At JDI, we stand by the motto: “Time kills all deals.” While we usually are referring to the recruitment process, with speed being our greatest asset, that same principle applies to sales. Particularly senior living sales.
Taking an inquiry call appears to be a basic senior living sales strategy. You answer the phone, jot their info down, and perhaps you’ll give them a call in a couple of weeks. Maybe they’ll pan out, maybe they won’t.
The initial phone call is the most critical component of bringing in new residents, and senior living sales have never been more difficult. Potential residents have MANY alternatives in the already competitive field of senior living. That is why you need to fine-tune your sales approach.
Here are three steps for converting your senior living prospects.
1. Be direct and make the ask
Sounds basic enough, but this is often the reason why prospects never turn into residents. The key is not waiting. Many receptionists forget to ask about scheduling and assume that people will ask themselves, or they assume that they will reach back later at their own convenience.
They usually won’t.
Remember, picking up the phone and calling a community takes a certain amount of courage. This isn’t always an easy decision for families. Prospects are frequently in crisis mode, and what they require is compassion and empathy. When you understand their needs, you will be able to actually be of service to them and create an actionable plan that will be mutually beneficial. You want to learn about their budget, motivations, and concerns; arguably the best way to do that is to have a sit-down meeting with them.
2. Always know your next step
After your first interaction, you should know the answer to the question: “What now?”
Do not hang up the phone without establishing the next step. Even if they are uncertain about making the move, request their contact information. Email exchanges can provide a personal and professional touch without being intrusive; nevertheless, calling them back to receive an update is preferable. If they have any issues, you can address them promptly over the phone.
Prospects who are ready or need to make a decision about becoming a resident within 30 days are considered hot prospects. They typically intend to transfer to an assisted living facility within 60 days. These people should be getting hit up, many times. On average, you can expect to have at least 20 interactions with each prospect prior to a move-in.
It sounds excessive on paper, but it’s the reality of effective sales.
(Also, make sure they know how they can reach on-site staff or get back in touch with the individual they spoke with. Keep business cards on hand and be prepared to hand them out after initial meetings.)
3. What questions keep coming up?
If numerous personnel are answering the phones, answers should not differ from one another. Keep track of everything that has shown up multiple times.
Your residents will most likely find you through a Google search or social media before contacting you. As a result, expanding your internet presence is the first step toward creating the “environment” and getting inquiries answered right away. You should have a contact form on your site and potentially a FAQ page.
If you’re unsatisfied with your senior living sales staff, we got you covered. You can find our consultant’s contact information here. JDI is uniquely able to offer organizations a blended talent pool comprehensive of top talent from both Senior Living and Hospitality, giving clients an offering they cannot get anywhere else.