Cathy Cress

Expert in Aging Life and Geriatric Care Management

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Selling a Product to Assisted Living Makes the Sale

March 3, 2022

Selling a Product Assisted Living Makes the Sale

Selling a product to assisted living makes the sale. But GCMs or ALCA members rarely see themselves as salespersons. This is a fatal error. You may have a product, for Assisted Living residents but to make money from that product, you have to sell it.

What Product or Service Should You Sell 

Care Managers often market to Assisted Living. What ALF Directors want to hear is how your ALCA or GCM  agency is going to benefit the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold standard service. However, benefits make the sale.

As benefits  make the sale here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves a Concierge Companion 

What Benefits Make the Sale is Assisted Living?

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. They do offer activities but only one activity director for all the residents. Your geriatric care management agency can solve that problem through the benefits of ALCA or geriatric care management by the geriatric care manager offering a quality of life program, like Concierge Companion, product in my GCM Operations Manual, to help residents who move in getting involved in activities at the facility and outside the facility, so they feel part of the  ALF community and do not want to move out.

ALF products help residents who move in getting involved in activities

 

 

 

 

 

 

 

The assisted living and retirement community population sometimes have new residents with needs that cannot be met with their nonmedical, non-one-on-one support services, like loneliness and isolation

  • You will help the 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, THE BENEFIT  so they remain in the facility.
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, THE BENEFIT  they do not want to move out of the facility
  • You will engage with new residents who are just adjusting both to the facility and their move, to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, THE BENEFIT so they do not consider moving out
  • You will make monthly monitoring visits to make sure your Concierge Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates plus send a monthly report THE BENEFIT so everyone is on the same page through your great communication skills.

Who Makes The Buying Decision?

Even if it is a service, people are buying your product. To begin to put together a sales plan you need to identify who makes the decision to buy your GCM/ALCA Assisted Living

 

products or services. 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.

 

What is Your Assisted Living Sales Plan?

Does this buying decision require personal contact in an intake by a GCM, an Assisted Living sell sheet for a Concierge Companion service you dropped off at the Assisted Living Director’s office, sales meeting with the director, meeting with the older resident, complimentary consultation with the Assisted Living resident’s family, word of mouth, paid advertising, through social media- if so what – blog, web site – what describe your sales plan to uncover customers needs. It will have to go in your business plan plus- be good enough to get you, customers.

What Criteria Does The Assisted Living Customer Use to Make a Purchase 

You then need to identify what criteria the person making the buying decision uses to evaluate your Assisted Living product. First, you have to figure out whether the decision to purchase your Assisted living product is made by the Assisted Living Director, the older resident, or the adult child. Next, you must decide what criteria do the resident adult child or Assisted Living Director uses to buy your assisted living product: price, features like not losing the resident, the parent not being happy, or having a poor quality of life in the facility. How will you give your customer, the adult child, enough information to say yes?

Find out More about Assisted Living Sales in my newest webinar

Free Webinar on Benefits to 3rd parties like ALFS

SIGN UP FOR MY FREE WEBINAR  

When: March 15 2022
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

 

Take Advantage of One Time Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services for each 3rd party you  serve like Assisted Living

How Benefits make your sale to ALFs, wealth managers, elder law attorneys and concierge physicians to get referrals for new clients

The Benefits that make your sale to upscale Assisted Living, accountants, financial planners, Hospice

Step by Step how to set up meetings with 3rd parties like Assisted Living to make the sale

Even if you cannot attend you will get the recording of the webinar the next day if you sign up

SIGN UP 

Sign Up in white background. 3D Illustration.

Filed Under: aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benifits & Assisted Living, Blog, Care Management Products, Close The Sale, Geriatric Care Management Business, geriatric care manager, geriatric social worker, Marketing aging life care, marketing ALCA /GCM, marketing geriatric care management, marketing pitch, Marketing to Assisted Living, nurse advocate, nurse care manager, Sales to Assisted Living, Senior Isolation, Senior Loneliness Tagged With: aging family, aging life care manager, aging parent crisis, ALCA marketing, ALCA sales, ALF, Assisted Living, black american geriatric care managers, black american social workers, Black Entrepreneurs, Black Nurse Entrepreneurs, Black RN's, Black start-up geriatric care management, Black travel nurses, geriatric care manager, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, nurse advocate, nurse care manager, partnering with Assisted Living, Quality of Life in Assisted Living, Recreational Therapy in Assisted Living

Close the GCM or ALCA Sale to Assisted Living With Benefits not Features

February 11, 2022

Marketing Tactics – Use Benefits 

ALCA members need to sell the benefits of Geriatric Care Management to assisted living. Care managers are perfect professionals to help assisted living residents if they have just moved in, are unhappy with the move, not participating in activities isolating or general when they are not thriving in the resident community.

Marketing care management to ALF’s takes some 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, features of this  umbrella might be its unbreakable spokes or wind-resistant construction – but  the benefit  is staying dry even in strong winds that might break lesser umbrellas. The benefit of staying dry in strong winds that break other umbrellas – this make the sale.

Clients who purchase home care or care management want to buy benefits – what your product or service can do for them.

GCM Benefits To Assisted Living 

Let’s take a third-party. Care Managers often market to Assisted Living. ALF Directors want to hear how your ALCA or GCM  agency is going to help the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold standard service. However, benefits are what make the sale and keep the Assisted Living dry not flooded by the rain.

But here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves Quality Of Life   

YOUR GCM ALCA AGENCIES BENEFITS

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  geriatric care management agency can solve that problem through the benefits of ALCA or geriatric care management.

 

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 WHAT so they remain in the facility
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, SO WHAT so they do not want to move out of the facility
  • You will engage with new residents who are just adjusting both to the facility and their move, to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, SO WHAT so they do not consider moving out
  • You will make monthly monitoring visits to make sure Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates plus sending a monthly report SO WHAT so everyone is on the same page through your great communication skills.

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 your agency. 

SIGN UP FOR MY FREE WEBINAR   

When: March 15 2022
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

 

Take Advantage of One Time Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services for each 3rd party you  serve

How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make you5 sale to upscale Assisted Living, accountants, financial planners, Hospice

Step by Step how to set up meetings with 3rd parties to make the sale

Even if you cannot attend you will get the recording of the webinar the next day if you sign up

SIGN UP 

 

 

 

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Filed Under: Adult children, Aging Family, aging life business, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA Beneifits, ALCA business, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benefit of Assisted Living, Benefits, Benefits & Assisted Living, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, Black RN, Black Travel RN, Blog, Care Management Inquiry Call, care management start-up, Concierge Care Manager, Concierge Geriatric Care Manager, Dementia Activities, entitled family, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Benefits, GCM Marketing skills, GCM Start-Up, GCM Webinar, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, Marketing to Assisted Living, marketing to concierge clients, marketing to upper 10%, Move Management, newsletters, nurse advocate, nurse care manager, Quality of Life for elders, Sales ALCA, Sales in geriatric care management, Sales to Assisted Living Tagged With: aging family, aging life care manager, aging parent crisis, benefits of ALCA, Benefits of care management, Benefits vs Features, care manager, case manager, features of ALCA, GCM & Assisted Living, GCM Products and Services, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, Monitoring Assisted Living Care, nurse advocate, nurse care manager, Quality of Life in Assisted Living

The 2 Deadliest US Sites of COVID-19 Nursing Homes & Prisons

May 2, 2020

PRISON INMATES AND NURSING HOME PATIENTS NOT  6FT APART – 6 FEET UNDER

70% of inmates in federal prisons have COVID-19.  In Kansas, the Lansing Correctional Facility had a riot of inmates over COVID-19 lack of care or protection  It took the rebellion to get the coronavirus testing PPE and care. The  Bureau of Prisons in Kansas confirmed finally that 79 staff have coronavirus and 88 prisons and prisoners dead.   

Older residents in nursing homes cannot rebel like prisoners. Many can’t even walk. The Atlantic Magazine just published an article, We are Killing Elders Now. The writer states “In at least six states, these fatalities account for half of all COVID-19 deaths, and according to the World Health Organization, half of all coronavirus fatalities in Europe have been traced to nursing homes too. Some of this mortality is linked to long-term-care facilities that are shoddily run or that violate health standards. But most of them are doing the best they can with what they have. And they don’t have much”.

KAISER FOUNDATION NURSING HOME STAFFING AND USE OF PPE NOT REQUIRED IN MOST STATES

Kaiser reports -Staff Screening. It is more common for states to recommend rather than require daily screening of staff for illness in NFs (24 states recommend, 16 states + DC require)

Use of PPE. More states recommend (23 states) than require (7 states + DC) staff to use PPE

 Two States that require testing for coronavirus of ALL  residents of nursing homes are  Maryland where 556 have died as of the Washington Post article. and Tennessee 

THE FEDS HAVE NO CMS FEDERAL GUIDELINES OR REPORTING

We have no federal guidelines for safety testing according to an article by the Kaiser Foundation

It is now estimated that 16,000 deaths have occurred in nursing homes and that is without the federal government revealing any numbers and not making available any testing. But the numbers are probably huge- if we could just do testing. 

CMS announced it would have a meeting of a “panel” of experts “ sometime at the end of May”. After probably 20,000 older people died and the feds did nothing this shows their sense of urgency about this pandemic’s national “elder cleansing”.

WHAT CONNECTS PRISONS AND NURSING HOMES – CONCENTRATION CAMPS

So, what is the connection between the viral spread of COVID-19 in nursing homes and prisons- 6 feet ? Prisoners and residents, in nursing homes, and prisons cannot social distance. Jails and prisons have human beings crammed together with no choice. Nursing homes have 2 beds or if you are on Medicaid three to a room. Neither group has a choice to social distance. They are ” concentrated” as in concentration camps or death camps.

Do SOMETHING – HELP NURSING HOMES PREVENT MORE CARNAGE

So, as someone who has spent her career in aging, I am calling out to everyone, especially professional in aging – do something. Since the feds appear to be doing little- call your congressman, write a letter to the editor.

BE KIND LIKE RACHEL MADDOW REPORTS LA JEWISH HOME LA WAS

Rachel Maddow suggests calling your local nursing homes and see what they need. Be kind like the LA Jewish Home was to a smaller nursing home LA Brier Oaks. They wanted to test their residents and had no tests and the larger LA Jewish Home had tests and shared them with the smaller as a good neighbor. What they found was ravaging but it also showed caring and generosity. Care and be generous and show the helpless elders in nursing homes in your town you are opposed to -nursing home being prisons or concentration camps.

Filed Under: 4th of july, 7 touches marketing, adult child physical abuse, Adult children, adult emotional abuse, ADULT SIBling, Aging, Aging Alcohol Abuse, Aging Community & Covid-19, Aging deaths, Aging Family, aging family crisis, aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA & Skilled Nursing Facility, ALCA Beneifits, ALCA business Loans, ALCA Cobtract, ALCA COVID-19 Crisis, ALCA Disaster Plan, ALCA Ethical Dilemma, ALCA Financial literacy, ALCA Products for COVID_19, ALCA sales, Alcohol Abuse and Aging, Angela Jolie, Aretha Franklin, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, bankruptcy, Barack Obama, Benefits, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Care Management to Hospice, Benefits of Geriatric Care Management, Benefits vs Features, Benifits & Assisted Living, Bill Clinton, billing, Billing 85%, billing 85% of GCM 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concierge client, Palliative care manager, Pandemic, parent care, Partnership, Passover, patient advocate, Paying for Long term care, Poor Nursing home staffing, positioning, POST HOLIDAY CALLS, POST HOLIDAY SEASON, postioning, PR, Pre-Emptive Move, Presentations, Private Duty Home Care, Professional class retirees, Profit, profit in ALCA, Public Relations, Public Reltions, Quality of Life, Quality of Life for elders, Quality of Life in Dying, quality of life in senior centers, Quality of Life Virtual Program, Quality of Life Virtually, Quality of Life with Dementia, Rachel Maddow, Reminiscence Therapy, Respect, Sales, Sales in geriatric care management, Sales to Assisted Living, SBA business loan, Sell Sheet, selling a relationship, Selling ALCA Business, Selling GCM Business, Selling Your Business, Senior centers, Senior Drinking, Senior Isolation, Senior Legacy, Senior Loneliness, SIBLING, sibling rivalry, sibling sharing care, Siblings, Skilled Nursing Facility, SNF death COVID-19, Social Media, Social Media for Care managers, Social Media for eldercare, social media marketing, social media marketing campaign, Speaker's Bureau, speaker's buyreau, Speakers Bureau, Speaking to Adult Children, Spiritual Quality of Life, Stanford Hospital care manager, START UP, Stepmonster, Story Worth, Sweetheart scam, telemedicine, Thanking staff, Thanksgiving, THANKSGIVING BLOG, Thanksgiving Parent crisis, Therapist Specializing in Aging, Third Party Referral, Timeline, Town Hall, Transgender Elders, Trust Departments, Trust Officer, Uncovered Long Term Care, Uncovered MedicareServices, Universal Precaution, Valentines gifts for family caregivers, value proposition, value propostion, VIP marketing, VIP Products, VIP Syndrome, VIPS markeing, Wealth Management Departments, Wealth Managers, Webinar, Webinar ALCA GCM, Written Geriatric Assessment Tagged With: aging life care manager, aging parent crisis, case manager, Covid-19, COVID-19 prisons, death and dying in COVID-19, Federal 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Close the GCM or ALCA Sale to Assisted Living With Benefits

February 19, 2020

Marketing Tactics -Use Benefits 

ALCA members need to sell the benefits of Geriatric Care Management to assisted living. Care managers are perfect professionals to help assisted living residents if they have just moved in and are unhappy with the move if they are not participating in activities and withdrawing from friends and in general when they are nor thriving in the resident community.

But marketing care management to ALF’s takes some 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. The benefit of staying dry in strong winds that break other umbrellas – make the sale.

Clients who purchase home care or care management want to buy benefits – what your product or service can do for them.

GCM Benefits To Assisted Living 

Let’s take a third-party. Care Managers often market to Assisted Living. ALF Directors want to hear how your ALCA or GCM  agency is going to help the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold standard service. However, benefits are what make the sale and keep the Assisted Living dry not flooded by the rain.

So here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves Quality Of Life   

YOUR GCM ALCA AGENCIES BENEFITS

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.

 

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 WHAT so they remain in the facility
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, SO WHAT so they do not want to move out of the facility
  • You will engage with new residents who are just adjusting both to the facility and their move, to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, SO WHAT so they do not consider moving out
  • You will make monthly monitoring visits to make sure Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates plus sending a monthly report SO WHAT so everyone is on the same page through your great communication skills.

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. 

 

Free Webinar –

Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line

When: February,20th 2020
2 PM-3:30 PM PST
Learn
 

What is a benefit vs features and how to find benefits for each 3rd party you market to?

What specific problems you solve for wealth managers, elderlaw attorneys and concierge physicians  

What specific problems to solve for upscale Assisted Living, accountants, financial planners, MD’s  

Step by Step how to set up meetings with 3rd parties to make the sale

SIGN UP

Filed Under: Aging Family, aging life business, Aging Life Care Assocaition, aging life care manager, ALCA Beneifits, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Geriatric Care Management, Blog, Dementia Activities, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Start-Up, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing to Assisted Living, marketing to concierge clients, marketing to upper 10%, Move Management, newsletters, nurse advocate, nurse care manager, Quality of Life for elders, Sales in geriatric care management, Sales to Assisted Living Tagged With: aging life care manager, aging parent crisis, benefits of ALCA, Benefits of care management, Benefits vs Features, care manager, case manager, GCM & Assisted Living, GCM Products and Services, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, Monitoring Assisted Living Care, nurse advocate, nurse care manager, Quality of Life in Assisted Living

What Is Your GCM/ALCA Assisted Living Marketing Plan?

February 9, 2020

If You Have Product For Assisted Living How Do You Market It?

GCMs or ALCA members rarely see themselves as marketers. This is a fatal error. You may have a product, for Assisted Living residents but to make money from that service/product, you have to market it by showing the benefits of your service/product to the Assisted Living Director or adult children of residents.

Who Makes The Buying Decision?

Even if it is a service, people are buying your product. You must put together a marketing plan you need to identify who makes the decision to buy your GCM/ALCA Assisted Living 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 for what they think best for their family members.

The next step is how do you get to the adult child who makes the buying decision- The Assisted Living Director? 

 

What is Your Assisted Living Marketing Plan?

Does this buying decision require personal contact in an intake by a GCM, an Assisted Living sell sheet you dropped off at the Assisted Living Director’s office, marketing meeting with the director, meeting with older resident, complimentary consultation with the Assisted Living resident’s family, word of mouth, paid advertising, through social media- if so what – blog, web site – what describe your sales plan to uncover customers needs. It will have to go in your business plan plus- be good enough to get you, customers.

What Criteria Does The  Assisted Living Customer Use to Make a Purchase 

 Next, you have to figure out whether the decision to purchase your Assisted Living product is made by the Assisted Living Director, the older resident or the adult child?

 Then you must decide what criteria do the resident adult child or Assisted Living Director to use to buy your assisted living product: GCM benefits like the Assisted Living Director not losing the resident, the adult child the aging parent being engaged in activities and making new friends.

How will you give your customer, the adult child, or Assisted Living Director enough information to say yes? You give them the benefits of your ALCA or GCM Product/Service.

Social Man Drawing Social Security Benefits In Notepad

FOR EXAMPLE

  • You will help the 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.
  • You will help residents not engaging in activities to participate in activities program outside activities and socialization program so through the quality of life assessment & concierge companion

Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line

When: February,20th 2020.


2PM-3:30 PM PST
Learn
 

What is a benefit vs features and how to find benefits for each 3rd party you market to?

What specific problems you solve for Upscale Assisted Living, wealth managers, elder law attorneys, and concierge physicians  

What specific benefits do you offer for Conservators or fiduciaries, accountants, financial planners, MD’s  

Step by Step how to set up meetings with 3rd parties to make the sale

SIGN UP

 

 

 

 

 

 

 

Filed Under: aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benifits & Assisted Living, Blog, Care Management Products, Close The Sale, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, geriatric social worker, Marketing aging life care, marketing ALCA /GCM, marketing geriatric care management, marketing pitch, Marketing to Assisted Living, nurse advocate, nurse care manager, Sales to Assisted Living, Senior Isolation, Senior Loneliness Tagged With: aging family, aging life care manager, aging parent crisis, ALCA marketing, ALCA sales, geriatric care manager, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, nurse advocate, nurse care manager

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