How to Craft Effective Sales Communications for Internet Referrals - Presented by: Caring.com, DEI Central & Write Advisors
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How to Craft Effective Sales
Communications for Internet Referrals
Presented by:
Caring.com, DEI Central & Write Advisors
Caring.com: The #1 Senior Care Resource
#1 for Senior Care Reviews
2 million monthly visitors
70,000 listings
50,000 consumer reviews
3,000+ original articles
Support groups
Part of Bankrate’s powerful
network of web sites
(14 million monthly visitors)
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DEI-CENTRAL – www.DEI-central.com
Accurately Forecast. Grow Occupancy.
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Write Advisors
• Write Advisors supports professionals in achieving their goals of
publishing in the nonfiction genres of business, biography, and
health & wellness.
• Our transmedia company provides counsel on creating and
extending your content using print, digital, and video channels.
• Contact me at: BBDaneker@WriteAdvisors.com / 404 783 5678
(cell phone)
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Agenda
• Hands-on communications
workshop for senior housing and
care Internet referral outreach
• Present referral scenarios for your
personal response
• Let our panelists share their
responses for you to compare with
your own
• Field your questions throughout
• Key takeaways
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Housekeeping Items
• The webinar is being recorded for
distribution to attendees.
• This is a one-way webinar where
only the emcee and panelists will
be speaking.
• Ask confidential questions or add
comments by typing them into the
sidebar pane.
• All of these slides will be sent to
you along with copies of the
scenarios and the panelists’
responses.
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Our Distinguished Panel
Jeanine Aspen Brennan Hughes
President, DEI-Central National Accounts Director,
Caring.com
Bonnie Daneker Vishal Shroff
CEO, Write Advisors Director of Sales,
Caring.com
Megan Fletcher Shannon Ingram
VP, Industry Marketing,
Director of Client
Caring.com
Services, Caring.com
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Effective Communications Goals for Internet Referrals
• Be the first to respond!
• Use the notes from your referral
partner to create a personal
response.
• Mention referral source by name.
• Have as your goal a face-to-face
meeting.
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Objective of the call or email: Set a Face-to-Face
Appointment
The 1st provider to get a …has a 5X greater
face-to-face meeting with chance of getting them
the prospect…. to become a customer!
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When you don’t get a person to answer Leave a MESSAGE that get’s a returned phone call 10
Message: Simple and Clear
Get their attention and identify yourself:
Hello, Mrs. Smith. My name is Kathy Jones from Avalon Senior
Living.
Purpose of the call:
I’m calling regarding Judy Smith, your advisor from Caring.com.
Return call request:
Please call me at 555 555 5555.
Thank you.
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After the Voice Message
Generate an email that starts the e-communication
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Maximizing your Internet Referrals
Follow up any internet lead
immediately.
Leave a message that is
likely to get returned.
Follow up a voice
message with an email.
Be patient, follow up
multiple times.
Have as your objective
a face to face meeting.
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Communication Scenario 1 A – AL/IL
Susan is looking for an
independent senior community for
her mother, Evelyn, 89. Evelyn lives
independently in her own home in
Milwaukee and is moving to
Chicago to be near Susan within
the year. Budget range is $3K to
$4K per month from Social
Security, pensions and savings.
Susan is just starting to tour.
Thank you, Lucy King – Family
Advisor, Caring.com
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Communication Scenario 1 A – AL/IL
• TOUR SCHEDULED – Call to confirm now!
• Susan Smith – August 28th at 1 PM
• Mobility: Walker
• Cooking: With assistance
• Cleaning: With assistance
• Medications: No assistance
• Diabetic: No
• Driving: No
• Bathing: No assistance
YOUR TASK:
WRITE A SCRIPT FOR YOUR CALL TO SUSAN TO CONFIRM THE TOUR, ASSUMING
YOU GET HER ON THE PHONE & SCRIPT FOR VOICEMAIL MESSAGE.
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Communication Scenario 1B - IHC
Hello. Sharon Burns wants to hear
from you! She called wondering
about whether she should move
her brother-in-law into a nursing
home, and I suggested she
consider home care as well. Let’s
work together to find the perfect
senior living solution for Sharon.
Thank you! Margo Lee – Family
Advisor, Caring.com
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Communication Scenario 1B - IHC
• Contact: Sharon Burns
• Relationship: Relative
• Care Recipient Information
– Inquiry on behalf of: Brother-in-law
– Living situation: With Family
– Seeking In-Home Care
YOUR TASK:
WRITE A SCRIPT FOR YOUR CALL TO SHARON TO DISCUSS HOME CARE NEEDS FOR
HER BROTHER-IN-LAW.
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Experts weigh in…
SCENARIO 1A SCENARIO 1B Q&A
Brennan Hughes Vishal Shroff
Jeanine Aspen Bonnie Daneker
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Scenario 2A – AL/IL
Jane Doe is looking for an independent
senior community for her mother, Claire,
90. Claire lives alone, independently and
handles her own personal care. She uses
a cane. Jane has started to tour and is not
ready to schedule any visits at this time.
Her budget is $2K-$3K per month and
Jane didn’t want to provide more financial
info. Jane doesn’t want any phone calls.
She’d like to review the information online
before any contact is made. Please send
information via email and request a time to
speak further. Thank you. Lucy King –
Family Advisor, Caring.com
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Scenario 2A – AL/IL
• Mobility: Cane
• Cooking: No
• Cleaning: With assistance
• Medications: No assistance needed
• Diabetic: No
• Driving: No
• Bathing: No assistance needed
YOUR TASK:
WRITE AN EMAIL INTRODUCTION MESSAGE TO JANE
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Communication Scenario 2B - IHC
Hello. Melinda Blake wants to hear from
you! She provided her phone number
but doesn’t want a call. She would like
to review the information online first
before any contact is made. Please
send information via email with an
introduction and request a time to
speak further. Let’s work together to
find the perfect senior living solution for
Melinda. Thank you! Margo Lee –
Family Advisor, Caring.com
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Communication Scenario 2B - IHC
• Contact: Melinda Blake
• Relationship: Daughter-in-Law
• Care Recipient Information
– Inquiry on behalf of: Lucille (Mother-in-Law)
– Living situation: With Family
– Seeking In-Home Care
– Requires Care: 30-days
YOUR TASK:
WRITE A SCRIPT FOR YOUR CALL TO MELINDA TO DISCUSS HOME CARE FOR HER
MOTHER-IN-LAW.
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Experts weigh in…
SCENARIO 2A SCENARIO 2B Q&A
Megan Fletcher Bonnie Daneker
Jeanine Aspen Vishal Shroff
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Communication Scenario 3A – AL/IL
I just spoke with Jim Crickett who is beginning to
research AL communities for his wife, Rachel, 81.
Rachel recently returned home from rehab after a
fall & broken hip. She has dementia & gets
confused about who’s who, but is generally alert &
able to express herself although her verbal skills
are declining. Rachel needs assistance with
showering, med’s and toileting (most of the time
she is continent but wears Depends as a back-up).
She uses a walker& doesn’t wander, but would
likely need guidance to meals. Currently they have
an aid coming 3 days a week to help with
showering and give Jim a break. He wants to be
prepared to move her within 3 to 6 mos. He can
afford $5K+ per month for her and he is a Korean
War veteran. Thanks, Lucy King – Family Advisor,
Caring.com.
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Communication Scenario 3A – AL/IL
• Memory Care Needed: Dementia
• Mobility: Walker
• No cooking, cleaning
• Needs assistance with medications
• Not diabetic
• No driving
• Needs assistance with bathing
YOUR TASK:
WRITE A CALL SCRIPT & VOICEMAIL MESSAGE FOR REACHING JIM.
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Communication Scenario 3B - IHC
Bill Green wants to hear from you! He
lives in Pasadena and is seeking help a
few hours a week for his father, Ed Green,
who lives in San Diego County, up near
Cuyamaca College. Contact Bill at (500)
500-5000. Let’s work together to find the
perfect senior living solution for Bill.
Thank you! Margo Lee – Family Advisor,
Caring.com
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Communication Scenario 3B - IHC
• Contact: Bill Green
• Relationship: Son
• Care Recipient Information
– Inquiry on behalf of: Edward Green, Father
– Living situation: Alone
– Seeking In-Home Care
– Requires Care: 30-days
YOUR TASK:
WRITE A SCRIPT FOR YOUR CALL TO BILL ABOUT HIS FATHER’S HOME CARE NEEDS.
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Experts weigh in…
SCENARIO 3A SCENARIO 3B Q&A
Bonnie Daneker Megan Fletcher
Brennan Hughes Jeanine Aspen
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Key Takeaways
Create a template Exude empathy, Your strategic
for different kinds formula:
expertise & attention >
of responses so
you can be the first compassionate introduction >
confidence purpose >
responder appointment
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Next Caring.com Webinar
“Burden or Benefit? The Truth About
Senior Housing CRM Systems”
Thursday, September 25, 2014
2 PM Eastern/11 AM Pacific
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Contact Our Experts
Jeanine Aspen Email: Jaspen@dei-central.Com
Bonnie Daneker Email: Bdaneker@gmail.Com
Megan Fletcher Email: Mfletcher@caringcom
Brennan Hughes Email: Bhughes@caring.Com
Vishal Shroff Email: Vshroff@caring.Com
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THANK YOU FOR JOINING US TODAY!
E-mail: SIngram@caring.com
Please send your feedback to
Shannon Ingram, VP/Industry Marketing Phone: (415) 320-8535
A link to this presentation, the recording, and the experts’ responses will
be available to attendees within the next few days.
Look for an email from Caring.com.
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