Diagnosis of Patient Centric Selling

THEDIAGNOSISOFPATIENT-CENTRICSELLING

ASLANTraining&DevelopmentByMarcLamson

©2015ASLANTraining&DevelopmentLLC.ThisinformaLonmaynotbecopiedinpartorwholewithouttheexpressedconsentofASLANT&D.

PaLent-CentricSelling

DIAGNOSIS

PaLent-CentricSellingisNotEnoughTHEDIAGNOSIS

uPerformance-basedreimbursementsareseRngprioriLes

vTherearemoresoluLonsavailablethancanbeconsidered

wInformaLoniswidelyavailable–decision-makersfeeladecreasingdependenceonsalespeople

xAccessisbecomingmoredifficult



DIAGNOSIS

ThreePointEvaluaLonTHEDIAGNOSIS

0% 5%

10% 15% 20% 25% 30% 35% 40% 45%

Medical Device Company A

OTHER-CENTERED®SELLINGPILOTYear One Growth Year Two Growth

1.  Howdoyoudefinetheroleofyoursalesrepsandequipthemforsuccessinthatrole?



DIAGNOSIS


Defin

ed

De

fined

De

fined

InfluencesstrategyanddevelopssoluLonbasedonholisLcunderstandingofcustomer’sneedsandobjecLves.

TrustedAdvisor

Focusesonthefeaturesandbenefitsthatareassumedtoberelevanttothecustomer.SalesRep

BillboardOffersguidedtourtothecustomeranddeliversthegenericmarkeLng/salesmessages.



DIAGNOSIS


ThreeCharacterisLcs:

1.   TakesOwnership–HastheexperLseanddesiretohelpthecustomersolvetheproblemandfindtherightsoluLon

2.   Challenges–Whenneeded,challengesthedecision-makingprocessandstrategy

3.   Advocates–Isthecustomer’sadvocate–ensurescustomersneedsarerepresentedandmet

TrustedAdvisor



DIAGNOSIS



2.  WhatisyourstrategytoaddresscustomerrecepJvityvs.yourcompanyvalueproposiLon? 0%

5% 10% 15% 20% 25% 30% 35% 40% 45%



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What’smoreimportant?TheSOIL?

OrtheSEED?



DIAGNOSIS

ThePrincipleRECEPTIVITY

–

+Avoid Commit

Therefore:FocusfirstonRecepJvity(i.e.,“ferLlesoil”)

WhensomeoneisemoLonally“closed,”youcannotpersuadehim/herwithlogicalarguments.Infact,whenahempLngtopersuadeanemoLonallyclosedperson,he/shebecomesevenmoreclosed.



DIAGNOSIS

QuesJon#1:Dotheyfeelliketheyhaveachoice?

RECEPTIVITYTwoQuesLons

QuesJon#2:DotheyknowyouseetheirperspecLve


TheFoundaLonModule1

WeiniLallyresistanyoutsidepressuretothinkoractdifferently,evenifitisinourbestinterest–especiallyifwefeelthatwearebeingforcedandourrighttochoosehasbeentakenaway.Simplyput,wemusthavetheFreedomtoChoose.

Therefore:Drop-the-Rope®

RECEPTIVITYTugofWarPrinciple



DIAGNOSIS

PolarPrincipleRECEPTIVITY

Therefore:Take-the-Trip®

WeareunrecepLvetoanopposingpointof view unLl we feel our posiLon isheard,understoodandvalidated.



DIAGNOSIS



2.  WhatisyourstrategytoaddresscustomerrecepJvityvs.yourcompanyvalueproposiLon?

3.  Howdoyouimpactyourrep’sbeliefsystem?

0% 5%

10% 15% 20% 25% 30% 35% 40% 45%





DIAGNOSIS



DIAGNOSIS


BeingOther-Centered(vs.justselling)

1. WhathappenswhenyouDrop-the-Rope®withyourunrecepLvesonordaughter?

2. Haveyoutakenthetripwithyoursignificantother?

1. Domanagersfocusonpeoplefirst,thenperformance

2. Howomentomanagersalignsuccesswithreps’personalgoals

3. DoeseveryonerolemodelOther-Centered?

Other-Centered®OrganizaJon



DIAGNOSIS



A.  TrustedAdvisor

2.  WhatisyourstrategytoaddresscustomerrecepJvityvs.yourcompanyvalueproposiLon?

A.  RecepLvity

3.  Howdoyouimpactyourrep’sbeliefsystem?

A.  Other-Centered®

THEDIAGNOSISOFPATIENT-CENTRICSELLING

ASLANTraining&DevelopmentByMarcLamson

Diagnosis of Patient Centric Selling

Business