Leading Age 2013
Janis Ehlers, President TheEhlersGroup.com
Kristin Kutac Ward, President RetiringByDesign.com
We Are Customers EVERYDAY
First Impressions Affect Sales Outcomes How do I best expose marketing weaknesses? • Mystery Shopping • Use Exit Interviews within 30 days of move-outs • First Impressions Audit • Focus Groups • SWOT Analysis to expose marketing strengths and weaknesses • Positioning Statement
Telephone Mystery Shopping Charts
Telephone Mystery Shopping Charts
Telephone Mystery Shopping Strategy Monitor customer experience during: • Normal business hours • Off-hours and holidays • Weekends
Telephone Mystery Shopping Strategy • Use a third party with experience • Inform sales team when hired they will be shopped • Sign consent to be tape recorded • Share audio tape with team • Utilize as training tool, not punishment
Telephone Mystery Shopping Techniques • Determine the pathway incoming telephone calls follow • Who are people handling incoming calls • Create the system to monitor calls • Establish a grading criteria to gauge skills • Determine how to disseminate evaluations • Provide training • Create a follow-up plan
Telephone Mystery Shopping Evaluation Point system for: • Greeting • Politeness • Skills to transfer call • Obtaining call back information • Length of time to connect with a live person • Ability to establish rapport • Ability in creating the image of the community
Telephone Mystery Shopping Benefits • Exposes weak links • Strengthens opportunities to make a great first impression • Empowers those handling telephones • Strengthens opportunities to help those who are calling
Telephone Mystery Shopping Case Study Situation: Front desk receptionist handled all incoming calls at a luxury CCRC Problem: All marketing calls were received by voice mail Solution: Audience participation
Telephone Mystery Shopping Case Study Situation: Off-hours calls were answered by anyone available Problem: Unprofessional handling of incoming calls Solution: Audience participation
Internet Mystery Shopping Charts
Internet Mystery Shopping Charts
Mystery Shopping Event Strategy • Experience a community event from a customer’s vantage point
Mystery Shopping Event Techniques • Use a keen observer to attend and critique event • Determine areas to be assessed – Arrival – Registration – Greeting – Food and beverage – Hospitality – Touring offers and skills – Ability to connect with customers – What was overall impressions from event?
Mystery Shopping Event Benefits • Effective feedback if community maximized the cost and effort of an event • Provides a debriefing tool • Learn if there are any weak links to tighten
Mystery Shopping Event Case Study Situation: Executive director was confident marketing department had organized all aspects of a networking event. Problem: Food quantity and service was slow; uninformed front desk receptionist; marketing tours were inappropriately timed and there was no method to register guests. Solution: Debriefing exposed weaknesses and areas of improvement.
Exit Interviews Strategy • Learn reasons for a departure • Areas of improvement • Levels of customer satisfaction • Include family members if app. • Include lost leads who chose competition
Exit Interview Techniques • Determine 4-5 open-ended questions • Develop script for interviewers • Determine who reviews information and how it will be used • Use an empathetic, unbiased listener • Create system to disseminate information to empower change
Exit Interview Techniques Exit Interview Form
Exit Interview Benefits • Establishes goodwill • Offers constructive criticism • Offers positive feedback • Gauges trends related to vacancies
Exit Interview Case Study Situation: An assisted living community’s census was consistently falling Problem: Staff feedback was inconclusive Solution: Audience participation
Database Exit Interviews Strategy Gauge customer first impressions & feedback from a non- sales person
Database Exit Interview Techniques • Use an unbiased, empathic person to telephone • Ask 4-5 open-ended questions • Use a list 12-24 months old • Honor requests to remove someone from list • Respond quickly to requests for information • Determine who will receive information/action plan
Database Exit Interview Case Study Situation: Desired was an opportunity to connect with previous customers. Problem: Could leads be generated from existing database with inundating sales team? Solution: Outsourcing the telephone follow-up calls produced tangible feedback and resurrected prospects that now “were ready”. Database was purged enabling sales team to focus on current traffic and inquires.
First Impression Audits Strategy See a community as a customer and step into their shoes to critique the customer experience
First Impression Audits Technique • Create a checklist delineating the areas to shop • Select people who are not financially influenced by outcomes • Determine the evaluation method/ points vs. yes-no • Include a section for comments • Require a shopper to experience a meal at the community • Determine how evaluation will be used
First Impression Audits Technique Check the following areas: • Signage • Parking Lot • Landscaping • Building Exterior • Entryway/Lobby • Public Restrooms • Hallways • Models • Internal and External Common Areas • Staff
First Impression Audits Technique Look with fresh eyes and an open mind • Cleanliness • Lighting • All items in good repair • Odors
First Impression Audits Technique Top 10 First Impressions Violations: 1. Websites or collateral that do not reflect the image and lifestyle of the community 2. Phone calls where a real person does not answer 3. Lack of people or activity 4. Reception area without warmth or hospitality 5. Staff using personal cell phones in public areas 6. Not acknowledging fellow staff when they pass in the hall during the community tour (try introducing them to the prospect when app.) 7. Untimely response and follow up for both internet leads and call-ins 8. Bad smells 9. No visitor parking convenient to the entrance for marketing guests 10. A scripted call
First Impression Audits Evaluation First Impressions Assessment Tool (see handout)
Focus Groups Strategy • Recommend quarterly or annual focus groups with new move-ins • Openly discuss first impressions and reasons for choosing your community • Include brainstorming and group discussions or a written survey depending on the personalities of the residents • Take action on the items learned • Correct problems identified
SWOT Analysis Strategy • Foundation of both the sales and marketing initiatives • The strengths and weaknesses are internal and inherent in the community while the opportunities and threats are external and take into consideration factors outside the walls of the community • Goals should include ways to turn opportunities into strengths from quarter to quarter.
SWOT Analysis Strategy Sales Utilization • Thoroughly understanding the strengths of your community and how those strengths compare to the competitors will help you overcome and defuse objections • Being honest about the strengths and weaknesses of your community can prepare you for objections • Conduct team role play in weekly sales meetings to practice ways to address weaknesses that come up in the sales process • All opportunities should be addressed in the SMART goals to ensure you are taking advantage of those opportunities and turning them into strengths
SWOT Analysis Strategy Marketing Utilization • Ensure the strengths are emphasized and highlighted in all communication materials • Ensure the look and feel of the marketing promote your brand • Your strengths are the foundation of your positioning statement, which is the foundation of your marketing plan and messaging
SWOT Analysis Strategy Marketing Utilization • The website is often the true first impression of the community • Ensure that your website reflects accurately the look, feel, activity and lifestyle the prospect will find upon their visit • Does the website compel the prospect to visit?
Positioning Statement Strategy • Creates a distinct perception of a product in the customer’s mind, usually as it relates to competition • Positioning is about managing the customer’s perception of how your product falls in line with the customer’s expectations • The statement must be honest and resonate truth with the customer experience
Positioning Statement Examples Examples of community positioning: • Home-like setting for those of moderate resources • The Alzheimer’s care specialist • Small and intimate community with highly individualized service
Leading Age 2013 Questions?
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