Real-World Case Study1 : Turning “Free” Into Revenue
How a Leading Behavioral Healthcare Provider Transformed Strategy into Profit
The Challenge: Expanding Influence & Building Trust
As a trusted partner to one of the largest behavioral healthcare providers in the U.S., my goal was to deepen relationships with C-level executives and position myself as a “trusted advisor.”
The Strategy: Offer Value-Driven Health Check Sessions
Rather than a traditional sales approach, I initiated complimentary “Health Check Sessions”—collaborative planning meetings designed to assess current operations and uncover growth opportunities. These were not sales pitches but strategic discussions with the client’s best interests at heart.
The Approach: Structured, Engaging, and Action-Oriented
I personally invited key stakeholders and brought in my team—management and technical experts—to facilitate in-depth discussions at the client’s headquarters. Together, we developed a detailed agenda covering:
- Service performance reviews
- Operational challenges
- Financial strategies
- Personnel and account management
- Competitive strengths and improvement areas
Key Session Guidelines:
✔️ No sales talk—strictly a value-driven discussion
✔️ Full engagement—phones off, focused participation
✔️ Comfortable setting—conference room equipped for collaboration
✔️ Breaks scheduled for mental refreshment
The Agenda: A Two-Day Roadmap for Success
Day One: Setting the Stage & Identifying Priorities
8:00 AM – Welcome & Introductions
8:40 AM – Review & Adjust Agenda
8:45 AM – Operational Issues
10:00 AM – Support & Helpdesk Challenges
12:30 PM – Financial Review & Pricing Discussion
3:00 PM – Competitive Strengths & Weaknesses Analysis
5:00 PM – Off-site Dinner for Relationship Building
Day Two: Action Planning & Commitment
8:00 AM – Finalizing Additional Topics
9:00 AM – Prioritizing Action Items
10:30 AM – Assigning Ownership & Deadlines
11:30 AM – Defining Next Steps & Scheduling Follow-ups
The Key to Success: Engagement & Follow-Up
The true power of these sessions lies in:
✅ Ownership – Each party co-creates the agenda, ensuring shared responsibility.
✅ Candid Conversations – Honest, open discussions lead to actionable solutions.
✅ Strong Facilitation – Driving the conversation ensures momentum and engagement.
✅ Post-Session Follow-Up – A detailed action plan, with clear priorities and deadlines, is shared immediately after the meeting.
The Results: Strengthened Relationships & Revenue Growth
Every client left with a deeper appreciation for our commitment to their success. These sessions consistently: ✔️ Resolved long-standing issues
✔️ Repaired miscommunications
✔️ Strengthened vendor-client relationships
✔️ Led to significant revenue growth
By providing strategic value for free, we positioned ourselves as indispensable partners—turning relationship-building into tangible financial success
Real-World Case Study 2- The Ad Hoc Magic at TotalABA.
Scenario 1: Unlocking Hidden Revenue Potential
The Challenge: Underutilized Services and Missed Opportunities
When I first took the reins at TotalABA, I quickly realized that many of our clients were only using a fraction of our available services. Too many were unaware of the additional tools we offered, leading to missed opportunities for them and a loss of valuable recurring revenue for us. While structured processes and business plans are essential, sometimes a spontaneous approach can yield remarkable results.
The Solution: Identifying Upsell Opportunities
To tackle this, I created a detailed spreadsheet listing each client and the services they were using. The results were clear—we had a massive opportunity to introduce our clients to additional modules that could enhance their productivity.
Key Takeaways:
✅ It’s always easier and more cost-effective to upsell an existing customer than to acquire a new one.
✅ The more services a client uses, the harder it becomes for them to leave, increasing retention and long-term value.
Given our small team, we turned to our support staff—who had regular contact and strong relationships with our clients—to introduce these upgrades. Although they weren’t salespeople, they had credibility and trust, making them the ideal candidates for these conversations.
The Breakthrough: A Simple Yet Powerful Incentive
We equipped our support team with a basic script and role-played potential conversations. Within a month, we saw success—not from aggressive selling but from casual, helpful introductions.
One standout moment came when our lead support representative successfully closed an upgrade. To recognize her efforts, I spontaneously pulled out a crisp $100 bill and handed it to her. This unexpected gesture not only thrilled her but also energized the entire team.
The Results: A Game-Changer for Growth
The enthusiasm around this reward led to the formal integration of an upgrade incentive program into our compensation plans. The impact? Over 50% company growth the following year, proving that spontaneous recognition can drive significant results.
Scenario 2: Driving Revenue Through Team Synergy
The Challenge: Sustaining Momentum and Strengthening Teamwork
TotalABA was experiencing a strong revenue year, and I wanted to build on our momentum while reinforcing teamwork. As we approached the fourth quarter, my goal was to break previous growth records and encourage even greater collaboration.
The Solution: A Team-Centric Bonus Plan
We developed a straightforward, team-based incentive program that tied everyone’s success together.
- Recognizing Interdependence: We discussed how each role—sales, support, marketing, and demo teams—was crucial to achieving our overall success. If one function underperformed, the entire team would feel the impact.
- Implementing a Collective Bonus Plan: Instead of individual incentives, we set a team goal. Either we all succeeded, or no one did. This approach fostered stronger collaboration and open communication, ensuring that everyone was aligned and working towards a shared objective.
The Impact: Record-Breaking Success
The results were astounding—each month in the fourth quarter set new records for revenue and new account sales. Beyond financial success, this initiative strengthened team bonds, improved communication, and fostered mutual respect.
The best part? After the holidays, every team member received a significant bonus check. This initiative was so effective that it became a permanent fixture in our compensation structure the following year.
The Takeaway: The Power of Spontaneous Recognition
In both cases, the lesson was clear—rewards don’t always have to be meticulously planned. Whether it’s a financial bonus, a public shout-out, a team outing, or even a promotion, recognizing employees for their contributions in real-time can have a profound impact.
Sometimes, the most effective motivators come from creativity and spontaneity—because when you catch people doing something great and reward them instantly, the magic happens.