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Selling Annual Supplies Terry St. John Account Executive/Regional Sales Advisor

Selling Annual Supplies Terry St. John Account Executive/Regional Sales Advisor. What’s the big deal?. Get Your Patients Compliant-noncompliance of CL’s = health and comfort issues = Unhappy patients Increase your practice profitability Increase Patient Retention

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Selling Annual Supplies Terry St. John Account Executive/Regional Sales Advisor

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  1. Selling Annual Supplies Terry St. John Account Executive/Regional Sales Advisor

  2. What’s the big deal? Get Your Patients Compliant-noncompliance of CL’s = health and comfort issues = Unhappy patients Increase your practice profitability Increase Patient Retention Increase Patient Compliance and Annual Exams Saves patients $$$ with larger rebates Improves staff efficiency and overhead Prevents price and internet shopping For Customer Presentation Only – NOT for Distribution

  3. Eliminates additional trips to the office Healthier, more comfortable lens wear due to improved compliance of lens replacement Complimentary trial lenses if ripped/lost lenses result in running out before the annual examination Unused lenses can be returned if the prescription changes Money-back rebates available on all eligible brands Free Shipping with Cooper direct to patient shipping (even if done through ODG) Why is an annual supply best for the patient?

  4. Build a consistent process or method The doctor should “approve or recommend” an annual supply Use a visual aid to show the cost comparison Carry your key brand(s) in inventory Utilize Direct Patient Delivery for non inventoried product Sales Process

  5. Believe annual supplies are in the best interest of both the patient and practice Doctor approves patient for Annual Supply and writes it down, verbalizes when handing patient off to staff member. Instead of saying “ How many boxes do you want” say “The doctor has prescribed an annual supply, how would you like to take care of that?” Use a visual aid to show savings to patient. Discuss rebates with patients Remind patient CooperVision rebate can only be redeemed when eye exam and purchase are from the same location. If the script walks, they forfeit the entire rebate Take it a step further and fill out rebate pages and make necessary copies of rebate for patient Don’t get discouraged if a patient doesn’t take the A.S. As you get comfortable with the process, your success rate will improve. A great success rate is about 7 out of 10. Tips on Sales Process

  6. Exercise 1:Practice saying- “The Doctor has prescribed an Annual Supply. Will that be check or credit card?” Take turns saying this out loud. Exercise 2:Why do patients not purchase Annual Supplies? Write down the top 3 objections you hear from patients. Come up with a brief response to help you overcome each objection. i.e. Objection: I’m going to check out the prices at 800contacts first. Response: I understand. Let me show you what your options are here so you can compare. As you can see, when you purchase your Annual Supply with us, you get a xx% discount. On top of that you will get a $55 rebate (based on Cooper rebates) which is not available at 800contacts. That brings you down to $xx out of pocket. As you can see, this is as competitive as 800contacts –but you’ll get better service with us. How about we go ahead and order those for you now Practice Presenting Annual Supplies.Practice Exercises

  7. Exercise 3: As a group, agree on the best responses for the top 3 objections. Work together to phrase your responses in a way that sounds natural and is easy to say. There should be 3 parts to your response: 1. Acknowledge the patients objection (I understand, I can relate) 2. Main part of the response 3. Offer the Annual Supply again. (this can be as subtle as saying ‘How much sense does it make to do this now?’) Exercise 4:Break into groups of 2 and take turns roll playing each objection and response. Start with the phrase: The doctor has prescribed you an Annual Supply of _______. How would you like to pay? One of you is the patient and one of you is the staff member. Then switch. Practice Presenting Annual Supplies.Practice Exercises

  8. Sample Patient Sales Aid

  9. PLEASE NOTE: All contact lens purchases must be made within 90 days of your eye exam, and all receipts must be from the same eye care practitioner who prescribed your contacts, or a location affiliated with that practitioner. For Customer Presentation Only – NOT for Distribution

  10. Market share Info: You’ll be more successful with Cooper Product! Over 90% of patients who purchase contacts at Walmart/800contacts or Costco are patients in Vistakon or Ciba lenses. Your Cooper patients are more likely to buy from you!

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