Marketing versus Sales
In home care, the folks who are tasked with going out and getting business, i.e., selling services, are called marketers, not sales people. Why? Somehow selling services that allow people to remain at home to recuperate or to age in place from frailty until death, is seen as tactless, and marketing instead of selling seems a better fit. And for government reimbursed services, sales are not included. Strategy and being a community liaison in order to market home care services are OK, but direct sales or solicitation is not.
So what does a “Marketer” for home care services need to do to generate business?
First, they need to treat any potential clients or referral sources as if they are the most valuable person in the world. Secondly, they need a plan and a system for success with goals they can reach and some measurement so they will know when they reached those goals.
- A plan includes setting goals and objectives, and targeting those with the best chance of buying, or being interested in an ongoing relationship
- Focus on the more high-potential opportunities, which can be high potential for revenue like 24 hour cases, or high potential for ongoing referrals, like a hospital discharge planner or a rehab facility, or an assisted living facility that does not provide home care
- Follow up consistently. Plan on at least three to five meetings to get noticed and to be recognized
- Listen more than they talk to learn what the client or referral source needs and wants
- Ask for the business when appropriate .
Some people are natural “rainmakers”. However, it is like luck and chance, those who succeed may be lucky and take advantage of chance, but usually they are where they are for a reason. Rainmakers start with a plan, take advantage of opportunities, set goals, and persist.
Make certain that all activities, advances, time spent on developing business is measured and evaluate, over time, whether your approach is working . Change things that are not.