Before you begin the sales process: it’s important to understand what does and does not motivate employers.
- Cash and Worker Productivity
The issue of money comes from bigger healthcare premiums and company paid out health related costs. There are two ways that businesses lose productivity from its employees
Absenteeism – When employees miss out on work for health reasons
Presenteeism – When employees are less productive and efficient with their work because of health issues. For example chronic issues such as lower back pain and carpal tunnel can inhibit workers from being more productive in the office.
- Concern over national health trends to motivate employers
The passion is to reduce heart disease and obesity, helping people age in a natural and healthy way, while helping their core wellness. Employers may express some concern about those matters, but they’re making buying decisions based on money.
Try not to spend your sales call lecturing about health trends, instead spend your time thinking about what you can do for their profit right now. Make sure to show them how your business can save healthcare dollars, reduce time that was taken away because of sickness, and increase the effectiveness of the office.
Once your Program is Ready: Go All in selling it to Employers
- Employers don’t have unlimited cash
Don’t just sell to companies because you think they have tons of money. Your service needs to solve real problems for them and with a concrete plan to make businesses more cash. The product needs to solve a problem for employees (their health), while at the same time solving a problem for employers (staff productivity and efficiency).
Consider the following questions when pitching employers
- Is my program going to lower healthcare costs?
- Will it reduce absenteeism?
- Did it improve Presenteeism?
- Am I going to improve a company’s bottom line? If so how?
2. Make sure you consider both audiences
First thing that you have to do is convince the employer, or else that will not purchase your product, plain and simple. You are marketing to c suite executives and decision makers no the basis of business benefits that they’re going to get by choosing you.
At the point that you finish closing the sale, you then have to win over employees. They need to fully buy in to the potential and the benefits that they’ll receive for participating in your program.
See how the best wellness programs do this.
If they’re not happy with the program, then nobody sees results and you won’t be fulfilling the business promises you made to the employers.
3. Fortune 500 companies and more massive employees will wonder whether you can actually deliver
Here’s an example – if you’re offering 1 fitness class per week, they’ll probably then wonder how you’re going to deal with 500 employees who all want to participate. Make sure to tackle these questions head on.
The employer is looking to scale their business, which means they are looking for partners who can scale with them. Make sure you have direct answers to questions of capacity and volume. Do not go after the companies, which you feel you do not have the resources to fulfill.
4. The Larger the Contract, the more difficult the sales process
The products you offer will need to deliver on the promise of tangible financial and productivity benefits for the staff. If you do deliver, employers will leave you alone for a fact.
Therefore its important to keep the contact simply – do not delay the sales process any longer with unnecessary or confusing verbiage.
No need to build up protections and assurances for every possible risk, but instead focus on the more likely ones which could possible hurt you in the long run. The key to success is to get the ball rolling!
5. Companies want almost equal services for everyone
Programs that only work with a certain kind of demographic are less attractive. Companies are becoming more diverse, so you’ll need to provide resources, materials, and staff that can handle all types of people.
For businesses that are spread out across multiple locations, where they have large offices, they’re not going to find it as appealing if the services are only available in one or two locations.