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Five Stages of the PatientPop Sales Process
Targeted
Prospecting
The Approach Discovery Agree on Need
and Next Steps
The Close
Stage 1 Targeted Prospecting
What is targeted prospecting?
Why do we need to prospect?
List build answers
Purpose of Targeted Prospecting
Prospecting, building relationships and networking through various
lead sources.
Customer referral partners
Sales ready leads marketing
Online prospecting
Field prospecting
Customer Referral Partners
Who better to ask for referrals than your customers?
Doctor practices who know and trust you!
Customer Referral
Association Technique
Who can you think of that
would benefit from our
services?
What associations are you
involved in?
Who owns the business
next door?
Who owns the practice?
What specific specialty doctors do you know?
What kind of doctors are in your network?
Sales Ready Leads
These are leads generated through marketing
They are sent to you through SFDC
These are often provided in specific marketing campaigns
Field Prospecting
Field prospecting is the act of calling on businesses face-to-face (B2B)
It may take a warm call or or walk in for you to get the appointment
or get in front of the doctor
If you have contacted the doctor practice via email, voicemail, or
other “touches” your walk in is more of a warm call
Targeted Prospecting 3 Step Process
Preparation
Planning
Research
What steps do you take to
prepare for calling on a doctors
practice?
Preparat io n
Research
Email
Networking through
social media such as
LinkedIn, FB, Twitter
Other directories such as
Zocdoc, YP, Yelp
Preparat io n
Planning
Research what search tools will you use?
More than one practice location
Accepting new patients
Grand opening
Just moved
Adding new doctor associates
Shared ownership in other practices
Groupon ads
Paying for PPC
Using a competitor: Zocdoc, Demand Force,
1-800 Dentist, Yelp Ads
Specialty services lasers, Botox, Invisalign, weightloss
Research what are we looking for?
Two types of emails
Basic email to capture the doctors attention
Collateral specific email specific to the research you found
Research Emails
Keep emails brief
No more than four sentences in a paragraph
Include a link to your company website
Give doctors two ways to respond (phone, email)
Include your contact information in the body of email and
in your signature line
Research Email tips
Targeted Phone Prospecting
The Opening
Objective and agenda with value statement
Problem statements
Pain hooks current customers, relatable stories, research
Response – Positive or Negative with objections?
Close
Establish next steps and gain commitment
Targeted Phone Prospecting
Getting Past the Gatekeeper
Can you help me?
If you were me, what would you do?
Whats the best approach?
I just need 20 minutes
Targeted Phone Prospecting
The opening
Opening & brief introduction
Always differentiate yourself from other sales reps.
Ask their name and how their day is going
Targeted Prospecting
Opening - Objective & Value Statement
Hi doctor. This is Max from PatientPop. We are the first all-in-one growth and
management platform designed specifically for healthcare providers like
yourself.
We take everything that you ought to be doing online, put it under one roof
and automate it with software. As solution for targeted patient acquisition,
our technology increases the likelihood that the patients you want find and
choose you online.
We are a health tech company focused on growing the practice and
modernizing the patient experience.
Targeted Phone Prospecting
Opening - Objective & Value Statement
PatientPop is the first all-in-one growth platform designed specifically
for practices like yours. A tool for targeted patient acquisition, our
technology makes it more likely that the patients you want are finding
and choosing you online.
Targeted Phone Prospecting
Opening - Objective and Value Statement
Hi doctor, just so you understand, at PatientPop, our entire paradigm
shift is that the front door of your practice has moved on line and that
more and more people are going online to find great doctors like
yourself in San Diego.
The best way to think about us, at a high level, is that we specialize in
helping doctors like yourself drive more of the patients you want for
the services you like, just by making it easier for patients to want to
find and choose your practice online.
Targeted Phone Prospecting
Problem Statement Response
Positive or negative response from the doctor with objections?
Positive response
Doctor - “Yes, growing my patient practice is one my goals for 2018
Negative response
Doctor No thanks. I’m not interested at this time.
Targeted Phone Prospecting
The Close
I’d love to show you how it works. It takes 20 minutes. Do you have time
tomorrow or is the next day better?
I’m reaching out to find 20 minutes to show you how it works with my
technical director, do you have any time tomorrow or is the next day
better?
Do you have 20 minutes today to see how it works or is tomorrow better?
Targeted Phone Prospecting
Establish next steps and gain commitment
Ok, doctor I’ve got you on my calendar for Wednesday at 9:00am.
Please feel free to invite others in your office as well. I’ll send you a
meeting invite with a link to share my screen so you can view the
demo.
I’m also going to email some information about our company for you
to review.
Thanks for your time today. I look forward to our call on Wednesday.
If you can’t make, here is my phone number xxx-xxx-xxxx.
Hold them accountable if you show up and theyre not there.
Skills Practice
Targeted Phone Prospecting
Role play the following: use script provided
üOpening
üObjective, agenda, and value statement
üPain hooks
üResponse positive or negative with objections
üClose
üEstablish next steps and gain commitment
Role Play
The Approach
Creates an environment of trust between you the doctor
Sets mutual expectations for meeting & next steps
Steps of Approach
Bonding and Rapport
Objective and Agenda for the meeting
Bonding and Rapport
What is your approach for developing rapport with a doctor?
People buy from people they like and trust.
Objective and Agenda for the Meeting
Upfront Contract
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Time Allotted
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Objective and Agenda for the Meeting
Objective
Time Allotted
Doctors responsibility and agenda
Salesperson’s responsibility and agenda
Establish next steps
Gain commitment
Skills Practice
Bonding and Rapport
Objective and Agenda for the Meeting
üObjective
üTime Allotted
üDoctors Responsibility & Agenda
üSalesperson’s responsibility & Agenda
üEstablish Next Steps
üGain Commitment
Role Play
Stage 3 - Discovery process
Uncover a compelling reason that
will drive a doctor to take action
Define the doctors process for making
decisions
Determine the necessary investments
(time & resources) for a patient
growth solution
PatientPop
Discovery
What is Pain?
A compelling reason that
will drive a doctor to take
action
A problem that can be
eliminated through
PatientPop’s practice
growth solutions
What is Pain?
The problem a doctor brings you is never the real problem.
You find out just what the doctor wants to buy.
You use the discovery step to help the doctor paint a picture of needs,
wants, and desires.
Ask Questions
You have to ask questions, then more questions, and still more
questions
This allows you to find the pain, the cause of the pain, and the impact
of the pain
Pain-o-meter
People buy emotionally!
Technical pain
Business pain
Personal pain
Intellectual Emotional
Te c h n i ca l Pa i n
High level questions asked
What is the doctor trying to
accomplish?
Business Pain
Dig deeper into the problem
What is the underlying reason
for the challenge from a
business perspective?
Personal Pain
Personal pain is the strongest
This pain really brings out
emotion and feelings
Get them emotionally tied to
the issue
How does this challenge
personally impact you, other
doctors, your growth practice?
D E C A F Detail
PatientPop
ü Detail
Tell me more about that…”
“Can you be more specific
Dr. Welsh, perhaps provide an
example?
What have you tried in the past?
How do you measure the results?
Technical Pain
Discovery
D E C A F Elapsed Time
PatientPop
Discovery
How long has this been a
challenge?
How often does this happen?
When do you plan to have a
solution implemented?
What is your timeframe for
making a decision?
ü Elapsed Time
Business Pain
D E C A F Detail
Discovery
ü Cost
How much is each new patient worth
to your practice?
“How much are you willing to invest in
order to grow your practice?
When was the last time you allocated a
budget to grow the practice?
”Do you have a budget dedicated for a
solution?
“Would you mind sharing that with
me?
Business Pain
PatientPop
D E C A F Detail
Discovery
ü Actions
“What have you done to resolve this
issue?
Why do you suppose that hasn’t
worked?
“What is your process for these types
of decisions?
”Who was involved last time there was
a change made like this?
Business Pain
PatientPop
D E C A F Detail
PatientPop
Discovery
ü Feelings
“How does this impact you personally?
“Have you given up trying to deal with
the problem?
What is the worst that can happen if
you do nothing?
“Let me ask you, we have covered a lot,
where does this rank on priority to
you?
Personal Pain
Discovery Skills Practice
Qualifying
üTransition to Qualifying
üBuild interest
üUse DECAF questions
Role Play
Goals of the practice
• What kind of marketing are you currently doing?
◦ What prompted that decision?
• What have you tried in the past?
• What challenges do you face today?
• Who handled that (DM)?
• How did you measure the success of that?
• If no web presence, dig in and find out why. Do they recognize need?
• Ideal patient
• How has the practice evolved— Any new services?
• Still taking new patients? How many?
• How do you currently get patients and how do you track?
•• Biggest frustrations?
• What was it that you found interesting about PatientPop to take the meeting?
• How are patients finding you today?
• If there’s anything you can improve online what would it be?
• What do you know about patient pop? Do you know anyone that works with us?
• Have you tried Social Media? What do you know about it?
◦ Why not? Lack of time, cost know-how?
◦ How has it been working? Who’s writing it? How often and what does it cost?
• How do you feel your practice is represented online?
Stage 4 Agree on Need and Next Steps
Reinforce existence of the
doctors pain
Reconfirm the need to fix the
problem
Give doctor the chance to bring
up potential roadblocks or
anything we missed.
Define mutual clear next steps
Three Steps to Agree on Need
1. Summarize Pain
2. Agree on Need
3. Pre-Close and Overcome Potential Roadblocks
Stage 1
Summarize Pain
Start by summarizing what you uncovered during the Qualifying step:
Perceived problem
Underlying reason for the problem
Costs of the pain
Consequences of continuing with the pain
Doctors acknowledgement of those reasons
Impact of the problem
Resources and process to fix the challenge
Stage 1
Summarize Pain
“Lets recap what we have covered so far and make sure I have an
accurate picture of the situation…
Stage 2
Agree on a Need
This is the stage where we gain the doctors buy-in to fix their
problem with our solution.
Stage 3
Pre-close and Overcome Objections
If we can provide a solution for the challenges we just discussed,
while meeting your budget and decision process criteria, what would
prevent us from moving forward?
Overcoming Objections
What are some potential roadblocks that could arise with a doctor?
List build roadblocks
Overcoming Objections
ACIAC
Agree
I’m glad you
brought that
up
Overcoming Objections
ACIAC
Agree Confirm
I’m glad you
brought that up
Would you
mind helping
me understand
what concerns
you have
regarding
Overcoming Objections
ACIAC
Agree Confirm
Isolate
I’m glad you
brought that
up
Would you
mind helping
me understand
what concerns
you have
regarding
If it weren’t for
___ we could
move forward in
the process?
Overcoming Objections
ACIAC
Agree Confirm
Isolate
Answer
I’m glad you
brought that
up
Would you
mind helping
me understand
what concerns
you have
regarding
If it weren’t for
___ we could
move forward in
the process?
Address their
concerns or
create an action
plan that
addresses their
concerns
Overcoming Objections
ACIAC
Agree Confirm
Isolate
Answer Close
I’m glad you
brought that
up
Would you
mind helping
me understand
what concerns
you have
regarding
If it weren’t for
___ we could
move forward in
the process?
Address their
concerns or
create an action
plan that
addresses their
concerns
Close for clear
next steps
Overcoming Objections
ACIAC
Role play in pairs practicing ACIAC
Use objections and answers provided
Role Play
Stage 5 The Close
Purpose of Closing
Eliminate potential roadblocks
and confirm nothing has
changed throughout the sales
process
Present a growth practice
solution that fulfills the practice
needs
Ensure next steps are clearly set
Gain doctor referrals from the
practice
Purpose of Closing
üConfirm nothing has changed throughout the sales process
üEliminate potential roadblocks
Purpose of Closing
Restate Agree on Need
The perceived problem
Underlying reason for the problem
Costs of the pain
Consequences of continuing with the pain
Doctors acknowledgement of those reasons
Impact of the pain
Resources, process and timeline needed to fix the pain
Purpose of Closing
Present a solution that fulfills the doctors expectations and more.
Purpose of Closing
Prioritize the Pain
Doctor prioritizes aspects of the Pain
Start with the highest priority item
Obtain doctors verification
Continue with next pain area
Complete 75% of the presentation, do a temperature check
Purpose of Closing
Sample conversation
Ok, Dr. Welsh. We’ve talked about three areas of concern for your practice
today. Lets do a quick recapFirst, you want to improve your online
reputation and patient review scores. Next, you want to double the patient
growth of your practice for 2018. Your are in a very competitive geographic
market and need to be able to stand out online. And last, you would like to
add online tools to make it easier for patents to book appointments, call the
practice. Which of these would you like to review first? Ok…
Lets talk about your online reputation…
Now lets go on to the next concern… growing your practice
Ok, now lets talk about adding online tools to your website
Closing
Presenting Solutions - FACT
Feature: The product proposed
Application: Explain how it works for the business
Challenge: How it solves the current challenge/concern
Temperature Check tie down to confirm our solution
meets their expectations
Closing: FACT
Feature: The product proposed
“I recommend our Accelerate package”.
Closing: FACT
Application: Explain how it works for their practice
This package is all inclusive and offers everything in the Foundation,
Content Marketing, and Social packages. The Accelerate package also
includes much needed search engine content marketing.
Closing: FACT
Challenge: How it solves the current challenge/concern
Now the reason why the Accelerate package is a good fit for your
practice is because your are in a very competitive geographic location.
This package will enable your practice to really stand out. It will
ensure that your appear on the first page of Google searches as well
as local business listings in your area. It will also enable you to have a
strong social media presence on Facebook and provides up to 20
blogs per month related to cardiology. This will allow you to attract a
much younger patient base.
Closing: FACT
T emperature Check:
These are tie-downs to confirm our PatientPop solution meets the
doctors expectations
Do you see how this will help you?
Any questions?
Closing: Temperature Check
Measure the doctors
temperature
The doctor will tell you
what you need to do to
close the sale
Obtain the buying decision
Dr. Welsh, I realize we have covered a
lot of ground so far and still have some
solutions to show you. However, on a
scale of 0 to 10: 0 being you have no
interest in our services and 10 is you are
ready to sign with PatientPop, where
are you?
What if they are a 5?
What if they are an 8?
Closing - Final
Confirm signing the contract is the next logical step.
You might say:
“What would you like to do now that we are at a 10?”
“Would it make sense for us to just go ahead and get the contract out
of the way?"
Don’t delay the sale if the next most obvious thing to do is close the
business and sign the contract.
Closing - next steps
Set the right expectations for what happens next
Talk about the roles of our implementation team and customer
success team
Closing Gain referrals
Gain referrals from the doctor
This is the perfect time to ask for referrals!
Skills Practice
Business Scenario
Closing and presenting the solution
üEliminate potential roadblocks
üRestate Agree on Need
üPresent each solution using the F.A.C.T technique
üFeature, Application, Challenge, Temperature Check
üCement the Sale
üNext Steps ask for referrals
Role Play
Lets Review
Lets review
What are the five steps of the PatientPop sales process?
Targeted Phone Prospecting
The Approach
Discovery
Agree on Need
The Close
What are Goals?
Goals are what take us forward in life.
They are the oxygen to our dreams.
They are the first steps to every
journey we take.
Goal setting
Top-level athletes, successful business-people and achievers in all
fields all set goals.
Setting goals gives you long-term vision and short-term motivation .
It focuses your acquisition of knowledge, and helps you to organize
your time and your resources so that you can make the very most of
your life.
5 Reasons Why Goal Setting Is Important
1. Goals give you focus
2. Goals allow you to measure progress
3. Goals keep you locked in and undistracted
4. Goals help you overcome procrastination
5. Goals give you motivation
SMART Goals
What is a SMART Goal – Group Exercise
Lets create some SMART goals together.
SMART Goal Exercise
You have 20 minutes to create two SMART goals for yourself.
Your goals may be personal goals or business goals.
Your goals must be Specific, Measureable, Attainable, Realistic, and
Time-bound.
Once you have created two SMART goals, you will read these to the
class.
The class will review your goals and help you determine if they are
SMART goals.