Psychological Triggers That Win Sales and Influence Customers/Clients for Your Surrogacy or Egg Donation Business: Trigger 3 "Liking"

We all want to be LIKED, don't we? Which is why we put so much time and effort into our website and blogs. Needless to say these tools are sometimes the first impression our would-be clients encounter. We want the design to be comforting and supportive, we need the wording to say that they are welcomed and wanted. We want the photos to pluck a heart string or two. We want the overall design to say "we won't take advantage of you, we want to help you, we are experienced in this kind of thing"!

Blogging is another way to "talk" to potential clients. Sharing the hopes and dreams of other clients, listing services that you provide, telling people why you are better than all the rest, highlighting staff accomplishments and posting pictures of newborn babies with happy parents. The design of the blog itself needs to have that same sort of feeling...like coming home: comfortable and safe, where questions can be answered and comments can be posted freely, and your words hopefully shared on social media and "liked"!

Be sure to check out Triggers 1, Reciprocity, and Trigger 2, Commitment and Consistency! 

How Surrogacy and Egg Donation Agency Owners Fail: 8 Tips to Avoid Isolating Yourself

What does this ‘isolating yourself’ possibly mean? We have the Internet and phone(s) what else is there? Believe me I get this reaction all the time when I‘m consulting would-be surrogacy and egg donation agency owners. It’s understandable that the Internet, which reaches almost every corner of our world, seems to be more than enough to run a business especially coupled with our cell phone! Not so my friends. In the world of surrogacy and donation being a one man alone show will not work. Soon you will find yourself lost in the ever shifting field of infertility, uneducated and uninformed. (Behind the times!) 

I am not saying that you can’t run an agency by yourself. That is being done at this very moment by several reputable agencies a crossed the USA. What I am saying is that you need to connect with other agency owners, physicians, clinical staff, reproductive attorneys and mental health professionals. Being an island all unto yourself will not work in the long run. 

I know that getting out of your home office is may cost you money and time. Visit clinics? Talk with attorneys? Attend a conference? Why do you need to do that when you can use the phone and internet? The answer is because people tend to trust those whom they meet in person and I don’t mean just once but over and over. It’s human nature. Plus the things you pick up about others when you meet THEM in person is invaluable!

Here are 8 tips to get you out of the isolation rut:

1) Making a few clinic/office visits a couple of times a year in your area will really help your business grow. (You don’t need to bring lunch…brochures and cards are just fine…cookies are good too!)

2) Attending a conference, seminar or workshop at least twice a year and networking while there (My suggestions: START ART, SEEDS and ASRM)

3) Meet with your clients, donors and surrogates in person whenever possible

4) Meet with hospital staff whenever there is a birth local to you

5) Bring brochures and business cards with you to your own personal appointments

6) Practice your ‘elevator speech’ for the next time someone asks you “What do YOU do?” Get use to talking about YOU!

7) Join a business group like the Rotary Club or Ladies Who Launch, (I belong to STARS: Seattle Tacoma Area Reproductive Society, which is local to me) and attend meetings frequently (Even though some of these clubs are not within the infertility field you can network with other business owners and pick up some general marketing tips and make unexpected connections)

8) Join online listservs, Linked IN and Facebook groups and then attend the face to face get together 

You will find that once people see you out and about and connect with your charming personality your network and contacts will continue to grow. Someone who can’t help their client out might just send them to you. Others may want to work with you on a project or invite you to join a board. The more involved you become the more exposure you will get. Trust me…it’s all good! 

How Surrogacy and Egg Donation Agency Owners Fail: Unethical Behaviors

If you go down the wrong path you will lose clients, your reputation, your staff and finally your business. If that’s not stating the obvious then I don’t know what is! But lets remember that I am talking about Surrogacy/ Egg donation Agency owners/staff who are dealing with clients who come to them already vulnerable and needing a guiding hand through this family building process. Add to that hopeful women who are excited to help your clients become the parents they have always dreamed of being. The temptation to engage in behaviors listed below can be quite strong. But you must RESIST!

What does unethical behavior look like? Below is a snap shot:

*Anything illegal (This is a no brainer but it has to be on the list and I believe we can think of a recent case or two of baby selling/human trafficking....)

*My personal current pet peeve, using state or federal insurance for a surrogate pregnancy (this is illegal in some states and a huge gray area in others and it seems that most people do not want their tax dollars going toward a surrogacy pregnancy)

*Misleading Intended Parents (“Yes, we have several surrogates waiting to be matched” when you really have 2 and you have 5 IP’s in line)

*Misleading donors and surrogates about how many recipients or IP’s are waiting to be matched

*Misleading donors or surrogates about how long the wait may be to be matched and how long it will be before they get any sort of payment

*Telling donors that the agency have bought insurance for them when really they have not

*Misinforming surrogates or donors about the potential risks or procedures (Shots anyone? Bloating? Weight gain? No sex? Hmmmm)

*Telling Intended Parents that the surrogate has maternity insurance when the reality is there is a surrogacy exclusion on her policy and you are just praying that no one finds out

*”Fixing up” donor profiles by removing family history of cancer, alcoholism, drug abuse, higher IQ, etc. (No one will know! It’s ‘anonymous’ right?)

*Padding the bill

*Holding escrow when you are not licensed or bonded to do so

*Encouraging a surrogate to waive the right to an attorney in order "to save" the IP's money

*Telling Surrogate that selective reduction seldom happens and so just agree to it and other demands that IPs may want her to do

*Not contacting the donor with an IPs further questions…instead just guess at the answer

I could go on. I don’t want to you to think I am totally innocent from all of the above! I held escrow…once! Back in 2003 and it just turned out to be a bigger pain then it was worth. We quickly found a local attorney to hold all of our escrows for us. (Instant relief!) I, myself, have waived the right to an attorney for my second surrogacy (2004-2005)…shame on me because I could have really used some advice about half way through…but that’s called the classroom of life. The other issues that are listed are being done by someone, somewhere, right now. Maybe just one or two unethical practices but still…more then one "someone’s" as a matter of fact. And most are changing their ways…it’s hard to change when you want your business to flourish but if you continue along this unethical path you soon will have zero clients to worry about!

How Surrogacy and Egg Donation Agency Owners Fail: Sticking to the No Refund Policy

I know how this sounds…refunding money is never something you want to do but there are times when you have to even if it states quite clearly in your agency retainer agreement that there are NO REFUNDS. We had a no refund clause in our retainer agreement when my partner and I owned Surrogacy Consultants of Florida. However we found out quickly that our policy could not be set in stone.

Before I talk about refunds here I want to make a mention about your income. Intended Parents pay your bills. You are counting on their money to run your program all in the name of helping them reach their dream of parenthood. This is a good and needed service. However, if you mismanage your money, your income, it will come back to haunt you. I work with both large and small agencies and I have found that some live ‘hand to mouth’. Not a good idea. What I am about to suggest maybe hard for some especially if you are counting on living on the income that your agency is providing you. Do not spend any retainer money that comes through your office until your IP’s are matched with their donor or surrogate AND their contracts are signed. Not one penny. Bank it. This money may need to be refunded and if you spend it then where will you be?

Here is my refund ‘what if’ list:

*What if the surrogate/donor doesn’t want to work with the IPs that chose them? (and the IP’s don’t see any others they want and would like a refund)

*What if the surrogate/donor doesn’t pass the medical evaluation? (and the IP’s don’t see any others they want and would like a refund)

*What if the clinic rejects the donor or surrogate for failure to follow medical protocol or other reasons? (and the IP’s don’t see any others they want, don’t trust your pool of GS or Donors any longer and would like a refund)

*What if the Intended Parents have a medical or financial issue of their own and need to back out of your program? (After just a few weeks and they are not matched so they would like a refund)

*What if you find out the IP’s are delusional and YOU want to give them a refund after a few weeks of trying to please them and you see that it’s an impossible mission!?

*What if the donor/surrogate is not mentally able to perform their commitment and back out before contracts are signed? (and the IP’s don’t see any others they want and would like a refund)

There are quite a few scenarios but you get the picture. A refund maybe in order. If you can’t rematch, have a difficult client, someone is threatening to sue unless you do refund, or the surrogate/donor has been disqualified, someone may be asking for some sort of refund. (full or partial) If you don’t have any money in your account then this is the place where your reputation is put on the line. I can assure you that your clients will go on message boards to complain about you and your services, they will call their RE and attorney and they may even bring you to small claims court. Having their retainer money on hand could resolve a lot of problems.

If you manage your income and have a ‘cushion’ in your account equal to at least 3 retainer payments you will rest easier. Remember refunding is a hallmark of great customer service and if you have truly done all you can to make your client happy and a refund is the last resort then just give them the money! You will learn from this encounter and find that refunds are few and far between but less painful when you have the money set aside ‘just in case”.

How Surrogacy and Egg Donation Agency Owners Fail: Poor Customer Service

You give them everything and they still want more! Well…that’s the attitude that will put you strait on the road to failure, especially in the surrogacy and donor agency business! Clients are paying out of pocket for your specialized services and they expect the best once they commit!

One thing that you need to do first and foremost is charge a fair amount for your services. If you are not getting paid enough to cover your expenses and your payroll then you will end up cutting corners. Corners that your clients WILL notice! I realize that there is a lot of competition out there (more in some states then in others) however charging far below the minimum of your closest competitor is not the way to go. My suggestion is to first figure out how much your competitors are charging and for what services. Next look at what you are offering and your overhead costs. Remember that it takes time to build a great reputation and a lot of hard work before an agency starts to make a real profit. Quick example: In the case of the effort spent on behalf of the surrogacy agency, it may take 3 IVF cycles and 2 surrogates for some IPs to reach the goal of having a baby. This could take 2 years of your agency’s time and commitment.

What is great customer service? You don’t have to look far to find out the answer…you only need to ask yourself what you would expect if you were in the same shoes as your clients. I know I may be preaching to the choir here because quite a few agencies are owned by past Intended Parents, Donors or Surrogates. Below is my short list for exceptional customer service:

*Phone calls or messages answered or returned promptly

*Clear communication

*Easy Accessibility to you or your staff (24 hour hot line available to clients who have retained your services)

*Taking responsibility for problems that may arise with you or your staff

*Going above and beyond when necessary

*Don’t avoid ‘difficult’ clients

*Never let more than 2 weeks go by without a phone call or e-mail to all parties involved (especially when things are going well)

*Refund when warranted (Read the post on Refunding)

*Offering up-to-date educational information to all clients. This means attending conferences and workshops within the infertility field so that YOU are educated and well informed!

So what if one or two of these little points are not on Your list? That doesn’t matter…because these items ARE on your potential client’s list along with many others. As I stated above, all you need to do is ask yourself how you would like to be treated, how you would feel "IF" and go from there. The way to build a great reputation is to offer the very best of you all in the name of customer service!