Hilda’s Health (HH) delivers home care for seniors. HH had 3 sales reps and 20 healthcare specialists and received 75% of its leads from lawyers. When Hilda first began, she used spreadsheets and a whiteboard to manage prospects, clients, and staff.
Hilda was stressed and knew she could not handle her frenetic pace. Hilda found it difficult to:
- Stay up to date with her sales reps.
- Know which attorneys had not been contacted in the last 30 days.
- Communicate with and schedule her home care staff.
“I knew I was losing control when my lawyer buddies told me they hadn’t seen my sales reps in a long time.”
Hilda’s Big Decision
As HH grew, the demands on the team expanded. “All of our systems were outdated and got in the way,” said Hilda. After attending an industry conference, she realized she had to streamline her sales processes.
“My 3 reps are great, but we use sticky notes and spreadsheets, and I am not up-to-date.” Hilda was referred to a sales specialist who recommended:
- Divide the attorneys by specialty and tailor messaging to each segment. In fact, there were 5 attorney groups that referred new cases to HH.
- Create an exception report showing contacts that have not been touched in the past 30 days. Send an automatic reminder to the assigned sales rep.
- Monthly outreach to prospective families and referrers with educational content.
- Special treatment for all A&B referrers.
- Team Calendar where schedules are maintained.
These 5 initiatives sounded great but how can a small team make this work?
Hilda’s Bigger Decision
The specialist recommended a CRM to support the team and explained that a robust CRM allows a business to automate, segment, and track prospects. Hilda was nervous about the CRM’s budget.
The specialist explained the costs and very quickly Hilda agreed to move forward.
“My average sale is $10,000. If I spend $3K per year on my CRM, we will be way ahead!”
The decision was easy and within weeks, the team was up and running.
Implementation was a Snap
The specialist configured the CRM and trained the team. “Our vendor was awesome!” said the team. The specialist configured the CRM to:
- Segment contacts by lawyer type and prospect family.
- Send email campaigns by contact type, triggered automatically when a contact meets specific conditions.
- Generate reports on demand including contacts not touched in 30 days.
- Organize contacts by rating (A to D), so that sales reps allocate time to their most critical prospects.
- Track staff schedules and notify staff of their assignments.
The team was focused and recognized the benefits of having a CRM.
The Results Count
Hilda saw immediate results. She saw each salesperson’s focus on A&B prospects and on touching all contacts every 30 days.
Today, HH schedules 35 nurses and has 5 salespeople. Sales and profits continue to grow each year.
We could not have succeeded without our CRM and our CRM vendor!
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