Nathan Hayes

Nathan Hayes is the Manager of Business Development for Red Tray and Editor of sellingtoecps.com.

Reps are welcome to contact him at 404.934.3535 or to send him an e-mail if you have questions about how Red Tray can benefit your accounts or with general comments about selling to ECPs.

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Know what motivates ECPs: Part 3

Posted on March 26, 2009
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Know the Awards that motivate your accounts

As I’ve written, there are three elements to understanding the motivation of your customers. You will enjoy greater success on your sales calls by tapping into your customers’ Motivational DNA™ - Desires, Needs and Awards.

Today we’ll look at Awards, which are the way ECPs want to be recognized for their achievements.

There are two Award Systems that motivate people to succeed: Internal Awards and External Awards. Give your accounts the Awards they value most and they will be motivated to buy from you again and again. Read More

Know what motivates ECPs: Part 2

Posted on March 24, 2009
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Identifying your customers’ Needs

As we wrote last week, there are three elements to understanding the motivation of your customers. You will enjoy greater success on your sales calls by tapping into your customers’ Motivational DNA™ - Desires, Needs and Awards.

Today we’ll look at Needs, which are the basic requirements people have to feel fulfilled. ECPs have needs in life that you, of course, can’t meet. But, they also have needs every time you try to sell them something.

Understanding your customers’ Needs will make you more effective during your sales presentations. Read More

Know what motivates ECPs: Part 1

Posted on March 20, 2009
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If you’re like me, you wish that there was one formula that you could use to win over practice owners and dispensary managers.

Unfortunately, every ECP is different, and they all require different motivations before they buy your sales pitch.

Last week I learned a tool called Motivational DNA™ from Tamara Lowe, a nationally known motivational speaker.

DNA refers to the Drives, Needs and Awards that motivate all of us. Over the next week we’ll take each in turn.

Each part of your customers’ DNA will affect a different part of the selling process.

Knowing their Drivers will help you when closing. Recognizing their Needs can make your more effective during presentations. And knowing what kind of Awards they prefer will help you when following up after a sale. Read More

Three ways to help ODs increase their profitability

Posted on March 13, 2009
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Most optical sales consultants talk in terms of scratch resistant A/R, designer name frames, and fast delivery when talking with practice owners and optical dispensers.

This is how most of you want to present your lab services or frame lines: by convincing your customers that their practices will benefit from using your products.

But what if the buyer only wants to talk about pricing?  How do you steer the conversation back to value-add products?

What is the buyer really asking?

As we’ve discussed on this blog before, when an OD tells you your prices are too high, his real concern is generally that his profits aren’t as high as he’d like.

Here’s how you can help your customers evaluate their profitability. Read More

Take a strategic approach to your sales calls

Posted on March 6, 2009
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This article is for everyone who has ever had that sinking feeling during a sales call that they were not connecting with your prospect. Read on if that has ever happened to you.

If it never happens, write a book and ask your boss for a big raise.

3 questions that help you add value

I recently learned a new technique which is already making my own sales calls more focused and productive. It’s called Read More