to ask you the questions and give you candid feedback on your delivery.
Then, you should ASK SOMEONE ELSE THOSE SAME QUESTIONS AND SEE HOW THEY ANSWER THEM. Notice how you react to their responses, and write down your observations. This is a great way to really develop a deep understanding of an issue.
Also, you might get someone to VIDEOTAPE YOU AND THEN REPLAY AND CRITIQUE YOUR RESPONSES. You will be surprised how much you learn from these exercises and how much more effective you become as a communicator.
While it’s important to observe others and modify your approach accordingly, it is critical not to make assumptions about people. Never assume KNOWLEDGE OR PERSPECTIVE.
Again, confidence is the key. Speak clearly and in strong sound bytes that are concise and simple to understand.
OWN the conversation.
As a storyteller, you do not limit yourself to the questions you are asked. You are not obligated to answer the questions exactly as asked. You never want to evade questions, but you do have the flexibility to rephrase or modify questions and to answer them in a positive, confident manner. Your responses may, or may not, briefly address the question asked before bridging to your prepared message. For example, you can change the scope of the question by making it narrower or broader. You say, "Yes, X is an issue and let's consider the larger issue here..." You can even change the entire direction of the question. For example, you could say, "Well, to fully answer that question, I first need to explain that..."
Focus on using the questions you are asked as a BRIDGE to get to the story YOU want to tell. Here’s how: You “satisfy” by providing a response but then quickly transition over to the points that YOU wish to make. Most people will ask new questions based on the last thing you just said. If you always end your responses by transitioning over to one of your key talking points, you increase the likelihood that the person will begin asking questions related to YOUR key points, which is exactly the direction you want the conversation to take. If you are asked a question that you feel is not the right one, then you might say something like: “That’s not actually the question here. In reality, the real question we should be discussing is…” Remember, you are the storyteller, you are in control – not the person asking you the questions!
Remember: most people only take away approximately THREE points from most interactions. Therefore, if you give too much information, you run the risk of people taking away the points that you do not consider the most important. One of the best ways to ensure that people have taken away your main points is to focus on those points – state and restate them, and steer back to them in your responses. When answering a question, use it as a chance to repeat your main argument. Constantly repeating your main messages makes them stick in people’s minds.
FLAG them with phrases like “the most important point is” or “THE KEY TO REMEMBER IS” so they will stand out in people’s minds.
Word of caution: Jokes can be very easily MISCONSTRUED. Avoid them. Keep your responses concise and focused on your key points.
Again, as a storyteller, you are a LEADER, not a follower. You control the conversation, including WHEN IT ENDS. Learn to identify the point in the conversation when you have hit a high note and end the conversation at that point. Often by allowing things to drag on too long or with too much back and forth, we create more potential issues. Keep it short and sweet, and when you feel you are in a good place, then change the subject and end the conversation.
General tips to keep in mind:
Reverse the question to find out how to best make your points. Sales people use this tactic. When a potential customer asks, “What color does it come in?” a smart sales person can learn what is important to the customer, and how to close the sale, by reversing the question: “What color do you want?”
Defend the idea, not yourself. Some people will ask questions to try to discredit you and replace your idea with their own. They may even try to attack you personally or make snide comments. Rather than defending yourself personally, focus on defending your idea. By consistently ignoring the personal jibes and always steering your answers back to your idea, you earn greater credibility and you keep the conversation professional.
Raise hot objections proactively. If you know someone is already opposed to your ideas and likely to raise questions to try to discredit you, raise the objection yourself. Say, “John, I know you may not see it this way, but the fact is that…” By stating the objection yourself, you present it in an objective way and avoid John’s emotional phrasing. You also increase your chances of winning John over later because you acknowledged and showed respect for his concerns.
Pause a few seconds before you respond. This will give you time to think, gather your thoughts, and increase your confidence. Often people make mistakes because they speak too quickly.
Stay focused when hit with a barrage of questions. One of the most common difficulties you’re likely to encounter is a barrage of questions. It’s important to distinguish whether the person is trying to attack you personally or has other concerns. This is a very important distinction, because one of the most effective ways to attack the information you are presenting is to draw you off topic into areas that you are not prepared to speak about. Don’t go there – stand your ground and stick to the messages that you have pre-prepared for yourself. One great way to prevent a barrage of questions is to set a time limit beforehand.
Speak in short sharp, concise statements. One of the most effective and least confrontational ways of dealing with a constant stream of questions is to answer every question as briefly as possible. A good rule is to limit your answers to one breath in length. Don’t expand on your answers, because lengthy replies containing additional details will only serve to give the questioner additional opportunities.
Remember, keeping your answers brief minimizes the negative effects of the interruptions and enables you to move on.
Set Limits. Setting limits is a great way to discourage constant interruptions and to keep the conversation focused. For example, you might set a time limit in advance for the conversation, or you might say that based on your role at VITAS, you are only in a position to speak about specific topics. It’s important to set them upfront rather than in the middle of the conversation because otherwise it may look like you are trying to make excuses to dodge questions.
Acknowledge and Delay. Please don’t ignore questions. Doing so may cause you to lose credibility. Even if questions are inappropriate or ill-timed, try to acknowledge them. If short answers and setting limits haven’t deterred a barrage of questions, acknowledge the question but delay the answer. By using bridging techniques (words or phrases that enable you to acknowledge and move on), no one will ever think you rude and dismissive.
Separate Content from Tone and Restate Calmly. When dealing with a confrontational question, separate the attitude of the questioner from the content of the question. Separating the tone of a question from its content defuses a question. If the tone is challenging and you respond to the tone with a challenging or sarcastic response, you decrease your credibility. Never ever lose your cool. If you display emotion, the game is over and you are likely going to lose. If however the content poses a legitimate question and you are able to rephrase and restate the question in a conciliatory way, all confrontation will be defused. When faced with a confrontational question or statement, pause and look for the legitimate question within it. Restate it and answer it as honestly and completely as you can. You will have turned an obstacle to your advantage.
Address Hostility behind Closed Doors. If someone is asking you tough questions in a group setting, you may need to speak privately with the questioner. It is best to handle these meetings when possible in settings, such as your office, where you are in control of the surroundings, rather than in a hallway or busy area where others may overhear your conversations.
Tips for Answering Difficult Questions:
1. Treat others with the respect you’d like to have shown to you. Answer their questions directly and honestly.
2. “I need to check and get back to you” or “I don’t know” is a very acceptable answer to some difficult questions. So relax. Never feel like you do have to know everything.
3. If you’re asked a question and you feel you should know the answer, please consider saying: “Thank you. That’s a very interesting question. I’ll have to get back to you on that, after I’ve spoken to (whomever).”
How Should You Answer Hostile Questions?
With hostile questions, it’s critical to remove any negatively charged language, reframe the question in the positive direction, and respond with your message. When responding, stick to the facts; ignore the personality, and do not restate any of the negative phrases in the question. Most importantly, stay calm. Avoid an emotional reaction. If you need a moment to think, then pause and think.
Again, the overall idea with bridging is to answer the question and set up the opportunity to deliver a positive core message, which might not have been possible had you directly answered the original question.
Question the Questioner
Another technique is to question the questioner. Always feel free to ask the interviewer a question to clarify. It's OK to say, "Would you rephrase the question?" Often the second time a question is asked it is more direct and concise.
Sometimes it helps to understand the motivation behind the question. In this case you might try, "Why do you ask?" or "What do you mean by that?"
At times the question may be difficult because you simply don’t understand what the person is asking. Maybe it’s because of a heavy accent, maybe the question wasn’t clear, or maybe the question seemed more like a comment. In this case the best thing to do is to pick out a few key words and make the clarification yourself by asking, "Are you asking me X?" That way, you either are correct or the person will say, “No I was asking about Y.” In any case, you’ll get clarity, which will allow you again to shift the conversation to the story you want to tell.
End on a high note – don’t let things drag on too long. When you feel you’ve made your points, it’s a good time to end the conversation.
