Turning LEADS Into Clients


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Turning LEADS Into Clients for elder care and senior service providers.

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Turning LEADS Into Clients

  1. 1. Marketing: Converting Leads into Clients! Using ElderCare link and Other Lead Sources Valerie VanBooven RN BSN www.MySeniorService.Com
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>Brief Overview of ElderCare link </li></ul><ul><li>Getting Inside the Prospect’s Head </li></ul><ul><li>Steps for the BEST Lead Conversion </li></ul><ul><li>Marketing Strategies that WOW! </li></ul><ul><li>FREE! FREE! FREE! </li></ul><ul><li>What Does ROI mean? </li></ul><ul><li>Next Steps for YOU. </li></ul>
  3. 3. www. ElderCare link.Com <ul><li>Robert Brooks, President </li></ul><ul><li>George Novoson, VP Business Development </li></ul>www.MySeniorService.Com
  4. 4. ?* What Business Are You In? * Hint: It’s not the business you THINK you are in…..
  5. 5. WHERE ARE YOUR CUSTOMERS? Competition
  6. 6. What Were They Thinking? <ul><li>What is going on inside the head of the person inquiring about your services? </li></ul>
  7. 7. Crisis? <ul><li>Physical? </li></ul><ul><li>Emotional? </li></ul><ul><li>Financial? </li></ul><ul><li>Psychological? </li></ul><ul><li>All of the Above? </li></ul><ul><li>Do You Know? </li></ul>
  8. 8. MONEY MONEY MONEY First time inquirers often have no idea how much your services cost, how much money the care receiver has, or different options for paying for care*. *(Doesn’t Medicare pay for everything under the sun?)
  9. 9. BEST Steps <ul><li>Set Yourself Apart – How? </li></ul><ul><li>Educate Educate Educate – How? </li></ul><ul><li>Establish Credibility – How? </li></ul><ul><li>Establish Trust – How? </li></ul><ul><li>Establish Loyalty – How? </li></ul><ul><ul><li>Client Retention </li></ul></ul>
  10. 10. USP <ul><li>Unique </li></ul><ul><li>Selling Proposition </li></ul>
  11. 11. What is the ONE THING? All you need is one idea, one service, one product, one price point, one guarantee, one special “thing” that makes you different from 100 other similar services in your community. Find that ONE THING, and you have a USP! START BRAINSTORMING!
  12. 12. Educate Educate Educate Every Ad Every Flyer Every Senior Fair Every MD Office Visit Every Networking Event Every Time….Educate Your Audience About Your USP, and anything else they need to understand about your industry.
  13. 13. Establish Credibility <ul><li>Convince your prospects that they would be absolutely crazy to do business with anyone else but YOU. </li></ul>
  14. 14. Trust <ul><li>Establishing credibility as the best , the experts , “the” top quality service, also builds a level of trust between YOU and your community. </li></ul>
  15. 15. Step 1
  16. 16. Step 2 <ul><li>Educate with compassion- </li></ul><ul><ul><li>Long-term care costs </li></ul></ul><ul><ul><ul><li>(not just YOUR COSTS) </li></ul></ul></ul><ul><ul><li>Ways to afford long-term care </li></ul></ul><ul><ul><ul><li>(come on, put it all out on the table) </li></ul></ul></ul><ul><ul><li>SELL THE SOLUTION, NOT THE PRICE </li></ul></ul><ul><ul><ul><li>(Investment in Safety and Independence) </li></ul></ul></ul>
  17. 17. Step 2A <ul><ul><li>Free Report </li></ul></ul><ul><ul><li>Audio CD/Radio Show CD </li></ul></ul><ul><ul><li>Video Clip </li></ul></ul><ul><ul><li>Auto-play PowerPoint </li></ul></ul><ul><ul><li>TESTIMONIALS/Examples </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Online Articles </li></ul></ul><ul><ul><li>Website (more than a picture and a postcard) </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Staff Testimonials </li></ul></ul><ul><ul><li>Testimonials from other professionals! </li></ul></ul><ul><ul><li>Marketing Partners </li></ul></ul><ul><ul><li>Birthday Cards </li></ul></ul><ul><ul><li>Articles on LTCi </li></ul></ul><ul><ul><li>Articles on RM </li></ul></ul><ul><ul><li>Success stories </li></ul></ul><ul><ul><li>Sponsored events </li></ul></ul><ul><ul><li>Sponsored activities </li></ul></ul><ul><ul><li>Charitable giving </li></ul></ul><ul><ul><li>Invitations to events </li></ul></ul><ul><ul><li>Start a SENIOR ADVISORY BOARD </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Invitations to seminars </li></ul></ul><ul><ul><li>YOU ARE THE BEST. </li></ul></ul>
  18. 18. Step 3 <ul><li>FREE! FREE! FREE! </li></ul>
  19. 19. Step 4 -“B or D” SEE 2A <ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul><ul><li>Follow Up </li></ul>
  20. 20. Loyalty
  21. 22. Loyalty=Profits Increasing customer retention by 5% Increases profits by 25%- 95%
  22. 24. Conversations <ul><li>Put conversations at the center of business. </li></ul><ul><li>AND </li></ul><ul><li>Listen. </li></ul>
  23. 25. Conversations <ul><li>Engage </li></ul><ul><li>Your </li></ul><ul><li>Evangelists. </li></ul><ul><li>(Listen to them and let others hear them.) </li></ul>
  24. 26. SERVE The CUSTOMER <ul><li>“ When you see, hear or meet a customer, all other duties and activities are put on Hold .  </li></ul><ul><li>First, foremost and fanatically… </li></ul><ul><li>SERVE THE CUSTOMER !” </li></ul>
  25. 27. Return on Investment (ROI) Lead Expenses   Net Leads Purchased 100 Lead fee $20.00 Total Lead Cost $2,000 Follow Up Costs   Average Minutes Per Lead 10.00 Total Minutes 1,000 Hours Spent on Phone 16.67 Avg Hourly Rate $17.00 Follow Up Costs $283
  26. 28. Return on Investment (ROI) Sales Results   # of Clients Converted 5 Average Hours Per Client/Week 20 Average Duration (Weeks) 20 Total Hours Billed 2,000 Avg Hourly Rate Billed $17.00 Client Revenue $34,000 Margin Analysis   Revenue $34,000 Gross Margin % 35% Estimated Gross Margin % $11,900 Lead Expenses $2,000 Phone Follow Up $283 Net Client Margin $9,617 ElderCarelink Summary   Margin $$$ $9,617 Lead Expenses + Phone Follow Up $2,283 ROI 421% Cost Per New Client (fully Loaded) $457 Avg Revenue Per Client $6,800 Cost as % of Revenue 6.7%
  27. 29. To Learn More… <ul><li>www.MySeniorService.Com </li></ul><ul><li>FREE EZINE </li></ul><ul><li>Newsletter (2 months FREE) </li></ul><ul><li>Membership Website </li></ul><ul><li>Complete Marketing System </li></ul><ul><li>Complete Coaching Program </li></ul><ul><li>20% off Complete Marketing System </li></ul><ul><li>20% off Coaching Program </li></ul><ul><li>CODE: ECLWEB </li></ul>