Senior Living Marketing Perspectives: The Executive Director’s Role in Sales

/in /by

Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard of Senior Living SMART and Erin Thompson of Aspire for More delve into the Executive Director’s pivotal role in the sales process. They discuss shifting from a sales to a service mindset, the importance of understanding resident needs throughout their journey, and how building trust and showcasing community strengths can enhance leadership and drive success.

Topics Discussed and Key Points: 

  • Understanding Success from the Prospect’s Perspective: Learn how to recognize and align with what success means to your prospects and current residents throughout their journey in the community.
  • Shifting from Sales to Service: Discover the fundamental shift needed from a traditional sales mindset to a service-focused approach, emphasizing that leadership and sales intersect through service within the community.
  • Being a Resource, Not a Sales Pitch: Explore how the Executive Director can act as a valuable resource, providing support and guidance rather than simply delivering a sales pitch.
  • The Importance of Last Impressions: Understand that how a resident or family member feels upon leaving the community is as crucial as their initial tour or move-in experience, and how this impacts the Net Promoter Score.
  • Building Trust with Prospects: Examine why the involvement of the Executive Director is essential in building trust and forming meaningful connections with prospects.
  • Showcasing Community Strengths: Learn how the Executive Director can effectively position the community by leveraging their deep knowledge of the community’s strengths and attributes.

Resources