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

email

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 sbentley@seniorityinc.com

925-924-7158

Mark Johnston, GlynnDevins mjohnston@glynndevins.com

913-754-2399 32