For assisted living facilities the selling process is complex, to say the least. The business of an assisted living facility is simple on one hand; keep the beds full, watch expenses and provide excellent service(s). But oh the selling process. It’s fraught with danger. It’s a minefield of customers very often in a state of emotional upheaval. Parents, daughters, sons, nephews and nieces, aunts and uncles all with an opinion and potential conflicting agendas. How in the world do you, assisted living facility marketing folks, even begin to sell to this diverse group?
Ask, Listen, Empathize
- Where are you ( your mother/father) living now?
- Why are you looking for an alternative?
- If it is a child of a prospective resident; How does your mother/father feel about moving?
- How do you feel about moving?
- What worries you the most?
- How does the rest of the family feel?
- Who’s making the final decision?
- How long have you been considering this?
- What’s your vision of the future?
This is the initial conversation and it is just that, a conversation. The selling comes later. Fact gathering, listening and drawing out from them the real underlining issues that are driving this decision is the goal. Get to know this family. You’re going to be dealing with them for a long time (hopefully). What are the real pressure points? Money, the move, location, specific “got to haves”. You’re part family councilor, negotiator, teacher, friend and very often the solution. Understand your role and then you’ll be on your way to understanding your customer.
Remember…..99% of these people have NEVER done this before.
They are relying on YOU to guide them, teach them and help them come to a decision that is right for them. And it’s about them. Walk in their shoes and help them get where they need to go. Take a good look at how you are making yourself available to the public, how easy and accessible is it for people to get answers to these questions from you and your organization? Do you appear in search results for key terms and geographic locations? Are your take away materials doing a good enough job supporting your organization? Your communications materials and strategies are obviously key factors in making this process as painless as possible for your potential customers.
Looking for assistance in getting your communication tools up to snuff?
FirstTracks can help you out here. From complete marketing programs to project work (websites, brochures, ads, you name it), we can create materials that will help your Assisted Living Facility communicate more effectively and convert more sales. Give us a call at 603-924-1978 or fill out our project estimate request form and we will get back to you with details and options designed to improve your Assisted Living Facilities marketing programs and tools.