Each time a senior living community has an opportunity to interact with a prospect, they have a micro moment. The question becomes: do you dazzle, waste it or — worst of all — create a negative moment?
By Steve Moran
Every week Google puts out something called “Think with Google”, where they publish marketing and leadership insights. I am becoming more and more addicted to it. Recently they published a series of articles on something they term “Micro Moments”.
From Google’s perspective, micro moments (Infographic) is about creating little digital moments for consumers who are using smartphones to shop for products or services. Their definition goes like this:
“An intent rich moment when a person turns to a device to act on a need — to know, go do or buy.”
They go on to elaborate that every time someone turns to their smart, web-enabled device — to find something, go someplace, do something or buy something — there is an opportunity to create a micro “experience” that will make that consumer more likely to purchase whatever product or service you are selling.
Micro Moments & Senior Living — Prospects
Sales trainer and Sherpa CRM (a Senior Housing Forum Partner) co-founder David Smith talks about doing things to “advance the sale” and — at least in the context of senior living — he is talking about creating a micro moment to dazzle.
Each time a senior living community has an opportunity to interact with a prospect they have a micro moment. The question becomes: do you dazzle, waste it or — worst of all — create a negative moment? If the focus is creating positive, amazing micro moments, then the relationship with the community and the prospects begins to flourish. Instead of dreading those follow-up calls, they become magical moments where both the prospect and the salesperson can hardly wait for the next one.
Micro Moments & Senior Living — Residents
The opportunity to create dazzling micro moments for residents is mind blowingly cool. I have this vision of going into a stand-up meeting and hosting a micro moments challenge, where each team member tries to create the most dazzling micro moments for the day . . . or maybe each department sets a goal.
Or maybe you take the six least engaged residents and brainstorm to create a micro moment for each of them during a day.
The possibilities are endless.
The Benefits Are Huge
Residents will love calling your community home.
Families will be amazed at how happy mom is.
The most demanding residents will become less demanding.
Residents will live longer.
Everyone will be more focused on talking about how amazing your community is.
Team members will love coming to work.
Team members will recruit their friends to come work for your community.
I would love to hear and tell your micro moment stories.