1. The 5 Step Process to Overcome Sales Objections in HME Sales
Ty Bello, RCC

2. 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.

3. 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

4. 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

5. 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….

6. Bad News? Not really
It’s about driving the referral source to where we want them. No
No, but…
Yes
Yes, but…

7. Objections are Tollgates Not Dead Ends
How we handle objections is a way to differentiate ourselves
objections are a sign of interest

8. The 3-4-5 Process to Overcoming Objections
We 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

9. 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

10. 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.”

11. Red Selling Signals
Red 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

12. Red Selling Signals

13. 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

14. 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

15. Yellow Selling Signals

16. 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

17. 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

18. Green Selling Signals

19. 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

20. 4 Points of Objection Skepticism Misunderstanding Indifference
Drawback

21. Objections Defined Skepticism: Misunderstanding: Indifference:
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.

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

23. 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

24. Tollgate School Listen Acknowledge Probe Pause Respond

25. SRS
Script
Rehearse
Say

26. SRS

27. SRS Tollgate School
Sales 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>

28. SRS Tollgate School Acknowledge and Probe
Their Reply:
“we’ve always used them”
“do you refer via fax or by phone?”
“Sue has been calling on us for a long time”
“she has been around for a long time; is there any insurances they do not take?”
“we’ve never had a complaint”
“They are a formatable competitor, allow me to share with you our consumer report card.”

29. Apply SRS Review Slide 5 & 6
Apply the SRS Process to all of these scenarios
We want to drive the referral source to the NO
So we can move on
Yes – we both win (and so does the patient)
Yes or No But – resolve the but…

30. 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”

31. Raise the Bar
1) 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.

32. 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

33. For more information:
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