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HEALTH SERVICES BREAK OUT SESSION

HEALTH SERVICES BREAK OUT SESSION. Mindy Cheek presents. How to Master the Initial Inquiry. Objectives. Understanding our customers Safe Solutions – our answer to 911 The initial inquiry phase – what is our goal? Understanding our customer’s needs and wants

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HEALTH SERVICES BREAK OUT SESSION

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  1. HEALTH SERVICES BREAK OUT SESSION

  2. Mindy Cheek presents How to Master the Initial Inquiry

  3. Objectives • Understanding our customers • Safe Solutions – our answer to 911 • The initial inquiry phase – what is our goal? • Understanding our customer’s needs and wants • The tools available to you to help with taking the initial inquiry call

  4. Who is our Customer? What are their needs? Parent Spouse Future Resident

  5. The Adult Child • 41% of baby boomers have a living parent and are providing care for them • 47 year old female daughter or daughter-in-law • Works full time • Has adult or “almost” adult children of her own – could be still paying for college

  6. The Spouse • They are “surviving” not thriving • Benefit driven – not need to move-in • Support the caregiver’s vision for what each day could be – honoring their role and creating their space for continued involvement • We can help the spouse make the best days for their loved one

  7. The Future Resident Our potential residents are in the toughest developmental stage of their lives. • Their struggle focuses on two things: • The need for control • The need to discover their legacy

  8. Development Stages: TANTRUM! REBELLION! AMBIVALENCE. Teenager Control Independence Toddler: Control Want vs. Need Senior Control Legacy

  9. Future Resident • They process information slower • Stories and metaphors work better initially than logic • Their need for urgency is very different from ours • Their communication style is non-linear • Their “repetition” is a valuable key to understanding what’s important to them • The obvious choice is not always right for them • Adapt your language to their needs“This is your decision. We will work with whatever you feel is the right choice.” From “The 7 Common Mistakes Professionals Make Communicating with Seniors” by David Solie, MS, PA

  10. Adult Child vs. Senior Customer Your approach and communication style during the initial inquiry and follow up are going to be very different for the adult child than for the senior customer. Adult Child: • Strong sense of urgency • Time constraints • Want facts in logical format • Expect solutions Senior Customer: • Process ideas and solutions slowly • Have ample free time • Engage in non-linear thinking and conversations • Stories/metaphors best approach to establish relationship

  11. Spouse vs. Adult Child Your approach and communication style during the initial inquiry and follow up are going to be very different for the spouse of the future resident than the adult child or other family Spouse: • Needs to be with spouse – it’s an end-of-life situation • How can we enhance their current life? • Need to see the program working for their loved one – create an experience where the potential resident enjoys our program • They’ve got to want it – they deserve it, it’s got to be worth the money

  12. Safe Solutions • Treat EVERY call or walk-in as a 911 call for help! • Find the right solution, even if it’s not with you • Educate your team • Sell solutions – not real estate

  13. Goals for the Initial Inquiry • Gather the right information • Create a positive, personal and memorable experience for the customer • Schedule a next step

  14. Phases of the call Discovery Ask Permission to Take Notes Questions Listening Matching Match their needs to your solutions Next Step This is your close – activities that are interactive, specific and require action on the part of the customer

  15. Preparing yourself for the day • Environment • Turn away from your computer • Shut the door to your office • Yourself • Prepare yourself to Listen • Do NOT multi-task • SMILE before answering the phone • Posture

  16. How NOT to Listen: “My brother is not really involved until it comes time to talk about money…” Oh I completely understand... I can tell her about this one time when we had a family that had some unusual dynamics and how it worked for them and… Waiting to speak, instead of listening

  17. How NOT to Listen “My dad has a really tiny pressure sore, but it’s almost gone.” “Ok. Why don’t you tell me what his hobbies are?” Ignoring what you don’t understand or think is important

  18. How NOT to Listen: My mom doesn’t know who I am anymore. She thinks I’m her mother.” “I know exactly how you must be feeling…” Assuming you understand the details or how they feel

  19. How NOT to Listen “I guess my Dad really just needs help with cleaning and laundry.” “Well, you have come to the right place! We offer laundry and housekeeping services once a week, and…” Assuming you’ve heard “enough” to start solving

  20. Active Listening: • General Lead • Restatement • Pause • Comfortable Probe • Impact Question “Tell me more?” “What else should I know?” “Anything else?” “And?” “What else?” Repeat back a key word or phrase with the sound of a question. Just like it sounds… PAUSE. Allow the customer to voice their thoughts. “For instance?” “Can you share an example?” “Tell me more about that?” “How has this affected you?” “Tell me about the impact this has had on you and others?” “How often does this cause…?” “What do you think might happen if you don’t find a solution quickly?”

  21. Discovery Roots – Permission to ask questions Trunk – Core Questions from Inquiry Form Branches – Queries to learn more about core questions Leaves – Needs matching to service Fruit – Time Activated Next Step

  22. Let’s take a look…… Inquiry Forms

  23. Next Steps • Identify the decision maker • Match the most important needs/wants with your invitation to present and let them experience the solutions at your community • Determine the customer’s schedule • Give a choice of two days and times • Write it down and repeat to verify

  24. What you have learned • Your customer is your future resident – meet them where they are and learn how to communicate with them • Goals during an initial call are to gather the right information, create an experience and schedule a time activated next step • Safe Solutions is your commitment to every person reaching out for help • The inquiry process is systematic and logical – follow the process and enjoy great success

  25. Practice

  26. LUNCH

  27. Patt Brewster presents Understanding and Revealing Peace-of-MindTouring Healthcare

  28. First Impressions • 20 seconds • Either positive or negative

  29. First Impressions 55% VISUAL38% VOCAL7% VERBAL

  30. Control what you can control! • Pre-tour walk-through • Reception area . . . and reception? • Hospitality and creature comforts • Informal signage • Smell? • Carpet? • Elevator? • Activities?

  31. SIT-TOUR-SIT “Blah, blah, blah!” “How am I going to pay for this?”

  32. Understanding the situation

  33. What equates with peace-of-mind? • What does she expect to see? • What does she see? • Where else has she been? • Who are all of the decision-makers? • What is the decision timeframe? • Identify 3-5 features and benefits

  34. The TOUR • Show her how it works • Use features and benefits to customize the tour

  35. Features and Benefits • Feature? • What IS it? • Benefit? • What does it DO for my customer? OR • What does it MEAN to my customer?

  36. Trial Close

  37. Summarize Key Benefits “Mrs. Stewart, we saw the ladies preparing garlic mashed potatoes and ribeyes for tonight’s dinner.”

  38. Summarize Key Benefits “Mrs. Stewart, we saw the ladies preparing garlic mashed potatoes and ribeyes for tonight’s dinner.” “You can rest assured that your aunt will enjoy these familiar, homemade foods and feel right at home here!”

  39. Summarize Key Benefits FEATURE BENEFIT “Mrs. Stewart, we saw the ladies preparing garlic mashed potatoes and rib-eyes for tonight’s dinner.” “You can rest assured that your aunt will enjoy these familiar, homemade foods and feel right at home here!” “How does that sound?”

  40. FEATURE BENEFIT TRIAL CLOSE

  41. Summarize to Reinforce Value Wrap up the tour by repeating 2-3 key benefits in a single summary statement Use a TRIAL CLOSE to gauge the customer’s receptivity. Address final details back in your office, where there is privacy and fewer distractions.

  42. Result Your service has a DISTINCT IDENTITY and SPECIFIC BENEFITS that the customer can relate to her individual needs and expectations. Understanding “how it will work in my situation,” your customer perceives real VALUE.

  43. Can you CLOSE? • What is her body language? • Are there objections you have not addressed? • Is another visit necessary? • What needs to happen next? • Can you offer assistance in getting it done? • Health assessment is a move toward commitment • Identify next contact and gain permission

  44. Happy dance!

  45. Fara Gold presents Overcoming Objections and Closing

  46. Overcoming Objections and Closing • Establishing sales alignment • The buyer and seller must be in alignment • Our buyer is often the adult child or referral source • The seller is YOU, the health services sales leader • S.P.I.N. Selling (Neil Rackham) and Value Selling

  47. Objections…”Over-Ruled” • What is an objection? • An “objection” is a buyers “signal” • Price is the most common “objection or signal” • Buyer will say: “Price is too high”

  48. Why Objections? • Objections are offered when a solution is given too soon in the process of uncovering needs • How can you offer a solution when you don’t know all of the majority of the prospects problems?

  49. Alignment Between the Buyer and the Seller • You are the seller • Stay focused on asking versus telling or selling • Ask about “problems” • Discover and ask about ALL the problems • Listen more…talk less • Adult child is the buyer • Adult child will do 70% of the talking • Problems are implied needs or what has happened in the past • Problems will become a “mountain” or list • Talking more…

  50. Identify and Verify All Perceived Problems • You are the seller • Ask “problem” questions during the discovery phase • Examples • “What kinds of problems is your Mom having with her medication?” • “How is your Dad’s nutrition and meal preparation?” • Ask, “How are these problems currently managed?” • Adult child is the buyer • Problems will be conveyed as what happened in the past • Problems are implied needs or what has happened in the past • Expect the caregiver to say they are “trying” but “why they came to you for help”

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