We recently did a mystery shopping assignment for several continuing care communities. All of the communities were happy to send us a brochure kit and in one case used federal express services to make sure the kit would be on our doorstep the next day.Each package was extremely comprehensive to the point of overkill. It would take a specialist to ponder their way through the information but that's for another Blog.
None of the communities called to followup after the packages should have been received. This is alarming. Each kit cost nearly $5 to mail and that doesn't take into account the kit's printing and the time to address the package.
Additionally, since my inquiry explained that a visit to the community would be likely in several weeks, why the need to provide this endless amount of information.
The websites for each community were very comprehensive.
Encouraged is a review of the collateral that is sent to a prospective customer. Less may be more. Review content to see if everything really is necessary...after all, you want a first-hand visit by the customer.
This is a good point Janis and a sign that training is needed.
ReplyDeleteWhen a prospect calls, the sales person must try to schedule the appointment over the phone and not sell the apartment. Many times, as you have illustrated, a full packet is mailed and little follow up is done. If follow up is done, the typical prospect response is "thank you for the info, we're not interested." ouch!
Take a lesson from auto salespeople (no, they're all not bad). How many times does the salesperson invite you in for a test drive? Do you really think they're going to send you a full packet..with prices. Not!
Selling CCRCs is a relationship business, pure and simple. Salespeople must learn how to show value of the personal visit. And yes, follow up after mailing anything!