It’s time: Digital Transformation of the Sales Process

Several weeks ago, I was invited to be a presenter at the Senior Care Digital Marketing Conference sponsored by Dreamscape Marketing. It was a great conference full of free information that can still be accessed online. And while I presented a variety of tips on creating a more personal virtual tour, part of my discussion was around the digital transformation of the sales process. There are a couple of leading indicators as to why it’s time to evolve the sales process. And please notice I stated, “evolve”. I’m not suggesting a revolution of the process. Here’s why the time is now:

• An April 2021 Study from the AARP - The key takeaway is simple. Our prospects have never been more tech-savvy and that will continue to improve. Here are two stats from the study:

  • Adults 70+ have a particular fondness for tablets, with more than half (53%) owning one, up from 40% in 2019. These tablets aren’t just sitting on a coffee table gathering dust: 69% of those 70+ said they use their tablets daily.

  • “…Technology gave older adults some good vibes, with 44% saying they have a more positive feeling toward tech now than they did prior to the pandemic.”

• Enquire CRM Benchmark Study - The data indicates a pre-pandemic 2019 gap of 88 days between Inquiry and Tour with about 1 in 5 of those that inquire actually taking a community tour. Huge jumps in 2020 as a result of COVID are still challenging midway through 2021, though some visitation restrictions have lifted.

• AgingChoices Research - Our colleagues at Aging Choices did a survey from November 2020 into June of 2021 with over 1,700 responses from older adults (average age of 73) or those looking for Independent Living, Assisted Living, and Memory Care. 53% of the respondents were looking for themselves. One of their findings was around “Preferred Next Steps" after inquiry. Here’s a list of the preferred next steps with numbers and percentages associated with each (note - some respondents selected multiple next steps):

  • Email Information - 840 (41%)

  • Virtual Tour - 462 (22%)

  • Speak to Advisor - 453 (22%)

  • Visit Community - 302 (15%)

• Roobrik data indicates one of the top three reasons older adults hesitate to make a senior care decision is not knowing "what life in a senior living community is like." Key takeaway: While senior living marketers have tried to create the concept of a “Day in the Life” with generalized schedules of various events, it’s simply not enough. We’re not aligning the value proposition of our community directly with the needs, wants, and interests of each prospect. Our sales teams need better tools.

• K4 Connect’s Summer 2021 Insights Report specifically highlights this point. “Community staff recognize technology as a driver of improving occupancy. 83% indicated that offering technology as an amenity improves community occupancy.” Key takeaway: Our prospects are expecting they will move into a community and utilize technology to enhance their lives within the community. If communities aren’t making the right first impression regarding technology adoption, sales teams are going to struggle.

So what this collection of data and research across the senior living industry indicates is that our prospects need better value proposition alignment before they come to take a tour - and - not only are they willing to do it with technology, but they are expecting to do it with technology. With only 15% of the respondents ready to take a tour - which is less than the Enquire Benchmark Data has indicated - we need to bridge this gap. We believe that bridge or the first step to that community value proposition alignment can best be accomplished through YourTour. Engaging the prospects via Zoom as a mid-step between their inquiry and well in advance of the tour “ask” will provide major benefits as the sales cycle progresses.

1. Your sales team will be able to make the best first impression. Prospects have a multitude of options in senior living, so how do you get out in front? YourTour helps you to make that best first impression.

2. Sell from the prospect’s perspective and meet them where they are in the process. YourTour helps you execute a very thorough discovery to learn more about that prospects’ interests, wants, and needs. Through unique personalization functionality, sales teams can favorite the particular amenities that drive lifestyle engagement and enrichment. You can also favorite specific floor plans that intrigue your prospects while eliminating the noise that causes Analysis Paralysis or The Paradox of Choice.

3. This initial interactive discovery session will set up the in-person tour to be more meaningful and help your prospects avoid tour fatigue. YourTour focuses the prospects’ attention to what matters most and helps you to eliminate distractions that can cause information overload.

4. Help the prospect evaluate faster and get “unstuck”. Why are “inquiry to move-in” rates so low in senior living? Prospects get stuck along the way, with a buyer’s journey that is non-linear. YourTour helps the prospect evaluate faster so that objections and real obstacles are uncovered during your time with them, allowing you to help them navigate around any misconceptions and misinformation.

The clear message we’re stating is this - it’s time. Our prospects are ready, so our sales teams better be ready. And YourTour is the platform you need to help you evolve your sales process to meet your prospects where they are. Do you want to learn more about how YourTour can enhance your sales efforts? Click here for more information or to schedule a demo.