Recently ALCA members have been discussing how to sell their services to assisted living. Care managers are perfect professionals to help assisted living residents 1) when they have just moved in and are unhappy with the move 2) when they are not participating in activities and withdrawing from friends and in general 3) when they are not thriving in the resident community.
Marketing Care Management to ALF’s Takes Particular Marketing Tactics
Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want what they purchase to solve their problems.
To borrow from the example of an umbrella, a feature of this particular umbrella might be its unbreakable spokes or wind-resistant construction – the benefit of which is staying dry even in strong winds that might break lesser umbrellas.
Clients who purchase home care or care management want to buy benefits – what your product or service can do for them.
Let’s take Assisted Living. The Director of the facility wants to hear how your agency is going to help the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold stand service. However, benefits are what makes the sale and keeps the Assisted Living dry not flooded by rain.
Solve This Problem For Assisted Living To Make the Sale
The problem: Assisted Living does not want residents to move out most facilities are strictly non-medical and do not have one to one companion and geriatric care management services. Your agency can solve that problem.YOUR AGENCIES BENEFITS
Here Are GCM-ALCA Benefits That Make the Sale to Assisted Living
- The assisted living and retirement community population sometimes have clients with needs that cannot be met with their nonmedical, non-one-on-one support services, (usually just an activities director)
- You will help facility with residents who are not adjusting to the facility or considering moving by engaging them in activities that will enhance the quality of their life, so they remain in the facility
- You will help residents not engaging in activities to participate in activities program outside activities and socialization program through a quality of life assessment & companion, so they do not want to move out of the facility
- You will engage with new residents who are just adjusting to the facility and their move to engage in socialization and activity program. You can help them make friends & engage in outside activities through a quality of life assessment and companion, so they do not consider moving out
- You will place Concierge Companion who will engage the client & accompany the resident to the outside or facility activities so the resident so can return to that joy. You will make monthly monitoring visits to make sure Companion are meeting all the client’s needs and keep in touch with the family and facility with frequent e-mail or telephone updates plus sending a monthly report.
So, selling the benefits to the third party, who will refer your agency to families of residents who are struggling, is a much more potent selling point that features of your agency.
Learn More Steps to Success in Selling Care Management to Assisted Living
FREE WEBINAR- 10 Steps to Success in Selling Care Management to Assisted Living
THIS WEBINAR BEGINS: Monday, June 2019 2 PM PST Ends 3:15 PM PST
DURING THIS FREE WEBINAR YOU WILL LEARN
- How to Make a Winning First Impression at Assisted Living Sales Meeting- Preparing Presentation
- What Referral Triggers to Use When Selling Geriatric Care Management to Assisted Living
- What Feature to use When Selling Geriatric Care Management to Assisted Living
- What Benefits to use When Selling Geriatric Care Management to Assisted Living
- How to Close the Sale of Geriatric Care Management to Assisted Living
When you are marketing to 3rd parties – for example -an elderlaw attorney – show -do not just tell. Hand the attorney a copy of a case study –involving a case you worked on with an elderlaw attorney. For example, a case where the family disagreed about the care for an elderly Mom and Dad. Then follow with the value you as an aging life or geriatric care manager brought to the case. Clever marketers use true stories to make their presentation more credible, personal and persuasive 
Beckwith says physicists knew that a” gravitationally completely collapsed object” had profound implications about astronomy. But who could understand what that meant. They invented a term for it- “Black Hole” and the world went wild, even making movies with Black Hole the title. Geriatric Care management and Aging Life care are mouthful’s so a very hard sell. So, reduce it to a metaphor that customers can easily understand- – “We are a GPS to find the right care for your loved one. “We are a dutiful daughter, taking care off your plate so you to be the real daughter. 
them and feel their pain. So ask a few introductory questions to find that link. What do they need as a caregiver to end their pain- not just help their parent but end their suffering as a caregiver? Show them you are there for them as adult children and caregivers and ” will” do what they need to help them.
Show how you are a personal concierge for them. Will you communicate with them one to one- write monthly reports, email when you need their approval, call if there is an emergency, handle the emergency and be in touch as frequently or within the boundaries they wish and you offer. Explain you will take over negotiating the care needs so they go back to just being the daughter or son. Show you have a menu of services ( not just assessment) and you have the exact step by step product they need. If they are exploring moving a family member, you have a” Move Mangement “product. If their loved is facing dying you have an “End of Life” services. If the client’s loved one moved to Assisted Living and hates it, you have an “Assisted Living” service. With items to offer like these, all of a sudden you really start to stand out and you set the standard for comparison with other firms.
