Why do you believe when you hear “Used Car Salesman” you get as far away as possible?  Why do Lawyers and Politicians have such a bad name?  Is it because people feel they aren’t going to be able to make their own choice?  Is it because they feel their opinion really doesn’t matter?

I know I had a bad experience with a car salesmen one time.  During the entire time I was looking for a car I didn’t feel comfortable with him.  He kept throwing surprises out at me.  He took me to cars that I wasn’t close to being interested in.

I just never felt like I knew what was going on.  I felt like I was in the dark as to what he was doing.  I definitely didn’t feel like he was listening to what I wanted.  Or even cared for that matter.

He didn’t understand my “rules” for finding a car.  He didn’t give his “rules” for helping me find one.  Neither of us were on the same page.  He was doing things how he thought it should be done.  It wasn’t matching my idea of how it should be done.

It’s very hard to engage in any process unless both parties understand the “rules” for the process.

That’s why salesman can get such a bad name.  They play by their own rules and don’t allow the other party to know their rules.  Plus they don’t try to find out what their prospects rules are for the process.

What would happen in your practice if you could separate yourself from being compared to these type of sales people?  What kind of difference would it make to create change in someone if they felt they had a say in the process?


To overcome these feelings requires buy in from all parties.  People want to believe they have a say in the process.  That’s why it’s so important that you set ground rules at the beginning of the appointment.

Doing this properly let’s the patient know right up front 2 things:

  1. Equal say from all parties, especially the patient’s, is imperative to find them the proper solution.
  2. You are looking for a yes or a no if they would like to move forward.  A “maybe” just won’t cut it.

This approach is not common so they won’t expect it.  They aren’t used to having a salesmen give them control.  This creates trust and breaks down barriers.

They will be much more willing to share when they believe they have say in the direction of the appointment.


There are 7 things that need to be covered in a successful “Ground Rules Agreement”.  They are as follows:

  1. Questions about potential products and/or services that are offered and potential investment.
  2. Discussion of current difficulties and there impact
  3. Complete evaluation
  4. Suggestions of potential solutions
  5. Recommendations and potential investment
  6. Choice – go on as life is or make a change
  7. Do they want to add anything

People are not use to doing business, especially with sales people in this manor.  It will help start the process of breaking their current patterns, including the pattern they normally go into when they are meeting with a salesman.

People will believe 7% of what they hear, 50% of what they see but 100% of what they say.


An Hearing Instrument Specialist’s real job is to listen to the concerns and struggles the patient has with their current hearing situation.  You should really be listening 75% of the time.

In order to get a patient to talk that much of the appointment, they are going to need to be told that they are given permission to have that much talk time.  They simply are not used to it.

This is a very small part of the Hearing Instrument Sales Mastery sales process.  Yet it yields enormous results.

In our 16 step sales process, every step of the process is just as important as the next.  Following the steps with congruency in our experience almost guarantees success.

The Ground Rules Agreement sets the stage to be able to back up in the process when the need arises so that everyone is on the same page. 

It creates an agreement and buy in from all parties involved for just that to be acceptable.  Without it you do not have their permission to follow the process and you can not do it for their reasons.

As consultants we must be congruent in everything we do.  Any laps in confidence or congruency and your patient/customer will think you don’t even believe it.

They are going to give you many reasons not to change.  Getting them to believe change is needed means you must overcome their congruency with your own.  A strong Ground Rules Agreement is the key to help the patient see your congruency.

How much could you accomplish if they are on your team or from their position, you are their team?

How much advantage would it be to know they agreed to make a decision today?

Having a strong Ground Rules Agreement will create these agreements.

If you would like more information on how you could start seeing your close rate hit 50% to 60% and start earning 6 figures as a Hearing Instrument Specialist, simply give us your email.  We will start sending you tips and tricks that have helped many people see immediate improvements in their results.