Are you making money

or providing healthcare?

The mission of doctors, nurses, hospitals, and all affiliated healthcare-related and therapeutic professions is to provide healthcare services. Emotional-based businesses and professions trying to sell rational doses of reassurance

The mission of all for-profit and (surprise) not-for-profit entities is to provide products, services, and ideas in exchange for money or other dollar-value products and services. Rationally-reassuring-based businesses and organizations trying to sell emotional triggers.  

And rarely if ever do “the twains” seem to meet.

Yet, each side of that two-edged coin has much to learn from the other.

They can protest ’til they’re blue in the face and spitting wooden nickles, but truth is there is barely a doctor, nurse, hospital or affiliated healthcare-related or therapeutic profession that knows the first thing about the realities of marketing.

It’s as rare as finding an 1861 three-cent piece in your pocket change that businesses have as much customer care savvy as an ICU nurse or front line physical therapist.

Oh, you say, but that’s not a fair comparison because business is business is business, and who can be worried about a customer problem after she or he has left the store, office, showroom, or work site. After all, we’re not in business to hold hands and pat heads.

Ah, but business is in business to cater to customers before, during and after (and long after) purchase because it’s the only way to grow the future. Boast all you want about your databases and efforts to serve the customer after the sale is made, but reality is that if you’re not doing something dramatically positive with past customers –and especially long after the sale– you’re missing the message!

What can you learn now from your past customers?

How? What’s holding you back?

(You had better be “holding hands”!) 

Hospitals have the whole lifelong loop covered. They are tenacious about providing fall-over services at every level, to present and past patients and families. They haven’t a clue about how to attract attention, create interest, stimulate desire, and bring about action, but they sure do know how to ensure satisfaction (maybe not with the bills and insurance tangles, but definitely one-on-one!)

Businesses need to take a page from that and appreciate that today’s customer should NEVER have  a reason for not also being tomorrow’s customer.

As the world gets smaller by time and communication transmission, we face enormously bigger and better opportunities to learn from one another.

And -yes– even hospitals and healthcare professionals with no business skills have an instinctive sense of customer momentum. Almost all of us could stand a booster shot of customer momentum as we troop through the daily grand rounds of our work sites and work stations, our staffr and employee meetings, and our customer encounters at every level. Think it. Try it. Do it. STOP studying things so much! Surprise yourself! 

302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone! 

Get it out of the elevator 

and into your pocket!

     The more you recite your “Elevator Speech” — you know, that little one-sentence description of what your business is all about that you would presumably use to tell your whole business story to a stranger during the few seconds of an elevator ride — the better it will get.

     It’s like the repetition of any story: the more you tell it, the more polished you’ll make it, the more effectively it will communicate, the more enticing a spiel it will become. But to make it work, you have to use it over and over and over again (Repetition Sells!): in meetings, at social gatherings and community events, waiting in lines, and yes, even weddings and funerals.

     That sounds distasteful to you? Sorry. It’s reality. No one’s ever really offended by quiet discreet sharing of an information one-liner that’s descriptive, in good taste, and doesn’t require ten paragraphs to explain it.

     If you have your own business — or you’re a sales rep, which means you have your own business — you are expected to be able to say what you’re all about in one clear, concise (and hopefully energetic) statement that you can say comfortably without struggling for breath..  

     “So, hey, Philamena, I hear you run your own business; whadda’ya do?”

     Please don’t tell the guy you’re a EXIF 2.2 expert who consults on compatibility of PIM and PictBridge. You might instead try: “We help individuals and businesses that work with photography to find the  computer printer systems that best fit their needs.” 

     I know it’s tempting to let others know that you’re a CTS PT who specializes in inflamed flexor tendons instead of simply explaining you’re a “physical therapist who helps people with wrist pain from repetitive motion (like computer operation, packing and assembly, or hammering) to not lose time at work.”

     Odds are if you’re new in business, you still need to tend to the polishing up of this “best set of words.” If you’ve been around awhile, you probably recite the same old statement every day to everyone and haven’t stopped to actually think about it for a long time.

     So, whichever situation best describes you, stop and think about it! Ask others around you what they think of your concentrated explanation.

     Remember that you only get one chance at a first impression. With today’s business economy, there’s no room for saying even one single word in your elevator speech that’s wrong, or that doesn’t enhance the communication value of explaining what your business does, or that doesn’t intrigue others. 

     Once you think you’ve got it, get it out of the elevator. Put it in your pocket and take it everywhere with you. Never stop refining it. And keep feeding it to your employees as the words you want them to use to describe the business anytime someone asks them (and hopefully, of their own accord, when no one asks!)

Comment below or Hal@BUSINESSWORKS.US 

Thanks for visiting. Go for your goals! God Bless You!

Make today it a GREAT day for someone!

Pain Shots: 1-Free-With-11?

At some point in your career, you’ll know when you’ve seen it all. How about discount coupons for a lawyer? (Or, hey, what about one free last will and testament thrown in with every divorce case?)

Every third chiropractic spinal adjustment (whoops, sorry: “subluxation”) gets a $10 rebate? (Maybe they should be packaged with an oil change and lube job?)

How about a one-free-with-eleven deal on hypodermic needle injections from a pain clinic? (Depending, of course on what kinds of toppings you like…pepperoni, extra cheese…)

     P L E A S E, Dear Doctor, Lawyer, Accountant, Dentist, Chiropractor, Physical Therapist, Nurse Practitioner, Acupuncturist, Psychologist, Psychotherapist, Nutritionist, Occupational and Speech Therapist – PLEASE stick to your professional expertise and find someone with professional marketing expertise to represent you and communicate your messages to the outside world.

     Professional training and hands-on experience certainly make no secret of emphasizing and reinforcing the need for professional practitioners to exude self-confidence. And the temptation is great to think that adding “entrepreneur” to your list of credentials is, as baseball old-timers call it, a can of corn! (Or for the less athletic: a piece of cake!)

     But the truth is that all one needs to do is open any phone book to professional listing sections and check out the ridiculous ads . . . 

• Will you race off to the plastic surgeon because his ads show a sexy centerfold “After” patient?

• Do you really need a specialist at Reiki, EFT, EST, Craniosacral Therapy, and Rolfing in order to quit smoking? 

• Do you get all jittery inside merely thinking about the excitement you know you’ll feel when you call that dentist whose ads proclaim he now has mucosal blade inserts?

• Can you just not wait to handshake and backslap all those thousand dollar suits standing around a five thousand dollar desk in the ornate law office ad photo simply because the headline says “Our Attorneys Work For You And We’re There When You Need Us!” (Right, as long as your wallet’s open!)

• Oh, and surely you can’t wait to get to that doctor who’s a specialist in electrodiagnostics. Don’t we all like to get zapped once in a while? 

• Is an IRS enrolled agent tax law specialist CPA necessary to help you get a bank loan?

     Professional marketers with professional marketing skills will present you and your message in the best. most professional environment and be able to emphasize your strengths in simple, straightforward, layman’s language.

     They will get you better prices for printing, and database lists, and media time/space than you can get on your own. They will know the best ways to reach your target market (and better help you define it) on the best dollar-value basis. They understand and market via the Internet! 

     They will know the best sets of words and highest impact graphics to use (including fonts, spacing, colors, layouts and designs, photos and illustrations, sizes, materials). They will have experiences that you will not have and that you will not want to pursue anymore than you’d want them to perform your professional services on your family!          

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Hal@Businessworks.US or 302.933.0116

 Open minds open doors.

Thanks for visiting. God Bless You.

Make today a GREAT day for someone! 

Beating Business Breakdowns

     Why should your business needs be any different than your personal needs?  Well, sure, I know there are different parts involved, duh, and that living/breathing humans are different than paper-based legal entities.  But . . .

     When your body, brain, or emotions break down, you get professional help to work out and then implement some kind of rehab plan.  (Or maybe you first go get what doctors today like to softsell as a “procedure” –less threatening sounding than “operation,” but otherwise the same thing– and then do the rehab deal. 

     Either way, because you want to restore your vitality and get back to some level of normal functioning, you engage the services of people who are trained and experienced at assisting and guiding your physical, mental, and emotional functions:

• PT (Physical Therapist)
• OT (Occupational Therapist)
• ST (Speech Therapist . . . yes there are some rumblings about switching the designation to Speech Pathologist, but not from my corner; therapists are helping professionals; pathologists deal with dead bodies!), and 
• Psychotherapists (who of course will deal with you whether you’re dead or alive).  Just a little humor here.

     The point is that businesses have physical, mental, occupational and emotional breakdowns too.  And these will usually require the retention of professional “rehab” services as well: 

• accountants
• lawyers
• turn-around specialists
• sales and marketing consultants
• management consultants
• technical consultants
• business development specialists
• human resource consultants
• financial consultants
• creative consultants
• IT consultants, et al. 

     The secret is of course being able to sort through the myriad of options and alternatives available and to select the combination of services that best address the rehab interests of your particular business needs. 

     Spend the time and energy to make it happen.  Cutting corners on this process can get so expensive or troubling that it can easily overshadow the original set of problems. 

     Remember that you get what you pay for. 

     Don’t worry so much about industry-specific experience or if the individual or entity you’re considering claims expertise in numerous related areas or has a solid track-record in diverse industries.  What’s important is to feel sure that the person or group has the right attitude and chemistry match to work with you and your support team. 

     Don’t be put off if you only get slim pickin’s for references since most business rehab people work with strict confidence arrangements.

     One highly successful business owner I know routinely brings in outsiders to assist with growth or repair issues.  He makes a point of taking prospective specialists and consultants to lunch or breakfast to get a better sense of the person’s real self

. . . I look to see if he or she says ‘please’ and thanks the waiter or waitress, offers to leave a tip when I pick up the tab, eats like a vacuum cleaner, orders alcohol, takes cell calls, etc.  There’s a lot to learn about how someone will work with you and your organization simply by observing how that individual behaves in a social setting.  I generally include an associate in the experience so I have four eyes and ears doing the sizing up,” says my business owner friend. 

     Periodic “how goes it” evaluations and recommendations from outsiders is also recommended when growth is part of your business goal.  Call if I can help you sort through and identify some best practice solutions: 302.933.0116     halalpiar

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