Technical Sales Training for the Laboratory Professional

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1 Technical Sales Training for the Laboratory Professional 10 CEU Credit Hours Produced by: ARUP Business Affiliations & The Institute for Learning Salt Lake City, Utah

2 Training Outline The Profession of Selling What is Your Definition of Selling? The Evolution of a Salesperson s Role Five Eras of Selling Your Role as a Modern Day Salesperson Why is Selling Important to Your Laboratory? What Does the Profession of Selling Offer Salespeople? Why Do Salespeople? Four Obstacles of Success Characteristics of Successful Salespeople First Impressions are Absolutely Critical The Self-Fulfilling Prophesy Understanding the Professional Selling Process What is Professional Selling Post Transactional Servicing Pre-Transactional: Initiating & Creating Interest Positioning Identify Strategic Markets Define Market Campaign Plan Target Specific Opportunity Prospecting Developing Territory Penetrating a Company Leveraging Your Network Gathering Prospect Intelligence & Predicting Needs Qualifying: Assessing Business Fit Forecasting Field Assessments Pipeline Assessments Analytic Assessments Transactional: Educate, Demonstrate, Validate & Close Need Discovery Presentation Answering Objections Closing Negotiations

3 Post-Transactional: Enhancing Client Relations Service Follow-up Understanding Your Customer Who Are Today s Buyers? Today s Buyers Are How to Maximize Your Relationship Psychological Strategies of Selling Your Responsibilities to Your Customers Your Responsibilities to Yourself Positioning The Importance of Strategic Thinking EXERCISE: Know Your Competitive Edge EXERCISE: Competitive Analysis Prospecting Definitions Developing a Territory Penetrating a Company Leveraging a Network Gathering Prospect Intelligence Qualifying: Assessing a Business Fit Prospect Management EXERCISE: Prospecting for New Business Territory Management Time Management Account Management Forecasting Field Assessment Pipeline Assessment Analytic Assessment EXERCISE: Defining and Quantifying Your Territory Goals EXERCISE: Territory Strategic Plan Initiating & Creating Interest Pre-Sales Call Planning Decide Which Approach to Use Basic Etiquette of a Sales Call

4 Educate & Demonstrate Needs Discovery EXERCISE: Value Creation Demonstrate & Validate The Presentation Answering Objections The Close Closing the Sale Negotiations DISCUSSION: Difficult Sales Calls Enhancing Client Relations Strive to Achieve Customer Service Excellence Control Your Customer s Experience to Your Advantage Principles of Communication Keys to Active Listening Professionalism In Communication EXERCISE: Customer Service Effective Use of the Telephone Introduce Yourself and Establish Whether it is Convenient to Proceed Control the Call by Asking Open-Ended Questions Volunteer Useful Information Do NOT Sell Over the Phone Great Time Saver Setting Appointments The Six Requirements of Successful Selling Videos Continuing Education in Sales

5 Abstract The 1990s represented a period of dynamic change within the clinical laboratory testing industry. Upon looking back, we could easily characterize it as the decade of national laboratory consolidation. While the national laboratories consolidated from nearly a dozen, down to essentially two, large, billion dollar national labs, concurrently, hospital laboratories recognized the potential of their excess capacity and how that could translate into an ability to generate additional revenue and lower their cost per test. Hospital labs responded by creating outreach programs to solicit additional laboratory business within their healthcare community, capitalizing on the non-patient testing market. Hospitals have utilized various business models to generated additional testing volumes, models that include: Networking with other area hospital laboratories either through non-equity or equity participation involving shared testing, utilizing a core lab concept, or a combination of both, Joint venture agreements for testing and/or services with other entities, Or, like most hospital laboratories, they have simply ventured out on their own creating their own brand identity. Regardless of the business model used, hospital laboratories have found themselves in need of a focused marketing effort rooted in its ability to sell its services in direct competition with the already established laboratories in their market. Sales, undoubtedly has played a vital role in hospital outreach programs ability to compete and be successful. This training program will provide the selling tools necessary for laboratory sales professionals to succeed in positioning its laboratory s services that will lead them to close more sales and generate increased revenue. It will educate participants regarding their role within the laboratory organization, prepare them to approach their sales effort with a successful sales strategy, and provide best practice sales tools that will make them an effective sales professional. Specifically, this program will provide participants with an understanding of the sales process, an understanding of their customers and their buying motivations, territory management skills, the appropriate language and structure of a sales call, strategic thinking concepts, and customer service fundamentals. The training will utilize group participation, group concept development, and role playing as a means of enhancing content retention and permanently affecting a change in their selling techniques.

6 Learning Objectives Participants will learn: 1. Practical tools for organizing a sales territory, identifying prospects, forecasting and capturing new business. 2. Strategies for developing professional relationships that will position themselves as an indispensable resource and business partner. 3. The phases of the professional sales process and how to identify where prospects are in each phase. 4. Consultative selling skills and techniques proven to be effective for long-term client retention. 5. Customer service strategies for both internal and external customers that will guarantee customer loyalty. 6. How to create value by selling the benefits of their services rather than the features. 7. Territory management skills that will assist them in prioritizing prospects as well as time and account management. 8. How to maximize their role within their own organization as a resource for market information and identifying opportunities for competitive advantages. 9. How to maximize their customer s buying motivation. 10. Techniques for the appropriate language and structure of a sales call including the approach, the presentation and the close. 11. National market trends affecting hospital laboratories based on the latest market information as seen by industry experts and their peers.

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