Objections (& How to Overcome Them) PDF

Objections (& how to overcome them) Before we begin, I’d like to offer 5 ways to frame/think about objections: 1. They almost always exist 2. Most objections are hidden...

Objections (& how to overcome them) Before we begin, I’d like to offer 5 ways to frame/think about objections: 1. They almost always exist 2. Most objections are hidden 3. If you detect a specific objection, get in front of it immediately 4. Don’t react negatively to the objection, even if you STRONGLY disagree with the statement/objection & 5. They are an opportunity!  Framing objections 1. They almost always exist How people process information hasn’t really changed much over time, but how they intake information certainly HAS changed Objections are often difficult to see (because they’re often hidden) When you ask open-ended, targeted questions, you will be much more successful in uncovering the objections Most objections are rooted in misunderstandings  Framing objections 2. Again, most objections are hidden (very important to remember) To expose hidden objections, use these strategies: - Ask open-ended & targeted questions - Be VERY clear in your message - Be VERY confident in your message - Support your opinion with something (any or all of these may work: a study, statistic or a similar situation you’ve observed or been told about in the past. Possibly use the “feel, felt, found” line of dialogue “There are lies, damned lies and then there are statistics”- Samuel Clemens AKA Mark Twain  Framing objections 3. If you detect a specific objection, get in front of it immediately If there’s an elephant in the room, get in front of it- ASAP. It’s always better for your group to hear bad news from you instead of someone else. Own it and define it on YOUR terms. Even difficult conversations can strengthen your long-term relationship with an account (examples: drug formulary & peer-reviewed patients). Don’t be afraid to engage, when appropriate. Don’t forget that one of the best pillars of any long-term relationship (your goal in this business) is TRUST. This helps foster that trust.  Framing objections 4. Don’t react negatively to the objection, even if you STRONGLY disagree with it Always temper your reaction (this might take some practice in front of a mirror) The “best” approach is to be firm, straightforward, pleasant when refuting an objection “You get more flies with honey than with vinegar” If you take this approach and gently push back, it’ll often lead to more dialogue. If not, then something else is wrong…  Framing objections 5. They are an opportunity! Again, think of progress with an account as a line that goes from left to right. To the far left is zero patients/zero interest, and to right is an account that loves us and sends every WC patient to us. Every time you knock down an objection, you move the line further to the right. Objections are a window into the perspective of a client. It doesn’t matter what WE know. It matters how they perceive the information we have. Check out a book called “the Challenger Sale” What questions could you ask to “flush out” some hidden objections?  Objections Next, we’ll explore 8 common objections  Objection #1: “You’re too expensive” Model answers: Explain pricing, and that we’re simply billing the maximum allowable rate (the fee schedule). This is likely what they do also as a medical provider Also explain that while we bill at the fee schedule, we don’t always get paid at the fee schedule Emphasize that there will be times when we provide a medication, and we simply will not be paid for the medication. In other words, our effective rate of payment is lower than our bill Find out where the objection is coming from. Generally, the root of it is an insurance carrier How have YOU handled an objection like this one?  Objection #2: “I give the patient the prescription, and they do what they want to do from there” OR "they're already set up with a pharmacy when they get to our clinic (usually heard in a specialist's office) Model answers: Change their perspective. Help them see us as a fellow medical provider, and not a vendor. If they had a great MRI place or specialist that they could send a patient to without issues, why wouldn’t you send to a specialty pharmacy ion the same manner? Remind them that using us is very easy, especially when they use E-scripts (medical providers) Remind an attorney/law firm that using us increases the amount of a future settlement in the case Remind them about what happens when a PBM is involved Also, I’m only asking for your WC business, which most likely isn’t a great percentage of your business. If they do say that it is, ask them how much? How have YOU handled an objection like this one?  Objection #3: “I already work with a company or a rep w/ a similar company” Model answers: Start off by saying that we’re not all the same. Even if it doesn’t open the door then, it will begin the process of opening the door State that you obviously gave that person/company a chance, can you do me a favor and do the same for me & EZ Scripts? NOTE: DO NOT, EVER, BADMOUTH A COMPETITOR. Even when it might be warranted. It NEVER works, and makes you look petty and untrustworthy. Instead, focus on what WE do better (serving patient’s needs, awesome customer service, being there when the patient needs us). If an account brings it up, it’s fair game. There’s a time and place for this conversation in other words. How have YOU handled an objection like this one?  Objection #4: “The insurance carrier/adjuster/TPA told me to never use an out-of-network pharmacy Model answers: Review what out-of-network pharmacy means Evaluate the account, and whether it’s a good fit for US (and them) Remind the office that their patients/clients have choice of WC pharmacy Discern whether this is a misunderstanding, or if they’re being directed by the insurance carrier/adjuster How have YOU handled an objection like this one?  Objection #5: “Just leave your information and someone will call you back” Model answers: There’s a few different approaches You can call their bluff, and gather more information from the account (better approach is to pre-qualify the account BEFORE visiting, and “act like you belong”) You can refuse, and tell the person that she/he knows that someone won’t call back. Be different, in other words. Ask them what they would do if they were you. How have YOU handled an objection like this one? Objection #6: Why would I send to you, when the patient can go down the street and pickup their medication within a few hours? Possible/model answer(s): This is a COMMON misconception Stat about how often our meds are authorized immediately (only ~50% of the time) WC prescriptions are different- paint the picture of HOW they’re different Say something like “I wish that were true- it would be better for your patients/clients. If that were true, we wouldn’t exist as a company. How have YOU handled an objection like this one?  Objection #7: Either “I’ve tried a similar service and didn’t like it” or they have an impression that all out-of- network pharmacies are shady Model answers: Again, remind the account that we’re not all the same Ask the account for an opportunity to change their mind Find out exactly what the issue was, where the mistakes were made and assure the account that it won’t happen that way with us Talk up our “superpowers”, which show that we’re different How have YOU handled an objection like this one? Objection #8: “We don’t have a need for your service” Model answers: Educate the account on how WC medications are difficult- its just the way the system is Emphasize that we’re specialists in WC Tell a story of a similar account that discovered our value (feel, felt, found) Ask them what qualities they value when referring to another medical provider? How have YOU handled an objection like this one?  Any additional Questions/Objections you’d like to talk about?