Measuring Success with Prospect Centered Selling


How to measuring success in seniors housing sales prospect-centered selling with the “Stages of Change” model.

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Prospect-Centered Selling, SM when compared to transactional selling, can produce higher “visit-to-close” conversion ratios. The incremental gains from this approach appear to correlate the strongest with higher-functioning independent and assisted
living prospects, the ones who are not forced to move due to an immediate crisis.

This observation is supported by sales results from eight lease-up campaigns. Prospect-Centered Selling correlates success with meaningful prospect “advances” as well as other sales behaviors that are not considered relevant to the transactional sales model used by most seniors housing providers. For example, sales behaviors that anecdotally appear to contribute to the success of Prospect-Centered Selling include spending more time in the “Selling Zone,” building trust by asking more and better questions, personalized creative follow-up, and planning advances along a series of distinct “Stages of Change.” Further research is needed to properly assess the extent to which each of these factors impacts the visit-to-close ratio and overall sales results.