I never planned on writing another column when I retired. The reason for this special edition of “Shelly Sez” is that I understand the fear that many of you have because of all the changes the industry has to contend with: the economy, the war, declining profits, sales disappearing and a government that cannot seem to make a decision about health care or Social Security and all the other problems we face.
Eric Hoffer said, “Fear of becoming a has-been keeps some people from becoming anything.”
As a good professional businessperson, you will never become a “has-been.” You will now recognize that the opportunity has presented itself to restructure your company and grow!
The first asset you should utilize is your employees. I would caution you not to downsize your company even though it might look like a viable option. Every member of your staff can contribute to your success at this time with the proper guidance. Letting someone go at this critical period will create a great deal of concern among the remaining staff and take away much of their enthusiasm.
Could some of your staff become salespeople? If you were to bring in a salesman from outside the company, there would be a training period for them to learn about your business. Can there be a better salesperson than one who already knows all about your company, your referral sources and, of course, your customers? The knowledge they have could create your most effective salespeople. Try it, and see what kind of new business they can bring in.
Build on your strengths. See which segments have not been returning satisfactory results and look for ways to replace them. Research potential sources for new business.
To mention only a couple, bariatrics is a natural. As America's waistline is expanding, special bariatric products are coming to the market in a steady flow, and these must be seen as new opportunities for your company.
Home telehealth is another. Here is a several-billion-dollar-a-year opportunity, and I see it going elsewhere. Contact telehealth manufacturers to explore how your company can be of value. Is there any other company in your area that knows the patients and family caregivers, the practitioners, the visiting nurses and home health agencies as you do? Do not let another program that should be yours fade away.
And of course, attend your state association meetings and attend Medtrade, because when you meet with peers, the sharing of ideas can be of great value.
I am an optimist. I see these changing times as an opportunity. There is one answer to resolving all problems, and Arthur Brisbane summed it up: “The commonest form, one of the most often neglected, and the safest opportunity for the average man to seize, is hard work.”
Hard work is what has kept your company solvent and profitable, so this is not the time to raise your hands in dismay but to continue what you do best — hard work.
HomeCare's 30th Anniversary
I cannot imagine 30 years going so quickly. I am one of the fortunate who has had the pleasure of reading every issue. What stands out in my memory is how much has been shared with providers over the years, and I am very proud that I was allowed to add a few words.
Those HME professionals who have used HomeCare are the winners. I wonder what the Golden Anniversary issue will show?
Editor's Note: For those of you who have asked how Shelly is spending his time since he retired in December, this snapshot from Europe gives a hint. He and Thelma are traveling the globe, although Shelly says an interesting thing has happened: He continues to receive calls and emails from HomeCare readers. He responds, “Thank you very much, and please keep the messages coming.”
After a career spanning nearly 60 years in the home medical equipment business, Sheldon “Shelly” Prial retired as a monthly columnist for HomeCare in 2007, but he remains a committed advocate for the industry. He may be reached at 321/255-3885 or at shelly.prial@att.net.
