Target Your Existing Customers

• By Daniel Ramer, Erin H. McKeon
• Jul 01, 2001

These tips can help you maintain a relationship with your current customers and not only satisfy them, but also even increase your business with them. In addition, their satisfaction will lead to word of mouth referrals to others for your services. Many of these ideas are applicable to companies, large or small, with or without a retail business or showroom, broad based or narrow product lines.

1. Identify and maintain a database of your customers

Most people can do this from their computer. It can be especially valuable if you are able to group your customers by their prime diagnosis, for example, respiratory, diabetic, ostomy or rehabilitation. Some of the marketing will be for all customers, however, there may be times that a marketing project will be directed to a specific group.

2. Determine the marketing options you can use

It is important to determine the best marketing options for your company. These options are covered individually in the following tips.

A newsletter can be a great ongoing communication tool for your customers.

3. Determine a timetable

In order for this to be effective it should be written, planned in advance, and adhered to as much as possible. There will always be adjustments, but creating the plan will help insure the hoped for results.Setting goals can help you identify key areas of concern.

4. Keep communication open

A newsletter can be a great ongoing communication tool for your customers. This can be monthly, quarterly, or semi-annually, but the goal is to follow the timetable consistently. A unique title can be eye-catching. The newsletter should include your mission statement, introduction of new products, news about your staff, description of new services and general information about insurance changes or other news of general interest. If you have retail products, you also can include a few coupons for specials or even a free giveaway, for example a magnet business card, imprinted letter opener. The newsletter should always include a thank you statement for your customers.

5. Use statement inserts

Statement inserts allow you to continually communicate with your customers. They can include one or more of the ideas that would go into a newsletter, but have their own unique message. Some companies have even used the back of their envelope for some communication to market their company; however be sure if this is used, there is no confidentiality problem.

6. Use other marketing tools

Package or bag stuffers also are a way to communicate with your customers.

Again, they are most effective when only one or two topics are included. They are especially of value for providing special prices on retail sales products or announcing an event, for example a diabetic meter day or bone density screening.

7. Use delivery technicians

Many times delivery technicians are the only direct contact with your customer. Technicians can identify other potential needs for that customer, can deliver news of new services and, in general, can be a great asset in communicating with your customer. Good results can be achieved when a commission is offered for referrals from the delivery personnel that have led to additional sales. If, for example a walker is delivered, that patient could be a prospect for a seat lift chair or bath bench. Delivery personnel also can be valuable in communicating ideas for new opportunities and should be included in brainstorming sessions or other meetings that are appropriate for their input.

8.All employees can market your company

Employee training is critical for this to succeed. Customer service and intake personnel are the first thought of, but your billing staff also have many opportunities to communicate with your customers. Even a simple question as to how you can help further, may lead to discussion that identifies other needs. If you can create an atmosphere that all employees are company salespeople, this will provide ongoing marketing for your company. This should be emphasized at all staff meetings in some way.

Suggested selling ideas that all employees could be trained to refer to:

Product requested - Related items

Bath bench - hand held shower, grab bars

Walker - bag, basket, seat lift chair

Wheelchair - beverage holder, carry bag,

Oxygen - seat lift chair, scooter

Nebulizer - filters, cleaning solutions

Canes, Crutches - bathroom safety, seat lifts

Diabetic strips - insulated totes, glucose tablets

Hospital bed - overbed table, protectors, sheets

With an ongoing training program, this atmosphere can be accomplished.

9. Exhibit at Consumer Shows

This will not only market to existing customers, but also create new opportunities. These can be general senior events, but it is important to be visible at specific events related to the diagnosis that you service. For example, a program on asthma, a diabetic day or a program on wheelchair safety. These can be programs sponsored by the appropriate agency, or even a program developed and sponsored by your own company. There may even be times when a program is not intended to have exhibitors, but ask. This only can add to your consumer experience. A donation to support the event could also support your request.

10. Use media advertising

This is a way to market to your existing customers, as well as new possibilities. Your name--in an advertisement--will be more noticeable to someone you are already servicing. And remember, the professionals that refer to you also see the advertisements, and this is an additional benefit. Think of what it costs to make a call on a referral source, and you can see the extra value to your company. The size of your company, and the types of products that you provide, will determine the extent of advertising that should be considered. Television, radio, shopping or community papers, newspapers, or even church bulletins, are options that can be considered. The budget for these can vary greatly but should enable all companies to do some marketing in this way. Many manufacturers today support advertising--both with cooperative advertising dollars as well as providing the materials that can be used.

If you can create an atmosphere that all employees are company salespeople, this will provide ongoing marketing for your company.

Bonus tip

Employee training has been continually mentioned and may seem difficult to accomplish with all the time restrictions and priorities in every company, but investment in training pays off in increased sales, better morale and less employee turnover. It must be scheduled and ongoing. Topics related to billing, insurance problems and other changes have to be covered, but including topics related to marketing your customers also will produce benefits for your company. Using roll play to encourage suggestive selling and asking the right questions can be beneficial. If you share a good idea long enough, it will eventually fall on good people

In Short

Continue to market to existing customers

Schedule a plan for the year

Encourage employee involvement

Create an atmosphere for success

I am sure that in reading these tips, many people may say they don't have the time. If you are in a time crunch, recruit another employee who can carry this plan out for the business. That employee, with proper reward, will receive satisfaction from the success and the company will receive all the benefits as well.

This article originally appeared in the July 2001 issue of HME Business.