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Sales Call Techniques Master List
Once an introduction has been made, these are the ongoing sales calls that home care marketers can use to grow their relationships:
- Usually done once a week with high value targets (like hospitals)
- Approach is kind of, “I was in the neighborhood and wanted to check-in.”
- Referral sources usually know that you’re just trying to stay top-of-mind
- Works well with established relationships but others may think you’re being “sales-y”
- Variation of “weekly drop-ins” with coffee/snacks as extra incentive
- Works well with established relationships, but other referral sources may be skeptical
- Some healthcare organizations will frown upon practice and cite “rules” that prevent them from accepting food/gifts
- Legal in most U.S. states since home care is “private pay” and not Medicare-funded
- Best approach is casual and matter-of-fact
- Usually best done shortly after referral source/s arrive to work, and while they’re in their offices getting ready for the day
- PRO-TIP! Most major coffee retailers have large jugs of coffee to-go with names like “travelers” and “totes.” They provide 10-12 cups of easy-to-carry coffee for $10-$15. Plus, the coffee stays hot, and they include cups, napkins, creamers and sweeteners!
Referral Follow-Up / Status Updates
- Referral follow-up / status updates
- Sales calls that update referral sources on the status of previously-referred patients/clients are the absolute best!
- Most referral sources are genuinely concerned about the patient\'s condition
- These visits boast the pretext of having a VBR
- Follow-up/status calls can also be incorporated with weekly “coffee drops.” This is especially true for referral sources that are close relationships and refer patients regularly.
- Active home care marketers and sales representatives quickly become regarded as valuable sources of industry knowledge, news and gossip
- Although it’s not good to be known as a “gossip” per se, effective marketers can use their unique position to curry favor with referral sources
- You might picture a home care marketer as a bee that bounces from referral source to referral source pollinating the local healthcare community
- Community announcements may range from news on new hospital expansions or changes in healthcare laws to the opening of a hot new restaurant.
- Announcements can really can be anything, and savvy marketers adjust the content to the tastes of their referral sources
- Whatever the nature of the announcement, these sales calls amount to VBRs and are viewed as being far more genuine than simply stopping-in to say “hi.”
- Updates that relate to one’s own organization usually don’t care the same weight as community announcements
- Exceptions are when they relate to things that directly impact a referral source or her patients
- Examples of informative company announcements include: changes in rates, new policies that are favorable to clients/patients, the opening of a new office to better serve the referral source’s community, an open-house event or a community activity being hosted by the agency.
- Whatever the company announcement, it shouldn’t come across as too self-promoting or arrogant. Home care marketers sometimes struggle to find the balance, but there is an art to the “humble-brag.”
- Announcing changes in home care landscape / laws
- Many laws and regulations affect organizations across the entire healthcare ecosystem
- Updates on labor laws, insurance requirements and emerging health technology solutions can be beneficial to referral sources and provide real VBRs for visits.
- News that specifically affects caregivers and nurses is particularly relevant and helps you present yourself as a “subject matter expert” (SME) within the field
- Referral sources prefer to refer patients to home care partners that are trusted and knowledgeable.
Sharing of Generally-Beneficial Education/Information
- These updates are similar to announcing changes in the home care landscape and laws. However, they’re more focused on patient and community resources.
- Education on resources for common diseases is usually well-received, like local Alzheimer’s support groups and available charities
- “Funding Sources” are also good topics, like VA benefits and long-term care insurance policies
- Discussions can vary, but marketers should add weight to their messaging by incorporating print materials like fliers, news articles and other handouts