Module 12: Selling for the Low Vision Professional

Eschenbach Low Vision Training Program

Edited by: Thomas Porter, ODAsst. Professor & Director, Low Vision ServiceSt. Louis University, Dept. of Ophthalmology

© 2020 Eschenbach Optik of America, Inc.)

“The Anatomy of a Sale”What is selling?

“The exchange of goods or services for an amount of money”Let’s “Professionalize” that

Selling Low Vision Devices is:• Needs based eyecare at its best!• Giving your visually impaired patients information

needed to make choices--Giving them control!• Providing solutions to enhance your patient’s

quality of life--Independence!• Helping your patients understand that the solutions

you recommend are worth paying for--Value!• Part selling yourself: Letting them know that you

offer the best solutions possible--Trust!

Patient or Customer?A Patient in the Exam room:•Expects “medical” care and findings

oThe practitioner should do the exam and present the diagnosis and treatment planHowever, the process doesn’t stop there….

oDiagnosis doesn’t help them see better or enhance their lifestyle

oYour Low Vision Patient needs products or services to achieve goals

TRANSFERS to…..

A Customer after the Exam• In search of solutions• Must make a purchase

o Unawareo Afraido Confused and overwhelmed

Patient or Customer?

Where Do You Fit in?Your Patients Need, Want, Deserve and Expect:

• Information• Solutions to their problems• Choices• Value• Your professional recommendations

“The Anatomy of a Sale”

Basic Salesmanship for Professionals …and those who hate the word sell! 4 Keys to Success:• Consultation• Recommendation• Demonstration• Close

Education begins in the chair: • What does the expert think is best?

Benefits:• Better care...More professional• Assured patient satisfaction…more control

over solutions and quality of vision through recommendationsTip: Transfer authority from Practitioner to Technician!

ConsultationDetermine the patient’s goals

• Ask questions to uncover needs, interests, perceptions, etc.

o “Tell me Mrs. Smith, What is it you want to be able to do?”

• Be sure to ask questions that uncover how the impairment actually affects them--purchasing is an emotional experience!

o “Tell me more about how this affects you."• Get their “priority ranking”, i.e., find out if this is a

big issue, or not.o “Tell me, on a scale of 1 to 5, how important

is this to you?

When you've got enough information, switch gears from listening to consulting.

• Restate to verifyo “I understand, is there anything else I

should know about?”• Magic phrases review:

o Tell meo I understand

On to the next step….Recommendation

Hot Tip:Document all info for future reference and to aid in managing

objections

RecommendationGolden Rule: Never limit or prejudge your patients ability to pay or their lifestyle needs!Know your patients!

• Aging baby boomers have been used to a culture of options and choices

• They have embraced technologically advanced solutions and are willing to pay for them!

• They deserve to know!• They have a sense of “entitlement”

Recommendation

• “65 is the new 45”• Living longer• Working longer• More Active lifestyles• Willing to spend to get the

‘best’

RecommendationGetting over “internal” sticker shockYour sales “self assessment”

• What are their best options?• What would you want them to have if it was free?• What would you recommend for your grandma?• Do they deserve it?• At what age do you start to withhold technology?• What would you get if you were in their situation?• Do you balance their checkbooks?• Do you want to “short-change” your senior

patients?

RecommendationPresent options for each goal:• No one low vision aid will work for every

task (use toolbox analogy)• Avoid unrealistic expectations! (tell

patient up front, “I’m sure we can take care of your needs with only 3-4 things.”)

RecommendationPresent options for each goal• Present and sell the entire “package” of

solutions….don’t use an “add-on” approach

• Think like “Amazon.com”Tip: reference other “cases”

RecommendationSample: “Mrs. Smith, let me show you the best solutions to help you achieve your goals!

“Mrs. Smith, based on what you told me, I recommend we use this hand-held magnifier for your need to quickly read your prescription bottles, and this stand model would work great for reading the newspaper.”

“Mrs. Smith, you need…”

Magic Phrases review:• Let me• I recommend• You need

Recommendation

Hot sales tips:• Always position as: Best, better, good• Don’t do the math for them!

RecommendationShow and Tell

• Features, benefits and limitationso Example: Mrs. Smith, this is an illuminated stand magnifier,

it has:

• A Bright light source and enclosed magnifier head§ What that means to you is you’ll get the best

illumination possible making it easy to see

• A Large on/off switch§ What that means to you is this device is easy to

use and handle

• A red reading line § What that means to you is you’ll get better line by

line reading ability and will be able to keep your place on the page

Hot Tip: Do the ‘So what test!’

Closing the SaleYou need to believe in value to patient• If you don’t believe in it…..how can

they?• Remember: they deserve the best!

You actually need to ‘Ask for the sale’• Myth: ‘If I ask, I’ll seem pushy’• Fact: People that were ‘asked’ to make

the purchase were 5 times more likely to buy on the spot!

Closing the SaleYour patients need to clearly understand benefits and value

Wrap-up, summarize and close:

“Looks like we have an excellent set of solutions here.”

Let’s review:

“We’ll be going with the ________ to help you _______and the _________ so you can_______and the _________ for your _________ use.”

Closing the SaleNow, you need to ask for the sale:“How will you be paying for that today? We accept Credit-cards, check, or cash.”

Post sale value statement

“Mrs. Smith, you’ll be amazed at the freedom these devices will offer you daily! When you start using these vision aids, you’ll wonder how you got along before without them!”

Objections are normalIt’s a way of “thinking things through”Your patients need to justify the purchase to themselves

It’s an opportunity to “recap” and “restate” how products are directly related to a need they defined

Review: • What did they want to be able to do? • Restate benefits and value: • “Based on what you told me…..” • Give them a choice

Managing Objections

Managing ObjectionsTips for handling objections:• Answer Objections in a Positive Manner

• Remain calm and non-argumentative.

• Don’t get defensive or challenge your patient.

• Do not interrupt, listen attentively to the entire objection

• Is there hidden objection?: dig deeper

• Are they simply thinking out loud?: validate

Managing ObjectionsMore tips for handling objections:• Repeat the objection to verify understanding• Remain silent and let the patient talk • Answer the objection with your pre-planned

response

Managing ObjectionsSample objection #1:“I didn’t think it would cost that much!”

• Tactic to Overcome Objection:

First determine what the issue really is:

Is it that the person feels the products are overpriced or is it that they don’t have the money to pay for them?

Managing Objections

If person feels it’s overpriced, try the following:

• “When you consider how these devices will aid you in doing what’s important to you, aren’t they worth it? Would you like to review the benefits associated with each of these products?”

Managing ObjectionsOr, try this:• “Tell me, how important is it to you to get the

appropriate solutions to help you maximize your sight? Are the quality and performance of the products and support in using them important to you?”

• “Please keep in mind, there are differences in the quality of Low Vision devices. We offer only the best optical quality products, personalized, professional service and support.”

Managing ObjectionsSample objection #2:

“I simply can’t afford all this!”

Tactic to Overcome Objection:• “I understand your situation, however, you

deserve to have access to these solutions as soon as possible. Let’s check the options to extend the payments over time”

TIP: Care Credit

Managing Objections

• “I understand. What are the two most important goals you’d like to achieve? Ok, then let’s go with those two to get started. Let’s set a 3 month appointment to follow-up and move forward with the rest!”

• “I understand. Which one of these solutions would you be willing to live without?”

Managing Objections

Sample objection #3:

“I want to think about it.”

Tactic to Overcome Objection:• “I understand. What questions can I answer to

help you with the decision?”

• “I understand, this can be confusing. Allow me to review the features and benefits of the products we have recommended along with the pricing options that reflect the best value for you.”

Managing ObjectionsSample objection #4:

“I want to shop around.”

Tactic to Overcome Objection:

• “I understand Mrs. Smith. I know you have options when it comes to purchasing. Please keep in mind, there are differences in the quality of low vision devices. We offer only the best optical quality products including Eschenbach brand low vision products. Here are some of the benefits of Eschenbach brand products (review the “Top Reasons to Use Eschenbach Consumer sheet). We offer these quality products along with our professional service and support, all at a fair price.”

Let’s Review

The 4 steps to the sales process:1) Consultation2) Recommendation3) Demonstration4) Close

Let’s ReviewMagic Phrases:

1: Consultation“Tell me”, “I understand”

2: Recommendation“Let me”, “I recommend”

3: Demonstration“What this means to you is”

Summary• It all starts in the chair: prescribe quality

solutions• Showcase value of devices via

demonstrations and feature and benefit dialogue

• Overcome your internal sticker shock• One device may not meet all the goals of

your patients• Use objections as an opportunity to tie

products to solutions

Questions?

Low Vision Training Module #12

Thank You!