by Maura Schreier-Fleming
Maura Schreier-Fleming is a professional salesperson, sales trainer,
and motivational speaker. An engineer by training, she was Mobil
Oil’s first female lubrication engineer in the U.S. With over 20 years
of sales experience, she teaches the art and science of selling with a
unique, hands-on perspective and a great deal of real-life insight. She
can be reached at Maura@BestatSelling.com or 972.380.0200.
Sell Like a Hospital
If you are ever a patient in a hospital, take a look around. You’ll notice
some practices that will not only keep
you healthy, but they’ll also make you
a better salesperson.
customers. They know their customers
well enough to ask about their families
and actually care about the answers.
I certainly hope your good habits and
genetics keep you healthy and away
from needing a hospital stay. Now that
you know good hospital practices and
apply them to your business, you can
keep your sales healthy, too.
I recently had to take my daughter to
a wonderful hospital, New England
Baptist, for ACL reconstruction surgery. Too much tennis will do that to
Each sales support person has the
same mission to serve customers so
they want to continue to do business
with you. That’s what keeps customers
buying again and again.
Three Plead Guilty in
“Arthritis Kit” Scheme
continued from page 1
On the Same Page
There were lots of people involved
in the process. The participants were
the patient registrar, the physical
therapists, the nurse liaison, the pain
management team, the nurse anesthetist, the anesthesiologist, the operating room nurses, the surgeon, the
post op nurses, and a surgical fellow.
Who knew how many more were behind the scenes that we didn’t see?
Get It Right the First Time
Patient safety and reducing errors are
a big part of medicine today. Each
member of the team asked my daughter her name, checked her ID bracelet
for a match, asked about drug allergies
and checked for the surgeon’s initials
on the correct knee. This surgery was
going to be done on the right person
and the right body part!
medical equipment (DME) company.
Kendabie, 27, was an administrative assistant at B.I. Medical; Babanumi, 42,
was a patient recruiter. Kendabie and
Babnumi each pleaded guilty to conspiracy to commit health care fraud.
Idiong pleaded guilty to conspiracy to
commit health care fraud and to five
counts of health care fraud.
Each member of the medical team
made sure they were working toward
the same goal. They were all focused
on making this a successful surgery.
Before doing their work, each one
asked how my daughter was doing. They asked if she had questions. They patiently waited for her
response. They let us stay with her
to keep her comforted up until she
went into surgery.
How careful are you in your operation about making sure you serve
the customer the way he wants to
be served? Do you get it right each
time? Maybe a customer has special
delivery instructions. Who knows
to check them before the delivery
is made? If your customer forgets to
mention them, does the inside salesperson know to recheck when the order is placed?
You’ve got lots of people involved in
your sales process. Do you know how
they interact with your customers?
I’ve seen wonderful delivery people
who do more than they need to. They
stock shelves for customers who need
Makes It Easy to Buy
Just as the medical staff’s repeated
checks reduce risk and ensure patient
safety, your job in sales is to reduce
risk and make your customers feel
comfortable buying. How can you
do that? Build credibility with ever
The defendants admitted that B.I.
Medical billed Medicare for expensive,
rigid orthotics and braces that were
packaged together and referred to as
an “arthritis kit,” at a cost of approximately $4,000 per kit, when in fact,
they were supplied with different, less
expensive products. The defendants
also admitted that the equipment supplied was not medically necessary. In
one instance, according to the plea
agreements, B.I. Medical billed Medicare for an arthritis kit that included
two knee braces for a beneficiary who
had only one leg. In total, B.I. Medical
submitted approximately $846,000 in
fraudulent claims to Medicare.
I’ve seen inside salespeople who never
meet their customers face-to-face yet
build strong relationships with their
Every promise must be honored. From
returning phone calls to accurate in-
voicing, all are promises that build
your credibility and make customers
confident that they are making the
right buying decision.
U.S. District Court Judge Vanessa
Gilmore of the Southern District of
Texas accepted the defendants’ guilty
pleas and scheduled sentencing for
June 14, 2010. The defendants each
face a maximum penalty of 10 years
in prison and a $250,000 fine, per
The case was prosecuted by Assistant
Chief John S. (Jay) Darden and trial attorneys Jennifer L. Saulino, John
Cunningham, and Katherine Hous-
12 MARCH 11, 2010 • THE INSURANCE RECORD