by Stephanie Diiullo
iS Clinical is focused on selling to the consumer through education with its clinically validated products .
and your claim that “ this is the best product ever .” To avoid a consumer ’ s questioning and mistrust , all staff must be on their A-game ; they must be willing to spend as much time as necessary to learn everything about each product so that they can adequately educate consumers . Building this credibility is an absolute must . Selling through education will build more trust between the client and you . They will be able to see that you are not representing one brand , rather you ’ re representing yourself and the practice . Education is unbiased , and the facts are simply the facts .
Teaching sells because it places the power in the hands of the consumer . This gives the buyer the knowledge to make their own decisions , leaving them feeling empowered and happy with their purchase . They will not be left with guilty thoughts of , “ Why exactly did I buy this ? What does this product even do ?” Consumers will value their purchases more if they fully comprehend them . Even if a consumer ends up not liking the product , they are less likely to attribute that to you or your company , as they were educated and felt in control of the decision they made to purchase the product . There will be significance behind their buying , and they might even feel like they can share tips with their friends and family . With this , you might see referrals and gain new patients as an added bonus ! Power also lies in the fact that they are now free to apply this knowledge anywhere they want and need ; in fact , it could even be at another store ! You have selflessly provided information to them that is not limited to your practice . This helps build trust and also contributes to loyalty and retention .
On the selling end , it is important to “ know your stuff ” when teaching through education . Be ready for any questions and answer them confidently and thoroughly . The simple truth is that you can ’ t possibly know everything , and there will be times that you don ’ t have all the answers . There ’ s no way to fully prepare for this , as you don ’ t know what you don ’ t know . This is okay ! If you do not know an answer , do not make one up . Be honest ! Tell them you aren ’ t sure what the answer is but that you will look into it and get back to them as soon as possible . This further demonstrates that you are not a fraud and that you have professional integrity ; you aren ’ t trying to convince them to purchase a product by providing an uneducated or incorrect answer . Admitting that you aren ’ t sure and being willing to take the time to do the research will enhance credibility and trust with your patient .
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