At the core of every successful (or unsuccessful) relationship is emotion. Whether we admit it or not, every business interaction involves emotion, as it is human nature to make decisions based on one’s “gut feeling.” While not a novel concept, this idea is worth bringing to light, especially in regard to the senior living industry.
Your prospects (residents and their families) are human and the decisions they make for themselves and their loved ones impact real people. In their buyer journey, they may often may go with the solution that “feels right.” Aligning their needs, wants, desires and interests with your specific offering, in a way that resonates with them, is how a successful relationship is formed.
This is very clearly outlined when looking at how a product becomes successful. Take, for example, children’s vitamins. Your child may need to take vitamins daily to boost their immune system and keep them healthy; however what they want is a treat that is sugary and sweet. From this concept, the thousands of variations of children’s vitamins were born.
People want solutions, innovation, differentiation, peace-of-mind and convenience. These mean different things to everyone. When “selling” a service, things become more convoluted and complex. Services are value-based, whereas products are need-based. Value is entirely subjective, which is why the marketing message, tactics and platforms your organization utilizes must be chosen based on data to ensure your efforts will resonate with your target audience.
In other words, by focusing on and truly understanding what makes your prospective residents and their families tick, your organization will be able to cater to exactly what they want. People respond to and are motivated by their wants and desires. By catering directly to those, your organization will be the clear option.
Once in the door, your offering and solution must then cater to exactly what they need. Many times, the customer is somewhat (or entirely) unaware of what they actually need, because the true challenge is unclear. As they continue to interact with your organization and see how you have helped them to overcome their obstacles, barriers or challenges, there will be no question as to whether or not they stay loyal.
Getting them in the door requires giving them what they want. Keeping them satisfied requires giving them what they need.