As a hotel manager turned assisted living administrator - I have a unique perspective on what it takes to make a good first impression in both the assisted living and hotel industries -

When I joined The Hamister Group, Inc in 2006 as an assisted living administrator, I had 24 years of hospitality experience. Most of which was spent in management positions at full- and select-service hotels across the country.

My recently acquired assisted living experience has given me a fresh perspective on making a good impression in hotel sales.
 
Staff Involvement Increases Credibility

Positive encounters with staff other than the administrator or sales person are crucial in assisted living. We ask all staff to acknowledge both touring customers and the tour guide, and to say a few kind words if possible.

If the input of certain department managers—such as the Director of Nursing or the Food Service Director—is of special significance to the touring family, we may ask them to participate in a sit-down discussion.

Although staff involvement in sales is not always possible in hotels, where most customers are unlikely to visit before making a decision, the technique can be used with great success in attaining group business. Duane Rankin, one of my hotel colleagues, regularly involves other staff members in hotel visits when appropriate.

Duane recently had a group of gamers stay at his hotel. The group was concerned about electricity problems because their equipment drew more power than most hotels could provide. Duane asked Ed Horn, his maintenance director, to join the tour; Ed spoke with the customer, assessed his needs, and guaranteed that he could provide a solution. The technique proved effective: Duane booked the group and received a letter from the customer commending his extra effort.

Customers Sell

In assisted living, it is fatal to forget that present customers contribute to the first impression. It's not enough for staff to be well-dressed and friendly. Residents are also selling, whether they realize it or not. If your customers look unhappy or disheveled, prospective customers will notice and fear that their family member will not receive proper attention in your residence.

Gary Pelton is based at the Hamister Group, Inc.