Saturday, June 1, 2013

Ideas for Developing Sales

I am always delighted when a successful DME/HME entrepreneur shares with me some of his ideas to develop sales. Most of these are very original, based on where the business is located and who their customers are.

I know if you are in Chicago, Philadelphia, New York, or Miami the clientele may seem different. But basically they are all the same; bed ridden, senior citizens, handicapped, and I remind you that many have discretionary dollars available for obtaining comfort items.

I have a friend with a Southern drawl whose company is in a small community in the midst of the Kentucky countryside. On a small local radio station, he bought advertising time. To hear how he sounded please read this sentence with a strong southern accent: “Things mah momma taught me.” This was broadcast during breakfast, lunch, and dinnertime. I listened to several of these and I want you to know that they were a big score for him. All he talked about was basic common sense. His “momma” was the star, but it built his company, as customers from all the outlying communities came to his DME store for their purchases.

From the countryside, let us now move to a DME provider in a suburb of Philadelphia. He realized that there were many churches in the vicinity of his business. To approach members of this market, he prepared a series entitled “How to Do Things” to offer points for discussion.

At first he went to see the local ministers to ask their permission. This was offered with a smile! He was told to work with the head of the men’s or lady’s club. His topics were based on what should be done in a home safely, such as bathing a baby, lifting something heavy or just moving a patient - all simple and basic. He always included emergency first aid, and one that was a real hit: “fixing a boo-boo” when a child took a flop.

These went over so well that he received many invitations to be a speaker at other churches and synagogues. He brought handouts, many he prepared and others from his manufacturers.

It costs very little money to do this type of marketing, and it has a great ROI. The sales people of the companies from whom you obtain your supplies will be able to provide handouts and sometimes they will provide little “goodies” to give attendees. They often will volunteer to demonstrate any items they market.

As you travel to give these talks, the bonus you receive is that the attendees get to know you and your company, and are more likely to return to your business for their DME needs.

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