Why 3rd Parties Refer to You?
Selling benefits to third parties will get you referrals. Consider sales a relationship where you both give each other benefits. 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 what benefits you offer the third party if they are going to give you the benefit of a new client.
Most care managers think it is their expertise that will ensure the referral ¨But third parties cannot evaluate your expertise. Features like a great care plan do not work as most do not know what a really great care plan is ¨If you are selling a service like geriatric care management you are selling benefits
Selling benefits to third parties will get you referrals
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 know the benefits you are going to give them and their clients.
They want to be sure you answer ” What’s in it for me” 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 selling benefits.
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 the benefits you offer them and their clients¨Make a great first impression- with a third party- warm, helpful –and someone who will give them what makes their life better -just like care managers do in nursing or social work
Sales Meeting a Relationship Building Meeting
When you are finally in a marketing meeting with a third party who might refer a client to you-
Do not call this encounter a marketing meeting, For the care manager with “intangible” services, this is a relationship-building meeting.
People work with individuals who they like. So your objective is to improve the life of a customer. The idea is to tell how important relationship building is and how you can adopt it in your day-to-day life.
Relationships are not built overnight, it takes time to nurture. Strong, enduring client relationships are the lifeblood of most organizations. Understanding what your customers like, dislike will help grow your business. So you are selling benefits from your care management build your relationship to reap ongoing to new referrals
3rd parties will refer clients if you offer what benefits them.
3rd Parties Refer Clients if You Offer What Benefits Them.
¨You are presenting yourself and your services to a potential customer or referral source. ¨If you were selling widgets, you would have various sizes of widgets to show. ¨Because you are selling care management services- Intangible products
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 what will benefit you.” The only person in that marketing
meeting who really matters is the third party who will make the referral. They will refer clients if you offer what benefits them.
- If they are a conservator or guardian one benefit is you can act as ‘medical information hub,’ attending doctor appointments and providing Conservator with physician notes, current vital signs, medications information, and treatment directions.
- If the third party is an assisted living director you will engage with new residents who are not happy in the facility or want to move, by helping them find socialize with other residents through activity programs, make friends, and participate in outside activities, through your Quality of Life Assessment and through a Concierge Companion, so they will not move out
Even if you cannot make the class if you sign up you will get a recording the next day
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 
You will learn
How to create a winning sales pitch to a third party
The difference between selling features vs benefits
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 your 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 And Take of One-time Low price offers of Classes
assessment then asking for a deposit and signed contract the older gentleman said he could not afford her services and would not sign the contract at that time. The Aging Life care manager came up empty-handed.
keeping at home, COVID-19 safety in an elder’s home or home from the hospital with Covid-19)
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 Care Management Plus product is made by the adult child based on price, features, or availability. How will you give your customer, the adult child, or the third party who will refer you to the adult child, like an elder law attorney or an Assisted Living Director enough information to say yes? Does this buying decision require personal contact in intake by a GCM, a Care Management Plus sell sheet when you get a sales appointment with the Assisted Living Director, an elevator speech about the features of you care management products, a lists of benefits that you use to explain what the client and family will derive from using your services – or learning how to close a sale. Know all this makes you a care management salesperson. It will have to go in your business plan plus- be good enough to get you, customers who sign your contract and give you a deposit.
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 
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. 
