One of the most challenging aspects of running a home care business is differentiating yourself from your competitors. On this week’s episode of A Drink With The Hurricane, Steve is going to continue his discussion with part 3 of the Art of Closing.
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Video Transcript:
Hi folks, Steve “The Hurricane” here, and for today’s episode of “A Drink With The Hurricane,” I’m gonna continue and talk about the art of closing.
Today, I’m going to discuss the final part of the art of closing for this 3 part “A Drink With The Hurricane” series.
You probably have been following us and seeing this, and the entire purpose this closing technique is so that you don’t have to be a salesperson. That’s the whole reason why I do this.
I love when I do this at the Referral Masters Boot Camp because it is extremely interactive and we have a lot of fun. It is also one of the first things implemented after the Boot Camp. This is why my clients average closer to 40 hours per week, per client. National average right now is around 20. So we’re talking about the same number of patients, but twice as many hours, because we’re selling exactly what is needed.
Why they should choose you? This comes down to your specialty programs. So as part of the coaching training, as part of the boot camp that I’m gonna go over, you gotta have specialized programs. Things that will get referral sources to refer you exclusively, and things, that when you’re talking to a prospective client, will make them decide to go with you, even if your price is higher than your competitors.
One of the things I talk about at every boot camp is the need to increase our rates. I look across the country, for the last five years, the price of a home care aid has gone up one dollar on average from what it was five years ago. That’s less than five percent of the actual price.
Now I don’t know about you, but the cost of most goods and most services has gone up more than five percent over the last five years. That’s a very very small increase. And that says to me that most people are afraid that they can’t close and that’s why they’re not increasing their rates to where they should be. I’m not saying rake anybody over the coals, but what I am saying is that you have to understand your margins in your business. You have to know how to close, so that when you’re asking for a price that’s a dollar or two dollars an hour over the average in your area for the services provided.
A big part of it is your specialty program. If I’m talking to a stroke patient, and we specialize in strokes, why would they go anywhere else? And, that justifies, right there in that moment, as to why our services are a dollar or two dollars more than everybody else. Everybody else is charging $21 and I’m charging $22, and then they say,
“Steve, the guy down the street is $21 an hour, can you do any better?”
“No, I can’t do any better” is the answer, but we specialize in strokes and your mother has a stroke, that’s the reason why we charge a little bit more, but it’s still within a dollar of the competitor, and we’re gonna take extra good care of your mother, with her specific needs. That’s how you get somebody to choose to go with you.
And this is all, like I said again, and do I want you to come to the boot camp? Of course I want you to come to the boot camp. Commit to yourself, commit to your family, commit to your business, make 2018 your best year ever! Start it off by getting the best training on how to grow your home care business. Sign up for the Referral Masters Boot Camp, in Irvine, California, where I will give you everything you need to BLOW AWAY THE COMPETITION!
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