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How to Bring Compromised & Inactive Accounts Back to Life

How to Bring Compromised & Inactive Accounts Back to Life. Presenter: Stacey Sam. About Me. Born & raised in Erie, Pennsylvania Graduate of Slippery Rock University of PA Background in marketing, healthcare auditing, & non-profit program evaluation

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How to Bring Compromised & Inactive Accounts Back to Life

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  1. How to Bring Compromised & Inactive Accounts Back to Life Presenter: Stacey Sam

  2. About Me • Born & raised in Erie, Pennsylvania • Graduate of Slippery Rock University of PA • Background in marketing, healthcare auditing, & non-profit program evaluation • Sr. Donor Recruitment Representative with UBS Las Vegas over two years • Why is this topic important to me?

  3. WHY should we discuss this topic? WHY NOW? • It’s time to change your outlook • Sometimes “looking back” isn’t a bad thing • There’s no place like… “the familiar”

  4. Why is it important to target former accounts & get them to head back in your direction? • The odds are in your favor • Reactivating & retaining are more efficient • There’s no good reason for leaving • Churn rate (no, not like butter) • It’s all about the Benjamin's… I mean, benefits!

  5. So, how should you prepare? • ID, analyze, & investigate • Learn to like history • Don’t get blindsided Things You'll Need: Mental Toughness Agility Determination Work Ethic Be prepared!

  6. DON’T GET BLINDSIDED!

  7. The Dr. Seuss Selling Technique • Keep building the relationship • Listen & ask questions… use open questioning • Toggle between understanding & selling • Understand the challenges they are facing • They’re buying you! Part One: Sam is selling a product…

  8. The Dr. Seuss Selling Technique 2 Scenarios Haven’t said no, but haven’t said yes… LIBERTY HIGH SCHOOL • Asked why, but didn’t feed them excuses • Didn’t need to focus on probing questions • Clearly explained expectations • Requested an opportunity to work together & made the sale • Have said no… • Ask questions… • BASIC HIGH SCHOOL • Preparation & research • Asked why • Used probing questions • Shared how things would be done differently • Clearly explained expectations • Requested another chance & made the sale

  9. The Dr. Seuss Selling Technique • Don’t limit your prospect to one option • Provide understandable options • But not too many • Most aren’t fluent in multiple languages • Speak in terms they can understand • Believe in what you sell Part Two: Sam consistently offers a choice…

  10. The Dr. Seuss Selling Technique Part Three: Sam refuses to give up… • Don’t take it personally • Objections are common… • It doesn’t mean they aren’t interested • Note: This doesn’t always apply to personal relationships • Dig deeper by listening • Finally, don’t forget to…

  11. Ask for the sale!

  12. The Cost of Pride • Don’t let pride stand in your way • Get uncomfortable • Time to get down & dirty • “Tools of a Gravedigger” It could test your pride, but more importantly… Get uncomfortable…

  13. YOUR ABILITY TO SWALLOW IT.

  14. Create a “Keep in Touch” Campaign • Out of Sight, Out of Mind • Use polite persistence • “It’s not you, it’s me” • Leverage works • Ask yourself: “How important is this sale?” • Referrals, Referrals, Referrals DO THIS FOR BOTH TYPES OF ACCOUNTS… Are they a “no,” or a “no, not right now?”

  15. Case Study #1: Green Valley Presbyterian Church • Inactive account since April ’04 • Pursued approximately six months • No good reason for discontinuing blood drives • Reactivated in June ’08 • Since reactivation, have done the following: • Sponsored five blood drives • Collected a combined total of 91 procedures & 104 units

  16. Case Study #2: St. Rose Dominican Hospitals – De Lima • Inactive account since June ’07 • Pursued approximately 18+ months • Compromised account • Utilized connections at other campus to gain leverage • Reactivated in January ‘10 • Since reactivation, have done the following: • Collected a combined total of 30 procedures & 33 units • Best blood drive in the history of this sponsor group

  17. Inside Look: A True Story • Pulled sample of 12 inactive/compromised accounts • Industries varied greatly • A total of 1184 procedures & 1434 units collected • Apply the equation I described earlier to determine: • What past treasures may be hiding back at work? My official recommendation:

  18. WHEN IN DOUBT, TAKE A PAST ROUTE • Find your newest & best customers “in-house” • Unleash your previously held pride • A fresh start It’s like finding “free money!”

  19. Thank you & best of luck! References: http://www.allbusiness.com/company-activities-management/financial-performance/5522964-1.html; http://www.businessknowhow.com/marketing/top8mark.htm; http://sbinformation.about.com/cs/sales/a/uudrseuss.htm; http://sbinformation.about.com/cs/sales/a/uutraits.htm; http://www.businessknowhow.com/marketing/coldprospect.htm

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