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Training Objectives
Understand how to qualify and target potential and existing Referral Sources for community/clusterCreate a prioritized Referral Source listDesign a Pre-Call plan for new Referral SourcesConduct an effective Needs AssessmentDemonstrate how to handle common objections and advance a Referral relationshipIntegrate a Referral Development strategy into your 6-month Marketing Plan
Key Components
TargetingPre-Call PlanningEffectively Overcoming BarriersPlanning Effective Meetings/Needs AssessmentAdvancing the RelationshipTracking, Measuring and Analyzing Results
Referral Development Model
Create a TargetedReferral Development List
•Qualify current and potentialReferral Sources•Prioritize your list•Determine contact frequency•Assign organization/contactownership
Create a Pre-Call Plan
•Identify potential needs•Plan questions in advance to uncover needs•Handle referral source objections
Conduct Needs Assessment
•Gather key information•Uncover additional needs•Present benefits•Follow-up
Advance the Relationship
•Continue to investigate needs•Act as a resource•Measure and evaluate results•Integrate into quarterly Marketing Plan•Broaden relationships
Outcomes: increased lead and move-in volume at a lower cost per sale
Referral Source Management
Creating and maintaining a well-qualified referral source list is the key to focusing on those individuals and organizations which will yield the most results, thereby allowing you to use your time most efficiently and productively
Prioritizing Your Referral List
“A”: refer 12 or more leads a year“B”: refer 5-11 leads a year“C”: refer 0-4 leads a year – these could be new, undeveloped or past-referring contacts
“A”s are priority contacts, “B”s and “C”s are good contacts
How Many Contacts Do You Need?
Referral Category
Number of Contacts
Number of monthly referrals
Number of move-ins (30% conversion rate)
Annualized number of move-ins
A 10 10 3 36
B 20 8 2.4 27
C 30 2.5 .75 9
Total 60 20 6 72
Prioritizing Prospective Sources
Is this an organization or professional who has:
Clients who are 80 years or older?Clients with medical, physical, and social needs that our community can meet?Clients who are likely to stay in our community for more than one year?Clients who can financially afford our community?
Referral Contact Frequency
Referral Source Priority
Min Frequency of In-Person Contact with Referral Source
Min Frequency of Other
Communication (Phone, Letters, Fax,
E-Mail, etc.)
A One visit every 30 days Once every 15 days
B One visit every 60 days Once every 30 days
C One visit every 90 days Once every 45 days
4 Steps of Pre-call Planning
1. Do your homework – gather information in advance
2. Identify potential referral source needs
3. Develop a list of questions to clarify those needs and surface additional needs
4. Establish your primary and secondary call objectives
Information to Gather
Previous referral history (With your community or competition)Client profile/demographicsOrganizational purposeProfessional or personal affiliations to your community/clusterCurrent issues they may be experiencing
The Purpose Statement
A Purpose Statement describes what you want to talk about in your next meeting, conveys a benefit to the referral source, and will allow you to gain agreement on the objective of the meeting.
Working with a “Gatekeeper”
Turn the gatekeeper into your advocateTreat them with respectAsk for their helpBe prepared with your Pre-call PlanUse your Purpose StatementOffer a solution (best time to call…be flexible!)Don’t forget your secondary objectiveUse their nameKeep a smile on your face!
Gaining Agreement to a Meeting
Summarize the issues your referral source has shared with youConfirm the time, place and meeting attendeesAsk for suggestions to the agendaDon’t forget the thank the referral source!
Handling Objections
•Paraphrase the Referral Source’s objection •Ask if you’ve captured the objection•Encourage the referral source to “tell me more”•Verify the true objection
•Offer resolution:• Valid issue –
take action• False
impression – offer clarifying information
• Cynicism – provide testimonials
•Verify for agreement
• Ask the referral source if the objection has been resolved
• Advance the call
Needs Assessment
A Needs Assessment is a face-to-face meeting to:
Confirm referral potentialIdentify critical needs by asking effective questionsAdvance your relationship with the referral source
Pre-Call Planning
Anticipate needs, problems or concernsDevelop questionsUse effective questioning skillsPlan an advance to gain commitment
Components of a Needs Assessment Tool
Updated contact informationType of organizationAmount of potential referralsRelationship with competitorsAwareness of Your CommunityValidate needs/develop additional needsPreferred communication methodNext steps
Ways to Move the Sale Forward
Medical PracticesProvide in-service/CEU trainingProvide referrals to the practiceAsk MD or APRN to speak at events
Realtors:Mutual referral programAsk to speak at seminarHost local association meetings
Key Knowledge to Plan an Advance
Business needsSurface needsWell-developed needs
Personal needsProfessional development or advancementRecognition/appreciation
InterestsSports/hobbiesCommunity associations
Time constraints
Needs and Solutions
BenefitsAre intangibleDirectly pertain to the referral source’s needsShow how our services can provide a solution to their needs
Advances should provide a solution to a customer need!
Applying our Skills
What one thing will I do differently in each area when I return to my community tomorrow:
Targeting referral sourcesPre-call planningHandling ObjectionsAdvancing the relationshipTracking and Measuring
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