How to Drive Learning and Engagement of Sales Teams in Senior Living?
8 minutes read
Being in sales in the senior care industry is different. It’s a job that requires salespeople to be helping, caring, and empathetic while selling.
The onset of this pandemic has opened a new set of challenges before the senior living marketing directors. They now have to:
Virtually engage with the family members of the residents
Communicate about restrictions placed on visiting their elders
Assure them from time to time about the well-being and safety of their elders
Connect with the prospective residents and their families virtually
Reinforce positive narrative about the safety and preventive measures that are taken in the facilities against the spread of COVID
Give virtual tours of the community to the prospects etc
Wondering how to equip your MDs with knowledge, confidence, and enthusiasm to support the prospects and residents during these chaotic times?
A tested and proven method is to implement an ongoing, gamified learning campaign.
To implement this campaign, you can choose to run the learning mechanisms listed below:
Purpose: To gather crucial information from your MDs. Like,
How do they position your company with respect to the competitors in the market
How well can they deliver your company’s brand message
What are the top 3 questions that they find difficult to answer
Benefit: Anonymous surveys are a good way to collect information from the field. It helps you to identify training needs, customer questions that the MDs and EDs face, their understanding of your value proposition, and more.
How it works: You can choose to send surveys on any of these topics:
- Why is [company name] an expert in assisted living?
- Write about 3 questions from prospects which you have found difficult to answer
- How do we differentiate ourselves from our competitors?
2. Gamified Quizzes
Purpose: To help the MDs and EDs retain crucial information like business knowledge, competitive intelligence, about the industry, different steps of the selling process, and more.
Benefit: When you send regular quizzes, your teams answer these questions. This helps them to fight the Forgetting Curve and increases the retention of knowledge.
How it works: Send out a quiz with 5 questions every week. Choose a different topic for each quiz, like:
Foundational selling skills
Virtual tour etc
This way your MDs and EDs will be able to recall and retain important information for a longer period of time.
3. Remote Coaching
Purpose: To help your teams practice difficult sales conversations and to ensure that everyone delivers a uniform message while talking to prospective residents and their families.
Benefit: Remote video coaching enables salespeople to practice their sales conversations in a safe and supportive environment. It helps them to improve themselves through constructive feedback from their trainers and managers.
How it works: Create a remote coaching assignment around any sales scenario/ sales conversation and assign it to your marketing directors. The MDs prepare their script, practice several times, and record the video of their response. You have ensured that your teams practice their sales conversations.
Once they submit their response– you can evaluate it, give a score, and provide subjective feedback. You can also mark the best videos as “top” videos and share them with everyone. This gives recognition to the MDs who have performed well in the coaching. As well as create peer learning opportunities.
This is the best way to mentor your sales teams for peak performance.
- You are having a video call with a prospective resident’s family. They ask, “how does your facility keep my mom safe from COVID19?” Record and submit a 3-minute video talking about this
- Give a 10 minutes virtual tour of the community and explain how we clean/disinfect and maintain a safe facility for the residents
- A prospect asks, “How do you maintain social distancing in your community?” Deliver a convincing explanation so as to earn the trust of the prospect.
- A prospect is curious to know about the kitchen in our community and the kind of food we serve. Deliver a talk covering the following:
- Who decides the daily menu and the specials that we served
- About our well-trained and experienced chefs
- The nutritions that each meal carries
4. Microlearning Feeds
Purpose: To reinforce crucial information from time to time
Benefit: Microlearning breaks up the lengthy learning content into shorter chunks of information. Delivering these short-bursts of information regularly to your team, helps them to absorb it quickly and easily
How it works: You already have a lot of PPTs and training videos. Break down that lengthy learning content into shorter, digestible chunks of information (you can split it topic-wise). Then, convert those smaller chunks into various interesting formats like infographics, videos, or short twitter-like feeds (called microlearning feeds). Deliver these microlearning feeds regularly to the learners in order to reinforce key learnings.
- Best practices to give a virtual tour of the community
- New rules and guidelines that are enforced in the community during this pandemic
- Best closing techniques
- Best objection handling techniques
- Sales strategies to follow in the new normal
Create a Gamified Campaign
Now that you know of various learning mechanisms, focus on creating a gamified campaign out of them. Here’s how to go about it:
Pick the learning mechanisms that you would like to use
Create a quarterly campaign out of them (with weekly schedule)
Then, gamify that campaign
We have created a sample campaign here with a weekly schedule to help you understand.
Once you have the campaign schedule ready, you can choose to gamify it in order to make it fun and interesting. Here’s how to do that:
Create teams by regions or managers
Run a competition amongst these regions.
As the MDs complete weekly tasks, they win points. Points go up on the leaderboard and create the relative ranking
Track scores from the team leaderboard and other participant leaderboards
Announce winners at the end of the competition
Once the winners are announced, you need to reward them with exciting prizes and awards. Here are some awarding ideas you can use:
Champion of knowledge: Present this award to the participant who comes on the top of the participant leaderboard
The Legendary Team: This award goes to the team that comes on the top of the team leaderboard
Best Video: Present this award to the participant who has submitted the best coaching video.
Now that you have a killer gamified campaign plan ready, it’s time to create enthusiasm about it amongst your reps.
Published on Wed Sep 2 2020