Build Your PERS Business

Marco Cardazzi

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On May 12th In Intrusion
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ADI carries a full line of PERS products including the LifeSentry two-way voice pendant from LogicMark shown above.

How to Identify Clients

You are now probably familiar with Personal Emergency Response Systems (PERS), and how to get into the PERS business. How do you identify a client though? You must first identify who would be an ideal client.

An ideal client is one who needs the service and PERS product. The ideal customer is happy with your services and recommends you to all of his/her friends. For a PERS device, most purchases are made by adult children. There are a few key points to follow when identifying your ideal client.

Build an Effective PERS Referral Account Base

Identify the places where the elderly and those in need of a medical alert device spend their time. A few places we recommend are home health care service providers, doctor’s offices, medical equipment providers, home automation, specialty home wiring companies, hospitals, current customer base, and more.

Optimize Your Referrer Accounts/Prospects to Generate Leads

Once your salesperson has compiled the initial list of referrer targets (we stress initial because it is an ongoing activity), you then begin to make the personal visits. With each visit, the purpose of every first meeting is to introduce yourself, your company and your product/service. Basically, you are seeking confirmation that this prospective referrer has the activity and connection to become an active referrer. The goal is to develop a plan for the follow up, the second call game plan – a specific action plan individually designed for each referrer to follow that will help yield results. The place where most PERS salespeople struggle in building the necessary referrer base is their inability to know what is necessary to move the referrer activity beyond the initial meet and greet. This point is as complex as it is different for each referrer, and understanding exactly what those next steps are and gaining referrer acceptance to follow thru on these action items can be tough, but ultimately rewarding.

A well thought out second call game plan with a list of qualifying questions designed to capture the size, scope, type of possible users, level of typical family involvement, etc. is absolutely critical. The salesperson should have minimum and maximum expectations already determined. At the very least, with the right set of qualifying questions, it should be a realistic expectation that they walk away from the call and quickly determine the real opportunity and potential that exists. Also, the salesperson should be able to categorize the referrer as a future PERS champion, an occasional ally, or a non player.

Price point discussions and the need to guide the referrer away from getting too involved with the pricing is a critical element. The referrer should have a general understanding of your price structure and be told to only share the info when absolutely necessary. They should direct inquiries directly to you and let you handle it from there. After all, they are simply in place to refer and guide the prospect to you for closure.

The salesperson needs to build the importance of the monitoring center, its capabilities, easy access to the client’s medical profile and the custom call list provided by the client. Sharing the important role that the alert responder on the phone has in an emergency situation completes the picture. By highlighting all of the wonderful features of the PERS unit and it’s unique Talking Pendant approach and then, adding to this great story, the Central Station role, the pre-defined actions that would normally follow an emergency alert and the operators that handle the call—makes for a pretty compelling story.

To determine the long term strategy for each prospective referrer (the after the second call actions) requires a thorough understanding of the referrer’s organization, it’s scope and size, it’s access to possible users (the sheer volume of them) – simply said – you need to get the number. This will require a detailed inquiry into their business that will result in a clear indication of their ability to routinely refer. By doing this deep second information seeking call with the referrer, one can determine if there are PERS Champions within the referrer’s organization for you to build upon. Building Champions is done one at a time and requires consistent follow up and real personal attention.

Value of Accounts

Security dealers often hear numbers on the multiple of their Recurring Monthly Revenue (RMR) their business is worth. There is a lot of value in a good PERS account base. Typically multiples of 22 times monthly revenue is a good number to assume when valuing your company. This assumes that you have good contracts and good product in the field. With a solid client base and a strong referrer program, the amount of new monthly additions will outpace the ratio of fall offs—thus making your installed user base a valuable and saleable business venture.

ADI offers a full line of PERS solutions from leading manufacturers including Logicmark

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