SERVING YOUR CUSTOMERS IN A VIRTUAL ENVIRONMENT

By Dave Lyman, VP of Respiratory and Sales, VGM & Associates

At 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:

Relationship Building With Customers in a Virtual Environment

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.

Calling on Customers

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.

“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.” ~ 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.

However, despite the necessity for strong rapport, Dan also advises the following:

“Always be mindful of the customer’s time and tone. For each phone call or interaction, read between the lines on whether a person wants to make small talk or strictly stick to business. Adapt to their preference, as this is a showing of your personal regard for their needs.” ~ Daniel Richtsmeier

Mapping Call Agenda

When preparing for a member call, Dan often spends at least 30 minutes prepping. Likewise, we recommend basic prep for interacting with your customers.

Consider brushing up on the following before your call:

Check the internal database for patient details if a relationship is already established/discover if they are already using your resources.

Develop get-to-know you questions to further build rapport.

Understand all current company offerings and happenings.

If applicable, gather any information provided from referral sources and pull together related education or product information to enhance patient care.

If you think a patient would be interested in a certain product, consider prepping a cost comparison with the options your business has available (e.g., reimbursement products, retail products, add-on products, etc.).

Be sure to ask about the patient’s pain points and work to understand their unique situation.

Always remember that the patient is paying for a service that you are providing—make sure they get the best value for their money.

Additional Advice From Dan and Gerry

“Know your Nos. If you suggest a product or service and the customer declines, know why they say no. There is always opportunity in a no, whether it’s an opportunity to further understand your customer’s needs or to suggest a new solution altogether.” ~ Daniel Richtsmeier

“Embrace problems or customer concerns. Any time these arise, you have the chance to be a hero. When I hear of something needing to be tended to (good or bad), I see it as an opportunity to serve.” ~ Gerry Finazzo

[ If a patient is coming in for one need, there are likely additional needs that can be considered to better their everyday life. ]

Introduce a Multilayered Service Model to Virtual Appointments

VGM has a multilayered service model. This means that often members are introduced to many of our internal experts who lead our unique member services. Being mindful of this strategy, Gerry considers himself a tour guide to all things VGM. The goal of this outlook is to enable our providers to give complete care to their customers. Often if a patient is coming in for one need, there are additional uncovered needs that should be considered to better their everyday life. For example, if a complex rehab mobility user visits your business for support, they may need a home modification plan to integrate that device seamlessly into their life.

You too can provide this multilayered service within a virtual environment. Do so by taking on the persona as a “customer tour guide” and driving connections between the patient and experts within your organization. When possible, be sure to always include those who can add value to your virtual meetings. This gives you a chance to showcase your vast expertise and offerings, and strengthen patient confidence.

[ Employees can feel especially disconnected if they aren’t able to meet with customers or colleagues like they’re accustomed to.]

Maintain Your Own Morale So You Can Continue to Inspire Patients and Referral Sources

Never forget the importance of keeping up morale. Employees can feel especially disconnected if they aren’t able to meet with customers or colleagues like they are accustomed to. This day-to-day interaction typically provides a big sense of purpose for those serving our industry, and it can be hard to adjust to this environment. Dan and Gerry suggest the following to help combat this:

Be consistent. Practice “business as usual” in your remote environment.

Your space should reflect a business-like manner. Eliminate distractions.

Be mindful of those who do not have the luxury to work remote in this environment and adapt to their needs.

Have a plan each morning. Determine the patient or organizational practices needing to be addressed.

If you’re struggling, chances are your colleagues could be too. Don’t be afraid to reach out and connect. Internalizing is much worse than not addressing your frustration.

Make sure to take lunch or do something to catch your breath. Call a friend or go on a walk.

Celebrate success! Share your wins with colleagues and grab a cookie or crack a beer.

Be flexible. In this environment, people who don’t do well with a curveball can struggle.

[ Whenever you need to strategize, problem solve or just talk, please reach out. ]

Final Thoughts

Remember that VGM is in this with you. Our RAMs and MAMs are only a call away. Whenever you need to strategize, problem solve, or just talk, please reach out. Our job is to help you create impactful experiences with your customers. Whether that’s virtually or face to face, we’re always here to support your needs.

ABOUT THE AUTHOR

Dave Lyman, BA, RRT-SDS, VP of Respiratory and Sales, VGM & Associates

Dave Lyman is Vice President of Respiratory and Sales at VGM & Associates. Dave’s experience as a respiratory therapist coupled with his knowledge of clinical, operations, billing, management, and sales in the DME industry has been instrumental in overseeing several of VGM’s programs. Dave started his career as a respiratory therapist at the Cleveland Clinic and has more than 20 years of experience in the DME industry. Along with leading VGM & Associates’ sales team and guiding VGM’s Respiratory program, he also serves on multiple committees dedicated topatient outcomes and care, including co-chair for the education committee for OAMES and AA Homecare Respiratory focus group. You can connect with Dave via email at dave.lyman@vgm.com or follow him on LinkedIn.