Basic Selling Skills v1.0 Session 4

Sales quotes Every sale had five basic obstacles: No need No money No hurry No desire No trust The most unprofitable item ever manufactured is an excuse.

Basic Selling Skills Session 4: Objectives Learn the principle of Features and Benefits Practice using Features and Benefits selling Determine Features and Benefits of PSI products, services, and desired behavior change

What are features? Define product, service or behavior Tangible, fact based Dosage, route/frequency of administration, packaging, price, side effect profile, etc…

What are Benefits? What the features mean to provider or client Provide motivation to take action Creative, can be emotional Easy to use, more clientele, peace of mind, easy to take, affordable, confidence, fits with lifestyle, etc…..

Always link a Feature with a Benefit! Golden Rule: Always link a Feature with a Benefit!

Exercise 1: Practice Features and benefits

Exercise 1 (continued): What you know about your customer….. She is frugal and wants a dress that can serve many purposes She works in an office all day and often goes out to meet friends for dinner right after work She likes to go to the gym to exercise at lunch time but has limited time and needs to get back to work quickly She finds the climate in Laos [insert country name] VERY hot

Exercise 2: Practice Features and benefits of products, services and/or behaviors in your program

Features and Benefits of an IUD

Features and Benefits of an IUD

Features and Benefits of MA Counseling

To prepare for a conversation with a provider about their needs, you should answer 4 questions Who are you seeking to understand? When is it best to talk to this person? Where, or in what situation, should you engage them? What should you discuss with them?

Who are you seeking to understand? Think about: What is this person’s role? What are their motivators? Who are the stakeholders that influence them?

When is it best to talk to this person? When is the provider most readily available (times of the day, days of the week)? Have you built enough rapport with the provider to discuss difficult topics? You must ensure sufficient time to explore real needs You must have trust and openness

Where, or in what situation, can you engage a provider to discuss their needs & goals? In what situations will a provider be more open to speaking sincerely and sharing information? A “social” setting – e.g. on a break from clients, getting a snack or lunch? In a scheduled appointment at his/her clinic? With or without clients or assistants nearby?

Basic Visit Structure Pre-Visit Plan/Objective Greetings Opening to set the stage for the visit Uncover Provider Needs Deliver Solution – Features/Benefits, Value Proposition Overcome Barriers/Obstacles Commitment Post-visit Notes; Next plan

Basic Selling Skills Recap Telling ≠ Selling Features are tangible, fact based. Benefits are intangible, can be fact based or emotional. Benefits motivate behavior change. Golden Rule: Always state a feature with a benefit! Basic visit structure begins with clear objective for the plan Always take notes on provider visits – Provider Visit Notes tool facitliates this process.