FOR INTERNAL REFERENCE ONLY

Selling Skills and Business Acumen: moving your pipeline

forward

Tom Bate –RM Southeast Elaine Ratcliffe – DM Ontario

January 21,2016

FOR INTERNAL REFERENCE ONLY

Objectives 1. Driving a culture of owner/entreprenuer thinking at all levels of

the business 2. Learning what your customers really want in a sales professional 3. Understanding what drives profitability and cash flow for you and

your customer 4. Effectively communicate your products and ideas to accounts 5. Increase efficiency of your Sales Pipeline

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY

References 1) 1) Forrester Research – Death of A (B2B) Salesman Http://bit.ly/1Mex2Hv 2) 2) LinkedIn Sales Solutions: http://bit.ly/1S0lqFq 3) 3) SAP – What does the Future of Selling Look like? : http://bit.ly/1W8UHZf (commissioned by SAP, with independent research by

Loudhouse. 2014 4) 4) Cisco: http://read.bi/1HmHylU

FOR INTERNAL REFERENCE ONLY

What’s a Doctor’s Time Worth?

GP

GP Perio OS

$500-1000 per hour

$900-1200 per hour

$1000-1500 per hour FOR INTERNAL REFERENCE ONLY

What’s your Time Worth? Example: DM makes $100K annually. (salary & comm) Avg.Benefits = $25K $125K 251 work days - In 2015 there were 237 work days. (Excludes 9 Federal holidays and 2

floating holidays. Excludes 14 vacation days) - 9 hour work day x 237 work days= 2,133 hours - 125,000/ 2133= $58.60 per hour

Are YOU wasting THEIR time?

OR Are THEY wasting YOURS?

Are YOU wasting YOUR Manager’s time?

FOR INTERNAL REFERENCE ONLY

Definitions

Opportunity Cost: noun 1.The value of something that is lost because you choose an alternative course of action. 2. The cost of an opportunity forgone (the loss of the benefits that could be received from that opportunity; the most valuable forgone alternative. FOR INTERNAL REFERENCE ONLY

Definitions Business: 1. A person, partnership or corporation engage in commerce, manufacturing, or a service, profit seeking enterprise or concern.

Acumen: 1. Latin word, Keen insight, shrewdness.

Partnership: 1. A person who shares or is associated with another in some action or endeavor. 2. The state or condition of being a partner, participation association, joint interest

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership

Really understand your potential partner. This means understanding them as a person, a clinician, a business manager. FOR INTERNAL REFERENCE ONLY

Creation of a Partnership

How Don’t expect this to be a quick process. You may have heard these next two pieces of information before: 1. People buy from people 2. Clinicians did not graduation from dental school for the sole purpose of using our products. FOR INTERNAL REFERENCE ONLY

Creation of a Partnership

What will we add to their practice? • The business of Dental Implants is all that we do. It is

not all that they do. • The percentage that the business of dental implants

plays in their practice can vary from very small to it being their primary focus.

• It should be our goal to be sure to continually bring it to the forefront of their practice (big or small)

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership

If people buy from people, let’s be sure we know the person: Clinician 1. These are the easier questions to ask as they are expecting them. They will believe we are there to sell product. 2. Examples of questions 3. What implant system do they use 4. Do they enjoy working with dental implants 5. What do they like about their current system 6. What would they change if they could about their current system 7. Do they have multiple systems 8. Who picks the system, surgeon, restorative referrals or are they implantologist 9. Do they place and refer 10. Do they offer all restorative options to their patients 11. Do they do bone regeneration 12. Do they use one lab or do they use multiple labs 13. What percentage of their practice is dental implant 14. Do they do continuing education in the area of dental implants

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership Business Person • Clinicians are more aware of the importance of being better

business people, Are they good or can they improve? • Many clinicians come out of school over whelmed at what

they still to learn clinically. With debt load, they have to produce.

• Student debt has doubled since 2001. The average dental student graduates with approximately $250,000.00 of debt.

• Their dental education does not include practice management or business courses.

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership Business Questions Do they do referral programs? How do they promote their practice? Do they have a treatment coordinator? Do they have an office manager? Do they offer CE to referral? Do they do offer evening or full day programs to their referrals? Do they want to do CE? Do they market their practice to patients and community? Does their practice do any giving back to the community and if so does the community know they do? Do they believe implants are a benefit to their patients and are they profitable for their practice?

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership Personal Information This area is more information gathering rather than pointed questions. The information takes more time to learn but will effect what emotionally will trigger them: • Do they like sports? • What do they like to do outside of dentistry? • Are they married? • Are they from the town that they practice in? • Where did they grow up? • Do they have children? • Who are their classmates or colleagues? • Do they have a relationship with them? • Do they like to travel? • Do they like dentistry or does it just pay the bills? • Is their significant other involved in the practice?

FOR INTERNAL REFERENCE ONLY

Creation of a Partnership Now • With the accumulation of this information, you can move forward

to offer those options and solutions that fit their practice both clinically and on a business level as well as solutions that will fit their personal life style.

• Be selective with offerings that are presented: - The right offerings are engaging and exciting - Too many and they will be overloaded FOR INTERNAL REFERENCE ONLY

Objectives

Driving a culture of owner/entrepreneur thinking at all levels of the business

Time Management

(YOURS & Theirs)

Partnering (Bring Value every time)

Self Improvement FOR INTERNAL REFERENCE ONLY

Objective

• Learning what your customers really want in a sales professional

• Understanding what drives profitability and cash flow for you and your customer

• Selling main products • Sell ancillary products • Be the “go to person” • Provide Value every call • Networking

YOU

• Time Management/Production • Effective processes (IC) • Marketing • Networking

Customer

FOR INTERNAL REFERENCE ONLY

Objective

• Effectively communicate your products and ideas to accounts

• How? – Models – iPad – literature – studies – Take notes – Demo kits – Lunch & Learn powerpoint – Marketing pieces – etc…

FOR INTERNAL REFERENCE ONLY

Objective Sales Funnel/Pipeline: • Where do I find new leads? • How can I connect/network with them? • (Do they want to connect with you?) • How do I push through opportunities

through funnel? • How many opportunities should I have? FOR INTERNAL REFERENCE ONLY

Sales Funnel/Pipeline

Where do I find new leads? • Google • Other docs (ask) • Pre-registration lists from tradeshows • National/State/city/local study clubs • LABS • TV, radio, newspaper • Others (please share)

FOR INTERNAL REFERENCE ONLY

Sales Funnel/Pipeline

How can I connect/network with them? • (Do they want to connect with you?) • In person: dinner, outside of business hours • Email: “A valid business reason to meet with you.” • LinkedIn • Introduction from colleague, referral, etc. FOR INTERNAL REFERENCE ONLY

Sales Funnel/Pipeline • How do I push through opportunities through funnel?

– Deadlines on proposals and follow-up meetings scheduled prior to leaving. – Have multiple opportunities running at the same time. (different cycles) – Did you present a proposal?......in person? With the decision maker? – Have you presented a plan of implentation? (change is scary) – Reality check: is it a dead opportunity?

• How many opportunities should I have? • **As many as you can handle properly** • **Always keep filling it because opportunities are won, die, fester, and you are probably losing business on the backend somewhere.

FOR INTERNAL REFERENCE ONLY

FOR INTERNAL REFERENCE ONLY