3 Great Tips for Marketing Care Management

By Cathy Cress | December 4, 2019

How DO YOU SELL THE INVISIBLE _ GERIATRIC CARE MANAGEMENT?

What are the best tips to sell Care management? Harry Beckwith, wrote one of the best business books for people selling services like Geriatric Care Managers, “Selling the Invisible. Beckwith tells you how any service, from a home-based consultancy, like geriatric care management or Aging Life Care, can turn more prospects into clients and keep them.

To make the sale on a care management service that folks cannot touch or see he gives these 3 suggestions:

Don’t use adjectives. Use stories.

When you are marketing to 3^rd parties – for example -an elder law attorney – show -do not just tell. Hand the attorney a copy of a case study –involving a case you worked on with an elder law attorney. For example, a case where the family disagreed about the care for an elderly Mom and Dad. Then follow with the value you as an aging life or geriatric care manager brought to the case. Clever marketers use true stories to make their presentation more credible, personal and persuasive with stories.

If you are selling something complex, simplify it with a metaphor.

Beckwith says physicists knew that a” gravitationally completely collapsed object” had profound implications about astronomy. But who could understand what that meant? They invented a term for it- “Black Hole” and the world went wild, even making movies with Black Hole the title. Geriatric Care Management and Aging Lifecare are mouthful’s so a very hard sell. So, reduce it to a metaphor that customers can easily understand- – “We are a GPS to find the right care for your loved one. “We are a dutiful daughter, taking care of your plate so you to be the real daughter.

Above all, sell hope.

To make the sale your potential new client needs hope. You can give the caller (usually the frantic family member) that hope in a telephone inquiry and make the sale over the phone. Put together a mini care plan with an optimal solution. You do not give away the store but your mini care plan shows the distraught adult child that you can take away the pain of caring and give them a positive future with their loved one.

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