What's the biggest difference between marketing and selling?

It's the push versus the pull.

The main goal of marketing is to send a message to your audience. When you find the right message and repeatedly put it in front of the right audience, you struck marketing gold. That's the push.

The goal of selling is to create two-way communication where your customer, or potential customer, comes to you. The best sales people in the world know that their success relies on customers chasing them rather than them chasing customers. That's the pull.

So how do you get clients and referral sources chasing you?

In the sales process there are three areas that you can cultivate the chase.

• Listening intently
• Identifying need patterns
• Service after the sale

Listening Intently

When selling home care, truly listening to your clients is sometimes the most critical factor in meeting their needs. The decision to spend thousands of dollars on anything, isn't taken lightly. Think about all the factors you took into account the last time you purchased a car. Now imagine spending the same amount of money, and getting nothing physical in return. Your customers are going to ask you simple questions with simple answers. They can ask you about horsepower, mileage and adjustable seats. Their questions are going to be motivated by fear, insecurity, discomfort, guilt and financial strain. Their questions mask the motivations sometimes. Great salespeople listen for the questions behind the question.

While there are patterns, never get lackadaisical in your listening habits. As soon as you do, your sales will suffer, I guarantee.

Identifying Need Patterns

I think it's clear how listening can enhance individual sales, but how does it get customers chasing you?

I mentioned patterns. Good active listeners should also be good notetakers. These notes are invaluable because not only do they ensure you're more likely to close an individual sale, but patterns will develop among certain types of customers. You will start to be able to categorize your customers and identify needs of that group. Often we categorize customers by defining them demographically. We look at their income, culture, family make up and the other factors to draw conclusions. We also need to categorize them by needs. By developing marketing materials focused on individual needs rather than demographic groups, you'll be able to put the right information in front of the right client more rapidly.

As you identify these need patterns, make sure that information gets to your marketing department. Creating specific pages based on needs can reinforce the feeling that you are the right company for the job.

Let me share an example. You may hear, "I want to provide my mother with the care she needs, but I work full-time and have young children." A good follow-up question can identify whether the family member is feeling guilt or overwhelmed. By creating two articles, perhaps titled "My mom cared for me, but I can't care for her.", if you identify feelings of guilt. A second article, "Even Superman can't do it all.", could reach someone feeling overwhelmed.

By creating marketing pieces around patterns of need, you'll find your potential customers are more eager to get started and more likely to tell a friend.

Service after the Sale

You're a great salesperson. You build rapport. You listen intently to customer needs. You persuade them that your company understands and can meet those needs. You hand off the client to the case manager or scheduler, and you're confident that your field staff will take good care of the client.

So, why isn't your phone ringing?

Unfortunately, if everything goes perfectly, the care manager and field staff are getting the credit for your good work. If a client's needs are met, they become the hero, not you.

Providing follow-up service is the job of the salesperson.

Three types of follow-up will ensure enthusiastic customers, and ringing telephones.

• Fixing a problem -- Sometimes there is a problem that the client or family doesn't openly share with the caregiver. Regular follow-up by care managers and salespeople can identify and fix problems before they become serious issues. Remember, when something goes wrong, this is your best opportunity to impress your client. Identify the problem and exceed their expectations.
• Changing needs -- No client has the same needs this year as they did last year. Identifying changing needs correctly and responding appropriately is the job of the salesperson and care management staff. When trying to create enthusiastic customers, your reaction to these changes is paramount.
• Never ending relationships -- If your lucky, each client will spend one year in your service. Many will only purchase services for a few weeks. Making your phone ring means never ending relationships. If the client passes away, follow-up with the family regularly. If the client's condition improves, continue the relationship. If it's a referral source, stay in touch long after the referral.

Do you want your phone to ring constantly? If you do, finding the right mix of marketing and customer service can make that happen. Talented salespeople close sales, help their marketing department, and build long-term customer relationships. Private duty home care companies that blend marketing, customer service and sales will always be chased in their marketplace.

 

Launching A Private Duty Business?

There are several ways to start a new nonmedical home care company. You can join the membership network, start a franchise, purchase an existing company, or build it from scratch.