Progressive Sales Skills: Understanding
Buyer Behavior
Produced by:
ARUP Institute for Learning &
Business Affiliations
Salt Lake City, Utah
Training Outline _______________________
Principles of Selling
Your Role in Relationship and Consultative Selling
Understanding What You Control and, More Importantly, What You Don’t
Leveraging the Value of Your Internal Customers
Maximizing Buyer Behavior
Building Relationships by Understanding Behavior
The Basics of Behavior Style Identification
Identifying Your Behavior Style
Understanding the Four Dimensions of Behavior
In Depth Behavior Style Identification
Putting Behavioral Styles Knowledge into Action
Strategies for Interacting with Each Behavioral Style
Key Words to Use with Buyers Behaviors
Motivational Keys and Sales Strategies for Buyer Behaviors
Pre-Approach Planning
The Sales Process: The Consultative Sales Model
The Approach
The Need Discovery Process
Top Seven Most Critical Questions
Presentation
The Significance of Body Language
Matching, Mirroring and Pacing
Understanding Communication Style
Positions Statements
Creating Value: Your Differentiating Factors
Creating Value: Turning Features into Benefits
Agreement
Answering Objections
Negotiating Sales Resistance
Closing the Sale
Sales Process in Action
Follow-up and Servicing
Telephone, Voicemail, and E-mail Techniques
Using the Telephone and Voicemail Effectively
E-mail
Getting Results Using the Telephone and Voicemail
Your Priorities
Abstract_______________________________
The 1990s represented a period of dynamic change within the clinical laboratory testing industry.
Upon looking back, we could easily characterize it as the decade of national laboratory
consolidation. While the national laboratories consolidated from nearly a dozen, down to
essentially two, large, billion dollar national labs, concurrently, hospital laboratories recognized the
potential of their excess capacity and how that could translate into an ability to generate additional
revenue and lower their cost per test. Hospital labs responded by creating outreach programs to
solicit additional laboratory business within their healthcare community, capitalizing on the nonpatient testing market. Hospitals have utilized various business models to generated additional
testing volumes, models that include:
• Networking with other area hospital laboratories either through non-equity or equity
participation involving shared testing, utilizing a core lab concept, or a combination of both,
• Joint venture agreements for testing and/or services with other entities,
• Or, like most hospital laboratories, they have simply ventured out on their own creating their
own brand identity.
Regardless of the business model used, hospital laboratories have found themselves in need of a
focused marketing effort rooted in its ability to sell its services in direct competition with the
already established laboratories in their market. Sales, undoubtedly has played a vital role in
hospital outreach programs’ ability to compete and be successful. This training program will
provide seasoned sales professionals with an opportunity to refine their sells skills by learning
consultative selling strategies that capitalize on their understanding of behavior types.
Understanding behavior types becomes the key element in a sales professional’s ability to adapt
their own style in an effort to enhance the sales process and eventually close more sales.
Specifically, this program will provide participants with an appreciation for the consultative sales
model, an understanding of Maslow’s theory of behavioral styles, Myers-Briggs behavioral types
and techniques for adapting their own behavioral style in order to maximize their sales effort and
generate increased revenue. This training will utilize group participation, group concept
development, and role playing as a means of enhancing content retention and permanently
affecting a change in their selling techniques.
Learning Objectives_____________________
Participants will learn:
1. The skills necessary to move from a basic understanding of sales, where selling services or
products is the primary focus, to a level where building relationships that create partnerships
becomes the vehicle for providing mutual value.
2. How to determine the motivation and distinguish the buying behaviors of individuals who
hold the keys to their laboratory’s success in the marketplace.
3. How to close more sales through relationship building and consultative selling.
4. To identify their buyer’s behavioral style and the how to modify their own behavioral style in
order to maximize their sales relationships and close more sales.
5. How to determine what they have control over in the sales process, versus the power they
have to influence the decision-making process.
6. Strategies for connecting with their buyers by using body language, mirroring and matching
techniques, and understanding the various communication styles and how these techniques
impact buyer behavior.
7. To identify the seven most critical questions in their sales process.
8. Techniques for information discovery and effective methods for handling objections.
9. How to maximize their customer’s buying motivation.
10. National market trends affecting hospital laboratories and sales based on the latest market
information as seen by industry experts and their peers.