SECURING THE RIGHT TRAINING OPPORTUNITIES FOR SALES STAFF
percent increase in their tour-to-move-in conversion and a more than 72 percent in- crease in new lead-to-first tour conversion. “We are very proud of the way the learners have implemented the training,” said White. Senior Lifestyle is also using the program
to coach both new and tenured associates on the Senior Lifestyle brand. “This has allowed consistency and ease of course correction due to the effectiveness of the tools and training the program provides,” she said. The next step is creating a higher-
level marketing workshop. “I think we all do a fine job with the initial skill set, but I want our salespeople to have a strong busi- ness acumen so they can be more impactful. Understanding how to influence outcomes to exceed budgets, how incentive use can be a friend or foe depending on how you use them, and how to really get into the data to make strategic plans instead of instinctual decisions is critical,” said White. Like Senior Lifestyle, Vitality Senior Liv- ing has also developed its own curriculum
of sales trainings. “The company customiz- es the offerings for specific job roles, includ- ing community sales, concierge, manager, and executive director,” said Deborah How- ard, vice president of sales and marketing. Specifically, community sales professionals are trained on inquiry and discovery skills, red carpet tour training, external business development, creative follow-up, financial solutions, Vitality Standards, reports, and customer relationship management. Exec- utive directors are trained in the Morning
YES, YOU'LL STILL GET PHONE CALLS
The idea behind mystery shopping is to give business owners and executives insight into whether a company is deliver- ing on its brand promises at the point of interaction with the customer, according to Mike Miller of Primo Solutions. Mystery shopping isn’t new in senior living—providers have long relied on their own and outside mystery shoppers to find out how their associates are really interacting with customers. So although it’s not a new idea, it’s one that still works. In fact, provid- ers may be alarmed by what a mystery shopper might find. “The results are not only mind blowing, but quite disturbing,” said Miller. Consider what he has found:
OF THE TIME it took 10 or more calls to speak to a sales counselor.
15% OF QUESTIONS 90%
asked by the sales counselor are closed- ended questions, which makes it nearly impossible to build rapport.
98%
OF THE SALES COUNSELORS
talked more than 70 percent during the entire call.
OF THE TIME the prospect was asked to visit the community in the first two minutes of the call. No
45%
rapport or discovery was attempted.
OF THE TIME prospects did not get answers to their questions on the first call.
35%
The receptionist
asked for the caller's name only
20% OF THE TIME. 18 SENIOR LIVING EXECUTIVE MARCH/APRIL 2018
OF THE SALES COUNSELORS used the brochure as the close.
60%
OF THE SALES COUNSELORS invited the
38%
prospect to visit the community.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
