By Tony. J. Onaissi
Sales optimization and management is a key component for any successful business, including post-acute care providers. Agencies hire home health marketers to promote their services with key referral source accounts hoping to increase referrals for their home health, hospice and home infusions agencies. Such accounts can be Physicians, Hospitals, Assisted Daily Living facilities, etc.
But hiring and employing marketers is very expensive and very difficult to manage, especially because they are always in the field, away from you. How can you ensure that they are doing all they can to promote your services and get new referrals to keep you thriving?
It all starts by using a proper Customer Relationship Management software (CRM) enabling you to monitor their sales effort from anywhere you are. This will let you know who they reached out to, when and the outcome of their sales efforts. But this is not enough unless you make use of a “Grade Card Report” to supercharge your referrals by knowing a lot more details about their on-going sales effort. Such report will summarize in one chart “the points” earned by each home care marketer in the current month with the option of displaying the earned points for each marketer for any given time interval. But what are points?
In order to rate the real performance of a home health and hospice marketers, points should be earned and accumulated (or subtracted) based on many criteria such as generated referrals, visits, phone calls, emails, accomplished tasks, overdue tasks, missed tasks and so on. You as a manager should be able to enter the points that will be earned for each sales effort and the needed points that will be equivalent to an A/B/C or D grade per rep. This will result in a “Grade Weighted Average” that will let you optimize your sales process and increase your referrals and hence revenue.
How? Let me explain at least one scenario. Let’s assume that one rep is well connected and thanks to that generates a few good referrals monthly but hardly does any visits, phone calls, etc. In such case, you’d want to meet with your rep, congratulate him/her for the referrals while asking that more contacts be made with referral sources to get additional referrals.
On the other hand, you may have a hard-working marketer accumulating a lot of points by contacting/meeting the referral sources but with a poor score generating referrals. Here also, you would sit down with this person to understand why the referrals are not being generated and suggest a solution to accomplish that.
This is one scenario and many others are possible but no matter the scenario, a Grade Card Report will definitely optimize your sales process in order to ensure that the money invested in a marketer is well spent.
The other very important point is that the Grade Card Report for ALL home care marketers will be seen by each marketer on his/her app, igniting a healthy inter-office competition to boost your sales effort.
One advice is to include this report in your dashboard to keep a constant eye on your sales reps efforts because before you know it, sales may start lagging without you realizing it. Acting late may be too late!
In conclusion, we truly believe that a Grade Card Report embedded in your CRM is vital to measure in an equitable way the performance of your marketers to boost your revenue, especially after the Covid-19 pandemic.
Good luck selling and achieving growth!