We no longer have a salesperson, What can we do?
“Why? Has the position been eliminated and is it permanent? Every program needs a sales and marketing program. You need to resist organizational pushback.”
“We moved away from the word ‘Sales’ and call it ‘Employer Outreach.’
This seems more acceptable to senior management.”
“We make certain that the role is defined as more than just a sales position. We have changed the culture.”
“When shorthanded, stress marketing. We restrict sales to our largest most high target companies.”
What should we call that person other than a salesperson?
“Something broader such as employer services liaison.”
We hear a lot about social media as a marketing tool but never seem to get very far with it. How
can we handle this?
“For a long time, social media projects were the purview of the C-suite marketers, the results were very slow and generic. We made a big dent when we went off on our own, bearing in mind our institutional politics.”
“We love working with LinkedIn: we reach out to contacts of our links and disseminate information.”
What are the most modern marketing tactics and what’s considered “old school?”
“It varies a great deal by market, whether it be urban or rural, established or new, plus the usual regional variations.”
“Old school is direct sales, dropping off literature, doing live education programs. The new school is targeted outreach that emphasizes name identification, branding, and electronic communication.”
“Whether old school or new, at the end of the day, marketing is a numbers game.”
We have a new clinic – our third opening in September. What can we do to market the clinic now?
“We made a big error by not marketing until we were open. There was an awful lot of dead time in the
first few months.”
“A new clinic gave us a tangible reason to reach out; it gave us license.”
“Don’t market until you feel very competent about the real opening date.”
“Market now and with increased frequency as you get closer to opening day.”
What is the real difference between sales and marketing?
“Sales are made by way of direct personal contact, marketing reaches out to a large audience.”
“Stress marketing: you can reach out to so many more potential clients so much more quickly and at such a lower cost.”
“Effective marketing opens doors for sales; prospects discover who you
are and what you do.”
