Once you get set up on a software, regardless if it’s built-in or external, be prepared to streamline your sales process. According to our annual Benchmarking Study, 22.5% of agencies report using a CRM, but those that do make $200,000 more in annual revenue (on average) than those that don’t.
Just a quick note as you start evaluating CRMs: ensure that your CRM is HIPAA-compliant or that you’re prepared to keep marketing/lead data separated from secure client/patient data.
#3 Use social proof
One of the most underrated aspects of converting inquiries to new clients is using social proof. You’ve got to brag, but not necessarily about yourself. Let your clients do it for you.
Not to get too technical, but social proof is a psychology – and using psychology to persuade or connect with prospects works wonders. The simple fact is that people influence each other. Past and current clients will likely have more power and impact than a company trying to sell its own services.
Here are a few ways you can use social proof to your advantage:
Share testimonials and satisfaction scores: If you are already a part of Home Care Pulse’s monthly client/caregiver experience surveys, review your testimonial reports and check your Strength Index Report to learn what categories your clients rate you highest in. Testimonials and satisfaction scores are the lifeblood of your organization. They show your success at relationship-building and humanize your organization. You can also use your Client Testimonial Report to easily pull testimonials to use in your assessments.
Use reviews: Is your agency set up on the top review sites? If not, you’ll want to hop on-board as soon as possible. You can start with general review sites like Facebook, Google, and Glassdoor and then dive more into industry specific sites like Caring.com, BestofHomeCare.com, Care.com, AgingCare.com, and CareLike.com. For a full list of agency-specific reviews sites check out our blog: How to Get More Online Reviews For Your Home Care Agency.
Social proof is one of the few ways you can communicate directly through past or current clients. It shows that you can not only talk the talk, but you can also walk the walk.
While social proof is a good indicator of how your agency operates, you need to remember the importance of building a reliable brand. Make sure going forward, that you and your caregivers are continually meeting the level of care that clients expect. If the positive reviews and testimonials highlight good experiences, continue creating good experiences.
Social proof is dependent on the care and response your agency provides. If it is not satisfactory, social proof will not work.
So, here’s the bottom line: let your clients learn from each other’s experiences and provide care that is both meaningful and outstanding.
#4 Provide additional support and add value
You may to have to do a little bit of hand– holding here when working with potential clients. The sales process should always feel like natural human interaction. It’s about building relationships, not simply telling a client what you can do for them. You need give your services a face AND a personality.
It’s only 2020. We aren’t working with robots yet (at least, most of us anyways). Don’t treat your customers all the same way. They are all different and have different needs – and addressing them individually will give your home care agency the leverage it needs to grow.
When you’re getting in touch with people who have inquiries about your services, a good first move is to simply say “thank you” and let them know you are always available to answer any questions they might have. This can go a long way. Make sure to get the conversation started but don’t rush the process.
Both, before and after the initial point of contact, you’ll want to make sure you are readily available to provide additional support and information outside of the assessment. One way to do this is to send brochures or social proof beforehand.
Another way to add value to the conversation is to provide easy access to the information you know they want. You could have a frequently asked question (FAQ) section on your website highlighting questions that other clients have previously asked. Or, using those questions and adding more detail to your website and resources where information may be lacking is also a great strategy.
Getting to the finish line
The finish line, in this case, is highly metaphorical because working with clients is ultimately a journey, not a destination. You can succeed, but the race will never end. Having clients is an ongoing venture that will take you up and down many hills; however, having a good idea of what the route entails will help you avoid any surprises along the way.
Converting inquiries to new clients can be a lengthy process. As long as you are dedicating time and energy into getting prospects from point A to point B, you’ll likely see an increase in inquiries that convert to sales.
Get in a rhythm that works for your home care agency. It will take time to figure out, but these four tips should help you get started.
What are you doing to convert more leads into sales? Let us know in the comments.