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Building Your Staff Into A Marketing Team
In our evolving industry of assisted living, marketing is playing a more important role every day. Survival depends on making your community aware of who you are, what you do, how you can help them and how you are different from everyone else.
Just saying these things is not enough. You have to back up your words. Are your actions supporting what you say? Are your marketing messages matching the actual feelings people experience when they come to your care facility?
This session focuses on making a staff more effective members of the marketing team. It introduces a system to educate and inspire them on a constant basis. This makes them aware of the marketing messages and how they can support them. Then we discuss a simple process that leads staff members to choose what they would like to do to help consumers feel good about your facility at every contact point - whether it's on the phone, when they drive up, when they walk in or during hundreds of other "Moments of Truth".
Planning To Fill Your Facility
A full census doesn't happen by accident. It takes a solid plan and good execution of the plan. This training addresses essential marketing elements that should be included in a plan:
- Community Outreach
- Advertising
- Strategic Care
- Referral Development
- Public Relations
- Inreach
Then we add a plan of action that incorporates "do" ability, continuity and consistency.
Making Visitors Feel Better
How you make people feel about themselves, their situation, your facility and your staff is what generates sales in assisted living. Don't leave it to chance! This session focuses on what people should see, hear, smell, feel and encounter when visiting a facility. It addresses:
- 1st Impressions
- The Lobby's "Attitude"
- Creating A Buying Atmosphere
- How To Introduce People
- How To Include Guests & Staff In Conversations
- Making People Feel Special
Plus, we can throw in preconditioning, the art of directing a person's attention to the positive things you want them to notice and expect. Added together, these elements help a staff improve their communication and social skills. Then when combine with a marketing strategy, they magnify the efforts to earn new residents.
Talkin' About Care
"So what do you do here?" This is a simple question asked of every management and staff member in Assisted Living. It's also one of the many questions people in this industry struggle to answer.
Conveying what you do and how you're different from the competition is critical to the success of marketing, advertising, tours and referral development. And the consistency and accuracy of your communications are critical to the operation staff's belief, support and fulfillment of your promises to the consumer. What you say (or don't say) matters…big time!!!
Whether coming from the corporate boardroom or the frontline employee, communications affect the census. Take a look at what the industry is telling the public and discover how you can reach the consumer more effectively. Plus, learn to use communications to motivate and train your staff, while building the trust of the consumer at the same time.
Strategic Care - Combining Customer Service and Marketing to Increase Your Census and Revenues
Just because you care doesn't mean others will notice or value your care. Strategic Care is planning for the right people to recognize how much your staff cares and helping them place the "highest value" on that superb care. This training includes:
- Placing the consumer's value on your services
- Packaging your services to sell
- Communicating that you care
- Listening - when you say nothing, you can say plenty
- Passion, Compassion & Energy - 3 critical (intangible) selling tools
- Motivating your staff to serve
- Support materials that bring credibility to your programs
The Selling/Consulting Process in Assisted Living Facilities
Selling assisted living is a consultative process...for the buyer and the seller. This requires the using your expertise to help someone make a "care" decision that is best for them. Our training focuses on strategy, targeting, effective communication, positioning and solving problems. These are incorporated into a 6-step selling process that is not heavy-handed or hard-sell. As a matter of fact, it is based on being helpful and nice. It deals with the mindset and comfort zones of the consumer and the salesperson. However, it is also very strategic, leading to the solving of the consumer's problem. When the right market is targeted, that means more sales…and more referrals.
Note: We prefer multiple sessions to enhance learning, build good selling habits, refine personal style, provide support and add accountability.
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