Fara Gold presents

Understand how to qualify and target potential and existing Referral Sources for community/cluster Create a prioritized Referral Source list Design a Pre-Call plan for new Referral Sources Conduct an effective Needs Assessment Demonstrate how to handle common objections and advance a Referral relationship Integrate a Referral Development strategy into your 6-month Marketing Plan

Targeting Pre-Call Planning Effectively Overcoming Barriers Planning Effective Meetings/Needs Assessment Advancing the Relationship Tracking, Measuring and Analyzing Results

Create a Targeted Referral Development List Qualify current and potential Referral Sources Prioritize your list Determine contact frequency Assign organization/contact ownership 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

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

“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

Referral Category Number of Contacts Number of monthly referrals Number of move-ins (30% conversion rate) Annualized number of move-ins A B C Total

Your C Accounts Your B Accounts Your A Accounts

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 Source Priority Min Frequency of In-Person Contact with Referral Source Min Frequency of Other Communication (Phone, Letters, Fax, , etc.) AOne visit every 30 daysOnce every 15 days BOne visit every 60 daysOnce every 30 days COne visit every 90 daysOnce every 45 days

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

Previous referral history (With your community or competition) Client profile/demographics Organizational purpose Professional or personal affiliations to your community/cluster Current issues they may be experiencing

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.

Turn the gatekeeper into your advocate Treat them with respect Ask for their help Be prepared with your Pre-call Plan Use your Purpose Statement Offer a solution (best time to call…be flexible!) Don’t forget your secondary objective Use their name Keep a smile on your face!

Summarize the issues your referral source has shared with you Confirm the time, place and meeting attendees Ask for suggestions to the agenda Don’t forget the thank the referral source!

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

A Needs Assessment is a face-to-face meeting to: Confirm referral potential Identify critical needs by asking effective questions Advance your relationship with the referral source

“Seek first to understand, then to be understood” Stephen Covey

Anticipate needs, problems or concerns Develop questions Use effective questioning skills Plan an advance to gain commitment

Updated contact information Type of organization Amount of potential referrals Relationship with competitors Awareness of Your Community Validate needs/develop additional needs Preferred communication method Next steps

Medical Practices Provide in-service/CEU training Provide referrals to the practice Ask MD or APRN to speak at events Realtors: Mutual referral program Ask to speak at seminar Host local association meetings

Business needs Surface needs Well-developed needs Personal needs Professional development or advancement Recognition/appreciation Interests Sports/hobbies Community associations Time constraints

Benefits Are intangible Directly pertain to the referral source’s needs Show how our services can provide a solution to their needs Advances should provide a solution to a customer need!

What one thing will I do differently in each area when I return to my community tomorrow: Targeting referral sources Pre-call planning Handling Objections Advancing the relationship Tracking and Measuring

Remember you are creating new relationships Connecting Referral Sources to the Experts in Your Community Selling Value and Solutions to Problems Maintaining and nurturing the relationships for on-going referrals is a must