MAXIMIZING INTERNET LEADS Jeanine Aspen President, DEI
Internet Referrals MAXIMIZING INTERNET LEADS ▶
More and more, candidates for our services are searching for providers via the internet.
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Providers who are finding these on-line searchers:
Call within are proactive the hour
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are Follow up consistent, multiple and Times persistent
are focused on getting face-to-face
OBJECTIVE OF THE CALL: GET FACE-TO-FACE
The 1st provider to get a face-to-face meeting with the prospect…. 3
5X
…has a greater chance of getting them to become a customer!
BEST PRACTICES WHEN FOLLOWING UP AN INTERNET OPPORTUNITY Follow up any internet lead immediately. Leave a message that is likely to get returned. Follow up a voice message with an email. Be patient, follow up multiple times. Have as your objective a face to face meeting.
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TELEPHONE SKILLS TO MAXIMIZE INTERNET OPPORTUNITY Training Objective: Practice telephone techniques to schedule more face-to-face appointments. ▶ Training Objective: Practice leaving phone messages that are likely to get returned. ▶
COMMUNICATION PRINCIPLES Universal Communication Principles
PEOPLE RESPOND IN KIND ALL RESPONSES CAN BE ANTICIPATED
PEOPLE COMMUNICATE IN STORIES
HOW TO ASK FOR THE APPOINTMENT The mechanics of the appointment– setting call Get the Person’s Attention: Use their name
Identify yourself and your company: 15 – 30 seconds
Give the reason for the call: To set an appointment
Ask for the appointment: A single date and TIME
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The mechanics SAMPLE SCRIPTof the appointment– setting call
Get the Person’s Attention:
Good morning, Kathy.
Identify yourself and your company: My name is Katie Sears from The Villages by the Lake. Kathy, we are a continuum of care campus here in Suffix County, offering a full array of services for our residents. You may recall that your family adviser , Julie McGinn from Caring.com asked that I give you a call, Kathy? To show you how we have helped so many other families who are making decisions about care for their parents.
Give the reason for the call:
And so the purpose of my call, specifically, Kathy, is to schedule an appointment to give you a tour, sit down and answer any questions you may have.
Ask for the appointment: Would next Tuesday afternoon, around 2:00 work for you Kathy? 8
“BUT I DON’T WANT TO USE A SCRIPT!” Internalize what you’re going to say so it sounds natural
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THE SITUATION to set an appointment I just spoke with Jim Crickett who is beginning to research AL communities for his wife, Rachel, 81. Rachel recently returned home from rehab after a fall & broken hip. She has dementia & gets confused about who’s who, but is generally alert & able to express herself, although her verbal skills are declining. Rachel needs assistance with showering, med’s and toileting (most of the time she is continent but wears Depends as a back-up). She uses a walker& doesn’t wander, but would likely need guidance to meals. Currently they have an aid coming 3 days a week to help with showering and give Jim a break. He wants to be prepared to move her within 3 to 6 mos. He can afford $5K+ per month for her and he is a Korean War veteran. Thanks, Lucy King – Senior Living Advisor, APFM.
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CALL TO SET AN APPOINTMENT Objective: You’re following up by phone with this referral within the hour of receiving it. Your goal is to get a ‘face to face’ meeting or tour with Mr. Crickett.
Sample Script WRITE A CALL SCRIPT & VOICEMAIL MESSAGE IF JIM DOESN’T PICK UP THE TELEPHONE.
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Sample SAMPLEScript SCRIPT Get their attention Good Morning, Mr. Crickett
Identify yourself: My name is Jay Reischl from Maple Ridge Assisted Living. We’re an established assisted living community with a newly designed memory care unit located here in Washington County. You may recall that your senior living advisor, Lucy King, from APFM mentioned our community when she spoke with you recently?
Purpose of the call: And so the purpose of my call specifically Jim is to make myself available to show you our community, meet our staff and make sure we answer any questions you might have.
Appointment: I have some time this week on Thursday morning around 10:00 am. Would that happen to work for you, Jim, or would some other time be more convenient? 12 Â
Sample SAMPLEScript SCRIPT- W/O REFERRAL SOURCE Get their attention Good Morning, Mr. Crickett
Identify yourself: My name is Jay Reischl from Maple Ridge Assisted Living. We’re an established assisted living community with a newly designed memory care unit located here in Washington County. And I understand that you are looking for help for your wife, Jim?
Purpose of the call: And so the purpose of my call specifically Jim is to make myself available to show you our community, meet our staff and make sure we answer any questions you might have.
Appointment: I have some time this week on Thursday morning around 10:00 am. Would that happen to work for you, Jim, or would some other time be more convenient?
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LEAVE A MESSAGE: SIMPLE AND CLEAR Get their attention and identify yourself: Hello, Jim. My name is Jay Reischl from Maple Ridge Assisted Living.
Purpose of the call: I’m calling regarding Lucy King, your advisor from APFM.
Return call request: Please call me at 555 555 5555. Thank you.
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LEAVE A MESSAGE W/O REFERRAL SOURCE Get their attention and identify yourself: Hello, Jim. My name is Jay Reischl from Maple Ridge Assisted Living.
Purpose of the call: I’m calling regarding assistance for you, wife, Jim.
Return call request: Please call me at 555 555 5555. Thank you.
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Universal Communication Principles COMMUNICATION PRINCIPLES
PEOPLE RESPOND IN KIND
ALL RESPONSES CAN BE ANTICIPATED
PEOPLE COMMUNICATE IN STORIES
OBJECTIONS So how do you deal with these common responses? 1. “Not ready yet” 2. “Please, just send me something”
DEALING WITH NEGATIVE RESPONSES Listen to their objection(s) Identify Validate Turnaround And make lemonade with a story.
“NOT READY YET” “WE’RE JUST STARTING TO LOOK AROUND” TURNAROUND ▶
Most of our families or residents initially inquired before they were really ready to make a decision.
STORY
We had a resident move in recently – her family didn’t really know when they were going to be ready when they called. Mom was reluctant to move. But they came in, took a tour, and found that Mom wasn’t nearly as resistant once she met the other residents. Within 6 months she was ready. Coming in helped her make a decision as to what she wanted to do. Put her mind at ease. ▶ And her daughter just told me that she was so grateful that they made the decision to move her Mother in. Her mother is so happy here. She loves the staff and told her daughter that she feels like she has a whole set of new friends. Our staff do all seem to love their jobs and love the residents. I think that is why our staff turnover is so low.
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BACK TO THE APPOINTMENT ▶ And so I’m happy to help you as you research solutions. Is Thursday morning a bad time for you?
“NOT READY YET” “WE’RE JUST STARTING TO LOOK AROUND” TURNAROUND ▶
“Many of our other residents had mentioned that they weren’t ready to make a decision when they first called and inquired for some information……”
STORY
“We had a couple recently who had first visited with us over a year ago. But it took some time. And when they were ready they were glad they had done their research and knew what they wanted to do. And so I know you may not be ready at the moment. But my job is to help you make a good decision for your situation when the time is right. BACK TO THE APPOINTMENT ▶
And so I’m happy to help you as you research solutions. Is Thursday morning a bad time for you?
“SEND ME SOMETHING” TURNAROUND:
“Sure. I’d be happy to send you some literature. Folks frequently ask for information so that they can do some comparisons.” STORY: ▶
I typically will call you a few days after you receive the information. This is why. We find is that it can be confusing to sort through all the information from the various providers. And so anticipating that you – like so many others - may have specific questions I like to make myself available to get things sorted through.
BACK TO THE APPOINTMENT: ▶
Would next Thursday morning around 8:30 be a time we could schedule a brief phone call to do that?
WHEN THEY ASK YOU A QUESTION
F
How much do you cost?
O C U
Do you offer three meals a day?
S
How big are your apartments? O F
Are you ‘all inclusive’?
C A L
Can you tell me about your community?
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D U R A T I O N
O F
C A L L
WHEN THEY ASK YOU A QUESTION Use the Ledge to regain a foothold
• RESPOND briefly and truthfully to their question • Immediately ASK a question of your own • Conclude with “We SHOULD get together”
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EXAMPLE: HOW MUCH DO YOU COST? w to regain control…
Answer the question broadly: Our smallest units start at $2400 and range upward depending on the size of the apartment and the selection of the various amenities and services.
Regain control of the conversation by asking a question (LEDGE): I’m just curious, have you ever visited a senior community? And go right back to the appointment. That’s why would should get together. 24
“DO YOU OFFER THREE MEALS A DAY?” Answer their question broadly: We have a couple of options for food plans and yes, one includes 3 meals a day with…..
When you are ready regain control of the conversation by asking a question(LEDGE): I’m just curious, how is your mother currently managing meals and shopping?
And go right back to the appointment. “Typically in your situation families find it help to actually come in……”
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HOW BIG ARE YOUR APARTMENTS? Answer their question broadly: Our smallest are 300 sq. ft. efficiencies but we have one and two bedroom units that range upwards to 1750 sq. ft.
When you are ready regain control of the conversation by asking a question(LEDGE): I’m just curious, what are your plans when your Mother can no longer stay alone? And go right back to the appointment. (That’s maybe why we should get together. We’ve a number of families in your situation who found…) 26
“ARE YOU ‘ALL INCLUSIVE’?” Answer their question broadly: Our basic offering includes all basic services as well as activities and a full meal plan.
When you are ready regain control of the conversation by asking a question (LEDGE): I’m just curious, who in your family will be involved in finding help for your mother?
And go right back to the appointment. (That’s maybe why we should get together. We’ve worked with many families who had several siblings who had to come to an agreement…..) 27
“CAN YOU TELL ME ABOUT YOUR COMMUNITY?”? Answer their question broadly: Certainly. Our basic plan includes all basic services to help with daily activities as well as a full meal plan and recreation program.
When you are ready regain control of the conversation by asking a question(LEDGE): I’m just curious, who is helping your mother currently with (driving, meals, medication, etc.)?
And go right back to the appointment. (That’s maybe why we should get together. We’ve worked to support a number of caregivers when they needed some relief or help….) 28
IN SUMMARY The Fundamentals of the appointment-making process : • Keep it short. You will be far more successful by staying focused on the appointment as opposed to managing the sale via the phone. • Reference your referral source when you can. • Don’t try to ‘sell’ or self-promote on the phone outside of a brief introduction. ‘Lemonade’ stories give you a chance to highlight your community. • People respond in kind – ask for the appointment. • All responses can be anticipated. Be ready to answer them …broadly. • Use a story as rational to get back to the appointment.
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WHEN YOU DON’T GET A PERSON TO ANSWER
Leave a MESSAGE that get’s a returned phone call 30
LEAVE A MESSAGE, SIMPLE AND CLEAR Get their attention and identify yourself: Hello, Susan. My name is Jay Reischl from Maple Ridge Assisted Living. Purpose of the call: I’m calling regarding Lucy King, your advisor from Caring.com. Return call request: Please call me at 555 555 5555. Thank you.
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AFTER THE VOICE MESSAGE
Generate an email that starts the e-communication
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PHONE FREQUENCY: RECOMMENDTIONS You can try and call several consecutive times within one day. But remember that they most likely have caller ID. Leave a voice message no more than once a week for 3 consecutive weeks. Then wait two weeks. Then you can start the routine over, leaving a message once a week for three weeks.
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EMAIL TECHNIQUES TO MAXIMIZE INTERNET OPPORTUNITY Training Objective: Practice writing emails that engage the prospect who choses to communicate electronically. You will learn to do that by creating a call to action within the email that segues to a face-to-face meeting.
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COMMUNICATING VIA EMAIL
Jane Doe is looking for a senior community for her mother, Claire, 90. Claire lives alone, independently and handles her own personal care. She uses a cane. Jane has started to tour but is not ready to schedule any visits at this time. Her budget is $2K-$3K per month and Jane didn’t want to provide more financial info. Jane doesn’t want any phone calls. She’d like to review the information online before any contact is made. Please send information via email and request a time to speak further. Thank you. Lucy King – Family Advisor, Caring.com
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COMMUNICATING VIA EMAIL Objective: Engage the prospect via email and work to move the relationship ultimately to a face-to-face meeting (tour). Secondary objective - schedule a telephone conversation if a face-to-face meeting is not possible.
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SUBJECT These emails have a specific purpose, and so their subject lines should be specific as well. Subject: The information you requested about Senior Living Communities Alternative Subject: Information requested by Lucy King
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VIEWING PANE Dear Jane: I am the Executive Director here at ____________ Retirement Community. At the request of Lucy King, your family advisor from Caring.com, I am sending information for your research on IL communities in the ___________ area. I have attached our rate schedule and below you will find a link to our digital brochure that provides detailed information about our community and services.
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HOW YOU HELP THEM
As the Executive Director of our community, Jane, I frequently get involved with families as they work through this period of investigation. My objective is always to help them – as I will for you - make the best decision for their situation.
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CALL TO ACTION My limited understanding of your mother’s situation is that she is essentially independent but uses a cane and needs some help with cleaning and cooking. It appears she fits the profile of many of the residents who reside happily in our lovely community. In order to give you a better assessment of the likelihood that _______ Retirement is a good solution for your mother, you’ll eventually want to come in and visit our community and meet the staff. But in the meantime, just email me – or call on my personal line found below - if I can help you with any other questions you may have. But I am curious, Jane, do you have any urgency to get your mother placed fairly soon?
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SIGNING OFF – MAKE IT PERSONAL! Signature Block:
Sincerely, (Your Name) _____________Retirement Phone: 555 555 5555 Email: my.name@seniorcommunity.com www.seniorcommunity.com, digital brochure
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BUILDING YOUR EMAIL Subject: The information you requested about Independent Living Communities Dear Jane: I am the Executive Director here at ____________ Retirement Community. At the request of Lucy King, your family advisor from Caring.com, I am sending information for your research on IL communities in the ___________ area. I have attached our rate schedule and below you will find a link to our digital brochure that provides detailed information about our community and services. As the Executive Director of our community, Jane, I frequently get involved with families to help them through this process to make the best decision for their situation. My limited understanding of your mother’s situation is that she is essentially independent but uses a cane and needs some help with cleaning and cooking. It appears she fits the profile of many of the residents who reside happily in our lovely community. In order to give you a better assessment of the likelihood that _______ Retirement is a good solution for your mother, you’ll eventually want to come in and visit our community and meet the staff. In the meantime, just email me – or call on my personal line found below - if I can help you with any other questions you may have. But I am curious, Jane, do you any urgency to get your mother placed fairly soon?
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BUILDING YOUR EMAIL Signature Block:
Sincerely, (Your Name) _____________Retirement Phone: Email: Web site, digital brochure
COMMUNICATING VIA EMAIL
Susan Smith is looking for AL/Memory Care her mother, Mary Jo, 90. Mary Jo is currently residing in an IL community but needs more care as her dementia is progressing. Susan wants to move Mary Jo closer to her home as currently Susan is driving 20 miles to visit her mother. Susan does not want any phone calls as she had a bad experience with sales people ‘over calling’ her when they were placing Mom at the IL. She’s adamant that she wants to review the information online and is open to communicating via email but no phone calls please. You can send information via email. Thank you. Betty Jensen– Advisor, A Place for Mom
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SUBJECT These emails have a specific purpose, and so their subject lines should be specific as well.
Subject: The information you requested about memory care communities Alternative Subject: Betty Jensen requested information for you Alternative Subject: re: information about your community for Susan Smith
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VIEWING PANE Dear Susan: I am the marketing director here at Regency Assisted Living and Memory Care Community. At the request of Betty Jensen, your advisor from A Place For Mom, I am sending information for your research on memory care services that we offer (at our community) here in the Suffix County area. Below you will find a link to our digital brochure that provides detailed information about (our community) and services. But briefly, Susan, our memory care cottages are designed specifically for our residents suffering from a memory disorder. Even the simplest activities of daily living are approached from the perspective of their special needs. It is our staff, with our interdisciplinary team approach that ultimately makes the difference in the extraordinary care that we offer.
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HOW YOU HELP THEM
In my role, Susan, I frequently get involved with families who are seeking specialized care for a loved one suffering from such disorders. I recognize that is can be an agonizing decision. I specifically can help you sort through all your options to arrive at a good solution for your loved one, and your family.
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CALL TO ACTION My limited understanding of your mother’s situation is that she is currently living in an Independent Living community with an aid but can no longer safely function in that setting. In order to give you a better assessment of the likelihood that _______ is a good solution for your mother, we’ll eventually need to have our nurse visit your mother for an assessment. And you’ll want to come in and visit and meet the staff. When you are ready I can make myself available to meet with you here. In the meantime, just email me – or call - if I can help you with any other questions you may have. But I am curious, Susan, are you looking to move your mother soon? 48
SIGNING OFF – MAKE IT PERSONAL! Signature Block:
Sincerely, (Your Name) _____________Retirement Phone: 555 555 5555 Email: my.name@seniorcommunity.com www.seniorcommunity.com, digital brochure
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RESPONDING TO AN EMAIL REQUEST
You received an email inquiry directly from the web site. The only comment was: please send pricing for your apartments. The only contact information you have is the email address: jsmith@gmail.com and a signature, Jack Smith.
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SUBJECT Depending on your system sometimes the emails can be returned. Subject: re: Pricing information Subject: The pricing information you requested
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VIEWING PANE Dear Jack: I am the marketing director here at Regency Assisted Living and Memory Care Community. Per your request I have attached our rate schedule and below you will find a link to our digital brochure that provides detailed information about our community and services.
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HOW YOU HELP THEM
As the Executive Director of our community, Jack, I frequently help families who are working through what can be a confusing time as they sort through all the information from the various providers they are researching.
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CALL TO ACTION
Sometimes our community is a good fit, but if not I’ll make recommendations for other providers. Eventually you’ll want to come in, take a tour and see for yourself what we offer and how we price the services. In the meantime, feel free to email – or call - if I can help you with any other questions. I’m just curious, Jack. Are you looking for a parent? Or perhaps your spouse? 54
SIGNING OFF – MAKE IT PERSONAL!
Sincerely, (Your Name) _____________Retirement Phone: 555 555 5555 Email: my.name@seniorcommunity.com www.seniorcommunity.com, digital brochure
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EMAIL FREQUENCY - RECOMMENDATIONS 1. Create an email for follow up to a phone message the first time and then again after three voice messages. 2. If you are communicating only via email, wait 2-3 days and follow up with the same message. – Then wait one week. – And now you should create a follow up message IF you have additional information that is relevant to their initial request for information. ($ change, special, availability, event, some new feature or services, etc.) – Even if you don’t hear back from them assume they are being read and continue to create emails that communicate relevant information.
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OFFER MULTIPLE LINES OF COMMUNICATION Objective: Get face to face Reach out when possible via phone to schedule tours Leave a voice message if necessary Follow up a voice message with an email Follow up with additional phone calls Include in your social media strategy
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START WITH EMAIL IF THEY DON’T WANT A PHONE CALL
Objective: Still is to get face to face – Create an email message. And continue, following protocol. Include in your social media strategy
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IF YOU’D LIKE TO TAKE THIS TRAINING HOME….
Enter PromoCode: ALFA
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Thank you.
Jeanine Aspen www.DEI-central.com