How to Bring Compromised & Inactive Accounts Back to Life

Presenter: Stacey Sam

About Me

• Born & raised in Erie, Pennsylvania• Graduate of Slippery Rock University of PA• Background in marketing, healthcare auditing,

& non-profit program evaluation• Sr. Donor Recruitment Representative with

UBS Las Vegas over two years • Why is this topic important to me?

• It’s time to change your outlook• Sometimes “looking back” isn’t a bad thing• There’s no place like… “the familiar”

WHY should we discuss this topic? WHY NOW?

Why is it important to target former accounts & get them to head back in your direction?

• The odds are in your favor• Reactivating & retaining are more efficient• There’s no good reason for leaving• Churn rate (no, not like butter)• It’s all about the Benjamin's… I mean, benefits!

So, how should you prepare?

• ID, analyze, & investigate • Learn to like history• Don’t get blindsided

Things You'll Need:Mental Toughness Agility Determination Work Ethic Be

prepared!

DON’T GET BLINDSIDED!

The Dr. Seuss Selling Technique

• Keep building the relationship

• Listen & ask questions… use open questioning

• Toggle between understanding & selling• Understand the challenges they are facing

• They’re buying you!

Part One: Sam is selling a product…

2 ScenariosHaven’t said no, but

haven’t said yes…

LIBERTY HIGH SCHOOL

• Asked why, but didn’t feed them excuses

• Didn’t need to focus on probing questions

• Clearly explained expectations

• Requested an opportunity to work together & made the sale

Have said no… Ask questions…

BASIC HIGH SCHOOL

• Preparation & research• Asked why• Used probing questions• Shared how things would

be done differently• Clearly explained

expectations• Requested another chance

& made the sale

The Dr. Seuss Selling Technique

• Don’t limit your prospect to one option

• Provide understandable options• But not too many

• Most aren’t fluent in multiple languages• Speak in terms they can understand

• Believe in what you sell

The Dr. Seuss Selling Technique

Part Two: Sam consistently offers a choice…

• Don’t take it personally • Objections are common… • It doesn’t mean they aren’t interested• Note: This doesn’t always apply to personal

relationships

• Dig deeper by listening

• Finally, don’t forget to…

The Dr. Seuss Selling TechniquePart Three: Sam refuses to

give up…

Ask for the sale!

The Cost of Pride• Don’t let pride stand in

your way

• Get uncomfortable

• Time to get down & dirty • “Tools of a Gravedigger”

It could test your pride, but more importantly…

Get uncomfortable…

YOUR ABILITY TO SWALLOW IT.

Create a “Keep in Touch” Campaign• Out of Sight, Out of

Mind

• Use polite persistence

• “It’s not you, it’s me”

• Leverage works

• Ask yourself: “How important is this sale?”

• Referrals, Referrals, Referrals

DO THIS FOR BOTH TYPESOF ACCOUNTS… Are they a “no,” or a “no, not right

now?”

Case Study #1: Green Valley Presbyterian Church

• Inactive account since April ’04

• Pursued approximately six months

• No good reason for discontinuing blood drives

• Reactivated in June ’08

• Since reactivation, have done the following:• Sponsored five blood drives• Collected a combined total of 91 procedures & 104 units

Case Study #2: St. Rose Dominican Hospitals – De Lima

• Inactive account since June ’07

• Pursued approximately 18+ months

• Compromised account

• Utilized connections at other campus to gain leverage

• Reactivated in January ‘10

• Since reactivation, have done the following:• Collected a combined total of 30 procedures & 33 units• Best blood drive in the history of this sponsor group

Inside Look: A True Story

• Pulled sample of 12 inactive/compromised accounts

• Industries varied greatly

• A total of 1184 procedures & 1434 units collected

• Apply the equation I described earlier to determine:• What past treasures may be hiding back at work?

My official recommendation:

WHEN IN DOUBT, TAKE A PAST ROUTE

• Find your newest & best customers “in-house”• Unleash your previously held pride• A fresh start

It’s like finding “free money!”

Thank you & best of luck!

References: http://www.allbusiness.com/company-activities-management/financial-performance/5522964-1.html; http://www.businessknowhow.com/marketing/top8mark.htm; http://sbinformation.about.com/cs/sales/a/uudrseuss.htm; http://sbinformation.about.com/cs/sales/a/uutraits.htm; http://www.businessknowhow.com/marketing/coldprospect.htm