building occupancy - the inquiry

Foundation for Building Occupancy

The Inquiry

Kym E. GuyConsultant 805.490.4076

How many employees / people in your community are responsible for bringing in new customers?

The average $$ value of a move in

Average apartment =$3000

Average length of stay= 27 months

Average value of move in = $81000

$81,000

Did you know?Resident investment for 1 year = $36,000Information provided by the National Center for Assisted Living

Assisted Living Resident ProfileInformation provided by the National Center for Assisted Living - 2006

Age – The average age of residents in assisted living facilities in 2006 was 85 years. Gender – More than three-quarters of assisted living residents are female; 24 percent are male. 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). Number of Residents – More than 900,000 people nationwide live in assisted living settings. Activities of Daily Living – On average, assisted living residents need help with two ADLs.

The chart below shows the various ADLs and percentage of residents needing assistance

Activities of Daily Living % of Residents Needing Help

Bathing 68% Dressing 47% Toileting 34% Transferring 25% Eating 22%

Other Common Services -- A full 91 percent of assisted living residents need help with housework, while 86 percent need help managing their medications.

Moving In -- Residents come to assisted living facilities from a variety of settings, including:

60 percent moved from a private home or apartment 12 percent moved from a retirement or independent living community 10 percent moved from a family residence (such as living with adult children) 9 percent came from another assisted living residence or group home 8 percent came from a nursing facility

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.

Information provided by the National Center for Assisted Living - 2006

Inside Sales

How many places do families typically call before choosing where to visit?

Families call 6 to 8

• On average, how many communities do families look at before making a decision?

Families on average look at 1.4 communities

• Research shows that most assisted living residents only visit one community prior to moving in

The EASE of Selling

Establish Rapport

Ask Questions to Discover Needs

Sell the Solution

Express your Heartfelt Recommendation

Being Truthful and Ethical in What We Promise…

Enhances customer service

Helps us comply with state regulation

Minimizes our legal exposure

Sets us up for success!

When in doubt, ASK!

Typical Phone Inquirers’ Opening Statements

I just want a brochure mailed to me.

Can you tell me about assisted living?

I’m looking for a place for my mom.

How much does it cost?

Do you take insurance?

Example:

“I just want a brochure mailed to me”

“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?

Example:

“Can you tell me about assisted living?”

“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.”

How will you get them to tour?

Build Rapport

Discover a need and tell them how we will satisfy it

Discover the “trigger” and tell them how you can provide a solution

Paint the picture – what it would be like to live at your community

ASK THEM!

What if you are unable to schedule the tour?

Continue the conversation and try again!

Begin withOpen-ended Questionswho, what, why, when, how, where

Why are you considering assisted living?

Do you know about assisted living?

What happened to your loved one to make you consider assisted living?

What are your expectations for care?

Where have you called so far?

Name next steps if unable to confirm the tour

Follow up call to see if they received brochure

Follow up call to invite them to a community event

Follow up call regarding a detail of your last conversation

Involve the referral source

Go see them

Name some strategies to get inside the circle

Offer a beverage or snackDiscuss common interestsUse positive body language, eye contactOffer a sincere complimentRefer to what you already knowIntroduce her to othersSlow down and “be there”

Our ability to listen accurately is the most important factor in our ability to sell.

Expectation / Goal

70% of your sales interaction time should be spent listening to the customers needs and desires

Are there questions you should almost always ask?

Who will be making this decision?

In what time frame are you looking to move?

Have you discussed this with him/her?

What are your mom’s/dad’s interests?

What other options are you considering?

How are you doing with this process?

Facts:Services that will meet their needs

What brought you in today?

Did they really not have anything better to do today than shop assisted living communities?

A significant emotional event

Features and Benefits

What is the feature?A feature is something we offer

What is a benefit?A benefit explains what it means to the prospective resident

What is a dual benefit?A dual benefit explains what it means to the customer in front of you

Be Specific

Schedule a follow-up tour on the spot or establish a day to make a follow up call

Our Biggest Competitor?

Their Home

What are your Points of Difference

Customers justify their purchase with facts – what are our facts?Each tour presentation is tailored to the customer’s specific needs

If we can fill the need and meet a desire better than others,

they will choose us!

Avoid Clichés

Everyone says…“We have a great staff”“Our food is terrific”Our residents are very happy here”

A point of difference is only relevant

if it provides a desired benefit

When we are the solution, don’t hesitate to ask for the business

It’s a matter of believing in the services you provide!

“You can get everything in life you want if you will just help enough other people get what they want.”

Zig Ziglar, Secrets of Closing the Sale, 1984

Sales is a Numbers Game…

7777 Sales Contact 77777 is the average number of contacts before:

A buyer makes a major purchaseA physician changes a prescribing habit

7 sales calls to change a habit at 2 sales calls per month

=3 ½ months until referrals begin

More calls, more often, shorten this cycle

Many sales people give up long before the relationship is fully developed

Have you made enough contacts to reasonably expect referrals?