Success Skills: Recognizing Buying Signals
Improves Case Acceptance
How to practice your "empathetic listening" for
better patient communications
Professionals need to be effective communicators,
particularly when offering elective care options. Exceptional
patient communications begin with careful listening skills
that can be cultivated with daily practice.
For all the years we have been doing this, we have yet to
meet a single professional who likes being a "salesman."
However, when it comes to providing cash-based and/or elective
services, someone (doctor or staff) needs to be able to communicate
the value of their services or procedures.
Sometimes called case presentation, selling can more palatably
be thought of as bringing a solution to a person with a need.
We find that the most successful providers are comfortable
with this "solution" definition. What's more, they
know how to build rapport, speak well and listen well.
The good news is these skills - much like clinical skills
- an be learned and improved with practice. Eventually you
can become extremely good at helping the patient get what
he or she wants.
Empathetic listening or "listening for meaning"
is a process that improves mutual understanding. This is an
individual skill that deserves regular attention. At least
half (if not more) of the successful case acceptance process
is based on listening...and understanding what is being said
and what meaning might be between the lines.
Look for these Buying Signals.
Success in offering elective services begins with relating
the patient need to the service. Often they are open to a
solution that helps them, and may be ready to accept professional
treatment recommendations. Buying signals can be subtle, but
also revealing. Common buying signals include:
- Being "possessive." Comments
with "I" or "my," signal they are thinking
about the outcome as if they already have them. It's an
expression of at least conditional acceptance.
- Repeating questions and asking for details.
Questions signal interest or understanding. Repeating a
question about a particular detail is probably something
that's important to their acceptance, and their looking
for verification.
- Looking for validation. The individual
may have decided, but they want agreement or encouragement
from a spouse. Looking to a spouse or other "higher
authority" can also mean deferring the decision, so
consider including all concerned from the start.
- Sounds of affirmation or agreement. When
someone adds a positive comment with feeling, they may have
mentally taken ownership of the benefits.
- Asking about implementation steps. The
length of time to complete or impact on their routine means
they are thinking about the process steps. It's a signal
that they are judging the length of time until they enjoy
the outcome.
- Comments, questions (or negotiation) about price.
Generally this is a good signal, but they should
hear and understand the value and benefits, not just the
cost.
Know when to ask...
Of course, the most important buying signal is when the individual
agrees to your recommendations. But surprisingly, many practitioners
simply fail to ask.
The typical provider has hundreds of opportunities to work
on and improve these interpersonal communications skills each
week. Skills grow with repetition, and patients often want
to discover a beneficial solution. Listen...and when the dialog
signals a mutual understanding, ask for the commitment.
|
