Serving Your Customers in a Virtual Environment By Dave Lyman, VP of Respiratory and Sales, VGM & Associates
A
t times, adapting to a virtual working environment can feel strange and overwhelming. However, a remote environment can give us the power to connect with customers quicker than ever before. For this reason, it’s necessary to understand how we can maximize customer service during these everchanging times. We’ve reached out to a couple of our membership service experts, Gerry Finazzo, Regional Account Manager (RAM), and Daniel Richtsmeier, Membership Account Manager (MAM), to give our members tricks on how to engage with clients and colleagues during this time. Check out their tips below:
Calling on Customers
Relationship Building With Customers in a Virtual Environment
“Imagine being Sysco Foods calling on a restaurant to meet at 5 p.m. to discuss their new products and offerings. Choosing to meet at this time wouldn’t leave room for much consumer confidence as this is prime time for the restaurant industry. We must remember to be cognizant of our customer’s business model.”
First thing’s first, a good salesperson knows to put themselves in their customer’s shoes. Many providers are having to adjust their regular operations. To name a few, limiting the number of customers in store, adapting to staff changes, and reestablishing trust with valued referral sources and customers as they see the effects of the pandemic. The first step to combating these changes is working to understand what key stakeholders are going through.
[
Approach each interaction with an agenda. It sounds simple, but it’s key to maximizing time with patients and referral sources.
]
When membership representatives like Finazzo and Richtsmeier meet with providers, they approach each interaction similarly—with an agenda. It sounds simple, but it is key to maximizing limited time with patients and referral sources. Their agenda goes beyond precalculated talking points, but rather focuses on personalization and working to understand their customer’s pain points.
This plan starts with knowing when and when not to call on members. In the DME world, early morning is usually not the time to engage with busy providers. Most likely, providers are working to prepare for the day’s happenings. However, for members interacting with referral sources, it is recommended to engage in the morning. This can establish confidence in the DMEPOS/referral source relationship, as referral sources want to make sure their patients’ needs are taken care of fast and at a superior level.
[
~ Gerry Finazzo
Make it personal. Don’t jump right into your agenda. Catch up and ask if they have any immediate concerns.
]
Personalize Interactions To maximize virtual visits and phone calls, make it personal. Don’t jump right into your agenda. If you already have an established relationship with the customer, catch up, ask if they have any immediate concerns needing to be solved. If you don’t have a relationship yet established, open up about yourself or choose a light/friendly talking point to start a basic rapport. Try discussing weather, sports, or other seasonally relevant topics. These bits of personalization can make things more meaningful to the customer. Also, don’t forget to take notes of your conversations with customers. By addressing these interactions in future follow-ups, you can make a customer feel extremely valued and noticed.
VGM Playbook: Technology and the Patient Care Continuum: Guide to Remote Work
Serving Your Customers... | 10
