How to master the Initial Inquiry

Objectives

Understanding our customersSafe Solutions – our answer to 911The initial inquiry phase – what is our goal?Understanding our customer’s needs and wantsThe tools available to you to help with taking the initial inquiry call

Who is our Customer? What are their needs?

Parent

Spouse

Future Resident

The Adult Child

•41% of baby boomers have a living parent and are providing care for them• 47 year old female daughter or daughter-in-law• Works full time• Has adult or “almost” adult children of her own – could be still paying for college

The Spouse

• They are “surviving” not thriving • Benefit driven – not need to move-in• Support the caregiver’s vision for what each day could be –

honoring their role and creating their space for continued involvement

• We can help the spouse make the best days for their loved one

The Future Resident

Our potential residents are in the toughest developmental stage of their lives.

Their struggle focuses on two things:1. The need for control2. The need to discover their legacy

Development Stages:

Toddler:Control Want vs. Need

TeenagerControlIndependence

SeniorControl Legacy

Future Resident

They process information slowerStories and metaphors work better initially than logicTheir need for urgency is very different from oursTheir communication style is non-linearTheir “repetition” is a valuable key to understanding what’s important to themThe obvious choice is not always right for themAdapt your language to their needs“This is your decision. We will work with whatever you feel is the right choice.”

From “The 7 Common Mistakes Professionals Make Communicating with Seniors” by David Solie, MS, PA

Adult Child vs. Senior CustomerYour approach and communication style during the initial inquiry and follow up are going to be very different for the adult child than for the senior customer.

Adult Child:Strong sense of urgencyTime constraintsWant facts in logical formatExpect solutions

Senior CustomerProcess ideas & solutions slowlyHave ample free timeEngage in non-linear thinking and conversationsStories/metaphors best approach to establish relationship

Spouse vs. Adult Child

Your approach and communication style during the initial inquiry and follow up are going to be very different for the spouse of the future resident than the adult child or other family

Spouse:Needs to be with spouse – it’s an end-of-life situationHow can we enhance their current life?Need to see the program working for their loved one – create an experience where the potential resident enjoys our programThey’ve got to want it – they deserve it, it’s got to be worth the money

Safe Solutions

• Treat EVERY call or walk-in as a 911 call for help!• Find the right solution, even if it’s not with you• Educate your team • Sell solutions – not real estate

Goals for the Initial Inquiry

1. Gather the right information

2. Create a positive, personal and memorable experience for the customer

3. Schedule a next step

Phases of the call

DiscoveryAsk Permission to Take NotesQuestionsListening

MatchingMatch their needs to your solutions

Next StepThis is your close – activities that are interactive, specific and require action

on the part of the customer

Preparing yourself for the day

EnvironmentTurn away from your computerShut the door to your office

YourselfPrepare yourself to ListenDo NOT multi-taskSMILE before answering the phonePosture

How NOT to Listen:

“My brother is not really involved until it comes time to talk about money…”

Oh I completely understand... I can tell her about this one time when we had a family that had some unusual dynamics and how it worked for them and…

Waiting to speak, instead of listening

How NOT to Listen

“My dad has a really tiny pressure sore, but it’s almost gone.”

“Ok. Why don’t you tell me what his hobbies are?”

Ignoring what you don’t understand or

think is important

How NOT to Listen:

My mom doesn’t know who I am anymore. She thinks I’m her mother.”

“I know exactly how you must be feeling…” Assuming you understand the details or how they feel

How NOT to Listen

“I guess my Dad really just needs help with cleaning and laundry.”

“Well, you have come to the right place! We offer laundry and housekeeping services once a week, and…”

Assuming you’ve heard “enough” to start solving

Active Listening:

General Lead

Restatement

Pause

Comfortable Probe

Impact Question

“Tell me more?” “What else should I know?” “Anything else?” “And?” “What else?”

Repeat back a key word or phrase with the sound of a question.

Just like it sounds… PAUSE. Allow the customer to voice their thoughts.

“For instance?” “Can you share an example?” “Tell me more about that?”

“How has this affected you?” “Tell me about the impact this has had on you and others?” “How often does this cause…?” “What do you think might happen if you don’t find a solution quickly?”

Discovery

Roots – Permission to ask questionsTrunk – Core Questions from Inquiry FormBranches – Queries to learn more about core questionsLeaves – Needs matching to serviceFruit – Time Activated Next Step

Let’s take a look……

Inquiry Forms

Next Steps

Identify the decision makerMatch the most important needs/wants with your invitation to present and let them experience the solutions at your communityDetermine the customer’s scheduleGive a choice of two days and timesWrite it down and repeat to verify

What you have learned

Your customer is your future resident – meet them where they are and learn how to communicate with themGoals during an initial call are to gather the right information, create an experience and schedule a time activated next stepSafe Solutions is your commitment to every person reaching out for helpThe inquiry process is systematic and logical – follow the process and enjoy great success

Practice