Waiting For Your Pitch – Swinging in Your Sales Strike Zone
T
onight I am watching the World Series and watching the psychological battle between pitchers and hitters. The pitcher’s goal is to avoid throwing anything over the plate while convincing the batter that every pitch will eventually rise, sink, curve or break into the strike zone. The batters instinctively want to rip every pitch and the balls coming at them look like cantaloupes with seams right up until the last moment of commitment. Getting on base ultimately depends on having the patience to wait for the right pitch in the strike zone and then making contact. It takes a keen eye to discern balls posing as strikes and actual hittable pitches.
This analogy is equally relevant in describing the sales process in senior living. The key in being a top closer is the ability to separate Prospect from Suspects early in the sales process before you spend a lot of energy swinging at an opportunity outside of the strike zone. Every community has a unique strike zone comprised of key demographics, strengths and unique differentiators. The strike zone may be comprised of geographical, educational, ethnic, religious, clinical, cultural, recreational or desirable amenities that attract your unique buyer persona. Your strike zone is also defined by basic sales realities such as the match of the buyers wants/ needs and your solutions, the access to key decision makers, financial qualification, the ability to manage the acuity and availability of the desired apartment type and location. Top Closers focus their energy on the prospects who fall within their strike zone.
There is a difference between the lead who is an unrelated friend of someone who is considering moving into the area from out of state with high care needs and limited financial information and the lead who lives up the street who attends the church/ synagogue/ mosque across the street, with a daughter and grandchildren in the neighborhood who was referred by a very happy family, is going to be released from rehab in less than two weeks and does not want to go home alone. All leads deserve empathy, information, and a helpful interaction to offer support and resources. Those in the strike zone need a focused, personalized plan with consistent follow up and a roadmap leading them to your doorstep. The reality is that not every lead is equal and Closers spend their time with those with the highest conversion opportunities. This is about prioritizing – not permission to avoid lead follow up! Leads that may not start off in your strike zone, can become strike zone leads with nurturing and creative follow up.
Ok sales team, it’s the Bottom of the 9th (the last week of the month!) and you need to score another move-in so take a look at your Hot Leads and prioritize those within your strike zone. Look for those with strong referral sources (professional, friend & family, grass-roots community, & referral agency leads) and those with an imposed urgency (imminent discharge date, break in support system such as private duty/ home care/ family care) and those who would respond to a short-term incentive. Keep your eye on the ball and when you are ready, swing for the fences – there is still time to get one more on the scoreboard this month!
