GCM Products and Services Archives ⋆ Cathy Cress

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

June 23, 2021

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 of your agency.

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Sales – PR & Marketing to Find the VIP Client

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Who Are the 4 types of VIP Clients.
Understand how to find VIP Concierge Clients- hot mapping & Market Studies
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How to Sell Benefits Not Features to 5 Professional ALCA – GCM 3rd parties
How to Use Free PR to Use to Find Adult Children of VIP Clients

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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.

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

Aging Life or Geriatric Care Manager- Like a Politician?

May 11, 2015

PDF-Cover-of-11-10-12My-Geriatric-Care-Management-Agency.jpg

If you are an Aging Life or Geriatric Care Manager, do you use a products to market your business or services. You may be a hybrid. Offering tangible products like Moving Assistance, VIP Care Management, means your offer a menu of products under your brand name. This is much easier for the customer to understand than geriatric care management.

The tangible product you sell is you -the professional who will be their GPS -substitute daughter or son,who deliver that product with your with great service skills . You are like the French Quarter Inn in Charleston South Carolina- everything an adult child would dream about in services.. You offer a product (like a great room), through the perfectly trained professional you are but at the same time you are selling like the French Quarter Inn superior service to the customers to care for them.

You can really think of a service as a product . Let’s use politicians. Hilary Clinton and Jeb Bush are selling you their beliefs, packaged in a product – for customers ( voters).Rand Paul and Bernie Sanders present you with a products -packaged in their beliefs too, big government vs small government. They want voters or purchasers – you want customers to purchase to products.

In its simplest terms a service is an intangible product that must offer superior service in order to hold a competitive advantage. If you a geriatric care or aging life manager offer a menu of products, that are delivered through incomparable service -then you will get customers.

What Is An Operations Manual?

April 17, 2015

PDF-Cover-of-11-10-12My-Geriatric-Care-Management-Agency.jpg

What is the big point of an operations manual? You’re going to document step-by-step instructions for handling all of your agency’s mission-critical tasks. While this can seem like an overwhelming job, and one that stops a lot of entrepreneurs before they get started. You can do this yourself or get a template for a geriatric or aging life business.

The critical part is compiling a list of the products you offer, like dementia care . Then you must be write them step by step tasks performed to delivers that product or service to your customer ( aka client). This includes steps for inquiry, intake, assessment, care monitoring and closing each service or product.

In addition to the procedures, it’s also a really good idea to include a policies section in your operations manual. These can include everything from how to interact and engage with customers to procedures for handling employee grievances. The key here is to create consistency and avoid ambiguity.

When you’re finished, you’ll have a well-written operations manual that should provide you with procedures step by step that all of your employees take. That way you can use this as a training manual so care managers and all employees know what is expected of them and know how to keep your business running even in your absence or the absence of other senior personnel.

And you’ll also have a blueprint to do a lot more than that. If you are hoping to build a scalable business, then having rock-solid operating procedures is one of the keys to realizing your growth ambitions. Take a look at any large multinational brand like Starbucks and you’ll see that no matter which location you are in around the world, the customer experience is the same. That’s because all of the employees are operating from the same playbook—the operations manual

Aging Life or Geriatric Care Manager- Like a Politician?

What Is An Operations Manual?

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