Blue Cross, Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


BlueCross identified that they needed to revisit their marketing and sales performance as a result of significant changes in the industry. Bernadette McClelland from 3 Red Folders was identified as a specialist in this area.

The Executive wanted each of their teams – Residential Managers, Leisure and Lifestyle, Administration, Clinical Care, Care at Home and Client Services teams to be even more customer focused than they currently were. Their contribution to converting inquiries to new business was, and remains, vital. Having them know how to do this and where each of their roles fit into the sales process was key to moving forward.


BlueCross worked with Bernadette over a prolonged period of time to develop a training program for staff involved in this work across the whole organisation and through this development program has ensured that front line staff are now aware of the role requirement to engage with customers and potential customers more effectively. The BlueCross Sales Process has been redrafted and finalised. In order to measure performance against their customer service requirements they will continue to conduct mystery shopping on a regular basis.


“We wanted someone who understood Aged Care and the drivers that motivate our customers as well as the challenges faced by staff. Significant professional experience and credibility was also required and we saw that in Bernadette whilst we were in one of her audiences. Her professionalism and her enthusiasm as well as her generosity of spirit has made a big difference in all our interactions”
Wendy Starkey
General Manager People and Culture
BlueCross Community and Residential Services