People First
The most successful reps care about people, problems – and only then – product.
Riding along with sales reps, both distributor and manufacturer, is one of life’s great rewarding experiences. Listening to their pre-call analysis, watching the execution of that call, and then debriefing the outcome is at the core of successful coaching. During the drive to the next appointment is a time to discover what is important to that individual rep.
Where those two conversations intersect is the secret to creating sustainable motivation to grow and improve at one of the world’s great professions – selling.
Unfortunately, riding along can also be one of life’s great frustrations, especially with those reps focused only on the product. Those pre-call analyses are focused on product features and functions, which in turn creates a call that sounds like Pharmacology 101 and produce a debrief centered on “why didn’t they buy?”
Despite an extensive line of products/services, a rep will never achieve the full measure of success by marketing/selling products/services because customers do not care about products/services. The most successful reps care about people first – their needs, wants, desires, and dreams. Then they care about the problems that are standing in the way of those dreams or the opportunities that could facilitate those dreams.
Opening the business conversation
Then, and only then, should a rep introduce products/services that solve those problems or capture those opportunities. This starts with the way a rep opens the business conversation.
“Doctor, I’m excited about (product/service) …”
“Doctor, (XYZ Company) has a new line of (product/service) …”
“Doctor, I have some great new marketing ideas for your practice…”
All the while the doctor is thinking: So what that you are excited? So what that XYZ has a new line? So what that you have new marketing ideas? I don’t care about any of that.
Would it not be better if the conversation started with…
“Doctor, you will increase customer compliance with (product/service) …”
“Doctor, you can minimize the reactive issues with the new line of (product/service) …”
“Doctor, you will grow your customer base or reduce your operating costs or increase you practice sale price with some new marketing ideas …”
In the last three examples, you have placed the people and their problems first and have earned the right to talk about the product/service. And when you do that, you have put the conversation in the right context to almost compel the sale. Almost.
Feature, Function, and Benefit
While the opening statement is important in establishing the context of the conversation, the rest of the conversation is what seals the deal. So, it’s important to remember the relative values of Feature, Function, and Benefit:
| Feature: What it is |
Function/Functional Advantage: What it does or does better |
Benefit: What your customer will have |
| Simparica Trio is a monthly chewable … |
… that prevents heartworms and kills fleas and ticks… | … so, your clients are protected, and your customers will love the convenience. |
| Mirataz is the only FDA approved transdermal medication …
|
… for the management of feline weight loss… | … so, your customers will have one less oral medication and ease of application. |
| Rejensa is a canine joint care chew … | … that is fast acting… | … so, your customers will see a visible difference in less than three weeks. |
The only reason to mention a feature (what it is) or a function (what it does or does better) is to get to the benefit (what your customer will have). Customers do not buy features or functions. They buy benefits so it is important that you briefly mention the feature and function, and then really emphasize the benefit. In doing so, you will find yourself putting people and problems first.
Then your product/service will be the way to help your customers deal with their challenges or achieve their dreams, and you will be the trusted advisor who guided them in that process.
People believe our actions more than our words. So, go forth and become more successful by putting people and problems ahead of products and services.
Photo credit: istockphoto.com/Feodora Chiosea
