Cathy Cress

Expert in Aging Life and Geriatric Care Management

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3 Great Tips for Marketing Care Management

December 4, 2019

How DO YOU SELL THE INVISIBLE _ GERIATRIC CARE MANAGEMENT?

What are the best tips to sell Care management? Harry Beckwith, wrote one of the best business books for people selling services like Geriatric Care Managers, “Selling the Invisible. Beckwith tells you how any service, from a home-based consultancy, like geriatric care management or Aging Life Care, can turn more prospects into clients and keep them.

To make the sale on a care management service that folks cannot touch or see he gives these 3 suggestions:

Don’t use adjectives. Use stories.

When you are marketing to 3rd parties – for example -an elder law attorney – show -do not just tell. Hand the attorney a copy of a case study –involving a case you worked on with an elder law 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 with stories.

If you are selling something complex, simplify it with a metaphor.

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 Lifecare 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 of your plate so you to be the real daughter.

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Above all, sell hope.

To make the sale your potential new client needs hope. You can give the caller (usually the frantic family member) that hope in a telephone inquiry and make the sale over the phone. Put together a mini care plan with an optimal solution. You do not give away the store but your mini care plan shows the distraught adult child that you can take away the pain of caring and give them a positive future with their loved one.

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LEARN HOW TO MARKET LIKE YOUR BUSINESS DEPENDED ON IT 

January 23 @ 2:00 pm – 3:00 pm PST

The busiest season for care managers is January & February after as adult children have just visited for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing so you can:

Capture those desperate clients in January after the festive fright-

Develop strategic marketing that brings more customers,

Understand branding

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Get the best marketing software  

Create a 5 Star Marketing Plan for the top 10% of seniors who can afford you.

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Filed Under: Blog, Sales Tagged With: aging life care manager, aging life care sales, aging parent crisis, ALCA marketing, ALCA sales, care manager, care manager marketing, case manager, closing a sale, concierge marketing, geriatric care manager, geriatric care sales, geriatric social worker, Marketing Care Management, nurse advocate, nurse care manager, sales in geriatric care management, selling geraitric or aging life care

How to Put Together A Care Management Sales Plan That Makes the Sale

December 2, 2019

ARE CARE MANAGERS SALES PERSONS?iStock_000066966281_Medium-3.jpg

GCMs or Aging Life Care Managers rarely see themselves as salespersons or worse than that closing a sale. However, this is a fatal error. You may have a care management product, but to make money from that product, you have to sell it. In the beginning you yourself may have to sell your geriatric care management product. To begin to put together a sales plan you need to identify who makes the decision to buy your geriatric care management products. With older adults over age 85, the buying decision is generally made by the adult children or the third party (trust officer, etc.). Many times young older adults (65–85 years of age) make their own buying decisions.

Find Out Who Makes The Buying Decision to Close the Sale

You then need to identify what criteria the person making the buying decision uses to evaluate your geriatric care management product. For example, you have to figure out whether the decision to purchase your product Move Management to help move and the elder is made by the adult child based on price, features, or availability.

Then-How do You Get the Buyer to Say Yes and Make the Sale

How will you give your customer, the adult child, enough information to say yes? Does this buying decision require personal contact in intake by a GCM, a Move Management sell sheet you dropped off at the parent’s physician’s office, word of mouth, paid advertising, through social media- if so what – blog, website – the what described your sales plan? It will have to go in your business plan plus- be good enough to get you, customers.

FREE Webinar

LEARN HOW TO MARKET LIKE YOUR BUSINESS DEPENDED ON IT 

January 23 @ 2:00 pm – 3:00 pm PST

The busiest season for care managers is January & February after as adult children have just visited for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing so you can:

Capture those desperate clients in January after the festive fright-

Develop a strategic marketing that brings more customers,

Understand branding

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Get the best marketing software  

Create a 5 Star Marketing Plan for the top 10% of seniors who can afford you.

Click Here To Register 

FIND OUT MORE 

 

 

THIS FREE  WEBINAR  FROM 2 PM – 3 PM PST January 23, 2020

 

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Filed Under: Aging, Aging Life Care Assocaition, aging life care manager, ALCA sales, Blog, care management start-up, Geriatric Care Management Business, Geriatric Care Manager, geriatric social worker, Marketing aging life care, Sales, Sales in geriatric care management Tagged With: aging life care sales, Close the sale, geriatric care manager sales plan, geriatric care sales, sales in geriatric care management

Learn To Sell Geriatric Care Management to Assisted Living

May 28, 2019

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
https://cathycress.lpages.co/10-steps-to-success-in-selling-care-management-to-assisted-living/

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Filed Under: Blog Tagged With: ALCA contract, ALCA marketing, ALCA sales, Assisted Living, care manager marketing, geriatric care managers, geriatric care sales, Geriatric Care Sales Assisted Living, Marketing to Assisted Living, profitable ALCA business, selling geraitric or aging life care, selling your business

3 Points To Close The Sale on “Invisible” Care Management Services

April 21, 2019

Clients are Purchasing ” You”

An Aging Life or Geriatric Care Manager is a professional. You are selling “your” professional services. But the product is really you to make the sale.

Be “The Care” in Care Management

So what are some ways ” YOU” can close the sale? Be “Caring”.”You” the product have to be good for a client to sign up. They call because you have the care management services they desperately need. But, even more important they sign your contract and use your services because they like you.

Feel Their Pain

Your prospective clients will also buy because they think you understand 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.

Position Yourself From Competition

Differentiate- meaning position yourself from your competition. Sure, lots of Aging Life or geriatric care managers in your area offer the same services. But nuances in your product, and how you deliver that product, can be a powerful differentiator. Start with the things that drive your clients crazy. Are you on 24- hour call to take their pain away? Do you have a homecare division to give them respite? Do you have a Dementia product that can give them answers and help?

You are Their Personal Concierge

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.

Do You need a class in closing the sale?

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: May 15, 2019       
2PM-3:30PM PST
Learn

  1. How to make the sale of your ” Intangible GCM Service” that the potential buyer cannot touch or feel
  2. How to make the sale in the inquiry call -with a complimentary consultation
    How to ” Identify needs using client” challenge questions” to find the problem you need to solve to make the sale
  3. How to present your offer by selling solutions to the problem with a mini care plan
  4. How to manage objections if the caller has concerns about price or product
  5. Understand how to close the sale with non-aggressive closing questions to have your contract signed, get a deposit, and grow your business with a new client

Sign Up Now  

Filed Under: Blog Tagged With: aging life care manager, aging life care sales, care manager, case manager, closing, closing a sale, geriatric care manager, geriatric care sales, geriatric social worker, nurse advocate, nurse care manager, Sales, sales in geriatric care management, selling geriatric or aging life care

How to Sell Care Management Services to 3rd Parties Through a Relationship

April 7, 2019

Why Refer to You?

Consider sales a relationship. Why would third parties like trust officers, elder law attorneys, conservators or guardians refer a care manager to their aging client and family? If you have an Aging Life or GCM business you need to know.

Most care managers think it is their expertise that will ensure the referral ¨But third parties cannot evaluate your expertise. Most do not know what a really great care plan is ¨If you are selling a service like geriatric care management you are selling a relationship

You are Selling a Relationship

Why do you need to know this? First, you need to create a practice that meets the needs of your clients and major referral sources. Many clients- usually adult children, call you to start services on their own. But a good majority of clients will call you because their attorney, bank trust officer, CPA, Financial Manager referred them. These third parties need to have a relational ship with you and know you are going to meet their needs if they are to make referrals to your agency. On the feeding chain of referrals, they are one of your most important sources to feed income into your business. You have to deliver what they need to make money and that is first creating a relationship by knowing what their needs are.

Let’s start with a first impression.

Most people make snap judgments on a first Impression and it “ anchors” every impression afterward ¨Expertise, statistics most features are not as important to your sale as first impression ¨Make a great first impression- with a third party- warm, helpful –someone  they want to have a relationship with -just like care managers do in nursing or social work

Sales Meeting a Relationship Building Meeting

When you are finally in a sales meeting with a third party who might refer a client to you-

Do not to call this encounter a sales meeting,   For the care manager with “intangible” services this as a relationship-building meeting.

Most Important Message to Third Party

¨You are presenting yourself and your services to a potential customer or referral source. ¨If you were selling widgets, you would have some various sizes of widgets to show. ¨Because you are selling care management services- Intangible products

woman holding brown cardboard with people buy from people the trust message

Your most compelling sales message to a third party is not that you have something wonderful to sell, it is ” I understand what you need.” The only person in that sales meeting who really matters is the third party who will make the referral and what the third party needs. Find out what they want, what they need, who they are. In the words of Harry Beckwith in his classic book, Selling The Invisible- Don’t sell your service – sell your prospect

Sales classes for social workers and nurses and few and far between.  Do you need help to market master sales and run a profitable care management business.?

Do You need a class in closing the sale?

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: May 15, 2019       
2PM-3:30PM PST
Learn

  1. How to make the sale of your ” Intangible GCM Service” that the potential buyer cannot touch or feel
  2. How to make the sale in the inquiry call -with a complimentary consultation
    How to ” Identify needs using client” challenge questions” to find the problem you need to solve to make the sale
  3. How to present your offer by selling solutions to the problem with a mini care plan
  4. How to manage objections if the caller has concerns about price or product
  5. Understand how to close the sale with non-aggressive closing questions to have your contract signed, get a deposit, and grow your business with a new client

Sign Up Now  

Filed Under: aging life business, Aging Life Care, aging life care manager, Blog, Care Management Products, case manager, Close The Sale, elder care manager, Features vs Benefits, Geriatric Care Manager, geriatric care manager, geriatric social worker, marketing care management, nurse advocate, nurse care manager, Sales in geriatric care management, selling a relationship, Webinar Tagged With: aging life and geriatric care manager, Aging Life Care Association, aging life care manager, care manager, geriatric care manager, geriatric care marketing, geriatric care sales, geriatric social worker, nurse advocate, nurse care manager, sales in geriatric care management, sell a realtionship, Third Party Marketing

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Cathy Cress is the leading national expert in Aging Life and Geriatric Care Management. She is author of Handbook of Geriatric Care Management 4th edition, Jones and Bartlett, published 2015 and known as the bible of geriatric care management. Continue Reading >

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