This summer, we had our family vacation in Cabo San Lucas. The boys LOVED it!
Of course, what is there not to love about a family vacation?
However, when I asked them what their favorite part they both replied the beach! My boys love the beach and swimming, so it was not surprising they said that but what followed?
“Mom, I love how we can be on the beach, and all the people come, and we can buy stuff.”
The boys love to buy “things” on the beach from the vendors, henna tattoos, wooden carvings of turtles, sunglasses, t-shirts lots of wares for sale. And A LOT of the same thing. Which got me thinking about differentiation.
How the beach vendors differentiated themselves fell into three categories:
- By Price
- By “customer service.”
- By relationship and humor
Price: The 1st one is obvious by price. We are all consumers, and we know how to ask for a price and compare and get the best price. On the surface, all the t-shirts look the same, so you may simply look for the best price.
Which happens a lot in private pay in-home care – potential clients “shop” on price because that is all they know how to do. As the in-home care provider, you must elevate the conversation and share with the caller the differences on “why you” (we have a great exercise on this in the High-Performance Sales Academy). Even t-shirts can be different. We have all purchased a $5 t-shirt from the beach, and one wash later, it fits a barbie doll.
Was it even worth $5? – most likely not! A higher quality t-shirt might have cost more, but we could use it more. Similarly to in-home care – not all home cares are created equal.
DON’T let it be just about price!
Customer Service: While the product was the “same,” the customer service was different per salesperson on the beach.
Example: A child’s toy – a top – it was wooden and simple, but the guy we ultimately bought the top from offered to “customize” it by writing the boy’s names with a wood burner and the date, so we will never forget where we got them from.
This was a great example of taking something that is a commodity and “upgrading” it with customer service!
Many referral sources see Home Health, Hospice, and In-Home Care as a “commodity” all the “same,” but often, you can upgrade your position by “out customer servicing” the competition.
We see this at the intake position, making it “easy” for the referral source to refer. Or at the rep position speaking with the family, welcoming them onto service, and sharing “what to expect” as they transition home. The rep can make the whole process smoother and a better experience for the referral source and the patient.
Relationship and humor: By the 5th day on the beach, we had pretty much seen all the wares, and the salespeople had come to recognize the boys. One of the funniest lines of the week was a salesman walking by with a case of bracelets who said to us, “Hi Ladies, you haven’t bought any of my stuff you don’t need yet. Almost free for you today!”
It made us laugh, and my friend Melissa called him back. He was different, used humor to make a connection, and it worked! She bought a bracelet!
This is also why we say in the RoadMap to Referrals program to incorporate some fun! Yes, you are a professional, and this is serious business. But we could all use a little fun, and it deepens your relationships with your referral sources!
There are always “lessons” around us every day!
Be a student! Home Care Sales and Marketing can be challenging! But it doesn’t have to be. We are here for you! We got your back!
If you are interested in discovering how to leave the overwhelm and uncertainty behind, email Mike@homecaresales.com and he can tour you around the programs that can help you grow!
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