Health Plan Sales Training - Overcoming Objections Section.
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Health Plan Sales Training - Overcoming Objections Section.
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Health Plan Sales Training - Overcoming Objections Section.
- 2. Learning Objectives Participants will have the knowledge and skills to: • Find and face customer objections to a sale. • Use Clarify Questions to identify the objection. • Use Active Listening to ensure understanding. • Adapt the pitch to overcome the objections.
- 3. Watch: Overcoming Objections Video
- 4. Learn: Hearing No 1. Hearing No can lead to a sales call shutting down. 2. Hearing No can kill a sales reps confidence. 3. Hearing No can make a sales rep become pushy. Don’t panic, No is not the end of the sale. No should be seen as an Objection – not a Rejection. Objections can be overcome.
- 5. Learn: What is an Objection? An objection is not: • a rejection of the product • a rejection of you • a rejection of the sale An objection is: • a buying signal • a request for more information • a queue to stop talking • a time to use active listening
- 6. Learn: The Pivot • A Pivot is not a defensive move when on offense. • A Pivot is an offensive move to overcome a pathway that has become blocked. • A Pivot lets you re-position yourself for a pass or a shot. • A Pivot builds confidence and helps you gain control.
- 7. Learn: How to Pivot Prepare • Know the common objections you will face. Listen • Hear the objection out. Clarify • Use Active Listening to ensure you know the issue. Validate • Find something in the objection to validate. Re-pitch • Use FAB Selling to create gains and relieve pains.
- 8. Watch: Active Listening Video
- 9. Learn: What is Active Listening? Active Listening is a communication technique used in conflict resolution where the listener “feeds back” what they heard to the speaker. In re-stating or paraphrasing what they have heard in their own words, the listener can confirm what they have heard and moreover, to confirm that both parties understand. Active Listening is your best tool for identifying and overcoming objections in a sales call.
- 10. Learn: How to Actively Listen • 1st completely listen to the entire objection. • 2nd resist jumping-in and talking over the customer. • 3rd pause for reflection on what you heard. • 4th restate what you heard in your own words. • 5th ask for validation of the accuracy of your restatement.
- 11. Learn: When the Objection is Unclear Sometimes an objection is unclear, or incomplete and you must clear up confusion. Use open-ended questions with multiple word answers to remove uncertainly. Lets look at your handout for Clarifying Questions.
- 12. Learn: Effective Questioning • Prepare categories of questions in advance • Don’t create a list of questions • The question AFTER the answer is the MOST important question
- 13. Do: Active Listening Group Activity
- 14. Prove: Test Your Knowledge
- 15. Recall: Handling Objections Probe & Listen Confirm Understanding Prepare Customer for Answer Answer Objection Take Action Use Clarifying Questions Use “If … Then …” Use Active Listening Relive Pains and Create Gains
- 16. Learn: The Most Common Objections Price • This costs more than my current plan … • This costs too much … • This costs more than it is worth … Network • I want to keep my doctor … • I want access to these doctors … Benefits • Why change what I have? • It is too much hassle to change? • I can’t see where you are any better?
- 17. Do: Overcoming Objections Group Activity
- 18. Prove: Test Your Knowledge
Editor's Notes
- Facilitator Notes: Let’s watch this short clip together. I want you to truly listen to the interaction of the sales representative and the potential customer. What do you hear? Write down what you are hearing in this clip. We will discuss our findings together as a group.
- Facilitator Notes: Let’s discuss how you heard the sales representative shut down. The Shut Down Most Sales Professionals hear “No” and shut down. They stop the sales cycle before it starts. In the clip, the Sale Representative heard the potential customer say “no” and what happened? He quickly was ready to give up, throw in the towel and move on. Shutting down is the kryptonite to sales professional. It kills confidence. Imagine what would happen if the sales rep looked at the objection in a completely different way? Many times, no, is not really a no!
- Facilitator Notes: Did you noticed in the clip that the sales professional made a quick change after he regained his confidence? This is called the Pivot. The Pivot Much like a basketball player on a court, the pivot is an offensive move to overcome a pathway that has become blocked. A player’s goal is to get to the basket to score. If a defensive player stops his dribble he must pivot to meet his goal. The player wishes to re-position himself for a pass or shot. A player may rotate and move around as long as one foot remains in place, on the floor. The foot chosen is known as the "pivot", or "pivot foot" In the clip, the sales rep, took back control of the call by changing his path, he simply pivoted. He regained his confidence and started asking clarifying questions. He used powerful statements to engage the potential customer and set him up for his pitch.
- Facilitator Notes: Think about the most successful sales person you know. What makes them successful? Many sales professionals share many common traits. Are the calm under pressure? Do they seem to have unlimited knowledge about their product? Are they confident and always under control? Do they seem to overcome an objection with ease? They all share these success factors : Do you know what common objections you will face? Take the time to understand what objections you will face in your market? Research is the best approach. What is the driver for these objections? Taking the time to research the objections and creating a tool box to overcome them will make you more successful. Overcome objections before they are raised! This is where your research is mission critical to your success. Develop powerful word tracks to overcome the objections. Practice, Practice, Practice. Extraordinary sales people are not born that way. They do the research and practice the outcome they want to achieve.