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.
|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.