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Best Practices for CRM in Senior Living
05.15.13
SPEA
KER
S
MARK JOHNSTON VP, CRM & Data Analytics / GlynnDevins
SLOAN BENTLEY President / Seniority, Inc.
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A series
of CRM webinars
Brought to you by
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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
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Lead capture: the beginning of the
customer relationship.
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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
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Standardized tools
Lead distribution policy
Data entry in CRM tool (REPS)
Call tracking utilization and monitoring
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Managing phone inquiry
Obtain name, address, phone, email
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
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Poll Question
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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
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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
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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 email address is available, email contact to attempt to engage
If no response, status 01 - cold
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Sales activity standards
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Poll Question
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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 + 6-12 months
0-Inactive Inactive Inactive No contact
Every active lead must have an associated follow up activity scheduled
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Personalizing the sales experience
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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
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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
Appointment preparation
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Age Length of Residence
Marital Status Education
Income Income Producing Assets
Homeowner/Renter Occupation
Home Value Religion
Net Worth Ethnicity
Name Age Marital Status Home Value Net Worth Income Length of Residence Education
juliette Wilson 091 Married $184,000 $250,000 - $499,999 $40,000 - $49,999 20+ Years Undergraduate Degree
Frederick Johnson 076 Married $170,000 $250,000 - $499,999 $75,000 - $99,999 20+ Years Some College
Alexander Bell 076 Married $134,000 $500,000 - $749,999 $75,000 - $99,999 11-15 Years Masters Degree
Elizabeth Woodson 064 Single $184,000 $250,000 - $499,999 $100,000 - $124,999 6-10 Years Undergraduate Degree
Dorothy Hudson 069 Married $450,000 $1,000,000 or more $75,000 - $99,999 20+ Years Undergraduate Degree
Samual Dodd 073 Married $634,000 $1,000,000 or more $125,000 - $149,999 20+ Years Trade School
Evelyn Prather 082 Married $228,000 $250,000 - $499,999 $50,000 - $74,999 11-15 Years 11-15 Years
James William Meyer 068 Married $294,000 $750,000 - $999,999 $75,000 - $99,999 3-5 Years Ph.D
Charles Smith 083 Single $226,000 $250,000 - $499,999 $30,000 - $39,999 16-20 Years Undergraduate Degree
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Step-by-step guide
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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
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Post appointment survey
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Marketing communications applications
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Poll Question
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Engaging Web Capture Experience Content for any device
Give more while they’re interested
Conversion choices
Immediate
communication
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Automated lead engagement tools
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Poll Question
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Email drip campaigns
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Join us for the next in the series…
The Future of CRM
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Questions?
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Thank You!
Sloan Bentley, Seniority [email protected]
925-924-7158
Mark Johnston, GlynnDevins [email protected]
913-754-2399 32