As HME companies look for ways to build business, lifts, ramps and transfer devices comprise a great market niche to consider. Here are a few tips:
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Make a commitment to this line as a percentage of net revenue for the remainder of this year and for 2007; any solid commitment to the wheelchair line should also include this equipment.
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I am often told that rehab technicians have become one of the most valuable commodities in an HME business. While I agree that a great technician is valuable, I believe that no single business should be held hostage by a shortage of technicians. So, train, train, train.
Training is a process and not an event. Consider a solid training program where the old souls in your business train the young souls, and spread this technical ability throughout your organization.
A great technician should not only be able to fit a custom wheelchair but also should be able to assess the total needs of disabled customers. This includes their needs for lift devices and ramps, etc.
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Decide how you want to “deliver” a full product line for wheelchair patients. If you do not want to get involved in all of the aspects of lifts, ramps and transfer devices, then find a great strategic partner or two and work out the specifics of how they can handle your patients.
You want to be a one-stop shop to your referrals sources and have a seamless order system. Whether your company provides every last detail on its own is not important; what is important is that you have a cadre of options available that you can control.
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Train, train, train! There it is again.
Make sure your customer service/intake employees understand the full needs of your elderly and disabled customers. They should be able to discuss all of the potential needs that people have.
Why are they just order-takers in this business? Too many are underpaid, undertrained and have no incentive plan in place. Pay them to get you more business — what better way to build your business?
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Put a consumer marketing plan in place. There are a lot of aftermarket sales in the lift, transfer device and ramp business. People often change cars, add additional lifts or need transfer devices that they did not need originally. Build a strong database of wheelchair customers, and keep in contact with them via the telephone or mail.
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Get your field sales reps fully trained on these devices (there it is yet again). The better informed they are, the better they will be at selling this equipment. Anybody can talk about a standard wheelchair, but very few reps can talk about the interrelationships of everything a disabled person needs to be autonomous at home, like lifts and ramps.
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Put together a great referral piece that focuses on the needs of the elderly and disabled. Make it gorgeous, and show your company as a full-service expert in this market segment. Consider a second piece that can be handed out by discharge planners or physicians to their customers so they can figure out who to call when their needs change.
Alison Cherney is president of Cherney & Associates Inc., a Brentwood, Tenn.-based marketing and sales consulting firm, and is the producer of Homecare Power Selling, a sales training program for home care sales reps. She can be reached at 615/776-3399 or through www.cherneyandassociates.com.
