SELLINGSKILLS are three points for consideration: * Present co-pay cards as "icing on the cake", not the cake itself. Too often representatives sacrifice product discussions for co-pay discussions. Remind representatives of the bottom line: physicians use branded products because of quality. Trainers can fix this problem by reminding representatives to stress value. Product benefits should be the focal point of all calls. Co-pay programs take a back seat, not the other way around. * Master the sequence. There is an art to selling with co-pay cards. They should be mentioned at exactly the right time within the sales call. Mentioning copay cards during the opening of the call is too soon; mentioning co-pay cards at the end of the call is too late. Ideally, co-pay cards should be presented immediately before the rep asks the physician for a commitment. Think of how infomercials introduce their bonus products immediately before the point of decision, "But wait, that's not all!" * Stick it where it counts. Any sales leader will tell you that the redemption level of co-pay cards leaves much to be desired. Most co-pay cards never make it into the hands of patients. Encourage your representatives to research the best way to distribute your cards in each office. They should be asking questions: Where should I put my copay cards? Which person distributes the cards? How do I make sure patients receive them? I Scott Moldenhauer is president of Persuasion Consultants, LLC. Email Scott at scott@persuasionconsultants.com. FOCUS | SPRING 2014 | www.spbt.org 45http://www.axiomhh.com http://www.axiomhh.com http://www.spbt.org