Best Practices for CRM in Senior Living

Transcription

1 Best Practices for CRM in Senior Living

2 SPEAKERS SLOAN BENTLEY President / Seniority, Inc. MARK JOHNSTON VP, CRM & Data Analytics / GlynnDevins 2

3 A series of CRM webinars Brought to you by 3

4 What we ll cover today Lead capture and initial follow-up Sales activity standards and performance management Customized individual sales plans The role of marketing communications Questions 4

5 Lead capture: the beginning of the customer relationship. 5

6 Importance of the first contact Appropriate distribution of leads among the sales team Ensure leads get timely response and appropriate attention Engaging web capture experience Keep the referral engine healthy Data collection and analysis 6

7 Standardized tools Lead distribution policy Data entry in CRM tool (REPS) Call tracking utilization and monitoring 7

8 Managing phone inquiry Obtain name, address, phone, Qualifying information on health, finances, lead source Probe for appropriate next steps and schedule follow-up activity Status code based on interest level When inquiry is referral, follow-up with referral source for acknowledgement and appreciation 8

9 Poll Question 9

10 Managing mail-in & internet inquiries Call to qualify within one business day Attempt to set appointment Send first response information (#10 brochure, cover letter, no prices) Schedule follow-up activity 10

11 Event attendees Enter inquiry in the database when reservation is received Guest registration cards Contact within 48 hours following the event for qualification and to further the sale Purge from future mailings for same event topic 11

12 When phone number isn t available Send first response information (#10 brochure, cover letter, no prices) Assign status of 02-some interest until qualified with initial conversation Standard correspondence personal notes, invitations to events, newsletters Minimum of two additional contacts If address is available, contact to attempt to engage If no response, status 01 - cold 12

13 Sales activity standards 13

14 Poll Question 14

15 Standard follow-up Status Code Alternate Status Code Timing of Decision Frequency of contact 5-Extreme interest Hot/pending deposit Within 30 days Weekly 4-High interest Hot/depositor Within 3 months 2-4 weeks 3-Moderate interest Warm 3-6 months 1-3 months 2-Some interest Cold 6-12 months 3-6 months 1-Minimal interest Cold/ future 12 months months 0-Inactive Inactive Inactive No contact Every active lead must have an associated follow up activity scheduled 15

16 Personalizing the sales experience 16

17 Preparing for calls Review the information in lead database to pre-plan your call If reactivating older leads: Plan a script with open-ended questions Utilize notes to determine original need Rediscover current need Update health and financial status 17

18 Reasons to contact Birthdays and anniversaries Invitations to special events or overnight stays Reprints of pertinent articles Notification of special incentives Availability of a residence that matches their desires Survey following an event or presentation Engagement with marketing communications Remember the purpose of the call is to advance the sales process. Decide on the desired outcome before you make the call and then gain a commitment for the next step 18

19 Appointment preparation 19

20 Age Length of Residence Marital Status Education Income Income Producing Assets Homeowner/Renter Occupation Home Value Religion Net Worth Ethnicity ame Age Marital Status Home Value Net Worth Income Length of Residence Educatio ilson 091 Married $184,000 $250,000 - $499,999 $40,000 - $49, Years Undergra ohnson 076 Married $170,000 $250,000 - $499,999 $75,000 - $99, Years Some Col er Bell 076 Married $134,000 $500,000 - $749,999 $75,000 - $99, Years Masters D oodson 064 Single $184,000 $250,000 - $499,999 $100,000 - $124, Years Undergra udson 069 Married $450,000 $1,000,000 or more $75,000 - $99, Years Undergra l Dodd 073 Married $634,000 $1,000,000 or more $125,000 - $149, Years Trade Sch Prather 082 Married $228,000 $250,000 - $499,999 $50,000 - $74, Years Yea Meyer 068 Married $294,000 $750,000 - $999,999 $75,000 - $99, Years Ph.D s Smith 083 Single $226,000 $250,000 - $499,999 $30,000 - $39, Years Undergra 20

21 Step-by-step guide 21

22 Following the appointment Update database to reflect information gathered in presentation, particularly status Follow-up note, preferably personalized, written and mailed the next business day Follow-up call scheduled for three to five business days after the presentation Follow any mailed communication with a follow up call within one to two business days 22

23 Post appointment survey 23

24 Marketing communications applications 24

25 Poll Question 25

26 Engaging Web Capture Experience Content for any device Conversion choices Give more while they re interested Immediate communication 26

27 Automated lead engagement tools 27

28 Poll Question 28

29 drip campaigns 29

30 Join us for the next in the series The Future of CRM 30

31 Questions? 31

32 Thank You! Sloan Bentley, Seniority Mark Johnston, GlynnDevins