Sales training and sales mindset can combine to be powerful allies in a HCP’s success.

Picture two opponents in a Taekwondo match. The announcer stands in the middle of the ring broadcasting – “In this corner, representing the red corner, we have the challenger, weighing 217 pounds, winner of this year’s championship – introducing Hearing Healthcare Provider’s Mindset.”

The announcer turns and points to the opposite corner and once again his voice bellows out over the attending crowd.

“Defending the long-standing domination of this event, winner of 35 title bouts, defending heavyweight champion, weighing 224 pounds, representing the white corner, please welcome Counseling Skills Training (Sales Training).”

Can you imagine two heavyweights like Sales Training and Mindset squaring off in the ring? It might be one exciting sparring match. Both are critical to ensuring the clinical professionals get to the top of their game and remain at the top. Which is most important?

Sales training is a very broad category and includes everything from the internal skills needed, such as finding leads; making prospecting calls; qualifying the prospect; confirming the appointments; testing; demonstrating; presenting the right solution; setting next appointments; the button up; sales process; product knowledge; dealing with objections; open and closing skills; practice territory management; networking; and listening skills to name a few of the assorted topics. This is not a shortlist. The Hearing Healthcare Provider would ignore any of these items at their peril. Many would be correct to think sales training ranks right up there and perhaps is the hands-on bet if you were to wager who would win the match.

Sales training provides knowledge around specific topic areas a Licensed Hearing Care Provider needs to be proficient at their job. There is no point in trying to be a top performing practitioner when you do not know how to sell your product, the process to book the appointment, how to deal with patient concerns, or where you should be going to find a new patient. Most companies invest heavily in sales training, especially with new licensees. They can’t afford to dispatch the company’s ambassadors poorly equipped. It is in their best interest to train them well.

The Hearing Healthcare Provider’s mindset is perhaps lesser known, less discussed, and a less visible contender. In fact, many practices don’t pay much attention to the psychology of selling. Some practices survived their selling careers being told, “Activity is everything,” and when the activity wasn’t there the clinic manager reached for a bigger stick. Times have changed. Today we have a much better understanding of the Hearing Care Professional’s psyche. Focus, confidence and motivation are what I refer to as the “below the line” subject – collectively referred to as mindset. Mindset development is a specialized area critical for success.

Mindset has evolved from cognitive-behavioral psychology. It suggests what we are thinking about today will determine our reality tomorrow. Research has found that successful Hearing Healthcare professionals are more likely to engage in constructive thinking while unsuccessful Hearing Aid Dispensers are prone to think in counter-productive ways.

The best Hearing Healthcare Providers are effective thinkers. They think in a way that helps them perform at an optimal level.

So will the red corner or the white corner win? In the perfect world, our match would end in a draw. Let us assume the recruitment and selection process has filtered for sales competencies. The learning and development teams today are right to begin with sales training. The practitioners need to understand the company’s sales process, the products, and acquire the requisite selling skills.

Once the sales training is covered, the practitioner has had an opportunity to practice and become proficient. At this point, it is appropriate to turn development efforts to understanding and leveraging the Mindset. Learning how to become an effective thinker and align one’s thinking with the thinking of top-performing Hearing Healthcare Professionals can lead to new levels of fitting success.

Professional athletes and sports teams have long understood and valued the concept of leveraging mindset. In any competitive environment, it can be a challenge to stay optimistic, focused, motivated, and productive day in and day out. Once they have mastered the skills of their sport, they continue to practice and practice. They complement their physical activity with their mental activity to reach new heights. The same holds true for top Hearing Healthcare Professionals.

In summary, there really isn’t a winner or a loser here. It is more a question of sequencing. It is safe to suggest the new practitioners begin with sales training, and once the basic activities and competencies are mastered, they move on to developing their Mindset.

There are 13 disciplined mindsets to master if you want to be a contender for a top performer and accelerate your career. These mindsets are:

1. The Confident and Optimistic Mindset
2. The Champion’s Mindset
3. The Empathetic Mindset
4. The Opportunity Mindset
5. The Disciplined Mindset
6. The Growth Mindset
7. The Business Owner Mindset
8. The Pareto Principal Mindset
9. The Honesty Mindset
10. The Attraction Mindset
11. The Mastery Mindset
12. The Long-term Relationship Mindset
13. The Go Above and Beyond Mindset

Sales training and mindset can combine to be powerful allies in sales success.

– Nathan Bush, MBA