If you run sales and marketing for a senior living organization, I don’t need to tell you how much your world has been turned upside down over the last few months.
It’s hard to believe that, as recently as February, marketing and sales teams were focused on things like ramping up sales campaigns and digging deeper into target demographic data. Maybe you were even looking at investing in a new CRM platform to enable more data granularity and better sales/marketing collaboration.
Then COVID-19 hit, and everything changed. New campaigns were left hanging. Proposals for new CRMs were put on the back burner. Even follow up calls were left for another day. Why? Because most sales and marketing personnel were jumping on board to do their part in the effort to keep residents and employees safe. And, while progress has been slower than we’d like, it’s starting to work.
How will you market and sell in a post-COVID world?
Now, here we are in the middle of May and, while the COVID-19 battle continues, many sales and marketing leaders are feeling the impact of a changed world. Maybe you’re one of them. If so, you probably have lots of questions, such as:
- How will we get back on track with prospects?
- How will we handle events?
- When will we be able to conduct tours again?
- Will we need new technologies? If so, which ones?
Technology, most would agree, is what’s keeping many senior living communities afloat these days, allowing everyone to connect and collaborate. Here’s what we’re seeing:
- Virtual tours and events to engage with prospective residents and families
- Remote working for those employees who can do so
- Meetings through Zoom and other online conference technologies
Your CRM will be key to effective post-COVID marketing and sales. Here’s why.
The renewed focus on technology makes this the perfect time to evaluate your own sales and marketing technology and to make sure it is designed, not only for today but for the future. Here are some things to consider as we prepare for a post-COVID world:
- Get familiar with what you are going to need to move forward. How will you organize your online meetings and tours? Can your CRM handle Zoom integration and other online meeting integrations?
- Be prepared to automate more tasks. Things like email marketing, document merge, electronic signature and video are becoming required technologies for senior living communities. Sitting at the center will be your CRM system. Make sure it can handle it.
- Look at tighter integration between departments and systems. Your prospect follow–ups will need to be tightly calibrated to fit each individual in terms of where they are in the process, how and when they want to be contacted, especially given these sensitive times. Marketing and sales data should be integrated for seamless coordination between the two.
- Make sure new sales hires are able to hit the ground running. You will not want them to spend all their time trying to figure out what the last salesperson was doing. Again, your CRM should be able to provide a complete picture of each prospect, with next steps clear and easy to follow.
A final word. Now, more than ever, salespeople need to be selling!
With all this new technology that you will be using, it’s so important to guard against your salespeople getting lost in all of it. You want the technology, CRM or otherwise, to make it easy for sales to meet your prospects where they are, and easy for them to keep the momentum going. You want them managing their sales, not managing the technology.
Don’t get me wrong, the technology is great, and we must embrace it. But don’t forget the basics. Sales needs to be selling. Make it easy for them to do so, as we work towards a post-COVID world!
Give us a call at 800-570-6030 and see how Continuum CRM can improve your sales and marketing effectiveness without breaking the bank. Or, feel free to visit our website www.continuumcrm.com to learn more.