BUSINESS
MARKETING
THE PSYCHOLOGY OF SALES
WHAT REALLY INFLUENCES THE DECISION TO PURCHASE?
A DOCTOR once told me he hesitated to recommend products to patients for fear of being “pushy.” I agree; being pushy is a poor sales strategy and probably will not be received well by your patients. However, being “pushy” insinuates you are attempting to persuade people to buy things they do not want or need. For a variety of valid reasons, consumers or patients are inherently skeptical and distrustful when asked to buy a product. Do I really need this? Does my insurance cover it? Let’s take a look at the mind of the consumer and what really influences purchase decisions.
“WHAT’S IN IT FOR ME?”
Throughout the past decade, researchers in neuroscience and behavioral psychology have uncovered interesting insight into the mind of the consumer. As smart and savvy as we think we are, it turns out many of our purchase decisions are not a direct result of conscious deliberation — rather these decisions often occur on a subconscious level. Basically, the decision to purchase is filtered through an older, more primitive part of the brain that responds better to certain stimuli than others — and is mostly concerned with quick, risk-free solutions to its problems. This part of the brain is constantly asking, “What’s in it for me?” The secret to better sales is directly tied to your ability to help patients answer this question.
Five ways to Persuade Patients
1 KEEP IT SIMPLE. Consumers prefer simple over complex when making purchase decisions. Increase your effectiveness by offering fewer choices and recommending the best eye care. A confusing array of options can result in analysis paralysis — and possibly no sale at all.
2 ASK QUESTIONS. The part of the brain that influences our purchase decisions is self-centered. It’s mostly interested in solutions to alleviate its pain. Ask questions and then listen carefully. This “pain” could be headaches while on a computer, nighttime glare or peripheral distortion with progressive lenses.
3 SHOW ME THE PROOF. It’s not enough to just discuss the benefits; the decision-making part of the brain wants proof. A few ways to deliver proof are patient testimonials, trial contact lenses, product demonstrations or demo videos.
4 DIFFERENTIATE YOUR CLAIMS. Consumers are attracted to novelty. What is new or different about your product or service that differentiates you from the competition?
5 USE EMOTION. You may have heard the phrase ”people buy on emotion and rationalize with logic.” Sure, spring hinges and high-index plastic are important, but if you want to connect with the decision-making part of the brain, focus less on logic and more on emotion. Get excited about the product, tell the patient how cute the frame looks on her, how much easier it will be to track a golf ball or how the patient will finally be able to work on a computer without getting a headache. Emotion gets people excited about the product; ANSI standards don’t.
ASKING AND LISTENING
So how do we approach this? Start by asking questions. Take a personalized interest in the person sitting in front of you. Tell me about any problems you’re having with your vision. How do you use your eyes at work? What outdoor activities do you do? Then, stop talking and listen. Once the patient begins to discuss his or her problems, the focus begins to shift from saving money to solving a problem. To be effective at sales, first seek to understand, then to be understood. Once we better understand the patient’s vision issues, we can create more compelling and persuasive presentations (See “Five Ways to Persuade Patients,” left.)
SOLVING PATIENT PROBLEMS
What business are you in? If the answer is selling glasses and contact lenses, I will say thank you, but I can buy them cheaper down the road. If you’re in the business of solving my problems, improving my lifestyle, taking the time to understand my individual eyecare needs, now you’ve got my attention! You also have my loyalty.
“What’s in it for me”? If you can answer this question for the patient, you’re not being “pushy;” you’re being helpful. Isn’t that why we became doctors? OM
| STEVE VARGO, O.D., M.B.A. serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment. |
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