With consistent effort and messaging as based on the VOC-data-backed brand, content marketing and social media marketing efforts lead to a steady stream of warm leads arriving at your door.
Now it’s time to connect.
Connect, remembering it’s a conversation not presentation.
Think back to when you first met your best friend. Did you make a presentation? Likely not.
Here is a step-by-step path to connecting with prospective residents rather than presenting to them:
• Prepare. Send a preconditioning email before face-to-face contact, which includes:
o Purpose of the meeting
o Date, time and location of the meeting
o Length of time your team will be available for the meeting
o Who should attend the meeting
o Desired outcome of the meeting
• Connect. First, ask open-ended questions to get down to root issues:
o Get a quick list of all the facts, issues and needs, letting the prospect lead the conversation and favoring open-ended questions over leading questions
o Make sure the list is complete by asking, “Is there anything else?” several times.
o Recap the final list with the prospect, asking, “Which of these issues is most important to solve right now?”
o Go deeper with that more focused list of issues, asking, “What impact does this have on you and your family?”
o Summarize the final list with impact, asking, “Did I get it right? Did I leave anything out?”
Next, ask future-looking questions to move the prospect into a higher emotional state and to better understand what they want by asking:
o What do you want the future to look like?
o For each point shared, ask, “Why is that important to you?” to deepen and develop the emotion and connection in the conversation.
Third, share your organization’s brand messaging, positioning and differentiators. This should take no more than five minutes. Here is an example: “CRISTA Senior Living exists to enrich lives through intergenerational community living, where our residents, their families and our staff encounter the love of Christ, allowing Him to enrich mind, body and soul.”
Fourth, gauge viability by asking:
o Have we agreed on budget?
o Have we involved all decision makers, and are they aligned?
o Have we agreed that move-in is a necessity?
o Have we agreed on a timeline for move-in?
Last, suggest the next right action, such as:
o “Does it make sense for us to continue this conversation with your mother present?”
o “Should we look at three possible solutions together next time?”
• Secure agreement. Notice I didn’t say close. Stop spending time trying to close, close, close cold leads with whom the relationship is not yet built. Focus on those older adults who are ready to look at solutions with you.