As we approach the possibility of many changes in the industry, including new rules to follow regarding billing and constant battles over reimbursement changes, you need to create a plan. The plan should include how to sell more products, locate new referral sources and develop new relationships with existing customers. But before you begin, you must be completely aware of all that you offer.
Outside salespeople often are the last to know what new products are on display on the showroom floor. Customer service staff may not be aware of a new shipment of walk aids or seating cushions.
While inventory should be maintained and categorized on an ongoing basis, often this is not done, nor is the information shared with the entire company. I frequently hear HME employees asking each other if some products are available or when new items will arrive.
The time has come for making a plan to ensure that everyone knows what's in store, the features and benefits of the products you sell and what new products may be on their way. In an effort to become more aware of everything you offer and the value these products bring to the customer, consider these strategies:
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Plan a staff meeting each quarter focused upon understanding what products you now have available in your retail store or warehouse. Review each product-line from bathroom safety products to wound care items. Everyone should become an expert in knowing what is available.
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For those products that are covered by insurance requiring a complete and appropriate prescription and diagnosis, etc., staff should be informed of what is required so that everyone can become an expert in answering customer questions.
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Invite salespeople from the manufacturers whose products you sell to present an in-service program that will clarify and identify the features and benefits of those products. They can assist with understanding how the products are constructed and can provide valuable information to share with your customers. Learn how these products may differ from those sold by your competitors. These in-service programs should be scheduled on a regular basis.
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Sales and operations staff should meet at least twice a year with billing staff to learn about the challenges in billing for certain products and what documentation is required for third-party payers.
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Take a look in the warehouse. Many employees may not have been in the warehouse for months or even years. Take your own tour to get a feeling for what is in stock, what products need frequent repair and items that take the longest to order.
As you become knowledgeable about products you carry, you must also become aware of what you don't offer, and why. If a customer comes into your store and asks for a particular brand that you do not carry, are you ready with the answer? Do you know what other product would meet that customer's needs? There could be a good reason you do not carry a certain brand or product, and you might want to share that reason with the customer.
Now that your sales reps are becoming medical product experts, as they work their territory and talk to referral sources, make certain that those sources, too, are aware of all you offer. Too often sales reps talk only about those products that provide the greatest store revenue or for which they get paid a commission. But you want all of your customers to know everything you sell. Your Web site and marketing literature should reflect all the product lines you carry, from mastectomy products to gift items.
Many of your customers may be surprised at how extensive your product line might be. They may not even be familiar with your store hours or the fact that you are open on Saturday or Sunday.
While you may have diverse and exciting product lines, nothing will sell if no one knows about them. So take a careful look around your store today. You may even hear yourself saying, “I didn't know we carried that,” “How does this product work?” or “Is there a reason we never sell these?”
Do you think there are any surprises in store for you?
Read more Sales Notebook columns.
Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. You can reach him through www.DynamicSeminars.com or at 954/435-8182.
