Building occupancy - the Inquiry

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  • Busy year or so, been very successful Cheviot Hills 07 27 move ins 08 26 move ins West Hills 07 7 move ins 08 22 move ins
  • Residents are very well taken care of You all do a good job touring and discussing our community. What happens when you are not available? What happens with the potential inquiry / tour? Can someone else provide the basic information and sell the community?
  • Income from one resident annually $36000 Food for thought? Move ins from West Hills in 08 26 move ins X $250= $6500 Move ins from Cheviot Hills in 08 22 move ins X $250= $5500
  • Read through this Assisted Living information at your leisure. Share the information with your staff
  • Housekeeping 91% Med management 86% - our CNAs are one of Points of Difference
  • The Value Circle inside outside Family discussion Married personal life Parent's name Frustrations Desires What you do for fun Health Number of children How she's coping Where you live Her needs Name / Address Parent's needs Where you went to school Family problems Fears
  • What separates you from your competition? What made it memorable? What standards are you setting? What makes people talk about you? Marshall What makes people look forward to doing business with you? What makes people tell others about your business? Would love to see you each take the mystery shop and pick 2 competitors to shop by telephone and shop by tour, complete report and share it with the management team. You will be surprised what you notice when the focus is taken off your community and you compare the competition to what your team does!
  • What are our points of difference? CNA's - no caregivers - nurses 40 hours are put into the people that actually provide care to residents CH - bed & breakfast atmosphere, quant, quite, up-scale neighborhood
  • Some simple examples: We have a calendar full of exciting activities. We offer scheduled transportation services. We offer three meals a day with two entree choices. We offer medication management services.
  • Do you believe in our services? Do you know how we compare to others? What can we do to assist with this? Have you thought about shopping your competition? How about doing a Phone Inquiry to a competitor
  • Building occupancy - the Inquiry

    1. 1. Foundation for Building Occupancy The Inquiry Kym E. Guy Consultant 805.490.4076
    2. 2. <ul><li>How many employees / people in your community are responsible for bringing in new customers? </li></ul>
    3. 3. The average $$ value of a move in <ul><li>Average apartment =$3000 </li></ul><ul><li>Average length of stay= 27 months </li></ul><ul><li>Average value of move in = $81000 </li></ul><ul><li>$81,000 </li></ul><ul><li>Did you know? </li></ul><ul><li>Resident investment for 1 year = $36,000 </li></ul><ul><li>Information provided by the National Center for Assisted Living </li></ul>
    4. 4. Assisted Living Resident Profile Information provided by the National Center for Assisted Living - 2006 <ul><li>Age – The average age of residents in assisted living facilities in 2006 was 85 years. </li></ul><ul><li>Gender – More than three-quarters of assisted living residents are female; 24 percent are male. </li></ul><ul><li>Typical Resident – The typical assisted living resident is an 86-year-old woman who is mobile, but needs assistance with approximately two activities of daily living (ADLs). </li></ul><ul><li>Number of Residents – More than 900,000 people nationwide live in assisted living settings. </li></ul><ul><li>Activities of Daily Living – On average, assisted living residents need help with two ADLs. </li></ul>
    5. 5. The chart below shows the various ADLs and percentage of residents needing assistance <ul><li>Activities of Daily Living % of Residents Needing Help </li></ul><ul><ul><li>Bathing 68% </li></ul></ul><ul><ul><li>Dressing 47% </li></ul></ul><ul><ul><li>Toileting 34% </li></ul></ul><ul><ul><li>Transferring 25% </li></ul></ul><ul><ul><li>Eating 22% </li></ul></ul><ul><li>Other Common Services -- A full 91 percent of assisted living residents need help with housework, while 86 percent need help managing their medications. </li></ul>
    6. 6. <ul><li>Moving In -- Residents come to assisted living facilities from a variety of settings, including: </li></ul><ul><ul><li>60 percent moved from a private home or apartment </li></ul></ul><ul><ul><li>12 percent moved from a retirement or independent living community </li></ul></ul><ul><ul><li>10 percent moved from a family residence (such as living with adult children) </li></ul></ul><ul><ul><li>9 percent came from another assisted living residence or group home </li></ul></ul><ul><ul><li>8 percent came from a nursing facility </li></ul></ul><ul><li>Moving Out – The average length of stay in an assisted living residence is about 27 months. Thirty-four percent of residents will move into a nursing facility. Thirty percent will pass away. The remaining will move home or to another location. </li></ul><ul><li>Information provided by the National Center for Assisted Living - 2006 </li></ul>
    7. 7. Inside Sales <ul><li>How many places do families typically call before choosing where to visit? </li></ul><ul><li>Families call 6 to 8 </li></ul><ul><li>On average, how many communities do families look at before making a decision? </li></ul><ul><li>Families on average look at 1.4 communities </li></ul><ul><li>Research shows that most assisted living residents only visit one community prior to moving in </li></ul>
    8. 8. <ul><li>The EASE of Selling </li></ul><ul><ul><ul><li>E stablish Rapport </li></ul></ul></ul><ul><ul><ul><li>A sk Questions to Discover Needs </li></ul></ul></ul><ul><ul><ul><li>S ell the Solution </li></ul></ul></ul><ul><ul><ul><li>E xpress your Heartfelt Recommendation </li></ul></ul></ul>
    9. 9. Being Truthful and Ethical in What We Promise… <ul><li>Enhances customer service </li></ul><ul><li>Helps us comply with state regulation </li></ul><ul><li>Minimizes our legal exposure </li></ul><ul><li>Sets us up for success! </li></ul><ul><li>When in doubt, ASK! </li></ul>
    10. 10. Typical Phone Inquirers’ Opening Statements <ul><li>I just want a brochure mailed to me. </li></ul><ul><li>Can you tell me about assisted living? </li></ul><ul><li>I’m looking for a place for my mom. </li></ul><ul><li>How much does it cost? </li></ul><ul><li>Do you take insurance? </li></ul>
    11. 11. Example: “I just want a brochure mailed to me” <ul><li>“ I will be happy to send you our brochure, although it doesn’t truly do us justice. The best way to see what we have to offer is to come in for a visit. How about 2PM today? </li></ul>
    12. 12. Example: “Can you tell me about assisted living?” <ul><li>“ Of course. I ’m free right now if you’re available to come over. That way you can see first hand what we do while I explain our community, rates and care plans to you.” </li></ul>
    13. 13. How will you get them to tour? <ul><li>Build Rapport </li></ul><ul><li>Discover a need and tell them how we will satisfy it </li></ul><ul><li>Discover the “trigger” and tell them how you can provide a solution </li></ul><ul><li>Paint the picture – what it would be like to live at your community </li></ul><ul><li>ASK THEM! </li></ul>
    14. 14. What if you are unable to schedule the tour? <ul><li>Continue the conversation and try again! </li></ul><ul><li>Begin withOpen-ended Questions </li></ul><ul><li>who, what, why, when, how, where </li></ul><ul><li>Why are you considering assisted living? </li></ul><ul><li>Do you know about assisted living? </li></ul><ul><li>What happened to your loved one to make you consider assisted living? </li></ul><ul><li>What are your expectations for care? </li></ul><ul><li>Where have you called so far? </li></ul>
    15. 15. Name next steps if unable to confirm the tour <ul><li>Follow up call to see if they received brochure </li></ul><ul><li>Follow up call to invite them to a community event </li></ul><ul><li>Follow up call regarding a detail of your last conversation </li></ul><ul><li>Involve the referral source </li></ul><ul><li>Go see them </li></ul>
    16. 16. Name some strategies to get inside the circle <ul><li>Offer a beverage or snack </li></ul><ul><li>Discuss common interests </li></ul><ul><li>Use positive body language, eye contact </li></ul><ul><li>Offer a sincere compliment </li></ul><ul><li>Refer to what you already know </li></ul><ul><li>Introduce her to others </li></ul><ul><li>Slow down and “be there” </li></ul>
    17. 17. <ul><li>Our ability to listen accurately is the most important factor in our ability to sell. </li></ul><ul><ul><li>Expectation / Goal </li></ul></ul><ul><ul><li>70% of your sales interaction time should be spent listening to the customers needs and desires </li></ul></ul>
    18. 18. Are there questions you should almost always ask? <ul><li>Who will be making this decision? </li></ul><ul><li>In what time frame are you looking to move? </li></ul><ul><li>Have you discussed this with him/her? </li></ul><ul><li>What are your mom’s/dad’s interests? </li></ul><ul><li>What other options are you considering? </li></ul><ul><li>How are you doing with this process? </li></ul>
    19. 19. Facts: Services that will meet their needs <ul><li>What brought you in today? </li></ul><ul><li>Did they really not have anything better to do today than shop assisted living communities? </li></ul><ul><ul><ul><ul><ul><li>A significant emotional event </li></ul></ul></ul></ul></ul>
    20. 20. Features and Benefits <ul><li>What is the feature? </li></ul><ul><ul><li>A feature is something we offer </li></ul></ul><ul><li>What is a benefit? </li></ul><ul><ul><li>A benefit explains what it means to the prospective resident </li></ul></ul><ul><li>What is a dual benefit? </li></ul><ul><ul><li>A dual benefit explains what it means to the customer in front of you </li></ul></ul>
    21. 21. Be Specific <ul><li>Schedule a follow-up tour on the spot or establish a day to make a follow up call </li></ul><ul><li>Our Biggest Competitor? </li></ul><ul><li>Their Home </li></ul>
    22. 22. What are your Points of Difference <ul><li>Customers justify their purchase with facts – what are our facts? </li></ul><ul><li>Each tour presentation is tailored to the customer’s specific needs </li></ul><ul><li>If we can fill the need and meet a desire better than others, they will choose us! </li></ul>
    23. 23. Avoid Clichés <ul><li>Everyone says… </li></ul><ul><ul><ul><li>“ We have a great staff” </li></ul></ul></ul><ul><ul><ul><li>“ Our food is terrific” </li></ul></ul></ul><ul><ul><ul><li>Our residents are very happy here” </li></ul></ul></ul><ul><li>A point of difference is </li></ul><ul><li>only relevant </li></ul><ul><li>if it provides a desired benefit </li></ul>
    24. 24. When we are the solution, don’t hesitate to ask for the business <ul><li>It’s a matter of believing in the services you provide! </li></ul>
    25. 25. <ul><li>“ You can get everything in life you want if you will just help enough other people get what they want.” </li></ul><ul><ul><ul><ul><li>Zig Ziglar, Secrets of Closing the Sale, 1984 </li></ul></ul></ul></ul>
    26. 26. Sales is a Numbers Game… <ul><li>7777 Sales Contact 7777 </li></ul><ul><li>7 is the average number of contacts before: </li></ul><ul><ul><ul><li>A buyer makes a major purchase </li></ul></ul></ul><ul><ul><ul><li>A physician changes a prescribing habit </li></ul></ul></ul><ul><li>7 sales calls to change a habit </li></ul><ul><li>at 2 sales calls per month </li></ul><ul><li>= </li></ul><ul><li>3 ½ months until referrals begin </li></ul><ul><li>More calls, more often, shorten this cycle </li></ul>
    27. 27. <ul><li>Many sales people give up long before the relationship is fully developed </li></ul><ul><li>Have you made enough contacts to reasonably expect referrals? </li></ul>

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