Difficult times require new business plans and new strategies. There is little doubt that, regardless of the path our industry takes, the reimbursement on HME/DME products is not likely to increase, nor are the costs of doing business likely to decrease. While there is no better time than now to cherish our existing customers and send thank you notes to those whose business relationships have insured our success, attracting more customers is the best medicine for what ails us.
As we expand our reach we must be careful not to expand our expenses too drastically. Major marketing projects cost money, and careful oversight of that investment is critical. Free social media platforms, like Facebook and Twitter, allow companies to increase their visibility. But personal interaction with potential customers is what develops relationships and ultimately can increase sales.
What paths can you take to increase your network? Take a look at these three suggestions and see if you can add them to your network expansion plan.
The office visit: Too often sales reps call on a physician or clinician without considering how to meet others in the same office. Adding one additional call or contact within that office decreases the cost of the call—no additional drive time, no additional time required for setting appointments, fewer hours spent researching who to meet next. Peel away the layers in an office and leave no potential customer untouched. From physician assistants to practice managers, appointment schedulers and the person handling subscription refills, introduce yourself to everyone. One never knows if staff will one day change positions, move to another office or discover a need for the goods and services you offer. Make the call a true “office visit” and work the office as if it were a zip code.
Participation in associations: As many potential customers become more difficult to reach, getting involved in local associations may be the only way to access these decision-makers. If the associations you join meet on a monthly basis, be sure to note the date and time on your calendar and make plans to be there. Merely showing up is not enough, though, for your involvement in associations is part networking and part education. Learn what is important to this referral source group, how you can help the association, the part you can play in organizing the next annual meeting or how you can help market the association. You may be ultimately rewarded with business through your personal and professional commitment to the work of this group.
From local Case Management Society of America groups to Better Breathers and Social Workers in Health Care meetings, the list of networking opportunities is endless. Do not forget that your goal is to form relationships, so professional interaction is a priority. To show up for a meeting is one thing, but to contribute is another thing entirely.
Connecting with seniors in new places: The market for most HME/DME products is people over age 55, so go where the customer goes, not only to tell them about your products but also to possibly make them aware of your retail store. Every city in America has numerous programs dedicated to meeting the social, medical and financial needs of seniors. Senior centers, religious groups that support seniors, community adult education programs, assisted living facilities and adult day care programs are all targeted toward the senior market.
How to identify all the senior programs in your area? The Internet can be a tremendous source of new leads and illuminate the path to expanding your visibility. Make regular sales calls to assisted living programs, offer to lead courses at your local community centers and become involved with civic groups that offer programs for seniors.
About a century ago, when Jesse James was asked why he robbed banks, his response was “Because that’s where the money is.” Sounds like a smart robber to me. If you offer products and services to seniors, you must go where the customers are. Are you ready to start your own network expansion project? It may not be easy, but rest assured that it will surely be worth it.
