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Learn about Selling Home Care to Bank Trust Officers with Mike Sullivan

By Stephen Tweed

A number of years ago, I was attending the annual convention of the National Speakers Association, and I met a new member from Charlotte, NC. His name is Mike Sullivan, and we hit it off right away.  Mike owns a company called 50-Plus Communications Consulting which specializes in working with companies and organizations who want to market their services to baby boomers. 

Since the most frequent caller to private duty home care companies is “the oldest daughter” and she’s between the ages of 45 and 65, she qualifies as a “boomer.”  As Mike and I talked more about our respective businesses, we realized we had a lot in common.  We talked about how we might work together.

The first thing we agreed upon was writing an eBook for private duty home care. The first edition of Increase Your Income Selling to Bank Trust Officers and Other Trusted Advisors was published in 2005, and was revised in 2008.

The next step was to work together on a series of teleseminars, which we did back in 2006.  Now, we’re joining forces again to add new content to The Academy for Private Duty Home Care by introducing a web conference to give you the latest insights into this profitable referral source for your business.

Prior to forming 50-Plus Communication Consulting, Mike was Vice President of Corporate Communication for First Union Bank, which is now Wells Fargo bank.  Mike has written articles for Trusts and Estates magazine, and numerous other publications related to elder care services.  Mike is a member of the National Speakers Association and is past Chairman of the Council of Aging in Charlotte.

In the book and the first teleseminar series, Mike gave us some real insights into how bank trust departments work, and how you can make the approach to generating referrals from them.

Here are some insights that Mike shared with us:

  • Trust company decision makers who are referring to home care need to be sure that they are dealing with  high quality company with professional staff
  • Trust companies will not take the initiative to find you if you are not known to them.  It’s up to you to make contact.
  • You have to demonstrate your value to them.
  • How you look, talk, and respond is the basis for how the trust officer makes a judgement about you.
  • Always present in terms of the trust officer’s needs.  Every point that is made should address a need of the institution.
  • Trust officers attitudes about their clients’ money ranges from high concern for cost to high concern for quality of service.  You need to determine which of these is in play.
  • The trust officer wants to believe that you understand their business and their needs.  They want you to be a problem solver. 
  • Build your presentation around a trust officer and the affluent client’s needs by using power statements. 

To gain more insights and wisdom from Mike Sullivan, join us on Thursday, November 29, 2012 at 4:00 pm eastern time for a live web conference.  Mike will be sharing his latest information on selling your services to Bank Trust Officers and other trusted advisors, and taking your questions.  

As a special bonus, when you register for the live web conference, the first 25 registrants will receive the opportunity to purchase Mike’s eBook, Increase Your Income Selling to Bank Trust Officers and Other Trusted Advisors for only $49.00.  That’s a $100 savings over the web site prices.

More importantly, if you look at my recent post on “What is the Dollar Value of a Referral Source”, you’ll realize that the big payoff from this live web conference will be the new clients you serve high length of stay and long hours of service.  Don’t miss this great opportunity to grow your business. 

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