How many of your leads do you lose because of a lack of follow up? How many job candidates move on because they don’t get quick follow ups from your community? Whether it’s with your leads or your applicants, a lack of a follow up strategy could be the reason you don’t have full buildings or can’t fill those shifts. Without sincere effort and interest in keeping in touch, a business will lose. That’s why a solid touchpoint process is essential to your company’s growth and longevity.
What is a touchpoint?
Nimble.com defines a touchpoint as “any encounter where prospective buyers engage a business or sales rep to exchange information, address questions, or handle a transaction. Think of touchpoints as your prospective buyers’ every point of contact from the time they first become a marketing qualified lead (MQL) to the close of sale.”
How many touchpoints are the right amount?
It’s collectively agreed upon that a prospect needs a benchmark of eight touch points to make a sale. That includes starting with your marketing efforts, through talking to a sales director, touring, and finally, signing the dotted line.
We get it, following up with families and applicants takes a lot of time that you don’t have. If you’re already stretched thin, adding 10 hours a week to your already busy schedule to follow up with leads and applicants sounds exhausting. But if you don’t, the cost is detrimental.
According to data collected by IRC Sales Solutions, on average, only 2% of sales are made during the first point of contact. That means if you don’t follow up, even with a simple follow-up email, you’re missing out on potentially 98% of your sales.
Don’t let a lack of sales automation stop you from getting more sales. According to a study by Brevet, 80% of sales require an average of five follow-ups in order to close the deal. However, 44% of sales reps follow up with a prospect only once before giving up. After four follow-ups, 94% of salespeople have given up.
That’s a lot of revenue left on the table.
SeniorVu’s contact center agents will contact a lead or applicant at least 20 times in a 90-day period. We use a call cadence that’s automated, so, for our agents, it takes the guess work out of determining when to reach out and how often. That way our clients know every lead or applicant is never dropped.
How do you effectively incorporate a touchpoint system?
So now you’re convinced you need to follow up. But what’s the best way to give values so your leads convert to sales, or your applicants become hires? The bottom line is it’s important to lead with value and come from a place of service when asking a prospect about their search for a senior living community. It’s similar with applicants; they need to feel like their time is valued and respected throughout the application process. Here’s some tips to help you get started.
Make your leads and applicants feel special. Make sure your calls or emails are personalized to the person you are speaking with, and not a mass marketing or recruiting message. Research by Episilon states “80% of customers say they are more likely to do business with a company if it offers personalized experiences.
Our contact center agents will ask personal questions and truly get to know a family when we are talking with them over the phone. This increases trust between your brand and that family, and ultimately leads to more tours and move-ins.
Maintain a schedule based on your lead’s or applicant’s preferences. Ask your prospect the best way to contact them. Do they prefer you to call, email, or text? Would they prefer to do an interview over zoom or in person? Also verify the frequency of your contact, as to keep in touch but not overdo it. Copper Chronicles says, “Keep your client relationship strong by setting reminders to reconnect. A set communication schedule ensures that the conversation never dies down.”
Think of their future and yours. The Community Tool Box at The University of Kansas stated, “It’s always better to build relationships before you need them or before a conflict arises.” Establish trust, reliability, and a caring rapport, and people will remember you when it’s time.
At SeniorVu, we build each lead’s individual story, then customize a touchpoint plan for them. While some leads prefer email, others work better with a gentle voice on the other line. We think of their needs first.
Multiple Touch Points Means More Sales
MasterClass says, “The ‘nurturing’ step allows sales reps to follow up after presentations to continue easing a prospect further down the sales pipeline and into closing, answering any lingering or new questions from the prospect.” While not everyone is ready to complete a sale at the start, they may want to sign with your community after a time of reflection and weighing options. Buyer’s remorse is a big, unwanted deal in a senior living scenario, so giving leads space to decide and the opportunity for asking questions makes a huge difference.
At SeniorVu, we’ve seen firsthand the benefits of touchpoints, compassionate customer service, and fostering long-term relationships. We listen to what’s important to your future residents, and guide them to a place they can comfortably call home.