Consistency
Posted by Mike Ferris on Friday, October 02, 2009 and posted inPerhaps the single most important element in selling and marketing home care and hospice services is consistency. You must always be visible to get the most referrals. Nowhere is the old saying, “Out of sight is out of mind” more applicable. Once you have initiated contact and qualified a referral source for the use of home care or hospice services, keep in front of them on a consistent and continuous basis. You must be available anytime there is a need or a problem.
All materials that you distribute to the community at large must be consistent. They must have the same quality, look and feel that your other collateral materials have. It is very expensive to produce high quality marketing materials. The use of one inconsistent or poorly copied item can destroy the value of this investment.
Here are some important rules to ensure consistency:
~ Letters should always be printed on agency letterhead.
~ Use the agency’s logo in the proper colors and the USP or tagline on everything that you do.
~ Make sure every facsimile you send out has a clean, clear, and well designed cover sheet on it. Personalize the facsimile with the intended recipient’s name and a note from you.
~ Look at customizing the facsimile cover sheet with a seasonal message, an educational item, or an advertising/sales message.
~ Use your business cards for everything that you do.
~ Answer your phone with excitement and always identify yourself to the caller.
The other aspect of consistency is being in front of your accounts on a consistent and visible basis. Once again, out of sight is out of mind—so stay in sight and keep the same image and message in front of your accounts. If you are not in your top accounts at least once a week, you will lose business to competitors. If they are one of your top accounts, then they are your competition’s top targets.
Excerpted from The Field Guide to Selling Home Care Services with Legendary Results by Michael Ferris
