The 5 Step Process to Overcome Sales Objections in HME Sales Team@Work Ty Bello, RCC

The 5 Step Process to Overcome Sales Objections in HME Sales

Team@WorkTy Bello, RCC

www.teamatworkcoaching.com

Learning Objective A (brief) history of why there are Sales

Objections – doesn’t everyone need my product or service?

What are the Objections Frequent Fliers within HME

The 3 and 4 before the 5 Step Process How to Overcome Sales Objections

using a 5 Step Process.


Why are there Sales Objections? People don’t like to be SOLD to The “client” or “referral source” is busy We the Sales Person, does not know how

to handle objections Someone is having a bad day They have heard it ALL before You’re just another Ken or Barbie


Objection Frequent Flyers for HME We use your competition We had a bad experience with your

company 80 years ago…. We rotate our referrals We give patient choice We prefer brand “X” and you carry “Y” We never see you


Objection Frequent Flyers for HME Your competition completes ALL of our

paperwork Your company asks for too much paperwork The only way to see the Doctor is to bring Lunch We really don’t do in-services, but you can bring

lunch We don’t see reps of any kind We work with the Hospital and they have their

own HME

And the list goes on….


Bad News? Not really It’s about driving the referral source to

where we want them. No No, but… Yes Yes, but…


Objections are TollgatesNot Dead Ends

How we handle objections is a way to differentiate ourselves

objections are a sign of interest


The 3-4-5 Process to Overcoming ObjectionsWe need to understand

The 3 Selling Signals The 4 Points of Objections The 5 Step Process for Overcoming the

Objections

OVERCOME - NOT Prevent or Eliminate


The 3 Sales Signals Experts in the field of nonverbal

communication discovered 7 percent of our feelings and attitudes are

communicated with words 38 percent via tone of voice 55 percent through nonverbal expressions

Successful salespeople divide these nonverbal expressions into r

red, yellow, and green signals tell them how to respond to a prospect’s hidden

feelings and attitudes


The 3 Selling Signal Scan Scan the referral sources five nonverbal

communication channels: face, arms, hands, legs and body angle in

relationship to you. Look beyond facial expressions – increase

your “visual bandwidth.”


Red Selling SignalsRed signals warn you that you are facing nearly insurmountable barriers.

What this looks like Body Angle: leaning far

back and away from you, or thrust toward you.

Face: Angry, determined, flushed, tense, tight, head shaking “no”

Arms: Tightly crossed or thrust out.

Hands: Fists, pointed finger, “stop sign”

Legs: Tightly crossed away from you, foot stomping

Red Selling Signals



Red Selling Signals How to Respond: Express understanding Acknowledge your prospect’s feelings Redirect your approach Reassure the prospect with positive,

open gestures Don’t Panic Smile and take your time


Yellow Selling Signals Yellow signals warn

you to exercise caution. Chances are high that a hidden barrier is preventing further progress. If you continue with your selling strategy, you will encounter more resistance.

What To Look For: Body Angle: Leaning away

from you Face: Tense, displeased,

skeptical, superior, doubtful, guarded, frustrated

Arms: Crossed, tense Hands: Clasped, tense,

fidgeting with objects or body parts

Legs: Crossed away from you

Yellow Selling Signals



Yellow Selling Signals How To Respond: Maintain positive open gestures Use open questions to get more

information Listen with empathy Continue to scan the prospect’s

gestures for signs of irritation


Green Selling Signals Green signals

indicate that your prospect is open to you and your selling strategy. With no obstacles holding you back, simply move forward with your presentation and close the sale.

What To Look For: Body Angle: Upright

or directed toward you Face: Friendly,

smiling, enthusiastic Arms: Relaxed, open Hands: Relaxed, open Legs: Uncrossed or

crossed toward you

Green Selling Signals



Green Selling Signals How To Respond: Smile Be relaxed and friendly Use open-palm gestures Sit or stand with uncrossed legs Look directly at your client, head tilted

slightly


4 Points of Objection

SkepticismMisunderstandingIndifferenceDrawback

Objections Defined


Skepticism:When a customer expresses

doubt that you as an organization will do what you’ve said you will do.

Misunderstanding:When a customer has a concern

because he or she thinks you can not provide a particular feature or benefit when, in fact, you can.

Indifference:When the customer expresses

indifference or passiveness or apathy toward your product or service.

Drawback:When the customer has a

complete, correct understanding of your product or service but is dissatisfied with the presence or absence of a feature or benefit.


Objections Most Common Denominator Listening Communication Wrong Message Wrong Messenger Referral Source Apathy


5 Step Process(Two Schools)

Synergy School Create Synergy Get Objections on

Table Ask “Closing

Questions” Reprise Sales Call Objection or

Insurmountable Obstacle Clarified

Tollgate School Listen Acknowledge Probe Pause Respond

Tollgate SchoolListen

Acknowledge

Probe

Pause

Respond



Team@Work SRS

Script Rehearse

Say


Team@Work SRS

OBJECTION

PROBING TO RESOLVE


SRS Tollgate SchoolSales Rep: who do you use for your HME

referrals?Referral Source: “we use your competition”

<Acknowledge>Sales Rep: “May I ask; what do you like about XYZ? <Probe>


SRS Tollgate SchoolAcknowledge and ProbeTheir Reply:A. “we’ve always used them”

1. “do you refer via fax or by phone?”

B. “Sue has been calling on us for a long time”1. “she has been around for a long time; is there

any insurances they do not take?”

C. “we’ve never had a complaint”1. “They are a formatable competitor, allow me

to share with you our consumer report card.”


Apply SRS

Review Slide 5 & 6 Apply the SRS Process to all of these

scenarios

We want to drive the referral source to the NOSo we can move on

Yes – we both win (and so does the patient)Yes or No But – resolve the but…


Remember to Walk in their Shoes

# of Sales Reps they see each day

# of Patients they see per day

Their job and balancing it with “life”

Your “interruption”


Raise the Bar1) Keep a record of all sales objections.2) Write out scripts to answer these objections.

3) Practice the responses to the sales objections.4) Develop sales collaterals that address these objections.5) Constantly rework the scripts and your sales collaterals as you obtain more feedback.6) Keep all of your sales scripts and overcoming objections scripts in a three-ring binder.7) Review these scripts with your fellow salespeople.


Overcoming Objections You can and will overcome Sales

Objections Study your 3 Selling Signals Understand the 4 Sales Objections SRS your 5 Step Objection Breaking

Process

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The 5 Step Process to Overcome Sales Objections in HME Sales Team@Work Ty Bello, RCC