ASK ORIGINAL QUESTIONS

In marketing and sales, the most fundament principle is to promote benefits rather than attributes. In other words, it is more effective to discover and then accentuate what is relevant to the consumer instead of simply bragging about all the features of your product or service — some or all of which may not be relevant to your audience.

 

In other words, literally, it is more productive to listen more and talk less. To take advantage of this inherently difficult process, salespeople need to challenge themselves (and their prospects) by replacing sales pitches with thoughtful, probing questions.

Think about how infrequently you actually are asked an original, personal question — and how much-appreciated and memorable the experience is. It is the same thing with a talk show guest who noticeably perks up when the host poses a unique question: “Wow, I’ve never been asked that before.”

A top sales consulting firm includes a key question on the inquiry sheet to be completed during calls with adult children considering aging services for their parents: “What is your greatest concern for your loved one at this time?” The question is valuable and probably never been posed to the individual. And, best of all, the purpose of the answer is mutually beneficial: Your consideration will almost certainly leave a lasting impression that distinguishes you and your community from the competition.

Feel free to test the approach on family, friends, coworkers and acquaintances. You will find playing talk show host or journalist is always appreciated.

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Caregivers Flocking to the Internet for Health Information

Caregivers are turning to the internet for advice, support and health-related information more than ever before, according to new research by Pew Internet. According to the study, 30 percent of U.S. adults are serving in a caregiving capacity. Among the nearly eight in ten of those adults who have access to the internet (79 percent), 88 percent are using it to search for health information ranging from specific treatments to advice on end-of-life care.
There’s a clear trend among internet behaviors of caregivers versus non-caregivers. A few key findings include:

• Caregivers are more likely to search for reviews on specific medications and treatments (38 percent, compared to 18 percent of non-caregivers)

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RESISTANCE-PROOF YOUR IDEAS.

[PART I] There are a number of reasons many great ideas never amount to more than “great ideas.” Insufficient expertise, resources, finances and time obviously can reasonably stifle creativity. However, internal resistance is a particularly dispiriting excuse.

Most employees these days perceive themselves to be stretched thin as is. The prospect of being tasked with more work, with which they do not associate any personal recognition or financial benefits, is less than motivating.

Though your workforce may not know of Peter Drucker’s tongue-in-cheek warning that “Every great idea eventually deteriorates into work,” their intuition about such things obliges consideration.

Several fundamental strategies can preempt this push-back and even encourage buy-in:

1. Involve operational staff in the planningprocess. Their on-the-ground perspective offers a reality check on available resources not always recognized by management. Then, use operational staff to champion the project among coworkers.

2. Explain the purpose, with relatable context. If it is simply to increase revenue, then communicate how this translates to “opportunity” in terms of future growth, more jobs and job security. If the operational benefits apply to marketing potential, explain this connection. For new initiatives to be promoted with conviction to consumers, they need to be understood and embraced internally first.

3. Prioritize the implementation. Respectfully, assume workers are busy and that they do not have a block of time set aside to take on new projects. (See Parkinson’s Law: Work expands so as to fill the time available for its completion.) If now a highest priority, explain why and how other tasks can be rearranged to accommodate the new focus.

With Eskaton and a number of other aging services providers across the country, operations and marketing teams are conspiring on creative strategies to build census — immediately and for years to come.

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Does Your Senior Living Community Offer Customer Service Comparable to Disney, Ritz Carlton or Southwest Airlines?

In this day and age where customers are doing more web research than ever before and at times are considering 8-10 senior living communities at one time, the need to differentiate and distinguish your community is needed more than ever. Due to higher acuity, shorter length of stays and more challenging family dynamics, housing counselors across the United States are challenged with filling communities to 100% occupancy. So how do companies such as Disney, Southwest Airlines and Ritz Carlton set themselves apart? 1) They develop a customer service culture. Customer service isn’t just an expectation, it’s a way of life. Employees believe in delivering beyond the normal expectations of their customers and truly identify ways to make each and every interaction unique and purposeful.
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Family Matters: Factors & Influencers in the Decision to Move into Senior Living

Making a move into senior housing is not a decision that’s made lightly, but it is often a decision that’s made by multiple people, including adult children.
Those children of prospective residents are involved in their parents’ transition into a new setting 73% of the time, according to one study from Care.com, but complementary data suggests seniors themselves are still very much a part of the decision.
Although seniors and their families have many of the same values when it comes to picking the right residence, the two parties tend to have different perspectives and considerations, especially depending on the level of care that’s needed, says Jody Gastfriend, vice president of care management at Care.com, an online resource that connects families with care providers.
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Beg, Barrow.... Pinterest

Need creative marketing ideas?

1. Got to Pinterest.com
2. Search Marketing Ideas or Check out my Marketing Idea board
3. Pick an idea that is memeorable and reflects your community brand 

Tips from Traci: Top Ten Quick Tips for a Successful Community Visit

I recently did a SWOT for a client of Bild.  A SWOT entails analyzing current sales strategies, data base use, conversions and growth opportunities.  It also includes competitive mystery shop analysis.  I visited seventeen communities in the greater Seattle area and very few offered me memorable experiences.  I left feeling deflated, unimportant and unheard.  These few simple tips are a sure way to impress your customer whether they are a walk in or a pre-scheduled appointments.   1)     Be friendly!  – At one particular community I visited, I asked the receptionist if someone could offer me some information regarding their community for my grandparents.  The receptionist’s response was “maybe”.  He meant it in all seriousness as he attempted calling multiple people on the sales team.  He didn’t make eye contact with me while responding and never once smiled at me.  Your receptionist is the face of your community.  If they’re not friendly, chances are my perception will be that your community is not very friendly either.   2)     Offer a beverage- only once out of my seventeen visits was I offered something to drink while I waited for a member of the sales team.  Families are often nervous about venturing out to consider senior housing for a loved one.  Make them as comfortable as possible. 3)     Use first names- In two of my visits, I was asked my name multiple times because the sale person could not remember it.  In multiple other communities, my name wasn’t asked until the end of the visit.  It left me feeling like I was a number amidst many other numbers.  Challenge yourself to use the prospect and the contacts name three times during every tour and see what happens! 4)     Personalize- Only in three communities was I asked more than one question prior to beginning the tour.  The most disappointing part was that my answers didn’t seem to change the sales presentation whatsoever.  In one particular community, I stated that food was important to me because my grandmother had not eaten well since my grandfather passed away.  The least amount of time during the visit was spent on the dining experience and I was never asked what she enjoys eating.  The details matter. 5)     Introduce Staff Members- every person in your building has a story to tell.  If you come across a staff member, introduce them to the family.  Guide your staff to have their 30 second commercial prepared so they can make an impact and show families the exemplary level of customer service you provide. 

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