BUSINESS

  SCRIPTOPEDIA

AVOID ‘SALES’ TRANSACTIONS

YES, YOU READ THAT CORRECTLY

MARK HINTON

OBVIOUSLY, YOU want to make a sale, but you don’t want consumers to feel like it’s a sale because they are conditioned to hold on to their money tightly when they feel this way. The term “insurance” makes consumers feel this way, as it’s something we buy, but don’t want to use. Think about it. Do you want to use your car insurance? Of course not! Therefore, to prevent the “sales” feeling in consumers, you and your team must not only avoid the term “insurance,” when discussing products, but all words associated with it, such as “allowance,” “coverage” and “out of pocket.”

Instead of providing one or more specific scripts this month, here, I provide a method for your team to avoid the term “insurance” and all its associated words, so you’ll see your sales grow.

1 PURCHASE FAKE GOLD COINS

Go to a party-themed store, and buy 40 fake gold coins for each team member.

2 ACQUIRE A JAR OR STAPLED BAG

Cut a slot in either item large enough to allow the aforementioned coins to drop inside.

3 INSTRUCT YOUR TEAM TO EAVESDROP ON ONE ANOTHER

Hand each team member his or her coins. Show the jar or stapled-shut bag. Educate that you want team members to listen to each other talk to consumers to see whether “transactional” words, such as those described above vs. “buying” words, such as “vision care discount plan,” “benefit” and “savings,” are used. If the former words are overheard, a team member must gently remind the offender to give up one of his or her coins to the jar or bag. (This is all shared in the spirit of good faith and is not meant to be mean-spirited.)

The one with the most coins after one month wins a gift card.

4 START ALL OVER AGAIN

At the end of the month, start again until all “transactional” words have been replaced. After doing this activity for three months, you’ll be pleasantly surprised at the change in consumer behavior and your bottom line.

IT’S NOT INSURANCE

If you think about it, managed vision care plans aren’t insurance. They’re “benefits,” as several typically cost less than $100 annually for a $10 co-pay for a $200 eye health exam and refraction and enable the purchase of glasses for half price or less. Get your team members to understand this, and they’ll lose less gold coins. OM

MR. HINTON is CEO and president of eYeFacilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/OMcomment.