Presentation for AMOU at ASCRS San Diego 2011. (apologize for the boring layout and lack of videos...been sanitized by attorneys at AMO)

1. Getting to Yes: Selling Skills
That Work Every Day
AMO University Premier
March 25, 2011
Thomas Dudley, Managing Director, Partner
OptiVision, LLP
ABC’s OF
• Always
Always
• Be
Be
• Closing
•Closing
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2. Or Maybe Like This
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Or These….
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3. My Sincerest Apologies To All Fans Of The Following:
• Chicago Bears
• Atlanta Falcons
• Pittsburgh Steelers
• and especially the Minnesota Vikings
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What Is Closing?
• Getting a prospect to SAY YES to a proposal that will benefit
them (Provide them with a solution)
• Is it asking for the sale?
• With a lengthy sales cycle, it may be an opportunity to take them to
the next step.
• Are we selling iLASIK?
• The answer is YES, so get used to it.
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4. Where Can We Close
• Inquiries
• Consultation
• Examination (if separate from consult)
• Procedure day
• Follow ups
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When Is Closing
• Opportunities
– Inquiries
– Consultation
– Examination (if separate from consult)
– Procedure day
– Follow ups
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5. Fundamentals Required To Close
• WANT TO WIN
• Find a motivation
– A competitor
– Best tech/conversions
• Top Sales Tool Kit
• Supporting materials
• Office presentations
• Supporting staff
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Fundamentals Required To Close
• Consistency
• Follow up
• Long sales cycle
• Confidence
• In procedure
• In doctor
• In sales tools
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6. • Are you in it to win, or to just play ball?
• What does a winner look like?
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Sales Tool Kit
• Supporting materials
• Literature
• High tech
presentations/videos
– tablet vs. flat panel TV
• What does your office look like?
• Front desk to exam lane to laser suite
must be impeccable
• Supporting staff
• Neatly dressed
• Knowledgeable
• Customer service
driven
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7. What Is In Your KIT?
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Consistency…Persistence
• Sales Cycle
– Lengthy
– Requires stamina
– Phone, direct mail,
email…Social Media?
– Each point of contact is a
closing opportunity...for
the next step
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8. Remember You Already Spent The Money To Get
The LEAD
•Working the process is trivial from a cost perspective…
•DO NOT BLOW YOUR INVESTED CAPITAL
– Actual marketing dollars
– WORD OF MOUTH
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Confidence ACT ‘As If’
Confidence
• ‘As if’-you have something you might be willing to part with for the right
price
• ‘As if’-the supply and demand is reversed
• ‘As if’-you are dealing with an adult capable of making their own
decision
• A guy don't walk on the lot lest he wants to buy
• They called because?
• They came in because?
• They ask questions because?
• BECAUSE THEY ARE FAR ENOUGH ALONG IN THE
SALES CYCLE TO BUY!!!
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9. Inquiry Closing
Opportunity is to get them to the next step
• Prioritize
– Surgery
– Consult
– More information
• ACT AS IF, and get them to say YES
“Glad to hear that you’re interested…
• would you like to reserve a procedure day in anticipation of
your candidacy?”
– If “No”, then back off & convince them to schedule the
consultation to determine their candidacy.
• If “No” to a consult then ask if they would like more information on Dr.
X and the iLASIK Procedure (which is approved for use on NASA personnel)
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How To Close A Date For An Appointment On
The Phone or E-mail
• Hi Cherri,
Thank you for the fast response! Yes, we'd like to have our consultation together, if
Always phrase questions in possible, since we have very similar eye issues (both have difficulty seeing far away). The
Oct 18th @ 5pm time works perfect.
absolute terms Please let me know if you need further information, or if you need us to bring anything to
the appt.
Thank you again!
• Do you want to reserve a XXXXXXXX XXXXXX
> To: XXXXXXXXX@hotmail.com
procedure date with Dr. X on Y •
> Subject: Re: free consult e-mail
> From: cavierthaler@optivisionllp.com
date? > Date: Tue, 28 Sep 2010 23:46:11 +0000
>
> If it's late day that you want- I have a 4pm or 5pm on Oct. 18th. Otherwise I have a 3pm
• In response to e-mails in which on Oct. 4th & Oct. 11th. Any of these work?
> Cherri Vierthaler
> Marketing
most patients don’t ask a lot of > Optivision LLP
> 920-707-4614
questions and just give you their > Sent from my BlackBerry®
>
> -----Original Message-----
contact info, ACT AS IF and give • > From: XXXXXXXXX@hotmail.com
> Date: Tue, 28 Sep 2010 16:31:24
them dates to choose from •
> To: <info@optivisionllp.com>
> Reply-To: everglade79@hotmail.com
> Subject: free consult e-mail
>
• > FirstName: XXXXX & XXXXXXX
> LastName: XXXXX
> Appt when: lateday
> city: Oshkosh
• > email: everglade79@hotmail.com
> how: Dr. Dudley has checked my eyes before. Also, we see ads everywhere.
> phone:
> submit: submit
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10. How To Close A Consult
Deliver a fantastic
experience…one that would
WOW you.
Segue is the key
• Find a line between
answering ?’s and moving
to closing.
– “Great. Thanks for your time
today. We have appointments
open for procedures on X date
or Y and Z as well.”
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How To Blow A Consult
• Talk too much
– Shut up and listen
• Negativity
– Too much discussion of enhancements and consents
• Poor Service
– Messy office
– Long wait times
– Offensive dress, language, even TV channel
– Lack of discretion etc…
GIVE THEM 5 STAR!
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11. Hone Your Sales Process
Script it
• “Hi, my name is Becky. We are going to start this journey by
establishing your candidacy…”
Practice it
• On coworkers
• Your BDM
• Your sister…Anybody
Refine it
• Identify what works and what doesn’t
– Make changes based on trends not anecdotes
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Closing Techniques
• Assumptive Close
– Technique
• Act as if the other person has made the decision already.
• Turn the focus of the conversation towards the next level of questions,
such as how many they want, when they want it delivered, what size they
need, and so on.
– Examples
• How does the 15th sound for a procedure date?
• You are going to love the way you see yourself?
• When you reach for your glasses the morning after your procedure, your
going to know you made the right decision?
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12. Closing Techniques
• Assumptive Close
– How it works
• The Assumptive Close works by the Assumption principle, where acting
confidently as if something is true makes it difficult for the other person to
deny this. For them to say you are wrong would be to cast themselves as
an antisocial naysayer.
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Closing Techniques
• Affordable Close
– Technique
• Close out any objections they have about price by making sure they can
afford it.
• Find how much they can afford. Then show that you have a finance plan that
fits their capability to pay.
• Bring in other factors to reframe the real price, such as lifetime costs.
• Show the price of not buying - for example the cost of continued ownership of
the solution.
• Last option: bring your price down to what they are prepared to pay.
• And always remember the caveat: do not close people into debt they will not
be able to repay.
– Examples
• How much per month can you afford...yes, we can make a deal for that...
• The initial costs seems high, but in five years you will have recouped the
costs.
• If we can bring the price down to what you say, will you buy today?
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13. Closing Techniques
• Affordable Close
– How it works
• The Affordable Close works by structuring the finance of the deal to fit into
the other person's ability to pay.
• 'I can't afford it' is often more of an excuse than a real objection. If they
really do not want to buy, you will find that they will immediately jump onto
another direction.
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Need More
•1-2-3- Close - close with the principle of three. •Daily Cost Close - reduce cost to daily amount.
•Adjournment Close - give them time to think. •Demonstration Close - show them the goods.
•Affordable Close - ensuring people can afford what you are selling. •Distraction Close - catch them in a weak moment.
•Alternative Close - offering a limited set of choices. •Doubt Close - show you doubt the product and let them disagree.
•Artisan Close - how the skill of the designer. •Economic Close - help them pay less for what they get.
•Ask-the-Manager Close - use manager as authority. •Embarrassment Close - make not buying embarrassing.
•Assumptive Close - acting as if they are ready to decide. •Emotion Close - trigger identified emotions.
•Balance-sheet Close - adding up the pros and the cons. •Empathy Close - empathize with them, then sell to your new friend.
•Best-time Close - emphasize how now is the best time to buy. •Empty-offer Close - make them an empty offer that the sale fills.
•Bonus Close - offer delighter to clinch the deal. •Exclusivity Close - not everyone can buy this.
•Bracket Close - make three offers - with the target in the middle. •Extra Information Close - give them more info to tip them into closure.
•Calculator Close - use calculator to do discount. •Fire Sale Close - soiled goods, going cheap.
•Calendar Close - put it in the diary. •Future Close - close on a future date.
•Companion Close - sell to the person with them. •Give-Take Close - give something, then take it away.
•Compliment Close - flatter them into submission. •Golden Bridge Close - make the only option attractive.
•Concession Close - give them a concession in exchange for the close. •Handover Close - someone else does the final close.
•Conditional Close - link closure to resolving objections. •Handshake Close - offer handshake to trigger automatic reciprocation.
•Cost of Ownership Close - compare cost over time with competitors. •Humor Close - relax them with humor.
•Courtship Close - woo them to the close. •Hurry Close - go fast to stop them thinking too much.
•Customer-care Close - the Customer Care Manager calls later and re- •IQ Close - say how this is for intelligent people.
opens the conversation.
•Minor points Close - close first on the small things.
•they'll keep saying 'yes'.
And that’s just A-M…see www.changingminds.org
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14. Know Your Information
• Stats
– Stay away from acuity
• It’s subjective
• Focus on satisfaction
– Are you surveying?
– Electronically?
– Do your surveys offer the opportunity to let your customer
close the next customer?
– Incentivize them!!!
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Know Your Information
• Explain how stuff works - conveys expertise
– In layman’s terms
• This is NOT a Corneal Topographer any more than the laser’s high
energy electrical switch and controlled rectifier is called a thyratron
• Hone your process
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15. What About On The Day Of The Procedure
• Sell the referral
– Make the experience so incredible, they want to close your
next sale for you
• Cookies?-They must taste good
– Oreos
– Homemade
• Coffee?-Hot and fresh
– Folgers
– Starbucks
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What About On The Day Of The Procedure….Con’t
• Do family of friends come along?
Close Them Too!
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16. Becky’s Procedure Day
• Assign a liaison to talk with the
family/friend (or walk them
through the procedure in a “I like your glasses Brian, have you
ever considered iLASIK?” He says
viewing room) “Yeah, but she’s the guinea pig” or
– Ask interest questions “she’s having it done first, then me,
since we can’t afford to do it at the
• Why did Becky decide to have
same time”
iLASIK procedure with our practice?
• What prompted her to finally have Use the answers to meet the hurdle
iLASIK procedure? and clear it. “We’ll get you signed up
– Be well educated about the as soon as she’s 20/20” or “we
procedure and expectations actually have a family program that
offers $500 off the cost when
– Ask if they’ve thought about iLASIK completed within 3 mos.”
procedure & if yes…CLOSE THEM
TOO!
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Follow Ups
• Get them to say YES!
– Remember the sales cycle
– Work it from procedure to consult
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17. Get Comfortable With Selling
Selling defined 2 ways
• (v) sell (persuade somebody to Which way do you sell?
accept something) "The French – The first way persuades, influences.
try to sell us their image as great (Medical practices don’t typically think
lovers" this way)
• (v) sell (exchange or deliver for – The second way is just conducting
money or its equivalent) “Becky business. (Yes, even medical practices
sells cheese curds and brats for a can “legitimately” sell things. You sell
living.” or “I’ll sell you my sled for contacts and glasses, don’t you?)
a nudder couple two three beers.”
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Get Confident With Selling
• “Confidence is contagious. So is lack of confidence.”-Vince
Lombardi
• Act ‘as if’ you’ve been there before
– Assumptive Close is the first one to learn
• “No one walks on the lot lest they want to buy.”- Alec Baldwin, Glen Garry
Glenross
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18. In Summary
• Identify Opportunities
– Inquiries
• Email
• Telephone
• Close on every opportunity…use digital media
– Consultation
• ACT AS IF and ask for the sale “Any more questions? Dr. X has
openings on Y and Z. Which works better for you?”
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In Summary
Identify Opportunities
• Examination (if separate)
– Reinforce
• Surgery
– Opportunity to close friends and relatives
• Post op visits
– Create ambassadors to close for you
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19. Resources
• http://www.changingminds.org •Glengarry Glen Ross
• http://www.vincelombardi.com •Boiler Room
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Thank you for
your time
today
©2011 Abbott Medical Optics Inc. iLASIK is a trademark owned by or licensed to Abbott Laboratories, its subsidiaries or
affiliates. 2011.03.01-IL3061
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