Why 3rs Parties Refer to You?
Consider sales a relationship where you both give each other benefits. Why would third parties like trust officers, elder law attorneys, conservators or guardians refer a care manager to their aging client and family? If you have an Aging Life or GCM business you need to know what benefits you offer the that third party if they are going to give you the benefit of a new client.
Most care managers think it is their expertise that will ensure the referral ¨But third parties cannot evaluate your expertise. Features like a great care plan do not work as most do not know what a really great care plan is ¨If you are selling a service like geriatric care management you are selling benefits
Why do you need to know this? First, you need to create a practice that meets the needs of your clients and major referral sources. Many clients- usually adult children, call you to start services on their own. But a good majority of clients will call you because their attorney, bank trust officer, CPA, Financial Manager referred them. These third parties need to know the benefits you are going to give them and their clients.
They want to be sure you answer ” What’s in it for me” if they are to make referrals to your agency. On the feeding chain of referrals, they are one of your most important sources to feed income into your business. You have to deliver what they need to make money and that is selling benefits.
Let’s start with a first impression.
Most people make snap judgments on a First Impression and it “ anchors” every impression afterward ¨Expertise, statistics most features are not as important to your sale as the benefits you offer them and their clients¨Make a great first impression- with a third party- warm, helpful –and someone who will give them what makes their life better -just like care managers do in nursing or social work
Sales Meeting a Relationship Building Meeting
When you are finally in a marketing meeting with a third party who might refer a client to you-
Do not call this encounter a marketing meeting, For the care manager with “intangible” services this as a relationship-building meeting.
Benefits are the Most Important Message to Third Party
¨You are presenting yourself and your services to a potential customer or referral source. ¨If you were selling widgets, you would have some various sizes of widgets to show. ¨Because you are selling care management services- Intangible products
Your most compelling sales message to a third party is not that you have something wonderful to sell, it is ” I understand what you need what will benefit you.” The only person in that marketing
meeting who really matters is the third party who will make the referral. They will refer clients if you offer what benefits them.
- If they are a conservator or guardian one benefit is you can act as ‘medical information hub,’ attending doctor appointments and providing Conservator with physician notes, current vital signs, medications information, and treatment directions.
- If the third party is an assisted living director you will engage with new residents who are not happy in the facility or want to move, by helping them find socialize with other residents through activity programs, make friends, and participate in outside activities, through your Quality of Life Assessment and through a Concierge Companion, so they will not move out
Marketing classes for social workers and nurses and few and far between. Do you need help to market and run a profitable care management business?
Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line
When: February,20th 2020
2 PM-3:30 PM PST
What is a benefit vs features and how to find benefits for each 3rd party you market to?
What specific problems you solve for wealth managers, elder law attorneys, and concierge physicians
What specific problems to solve for upscale Assisted Living, accountants, financial planners, MD’s
Step by Step how to set up meetings with 3rd parties to make the sale