Value Proposition or Value of Customer Expectations?

There is a lot of talk these days in marketing circles about clarifying the "value proposition" of what we sell. Simply put, this means selling the message of what we believe the value of our wares to be. We want the customer to listen. And if they 'finally' hear what we are saying, they will wake up and sign on to an EAP.

But wait. 80% at least of America's employers have EAPs the research says. So where is the market we are trying to coax into the value proposition?

EAPs have long sought to sell the "value proposition". But there is another side of the coin. The customer's needs. Managed care won this sale. To be more specific, the other side of the coin is selling to the value of the customer's expectations, and not the value proposition we possess necessarily. Mark Hunter, a marketing guru talks about this in an article entitled "Value of Customers Expectations" that he sent me.

If you are still with me on this post, let me ask, should EAPs be doing this more? If so would this cause us to shift our focus to different customers who are not using EAPs now? I think yes.

And these customers happen to be in the property casualty insurance industry spectrum. These big boys don't know about EAPs. But my belief is that they could use whatever they could possibly squeeze out of an EAP that would help them reduce risk and exposures associated with the things they insure against. This is not health insurance. It's everything else -- from employment practices liability lawsuits, suits for wrongful termination, discrimination, workers comp, property damage, the works. Imagine full-bore EAPs reducing these payouts. Hey, the average wrongful termination lawsuit is $150K out of court. It's over $500K in court and companies lose 70% of the time. Imagine an employee who didn't sue the company because his behavior or that of the supervisor was mitigated by EAP involvement. That's sounds like the beginnings of a new profession to me.

Mark Hunter is a sales pro. He speaks to thousands of sales people per year. Here's what he says, "We've all heard the rule of listening to what the customer has to say, and there's not a salesperson who thinks they don't listen to the customer.  Reality, however, is quite the opposite.  I find time after time when I'm working with salespeople across any number of industries that the failure to listen is a huge issue."

Hunter adds, "Too many salespeople believe because they know the products they represent much better than the client, they know exactly what the customer will see as real value.  Yes, you as the agent are going to have a general indication of what a typical customer wants. However, when it comes to interacting with a specific customer, you can't rely on a "general indication" of value."

Here's the thing. Businesses wanted lower costs on health insurance. Managed care sold them their solution. EAPs, unfortunately, got in the way without the ability to collectively say "halt".

And, EAPs still aren't doing much to collectively and "officially" point out diminished models of quasi-EAP products that insist on the full title to the word "EAP". I don't see this changing in the new EAP Strategic Plan. I may have read it wrong. If so, I will post my correction if someone lets me know.

Unless this becomes a targeted goal--rejecting products that do not adhere to the spirit and intent of the core technology, along with an ongoing survey and confrontation of freelance writers posting misguided articles about EAPs in over 30 HR and Benefits periodicals, I believe problems will continue. That translates to more suppression of life-saving, risk reducing, fully functioning, loss preventing EAPs in the world of work.
=======================================================================
I referenced Mark Hunter above. You learn more about him here: "The Sales Hunter," is a sales expert who speaks to thousands each year on how to increase their sales profitability.  For more information, to receive a free weekly email sales tip, or to read his Sales Motivation Blog, visit www.TheSalesHunter.com. You can also follow him on www.Twitter.com (TheSalesHunter), on www.LinkedIn.com (Mark Hunter), and on his Facebook Fan Page, www.facebook.com/TheSalesHunter.

More Thoughts about Workers Compensation and EAPs

Employee assistance practitioners have a history of offering services in what may be called the "traditional" areas of their craft ... alcohol abuse, drug use, mental health services, and other personal problems associated with these conditions.

And yet, research has demonstrated a close correlation between "traditional" employee assistance services and indicators not normally considered a part of that total picture--workers' compensation claims, for example.

Workers' compensation claims my, in fact, be among the most significant indicators of workplace health and wellness, as well as very good clues as to the presence or absence of alcohol, drugs, or mental health problems.

If you're marketing employee assistance services, seek to discover the types of industries with the highest accident rates. Also, be sure to turn to OSHA. OSHA maintains a fresh list of high accident troubled companies. This is list is available, and you may discover some of the companies are near you. Why? There are 20,000 of them--at least--every year. So, go for the high accident businesses, not the high numbers of employees. You may find more motivated employers who will be interested in your services.

And approaching prospective clients along the workers' compensation chain can bring into your service orbit the self-insured as well as those who pay premiums, since both can realize substantial savings through the coupling of worker's compensation programs with employee assistance services.

The higher a work organization's accident rate, the higher the premiums it pays for workers' compensation. The organization is therefore motivated to reduce accident rates, on of the jobs employee assistance services are designed to do.

Media Event! We Have An Expert on that Subject!

1. Throughout the year the major media will visit health subjects that have broad appeal to the public. They will also report on major calamities and news stories of many kinds. By and large, however, media outlets choose the stories they will cover based upon their biases and what constitutes public trends of interest.

To illustrate this, imagine how many earth tremors occur in California per year, versus how many are actually reported. Answer: Thousands of tremors occur than are reported. Only certain Rector Scale values will be reported, or where significant damage occurs. The truth is however, that minor tremors knock things off the shelves in people’s houses in quake prone areas of California all the time. But these quakes are never reported. The same quack on the east coast would be huge news.

2. You will notice that specific topics appear in the news periodically, but predictably. For example, you can predict that approximately once a year the topic of alcoholism will emerge. It might be a news event on its cause, a new drug to fight cravings, a story about the genetic brain, or some other related topic. Many other topics related to social problems also will appear in the media. Pay attention.

Listen attentively to the news. When you hear news that relates to your field of expertise, immediately fax to the local television stations your biography (a half page and photo). Fax your photo even though they will not be able to see it. Or have one drawn like you see the photos of people computer drawn in the Investors Business Daily. Also call the news room to say that you are an expert on that subject, you are faxing a bio right now, and you are ready to meet immediately or at their convenience.

You will marvel at how often they will ask you to come to the studio immediately or phone you to visit your office location. This is a great way to get publicity and to get on TV or the radio. And, it will make you instantly visible to your potential clients and EAP customers. Television and news stations scramble to find experts on subjects when the news hits. They don’t have much time and you will be their rescuer. You are doing them a favor, not the other way around. So, act like it on the phone. Act like you have done this all the time and that you "have cleared time from your schedule to make yourself available."

3. If it is national news, you will have extra time to respond because it will take longer for local stations to run "local expert" interviews. National news filters down to local significance to what is relevant in the immediate community. Again, if it is local news, your window of opportunity is much smaller, possibly an hour or less.

DO THIS: Prepare ahead of time by getting phone and fax numbers, and contacts lined up. Then, wait for the "big one." When “it” happens start dialing for dollars and the free publicity.

Note: Everything I discussed above, I have also done numerous times.

Yes, Your Own Blog Can Pay Off! Pay Attention to Marina London

Hi everyone, yes, it is true. Blogging pays. If you are at the EAPA Conference taking place in Tampa right now, and you are participating in the seminar on blogging, pay attention.

Blogging is awesome and it can really, really help the EAP field---and your EAP.

But let me give you a tip. Select a niche!!! Don't blog about anything and everything. Of course, I am blogging about EAP related issues, but I could just as easily blog about EAPs and Workplace Violence.

Let's discuss this for a moment. Can you guess how many times the phrase "workplace violence" is Googled each month? I will tell you.....looking it up now as I type.......the answer is 49,500 times per month.

Impressive? Yes. But let's say you blogged on Workplace Violence every 7 days. No big deal -- just 100 words on how EAPs can play a positive role in reducing the risk of workplace violence. What would happen?

Here what would happen. Because your blog begins to accumlate highly relevant content, you would slowly but almost assuredly find yourself on page one of Google.

Do you realize the implications of this?

It means traffic---and that means anyone interested in the topic would slowly  begin to view you as the expert on this topic and witha  link to your website on your blog, discover you and your EAP. Search engines will rank you high because you are consistently talking about this topic. The rest is your message. But with 49,500 searches and you being on page one of Google, do you think you would get a few interested customers? Duh.

The Official Dietary Bible Every EAP Should Own (FREE)

You probably know more about alcoholism, psychotherapy, and managing job stress than human nutrition, correct? There are many subjects that come up when counseling employees and let's face it, we don't always feel in command of every topic.

There are some topics you need to be competent to handle however. One of them is nutrition.

Well there is no reason that you have to be an EAP professional who is an ignoramus about nutrition any longer. You can now download the official federal government bible on all this stuff! Nutrition, Health, Exercise -- it all in the Dietary Guidelines for Americans

I am talking about having a serious grounding in human nutrition that you can offer to your clients and then be sure you are correct and legally safe in offering those dietary recommendations. You can't get that from a book at Borders. (Well you could, but your risk when offering this advice is reduced when you can reference federal government sources, right?)

I am not saying that you should play doctor, by the way.

For example, in your counseling office, could you intelligently comment on things like offering nutritional recommendations for overweight children, being aware of what pregnant women should be concerned about regarding their diet. What the risks there are in weight reduction for new mothers that jeopardize the weight gain of a nursing infant. Knowing that it requires 60-90 minutes of moderate exercise PER DAY to sustain weigh loss?

There are ton of issues regarding diet that arise in the EAP office, and you are a more valuable contributor to workplace wellness and employee productivity if you have a working knowledge or command of this information.

It's easy to get. Download this "bible" of nutrition information from feds. It's usually about $13 at the Government Printing Office, but yours truly found the federal government download (free) at the following link: http://www.health.gov/dietaryguidelines/dga2005/document/pdf/DGA2005.pdf

Check out this outline:

• Background and Purpose of the Dietary Guidelines for Americans
• Adequate Nutrients Within Calorie Needs
• Weight Management
• Physical Activity .
• Food Groups To Encourage
• Fats
• Carbohydrates
• Sodium and Potassium
• Alcoholic Beverages .
• Food Safety
• Eating Patterns
• Eating Plan at 1,600-, 2,000-, 2,600-, and 3,100-Calorie Levels
• USDA Food Guide
• Discretionary Calorie Allowance in the USDA Food Guide
• Food Sources of Selected Nutrients
• Food Sources of Potassium .
• Food Sources of Vitamin E
• Food Sources of Iron
• Dairy Food Sources of Calcium
• Food Sources of Calcium .
• Food Sources of Vitamin A .
• Food Sources of Magnesium
• Food Sources of Dietary Fiber
• Food Sources of Vitamin C
• Glossary of Terms .
• Acronyms

Awesome.

Amazing Drug Injury Lawsuit Case--Employee Loses

Just to see the insanity in action, and have a nice example for marketing your EAP to deal with drug cases,  get this: An employee using Meth was injured on the job. It would have been compensable, but of course, the drug test at the hospital showed he was on Methamphetamine. So, naturally, the company said, "No way" and the Workers' Compensation Insurer said--"no way, buddy, the injury was sustained while you were on Meth."

So, this drug user says, well, the fall was your guys fault. Not mine. I was on Meth, true, but the injury was still because of your negligence. But since the Workers' Comp doesn't cover injuries when someone is using Meth or other drugs, I am suing you! I am suing for thousands of dollars because Workers' Comp doesn't cover this sort of situation anyway! Okay, so I was high as a kite. But, it was your fault I got injured. Let's go to court.

Off to court they went.

How much it cost to defend this lunacy is anyone's guess. I would love to know! However, the court said the case of the injury was in fact "the jurisdiction of the Workers' Compensation plan", the only issue was, drug-related injuries aren't covered. But the WC still protects the employer from lawsuits.

So, it is not that the WC system does not have jurisdiction. It does. It is just that WC won't cover it, even though the injury is the employer's fault. Therefore there is no remedy and you can't sue the employer becuase Workers' Compensatin protects the employer against lawsuits!

The Meth user is stuck with the medical bill. Amazing case.

Could the EAP have helped? You make the call! If this employee was referred to the EAP, the EAP could have played a role in helping this employee get treatment and talked common sense into him. That may have prevented the umteen thousand dollar legal bill to defend this case.

READ IT: http://www.riskandinsurance.com/story.jsp?storyId=510868682

Are You Giving Enough Respect to Respect Training?

If you're conducting workplace violence prevention training, be sure to not overlook subjects tangential to this topic that may be more critical in preventing a workplace violence incident than learning about the signs and symptoms of an employee prone to act violently. You know, the employee who may also have a long history of being harassed, disrespected, involved in conflicts, and who has no appropriate assertiveness skills to confront a supervisors who has bullied him or her. Are you catching my drift?

Too many training programs talk about how to spot the employee who might turn into a shooter, signs and symptoms of troubling behaviors in the workplace, and how to find the nearest exit if the bullets start flying. But preventing workplace violence is much more complex than these packages of the same old information.

There are several critical areas that need attention. Each of the following play critical roles in educating employees and supervisors in prevention of workplace violence -- conflict resolution between coworkers, respectful workplace training in general, training on the supervisor's role in supporting a respectful workplace, and training on avoiding workplace harassment and many behaviors that fall within the scope of this topic.

Then of course, the direct education and awareness about preventing workplace violence should also be include. Consider whether any of the following workplace wellness education products can assist you above.

You know what, I am going to take it one step furth and add Improving Assertiveness Skills. If you are a psychotherapist or other clinical type, you know that assertiveness is not just about asking for the last piece of pie on the table. It's about living proactively.

When one's rights are violated, stepping up to the plate to say "no" and "stop that" and if needed, heading for HR to get help could make the difference between intervention early and SWAT intervention later.

Do you need to deliver all this material at once? Of course not. And you shouldn't. Instead come back over the course of a year an sell the workplace violence prevention message by discussing these topics in their proper context. Employees will get the message, and of course the workplace tragedy you prevent will never be known. Good thing, Still take the credit. You deserve it.