Overcoming Objections in Communication

Objections (and how to overcome them)

• Objections almost always exist
• People's methods of processing information haven't changed significantly, but how they absorb information has
• Objections are often hidden
• Open-ended and targeted questions are essential to uncover objections
• Most objections stem from misunderstandings

Framing Objections

• Objections Almost Always Exist: How people take in information has changed. Objections are hidden. Targeted questions help find them. Objections are often rooted in misunderstandings.
• Most Objections Are Hidden: Be aware that the majority of objections are hidden.
• Strategies to Expose Hidden Objections: Use open-ended and targeted questions. Be clear and confident in your message. Support your opinions with data, like studies, statistics, or past similar situations. Use the "feel, felt, found" approach.
• Addressing Specific Objections Immediately: If an objection arises, deal with it right away. It's best for the group to hear it from you, own it, and define it. This strengthens long-term relationships. Trust is key in these relationships.

Handling Objections

• Don't React Negatively: Even if you strongly disagree, temper your reaction. Practice in front of a mirror. A firm, straightforward, and pleasant approach is effective ("You get more flies with honey than with vinegar").
• Objections Are Opportunities: Progress can be viewed as a line on a graph; moving from zero interest to high interest, when objections are overcome, the line moves to the right. Objections give insight into client perspectives. Focus on how clients perceive information, not just the facts you know.

Common Objections

• Objection #1: "You're too expensive": Explain pricing, including the maximum allowable rate and fee schedules. Explain that sometimes you won't get payment for medications at the fee schedule.
• Objection #2: "I give the patient the prescription, and they do what they want": Show that you are a fellow medical provider, not a vendor. Explain process efficiency of e-scripts. Consider situations involving attorneys and legal firms, and what can happen in scenarios involving PBMs.
• Objection #3: "I already work with a company/rep": You are different from competitors. Focus on the value you provide, such as patient-centered care. Avoid disparaging competitors
• Objection #4: "The insurance carrier told me not to use you": Evaluate the account. Verify good fit and choice for WC pharmacies. Identify potential misunderstandings.
• Objection #5: "Just leave your information, and someone will call you back": Call their bluff. Provide thorough information. Engage directly, and ask about preferred methods for the account, or how they would handle it.
• Objection #6: "Why send when they can pick up locally": This is a common misconception. State common authorization times (50% usually authorize immediately.) Explain the differences in WC prescriptions.
• Objection #7: "I tried a similar service and didn't like it": Emphasize that you are different from each other. Determine the reasons behind the prior negative experience. Reassure clients.
• Objection #8: "We don't need your service": Educate the account on the challenges of WC medications. Highlight your expertise. Share success stories or case examples of happy clients. Ask about their priorities.