Differentiating Your Home Care and Adult Living Community
Finding ways to make your business standout from the competition and creating the value you offer – remember one thing: value is in the eye of the beholder – your potential customer. Your customer defines how much value you are to them… not you. You can ramble on but if the person you are speaking to can’t relate – you’re wasting time.
Maybe it’s your sales person who finds out the true value the product or service is worth to the customer. As Michael Boyette states it, “The salesperson who is able to deliver the greatest benefit at the least cost wins every time.”
Here is an exercise that you can do to help figure out the value you offer customers. This is what I call your Unique Selling Proposition or Compelling Value Proposition:
1. Describe who your target audience is?
2. What they are trying to solve?
If you are an adult living community it might be:
- more social activities, no more isolation
- meals are prepared for me, no more malnutrition
- no house repairs, smaller space that meets all my needs without hassle of home repair
- security, no worries about sleeping alone or break-ins
- safety, someone is looking out for me
Do you know the value your customer places on these benefits? What are the real costs to the adult/customer for not acting now and continuing to live a home? What does this customer consider a cost? How big are those costs?
3. What benefits would the customer gain when using your product/service? Why should they choose you and not the competition? Is your service/product different and better than the competition? List out the specifics on how you uniquely help customers to improve their lives.
ROI – Let’s look at the assisted living scenario – how does living in the Independent Living community save your customer’s money or makes them money? It could be that they are getting healthier; eating right, therefore saving money going to the doctor.
RISK – How is the Independent Living community help your customer reduce their risks?
TIME – How does your Independent Living community save time or maximize the value of time? Even if your customers know how to do what you sell (cooking, social events, secure environment), they will pay you a premium to do it for them if it will save them time. The value comes from your customers using the time you free up on high-return activities like making new friends easily, going of outings and trips, or spending quality time with their family.
BRAND – Who you are or what your company represents does translate into value for your customers.
What’s their MOTIVATION? What are your customers moving away from? What is their pain? Could be their adult children keep nagging them about moving out of their home. What is their pleasure? “This place has all the amenities that offer fitness, good food, great people – I just got to live here.”
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