how to bring compromised & inactive accounts back to life presenter: stacey sam
TRANSCRIPT
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• Sr. Donor Recruitment Representative with
UBS Las Vegas over two years • Why is this topic important to me?
• It’s time to change your outlook• Sometimes “looking back” isn’t a bad thing• There’s no place like… “the familiar”
WHY should we discuss this topic? WHY NOW?
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!
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!
DON’T GET BLINDSIDED!
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…
2 ScenariosHaven’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
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
The Dr. Seuss Selling Technique
Part Two: Sam consistently offers a choice…
• 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…
The Dr. Seuss Selling TechniquePart Three: Sam refuses to
give up…
Ask for the sale!
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…
YOUR ABILITY TO SWALLOW IT.
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 TYPESOF ACCOUNTS… Are they a “no,” or a “no, not right
now?”
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
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
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:
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!”
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