NIATx: Identify Value, Select Targets and Plan Effective Sales Calls

Copyright Wisconsin School of BusinessExecutive Education

Chuck West

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Begin with the End in MindSteven Covey

When this webinar series is over, you will know …

1. Your competitive value

2. Which payers to call on

3. How to get the initial appointment

4. The sales skills to use on each sales call

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Section One: My Value

What are third-party payers looking for from a substance abuse treatment organization?

A few get you started ideas… certified staff, outcomes, handling tough cases, up-to-date technologies, target populations, type of programs…

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My Value

What are patients, families and referral sources

looking for from SATOs?

A few get you started ideas … patient comfort, safety, ease of entry, access, availability, progress tracking…

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What are the most significant criteria third-party payers, patients, families and referral sources use to select a SATO?

Examples:

1. Program fit

2. Certified staff

3. Outcomes

4. Referrals or reputation

5. Availability

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What are the most significant criteria third-party payers, patients, families and referral

sources use to select a SATO in your area?

1. __________________________________

2. __________________________________

3. __________________________________

4. __________________________________

5. __________________________________

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How do you stack up?

List Criteria Your Rating - Example

Great Good Fair Poor

1. _prog fit____ x

2. _staff cert___ x

3. _outcomes___ x

4. _referrals____ x

5. _avail_______ x

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How do you stack up?

Your Criteria Your Rating

Great Good Fair Poor

1. ____________

2. ____________

3. ____________

4. ____________

5. ____________

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How does your best competitor stack up?

Example

List Criteria Rating

Great Good Fair Poor

1. _prog fit____ x

2. _staff cert___ x

3. _outcomes___ x

4. _referrals____ x

5. _avail_______ x

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How does your best competitor stack up?

List Criteria Rating

Great Good Fair Poor

1. ____________

2. ____________

3. ____________

4. ____________

5. __________10

How does your next best competitor stack up?

List Criteria Rating

Great Good Fair Poor

1. ____________

2. ____________

3. ____________

4. ____________

5. __________

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Where are you the strongest?

Examples

1._____program fit____________________

2._____referrals or reputation___________

3._____availability____________________

A few get you started ideas… special populations (pregnant woman), handling exceptions, client comfort, reporting…

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Where are you the strongest?

1. __________________________________

__________________________________

2. __________________________________

__________________________________

3. __________________________________

__________________________________

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Write your competitive value in a clear and complete sentence

Example:

We start patients within three days of initial request for service because starting when they are ready improves outcomes, program processes and family support.

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Write your competitive value in a clear and complete sentence

____________________________________________________________________________________________________________________________________________________

_____________________________________

_____________________________________

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Evidence or Proof

Now that you have stated your value, how will you prove it?

facts … things you do differently (100% certified staff)

results … outcomes, time (98% success rate)

references … a story of how it worked with

client Y and payer X

other … “above and beyond” examples

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Tighten It Up

Create interest

Make it short

Be provocative

Make it relevant to the client

This statement is HOW you get appointments with your target payer accounts!!!

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My Tight Competitive Value Statement

____________________________________________________________________________________________________________________________________________________

An example: We are the fastest adopted technical information service by fortune 500 firms in history.

An example: Your customer retention performance is below industry

averages, I have an idea that will bring it back above that mark.

An example: We start 95% of all client treatment within three days of initial service requests to achieve positive outcomes and family support.

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2. Section Two: Targeting

Which third-party payers will I call on?

Determinates of Success

Number of calls

Quality of calls

Account potential

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Target on Potential

Size

Attractiveness

market share, growth history and plans, degree of customization, profitability, sustainable, goals

Probability of Winning competitive situation, access to decision makers, openness to new ideas, progressive

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Size

Huge ____________________________

Large ____________________________

Good ____________________________

Fair ____________________________

Small ____________________________

notes…size matching is an important selection criteria

…you’re not out to get “whatever I can”

…what size provider do you work with best?

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Size

Example You

Huge 100 clients/mo ___________

Large 50 clients/mo ___________

Good 25 clients/mo ___________

Fair 10 clients/mo ___________

Small 2-3 clients/mo ___________

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Attractiveness

Growability … new services, new populations…

Sustainable … reputation, progressive, stable…

Contract value … is the contract “patient rich” ?

Programs “fit” … vets, women, in/out-patient, detox, % of denials…

Stability …easy claims process, consistent payer, few denials…

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Anchoring Payer Attractiveness

An Example

Attribute Anchoring Scale_________________

Program fit 5_100% 4_75% 3_50% 2_25% 1_10%_

Contract val. 5_50 cls 4_30cls 3_15cls 2_5 cls 1_0 you get

Stable-denials 5_0%__ 4_10%_ 3_20% _ 2_35% 1_50% +

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Anchoring Your Payer Attractiveness

Attribute 5 4 3 2 1

____________

____________

____________

What does your ideal payer look like?

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Probability of Winning

Our relationships vs. competitorsOur history of working with themLocation Access to decision makersEntry point in their buying processComplexity of their purchasing processOpenness to new ideas

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Anchoring Probability of Winning

An Example

Attribute Anchor the scale_________________

Relationship 5 _100%_ 4 _75% _ 3_50%___2_25%___1_0%___

Location(counties) 5_100%__ 4_80%__ 3_60%__ 2_40%__ 1_>25%__

Access to DM 5_friend_ 4_known 3_met__ 2_know oth. 1_cold_

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Anchoring Your Probability of Winning

Attribute 1 2 3 4 5

____________

____________

____________

When do you just know you’ll get this business?28

Defining the Targeting “Sweet Spot”

Payer

Attractiveness

Probability of Winning

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Targeting Existing Payers

1. Re-think your existing third-party payers based on your new “sweet spot” definition

2. Focus ferociously on your best fitting payers

3. Focus on median or size payers only if they are “growable”

4. De-Focus on smaller and time consuming payers

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Organizations rarely agree on their “sweet spot”

Your industry just changed your “sweet spot”

Chasing payers outside your “sweet spot” is

de-motivating and wasteful

Targeting Observations

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Thank youChuck West

608-441-7320cwest@exed.wisc.edu

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