Do you like to get out in the morning and sip fresh steaming coffee with your buddies …
… while learning hot trends from top-notch experts in your field?
Well, those delights are being curtailed, at least in some industries.
A consultant in the home healthcare industry recently told a group of home care agencies in Illinois that Medicare is tightening up their regulations regarding the use of free coffee, munchies, and various promotional items used as marketing tools during CE lectures.
These events offer continuing education credits and are required in certain industries. These get-togethers are staples in the industry – enjoyable social events that are fertile ground for good relationships. Home care and related services have used them for years to gain access and mold relationships with referring partners in hospitals, nursing homes and the like.
The donuts and coffee are gifts to break the ice with decision makers.
But these delightful freebies are being curtailed, or even cut off entirely in some industries.
Sales managers – maybe you – feel as if they are being unfairly cut off.
And that’s saying nothing about Covid restrictions, which is rearing its ugly head again in the form of the recent omicron variant.
In fact, changes in the marketing environment will happen in any industry.
Have you found that marketing systems that have worked like a charm in previous years are flopping in your industry, too?
It’s frustrating, isn’t it?
Your fine method falls apart
You strived for years to find the formula for explaining your USP, locating your core market … and figuring out the best media to reach it.
And then it all seems to fall apart.
Sorry to say, but it goes with the territory.
All of this is described by Michael Masterson in his New York Times-bestseller book, Ready, Fire, Aim.
He says,
“The bad news is that this brilliant thing you have been doing so far – this unique selling strategy that has caused your business to grow – is not going to keep working indefinitely. Sooner or later, it will stop…. Even the best products and selling strategies don’t last forever.”
Like the ancient labyrinth of Greek mythology made to hold and confuse the minotaur, it seems that there is no way out of the problem.
And let’s face it – the Covid situation has forced many of us to see that the electronic means of reaching people work very well. Yes, doors have been closed, and many managers, buying agents and decision makers seem to be sealing themselves up in cocoons.
Maybe these buying managers find that the new restrictions on personal access serve as a good gatekeeper to keep out the many salespeople who knock on their doors. Or maybe the virus has forced them to discover Zoom or another platform that does the job well. And they’ve found out how easy and quick it is to review a salesperson’s pitch with an online video connection.
Through the looking-glass
Sales teams in your industry, however, are finding the solution in an Alice-in-Wonderland kind of way – they are stepping through the looking glass.
Today’s email methods have morphed through AI technology. With its automated methods, email carries much of the lion’s share of communications.
And then there’s the centuries-old method of the regular mail that – although dismissed today by many businesses – still gets results in finding its way through closed doors.
Our multichannel system
We at Savvy Senior Marketing have found out a way out of this puzzle. We have developed a multichannel marketing system that uses email and direct mail to reach those hard-to-reach decision makers … the people who hold the spigots to the revenue stream for the business that you need and deserve.
We start with a list of well-targeted prospects, check the validity of their email addresses and generally ensure that the list is a recent and a healthy one. Then we send your prospects a sequence of emails, sent under your signature, that:
- …grabs their attention
- …shows that you know their industry
- …expresses empathy with their chief problems
- …explains how your service can solve their problems
- …compels them to set up an appointment with you
Many of them warm up and become paying customers.
Now, this doesn’t happen all at once. I’m not going to claim that these prospects are going to leap out of their chairs and call you at the first email or sales letter. It takes time. That means more than a month. Maybe two, three or more.
But you will certainly perk up their ears by getting across your level of service.
There’s more to this whole system that I’d like to explain to you. We at Savvy Senior Marketing can show you more details in a twenty to thirty-minute online video presentation. Why not set up an appointment with us using the link below to find out how it will work for your company?
Why not use this marketing method to bring in more clients and customers? Get in touch with us at Savvy Senior Marketing by making an appointment for a free 20-minute phone consult, or by sending us an email.
