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Turbo Training: The Fast Track To Selling Keith Edwards Group Product Manager, Noninvasive Stimulation

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The Start Line <ul><li>Evaluate what you will learn over the next few days </li></ul><ul><li>Did you take the class seriously or did you just try to get by? </li></ul><ul><ul><li>Self-evaluation: Progress from awareness to habit to core competency. </li></ul></ul><ul><ul><li>Do you see areas where you can go make an immediate difference tomorrow? </li></ul></ul><ul><li>Utilize your resources </li></ul><ul><ul><li>Get phone numbers and e-mails for class members, marketing personnel and presenters. They can be your lifeline to your success. </li></ul></ul><ul><li>Start to think about how you are going to attack your territory with your new found knowledge . </li></ul><ul><ul><li>Business Plan: When to hunt and when to farm </li></ul></ul><ul><ul><li>Utilizing Tech Services </li></ul></ul><ul><ul><li>Industry information </li></ul></ul><ul><ul><li>How are you going to close business? </li></ul></ul>

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Understand One’s Own Ability <ul><li>Be Flexible and Humble </li></ul><ul><li>Its OK not to know it all! </li></ul><ul><li>Work with other more tenured reps . </li></ul><ul><ul><li>Take time each week after selling hours and talk through your day </li></ul></ul><ul><li>Take the positives from each person you meet and expand it. </li></ul><ul><ul><li>Watch how others interact w/ customers positively and transition that to your daily routine. </li></ul></ul><ul><li>Try to take the negatives and turn to a positive. </li></ul><ul><ul><li>Watch how others interact negatively w/ customers and try to put yourself in their shoes and think how you would like to be treated. </li></ul></ul><ul><li>Develop YOU & YOUR BRAND & YOUR REPUTATION </li></ul>

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Create a Business Plan (the map to your success) <ul><li>Short Term Goals (30 Days) </li></ul><ul><li>Long Term Goals (12 & 24 Months) </li></ul><ul><li>Don’t leave here and spew forth your new found knowledge. </li></ul><ul><ul><li>YOU MUST HAVE A PLAN! </li></ul></ul><ul><li>Create a Customer Chart </li></ul><ul><ul><li>List all doctors and preferred method of surgery. </li></ul></ul><ul><ul><li>List all competitive companies these customers are using. </li></ul></ul><ul><ul><li>Are they consultants and if so for which companies? </li></ul></ul><ul><ul><li>List your volume and the volume of the competition to determine your market share. </li></ul></ul><ul><ul><li>Target doctors for specific Biomet Spine Products. </li></ul></ul><ul><ul><li>This allows you to control the call and close business at a much faster rate. </li></ul></ul>

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Industry Information <ul><li>Understanding your competition </li></ul><ul><li>Research your biggest competitors in your territory. </li></ul><ul><ul><li>Try to understand his/her best attributes and try to emulate them. Try to expose their weakness to your advantage. </li></ul></ul><ul><li>Research the other competition in the industry. </li></ul><ul><ul><li>You should know your competitive products as well as your own. </li></ul></ul><ul><li>Invest into your own territory (time and money) </li></ul><ul><ul><li>Subscribe to Orthopedics Today/Spine Magazine/JBJS/JOT (or other relevant journals). </li></ul></ul><ul><ul><li>Buy books that will help you understand the human body better. </li></ul></ul><ul><ul><li>Read science papers in your spare time (ours and the competitions). </li></ul></ul><ul><li>Set your e-mail up on daily Google Alerts on your competition. </li></ul><ul><li>Continue to look for competitive marketing brochures to see how they are marketing specific products and sell against that. </li></ul>

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Laying the Groundwork To Closing the Sale <ul><li>Prepare </li></ul><ul><li>Understand your intended target (Doctor, PA, Scrub Tech, Mat. Mgr. CEO). </li></ul><ul><ul><li>For Example-If your intended target is a surgeon, get their CV. You can learn a lot about their interests from that. </li></ul></ul><ul><li>Understand their habits, likes and dislikes. Know what you are going to talk about and anticipate the objections. </li></ul><ul><li>This will help you have a more interactive conversation with your customer </li></ul>

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Identify <ul><li>Are you talking to the right person? </li></ul><ul><li>Is the sale made at the Surgeon level? </li></ul><ul><li>Is the sale made at the OR Manager level? </li></ul><ul><li>Have I detailed the PA? </li></ul><ul><li>Do I need to get the message to Executives/Facility owners? </li></ul><ul><li>Bottom line: Likely you will need to sell ALL and create a different message for each! </li></ul>

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<ul><li>Motivation of the Customer </li></ul><ul><li>Before you can sell anything you must understand what motivates your customers. </li></ul><ul><li> Key things to look for: </li></ul><ul><ul><li>Unfavorable response </li></ul></ul><ul><ul><li>Customer complaint </li></ul></ul><ul><ul><li>Expense of product </li></ul></ul><ul><ul><li>Likes up to date technologies </li></ul></ul><ul><ul><li>Superman complex </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><li>Once you understand him/her you can move them down a path that makes them more comfortable. It is always easier to close when the person feels at ease. </li></ul>

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Building Trust <ul><li>Character </li></ul><ul><li>Competence </li></ul><ul><li>Chemistry </li></ul><ul><li>Communication </li></ul><ul><li>Commitment </li></ul><ul><li>Constant presence! </li></ul>What are you? Hunter Farmer Consulting Seller Trusted Partner Chameleon

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HOW DO YOU ACTUALLY CLOSE A SALE? The 3 Step Process (Agree/Clarify/Legitimize)

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How to Close the Sale, continued <ul><li>AGREE </li></ul><ul><li>Try to find an area where you both can agree on something. Use that to move toward the close. </li></ul><ul><li> Don ’ t over explain your point whether the comments are good or bad. Try to find a point to agree on and move to next area of qualifying process. </li></ul><ul><li>Listen, Listen, Listen. </li></ul>

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<ul><li>Clarify The Actual Concern </li></ul><ul><li>Lock onto a particular word or phrase. </li></ul><ul><ul><li>“ you said that the reason why you use this company is because you don ’ t get HASSLED by the hospital. What do you mean by hassled? ” </li></ul></ul><ul><ul><li>“ you mentioned that the reason why you use this company is their product is EASY to use. Can you explain what you mean by easy? ” </li></ul></ul><ul><ul><li>“ you mentioned in our conversation that the reason why you are using this vendor is because it is always AVAILABLE . Can you explain to me what you mean by always? ” </li></ul></ul><ul><li> Once you ask those follow-up questions SHUT UP AND LISTEN!!! We have a tendency to answer our own questions for the doctor and never really get to the root of their problems. </li></ul>How to Close the Sale, continued

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<ul><li>Legitimize the Concern </li></ul><ul><li>Once you clarify the customer ’ s concern you then need to ask what he or she will do next. </li></ul><ul><li>For Example: </li></ul><ul><li>“ If I can get our pricing in alignment with your current vendor then will you use my product? </li></ul><ul><li>“ Assuming I show you or can prove to you this product can do what you ’ re asking it to do, what will happen next? ” </li></ul><ul><li>“ If I can get our system stocked on the shelf, will you then start to schedule cases? ” </li></ul>How to Close the Sale, continued

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SUMMARY OF 3 STEP PROCESS <ul><li>Agree </li></ul><ul><ul><li>Find some common ground with your customer </li></ul></ul><ul><li>Clarify </li></ul><ul><ul><li>Lock on to a particular KEY word and ask a follow up question </li></ul></ul><ul><li>Legitimize </li></ul><ul><ul><li>What will they do next? </li></ul></ul>

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3 Ways to Persuade Aristotle (384 - 322 BC)

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Logos, Pathos & Ethos <ul><li>Logos – Logic - establish legitimacy with facts and science </li></ul><ul><li>Pathos – Passion – by nature people believe when you believe </li></ul><ul><li>Ethos – Ethics – Character contains the strongest proof of all </li></ul><ul><li>Establish common sense, virtue and goodwill </li></ul><ul><li>Example: Applying a stimulator on a patient with cancer. </li></ul>

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<ul><li>Other Helpful Hints </li></ul><ul><li>Be Happy & At Your Best </li></ul><ul><li> Sometimes we get into a scenario we don ’ t expect or are having a bad day and we have a tendency to react negatively to it. Instead of being negative, be happy for them (i.e. getting favorable results even though they are not using your products). If you have listened properly, they agreed to other points of your opening statements. That should allow you to redirect and continue to take a negative and change that into a positive. </li></ul><ul><li>Shoes! </li></ul>How to Close the Sale, continued

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<ul><li>Other Helpful Hints </li></ul><ul><li>DON ’ T ASK QUESTIONS YOU DON ’ T ALREADY KNOW THE ANSWERS TO. </li></ul><ul><li>This will allow you to keep control of the conversation. Sometimes a curve ball comes your way and it is important to take time to answer the question. However, it is more important to keep the customer on track. Try to redirect the conversation back to your main objective and close the sale. </li></ul>How to Close the Sale, continued

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<ul><li>Other Helpful Hints </li></ul><ul><li>Know your Customer </li></ul><ul><li>Don ’ t let them off the hook when they give you the brush off response. Understand their concern and move to the 3 step qualifying process (Agee/Clarify/Legitimize). </li></ul><ul><li> </li></ul><ul><li>Point out the Obvious </li></ul><ul><li> </li></ul><ul><li>Sometimes it helps to point out the obvious ( “ I know you are using BMPs, what motivated you to switch your patterns and how you treat your patients today ” ). </li></ul><ul><li>OR </li></ul><ul><li>“ I know you switched from DePuy to Stryker recently ” , or “ from DonJoy to Orthofix ” “ what was your motivation for doing that? ” </li></ul>How to Close the Sale, continued

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Winning Musts <ul><li>ALWAYS DELIVER ON YOUR PROMISES. YOU HAVE ONE NAME. </li></ul><ul><li>ALWAYS BE C ONFIDENT IN YOUR ABILITIES AND ALWAYS ASSUME THE SALE!!!!!!! </li></ul>

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Smiles <ul><li>Have fun and enjoy what you do. Life is to short to not have fun. </li></ul><ul><li>Your enthusiasm is infectious! </li></ul>

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Thank You