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Sales Training Video - The "PRICE" Objection

Medical practices that successfully adopt electronic medical records systems see more efficient operations, greater profits and better patient care. In some cases, adoption is more difficult than it needs to be, and most often it’s because the office doesn’t receive the training it needs to use the new system.

Schedule Plenty of Training Time

A fully-featured EMR system is not a simple system to learn. While the benefits will be well worth it, it does take time to get everyone up to speed on all the attributes of the system. Training should be more than a twenty minute group session the morning the EMR system goes live.

In a cold call environment the major problem is, the writer of the script is not the caller, therefore, it is extremely unnatural for the new salesperson. Their voice gets louder and they start talking faster until the person on the other end of the phone simply hangs up. The salesperson then usually goes back to the manager and says “This sales script must be off. Its not working.” The real problem is that you are trying to force a square peg into a round hole. Below are 5 ways to win with cold calling.

1.Understand that most sales are made by a problem being solved. Recognize the problems your clients encounter, and speak to the person on the other end of the phone in those terms.

2. Prioritize your potential clients biggest problems and talk to them in that vein. Throw your script away and focus on having a conversation with someone who has a problem you can solve.

3. Be yourself. The script is written to say things the way of the script writer not necessarily the way you would say it. For example, if you are selling health insurance, The approach scripted may be, “If I could save you money on your health insurance, would you be interested?” Rather, try addressing the problem. Bob I run across a lot of people who either don’t have health coverage or can’t afford it any longer. Do you know people like this? Trust me you will start a conversation. Focus on the problem to start a conversation, then you can offer a solution. Be yourself. Say things the way you would say them. After all, you are just having a conversation.

4. Slow down. One of the natural inclinations is to talk fast. Why? Because you want to get your pitch out before they have a chance to hang up. You can do both talk slower and have a conversation about a problem.

5. Do not come across like a telemarketer. Most people do not like telemarketers. If you don’t like them, (I am assuming you are like 99.9% of the population) do you think the people you are calling do? Again be yourself.

Insist that the entire office be trained on and use the EMR system. With a positive approach to training, office staff is more likely to be eager to learn to use it. You may even want to consider offering prizes or giveaways to those who find creative ways applications for ways to utilize the system for your practice.

Training is a vital part of successful EMR system adoption and should be part of the overall strategy of a practice’s conversion to electronic medical records

Resource Author Francisco R. Higueras
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