We had a client who neglected so much in their business, after sixteen years they had to eventually sell. You may wonder how they stayed in business for even that long. We can assure you, there were tons of areas we advised the owner to improve on, but there was one spot where he excelled. We’re willing to bet it is the number one reason he got any clients and stayed put together for over a decade.
What did he do so well?
He sold his team.
Not selling as in he sent them away to work for someone else. We mean that he sold their stories, their charisma, and their compassion as caregivers. Beyond caregivers, he sold his administrative team too. You can tell just by talking to him how important his employees were and how valuable. He often took care of them, and it is no wonder they stuck with him for many years. Reviews could tell you that others were happy with them. When it came down to which home care business to work with, the way his team stood out was the no-brainer behind every prospect’s decision.
Why are we telling you this?
To hope that you downplay YOUR story as an owner and rather, bring out every single person on your staff. It’s alluring that you give your reason for starting a home care business, but that’s always a given. Most cases, every owner has someone they knew who did better with care or didn’t do too well due to the lack of agencies that could help. Know what we’d think of that as potential clients? “Thank you, next.”
But when you have every single one of your team members, in-house or on the ground working, on display with their own stories of why they do what they do, game changer. How come? Because it’s not as common for someone to take a job because they absolutely love the cause. Let’s be real, jobs are hard to come by, and many people need the money. Why not be a caregiver for some cash? Why not answer phone calls at a senior care agency?
What we’d like to see and learn is why do they love their jobs? Now that sells.
Ways to Show Off Your Employees
- Don’t Hire a Photographer.
Take the picture yourself and post it on your website. Give your prospects the truth with candid shots. Show us your workers at their desks, hugging elderly people, behind a booth at a community event. Give us the real, the raw, and make us want to be their friends. Professional photos are pretty and nice, but also cold, all about business, and boring.
- Employee of the Month
Yes, it’s a real thing and it is effective. Only, instead of posting it on a bulletin board at your office, publish something nice on social media. Get everyone involved in celebrating someone. We’ve seen family members of former clients praise employees showcased this way. They leave a review, in a way, by saying something like, “Cynthia was amazing for my mother! It’s so cool to see that she’s still doing well and getting the recognition she deserves. Her love and friendship for my mother helped our entire family when we needed it the most.” See what we’re getting at?
- Staff Appreciation Event Combined with Client Appreciation
If you don’t do this now, get every former client, their families, and current clients and their families together with your entire staff for an annual event to show your appreciation. Feed them. Hire entertainment. And keep it short and sweet. Allow others to enjoy themselves for the most part and keep the “business” side of things to a minimum. Your job here is to create a networking event without it being one. And when you publicly show your love for your staff, you lock in even more confidence, credibility, and really show people you’re not just fluff on social media – you’re the real deal.
Again, your story is important, but people expect it. It’s not a shocker why you started this business. Wow people with stories of those who work for you because everyone would be surprised to see it. Hardly do we view the “small jobs” on websites. Usually, we see the top dogs. Be radical, show us every single person and why they’re awesome. And remember, this may be the very reason one owner stayed in business for sixteen years and even had an agency worth selling. Just saying.
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