Posts

Sell to the Ballerina, Not the Wheelchair

Sell to the Ballerina, Not the Wheelchair

/0 Comments/in /by

In Senior Living Sales

Recently, I had the opportunity to attend David Smith’s One On One Sales Training and he showed us this picture to illustrate his prospect-centered approach. It brought me back many years when I was a sales counselor and a new resident named Bea scooted herself down to my office in her wheelchair to tell me that she was bored. We chatted for a few minutes and I asked why she was not enjoying any of the day’s activities. She just sighed and said “the problem is that everyone here is so old”. “But Bea”, I replied, “you are 99 years old and almost every resident here is younger than you!” Her response stayed with me; “when I look in the mirror, I see a young and vibrant woman”.

I now realize that I was seeing the woman in the wheelchair but Bea was seeing “ballerina self“.

So, are we selling to the woman in the wheelchair or the ballerina?

There are two different sales philosophies in the senior living industry today – transactional and relational.

Philosophy

Transactional

Relational
Target Demographic Need based & urgent prospects The “Not Ready” prospects
Available Market 10% of the qualified market 90% of the qualified market
How To Measure Effectiveness More Activities – More Leads, More Calls & Tours, Less Time from Inquiry: Move-in (shorten the sales cycle), Do More & Be Quicker Spend More Time in The Selling Zone – Face-to-face/ voice to voice/ planning/ creative, personalized & proactive follow up.
What Are We Selling Features, Benefits of Real Estate, Lifestyle & Experience Change
How We Are Selling Get all the qualifying information including wants, needs, finances, time frame and then match information to community solutions and sell “better & difference story”. Focus on readiness to change, stage of change – denial, thinking, planning or action. Build a relationship, help guide prospect to the best decision for them and learn life stories.

The transactional approach sells to the woman in the wheelchair and the relational approach sells to the ballerina.

senior living marketing

Senior Living Sales Strategies: Selling Memory Care

/2 Comments/in /by

There is a reason that a family member decided to pick up the phone when they did and call you. Finding out the reason is key in selling memory care. Here are the six senior living sales strategies to remember when selling memory care:

1. Listen, Listen, Listen, and then Listen Some More.

  • Allow the family time to vent and explain their frustrations.
  • Make sure to give them an opportunity to ask questions.
  • Ask open-ended discovery questions. This will give you more information regarding their situation and concerns.
  • Learn about the potential resident and stress points. Why did they pick up the phone and call you?

2. Selling Memory Care – Educate and Inform.

  • The more they understand, the more control families have over the decision making process.
  • Don’t overwhelm families with too much information.
  • Use different resources. Some people learn more from books and pamphlets, others from videos or lectures.
  • Build a resource library with plenty of helpful guides, blog posts, and other premium content.
  • Offer support groups and educational programs.

3. Senior Living Sales Strategies: Help Solve Their Problems.

  • Reduce stress during the decision making process – providing the right amount of support.
  • Offer respite services.
  • Know your Community Resources:
    • Alzheimer’s Association
    • Elder Law Attorneys
    • Counseling Professionals
    • Geriatric Medicine Professionals

4. Listen…Yes Again! Mark Twain once said, “You have two ears and one mouth, so you should listen twice as much as you say.”

  • Listen to what is being said as well as what is left unsaid.
  • Don’t jump to fill pauses in the conversation.

5. Remember it’s an Emotional Process.

  • Families may not always be rational. Provide patience and don’t judge.
  • The decision to call you is often filled with guilt. Guilt can be the main hurdle to overcome.

6. It’s All About the People.

  • Physical Environment is important – but it’s all about who is going to be taking care of mom.
  • Engage with residents and associates on tour.

Things to keep in mind during the tour and move-in process:

  • Encourage families to make a decision before a crisis (fall, wandering) occurs.
  • Make the decision process less daunting by providing support for the Move-In process.
  • Recognize and understand what each family is going through and recognize that each family and each situation is unique.
  • You do this every day – for families, the tour and move-in process is often unknown and overwhelming.

Senior Living Sales Strategies Need to Be Aligned with Marketing!

That’s precisely where we can help! Get in touch and let’s discuss your sales and marketing needs.