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Selling an Operational Community

Presented by Angela Hanson. Selling an Operational Community. Key Understanding. “CCRC’s are SOLD, not Bought” or. Selling an Operational CCRC. Lead Faces a Complex Decision Process- Financial Considerations Contractual Implications Choices that impact how they will live

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Selling an Operational Community

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  1. Presented by Angela Hanson Selling an Operational Community

  2. Key Understanding “CCRC’s are SOLD, not Bought” or

  3. Selling an Operational CCRC Lead Faces a Complex Decision Process- • Financial Considerations • Contractual Implications • Choices that impact how they will live • Negative emotional connotation • Sale of Home • Physical Move All and all, just too over whelming……

  4. Good to Great What qualities make a great sales person? One more…….. They are INTERESTED, not interesting

  5. Decision Drivers Phase/Care Level - Health Services- • Needs Driven Independent Living- Blue Sky • Plan in Place Operational • Ready to move

  6. Multi Layered Decision Process Getting to “yes”:

  7. Cart before the Horse “You can’t sell urgency before desire”

  8. You had how many cancels?? Question: What percentage of Blue Sky depositors typically move into a community? Answer: 50%

  9. Operational Sales Objective Overall Goal- Get people moved in! (Fast!)

  10. From Inquiry to Move-in • Sales Process- Take it one step at a time

  11. Sales Process

  12. Role Play • Select a lead you have • Be the lead • Inquiry • Discovery • Get to yes

  13. Inquiry Always Avoid Selling by phone Not being interested Not setting timing Specifics of pricing Qualifying by phone Sending too much • Ask how they heard • Confirm info • Have they visited • Reason for call • Try to get them in • Confirm next step

  14. On-site Event Always Avoid Over informing Over touring Too many attendees Specifics of pricing Going too long • Confirm rsvp • Establish agenda • Review logistics • Register • Basic & General • Utilize residents • Confirm next step

  15. Appointment Preparation • Review notes- • What do you know? • What do you need to know? • Notification of staff • Prepare collaterals etc. • Refreshments • Preview areas to be used/toured

  16. Discovery Observation Introduction Establish connection Explain process & timing Quid pro quo Be “interested” • Physical appearance • Mobility • Body language • Eye sight & hearing

  17. Tour Always Avoid Don’t show it “all” Dining on the 1st visit Assuming wants Rushing • Match to wants • Map in advance • Focus busy areas • Introductions • Basic & General • Utilize residents

  18. Apartment Selection • Availability • Price Point • Location • Features and benefits • Handling negatives

  19. Getting to “Yes” Objections • Too expensive • Apt too small • Desired apt not available • Residents too “old” • Don’t like food • Cheaper at home • “Not ready yet”

  20. Getting to “Yes” Obstacles • ACI • Terms of the agreement • Timing • Real Estate Market • Apt availability

  21. Getting to “Yes” Creating Urgency • Health approval • Inventory • Pricing • Reality of current situation • Seasonality • Incentives and Tools • If I could do X, ……….

  22. Deposit • CCRC ? • Your CCRC ? • Ready yet? • Understand value? • Found a great apt? • ACI supportive? • Reviewed finances? • Aligns with values? Ask for the check!

  23. Move Preparation • Move-in Tools • Real estate partners • Market Analysis • Market conditions • Organizer/Planner

  24. Actual Move • Make it happen • Hand them over • Ask for referrals!

  25. Share Your Challenges • Discussion of challenges in your specific community • Common themes? • Aging community – physical plant tired • Residents aging in place • Programming, activities, • Dining venues

  26. Share a recent success • Share your success • Share your ideas • Other

  27. Challenge Yourself

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