Communication and Discovery: The Art of the Sale

1. Tricia Mackin presents Communication and Discovery: The Art of the Sale

2. Words Don’t Have Meaning… People Do!

3. Communication Quiz • What part of communication is verbal? • 7% • What part of communication is tone? • 38% • What part of communication is body language? • 55%

4. First Impressions • Every aspect of our interaction with them and their experience with us is part of selling • Greeting • Open the door for them • Offer a beverage • Take a seat • Remember, while you are qualifying them… they are qualifying you to determine if you are trustworthy • Appearance • Eye Contact • Their entry experience with you • The way you treat colleagues and residents

5. “Who” They Are – Not Just “What” They Say • Whatthey say are just the facts: • Price • Square footage requirements • Toilet Height • Who they are • Personality • Personal history • Relationships • Hopes and dreams • Fears and realities

6. Discovering the WHO 15-2-10 15 – Minutes of Prep Time 2 – Minutes to Mirror and Build Rapport 10 – Minutes to listen to needs and/or 10 Questions

7. 15 Minutes - Preparation • Consult notes in REP’s • Prepare mentally to listen • What might be exceptional about this person • Plan questions unique to their situation • Where do I find a connection? • Be a Trusted Advisor • Consistent Helper • Solution Provider

8. Mirroring to Build Rapport • Name that time…she can do it in 2! • Is a sale won in the first 2 minutes? Rarely if ever • Can it be lost in the first 2 minutes? Absolutely!

9. Socializer • Happy, friendly, gregarious • “Relaters” – don’t care for details • Talk fast and sometimes too much • Like compliments • Take up lots of your time • Be friendly and outgoing…even if that is not your natural personality

10. Thinker • Might stay silent on entire walk from lobby to office • They need reassurance and not pressure • Do not engage • Until they get settled in • Have your full attention • Give them • Physical space • Talk less • Talk slowly

11. Director • Aggressive – like to get right to the point • Speaks in short, staccato sentence • Does not want to “waste” time socializing • Move fast • Speak less • Be intentional • Be concise

12. Who am I??? • A touch of schizophrenia… • Never underestimate how mirroring their body language can create a positive experience

13. 10 Questions/10 Minutes • No one wants to be sold to…but we all like to buy • Take 10 full minutes to really get to know them • Each individual is different • Ask 10 questions unique to them (Remember, you already wrote these down in the 15 min prep time) • Take notes!! • Note taking builds credibility • They will know you are truly interested when you are taking notes and will go deeper with their conversation

14. Why Take Notes? • Senior adults know there is only so much verbal information they can retain… you can bet they are wondering if you are able to retain all of the intimate details they are sharing with you • Write down your notes into key categories • Family, Connections • Home Value • Interests • Barriers

15. Dive Deep • The order of your discovery does matter • Don’t descend to fast…and also never ever ascend too quickly • Seeing/Experiencing the lifestyle • Current decision maker • Urgency • Basic Needs • Ability

16. See Them – Learn Their Experience • The LENS Principle: Who we are determines how we view others • If you are a quick decision maker – don’t assume they are • Cynics tend to view decisions in a cloud of negativity • Do not read their minds or interrupt–let them finish speaking! • Don’t spend listening time thinking – really listen! • Our primary job is to infuse optimism for their future • Hope for what the future holds for them!

17. Experience Questions • Experience: Where do they live; what do they know about your community (both the sponsor and/or local community); what do they know about CCRC’s. • What prompted you to call today? • How did you happen to hear about Amazing Community? • Have you visited Amazing Community before? If so, what appealed to you? • Clarifying Questions: • Have you been researching retirement options long or are you just getting started? • Do you know anyone who lives in a CCRC? Amazing Community? • What do you know about our sponsor?

18. Current Decision Maker • Reason for Current? • Asking solidifies that they are in control of the decision • They want to decide their own destiny • Not all will be in this situation but still feel the NEED to maintain a level of independence in the decision

19. Urgency • Urgency: How urgent is the need; is there a time frame they are thinking about; how much time should we spend with this 'prospect' • Tell me about your current situation. • What would be a possible timeframe for considering a move? • Clarifying Questions: • What is motivating you to research retirement options at this time? • Have you and your spouse reached agreement on retirement options? • What do you believe is a solution to {the issues which motivated you to address your current situation and shop for a retirement option}?

20. Basic Needs

21. Primary Motivators • Motivations: Ask them what’s No. 1 • Security: Physical/Financial • Nutrition: Chef, variety, choices • Loneliness:Active or anonymous as you choose to be • Fitness: Want to know it’s available • Privacy: Communal living

22. Basic Needs • What are their personal requirements? • What are you looking for in retirement living options? • What do you enjoy doing when you are not researching retirement options? • What special interests do you have? • What is the most important thing to you in considering this decision? • Clarifying Questions: • If they immediately address pricing: Are you more interested in a one bedroom or two bedroom? • What is the right community going to feel like to you after you move in and have lived in your new home for six months?

23. Ability • Why do we hold questions related to ability to pay or manage independently until the end of the discovery process? • Need must first be illuminated • If people realize they have a need that has a viable solution…their ability to choose that option is greatly enhanced • What is their physical and financial ability? • Where do you live now? • How long have you lived in your current house • Clarifying Questions? • What is your biggest concern with considering a move? • To make a move to Amazing Community will you need to sell your house to cover the refundable entrance deposit. • Will you need assistance making arrangements to place your house for sale? • What assistance will you need to prepare your house for sale?

24. Key Decision Points • Focus on gestures/tone of voice • Avoid pre-conceived notions • Be alert to verbal/non-verbal clues • Note words they emphasize

25. Applications of 15-2-10 • Being prepared and taking notes about their needs builds trust and credibility • Building rapport through mirroring techniques and appropriately responding to personality type relaxes the customer and quickly opens pathways to go deeper in conversation with them • Listen with all your senses and gauge their body language to learn the WHO as you decide how to lead the discovery process People buy from people they like and trust

26. The One Thing… Infuse hope! • To win the right to be heard – take time to step through a solid discovery process • Be passionate about our message and point the way to a more hopeful future