Senior Living Marketing Perspectives: Operating in the Senior Living Space Post-COVID with Amy McKinley
Topics Discussed and Key Points:
- Operating in a completely virtual environment
- How salespeople can effectively address concerns related to COVID-19
- Introducing empathy in the call and building a genuine relationship with the prospect with a no-touch system
- The senior living space in a post-COVID world
Episode Summary:
In today’s episode, Debbie speaks with Amy McKinley, a 35-year veteran of the senior living space and the Co-Founder and CEO at Senior Source Consulting Group.
Amy discusses the overnight reality of having to advise providers on selling their community in a no-touch environment. Amy says that salespeople “now have to be more on point.” For instance, in-person tours and face-to-face mystery shopping have exclusively turned into virtual walkthroughs and phone calls—which arguably take more skill to manage.
She adds that, nowadays, “we have to be more transparent, but in a way that is meaningful to the prospect.” It is important to make people feel important on the phone. This is, indeed, more work, but if done correctly, can easily allow one community to stand out in a sea of ever-increasing noise.
Health and safety have obviously become top-of-mind concerns among both prospects and providers. It is vital not just to demonstrate the safety measures your facility adheres to, but also to give good reasons why a family member should make the move to that facility as soon as possible. One point to emphasize is that it is much better for that family member to live among a community than to be alone in these uncertain times.
Salespeople should never rely on filling the CRM alone. Unfortunately, most do. What Amy recommends is for the salesperson to apply tactfulness during the call, keeping an appropriate balance between discovery and building rapport. In other words, salespeople should never forget the lasting power of building genuine relationships.
Emotion, after all, is what creates urgency to make a decision. “They’re not going to get to that point if you’re just asking a checklist of questions,” says Amy.
Resources Mentioned:
Senior Source Consulting Group
Contact Amy: 615-330-9553
