| Selling In Senior Housing - The Atypical Sales Person |
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Previously I discussed the differences between marketing and selling in the assisted living industry. Several advantages and disadvantages to both were presented, along with some suggestions for cultivating prospective sales opportunities. The following continues with further opportunities for networking.
Consider the fact that most Assisted Living providers are members of their local Chambers of Commerce or Rotary Clubs. These groups are largely made up of individuals who have aging parents, and they themselves may soon be facing senior housing decisions. Even if they are not, many of them have friends and colleagues who are. If we are regular educational speakers at these meetings or if we sponsor after hours events for them, it would go a long way toward demystifying their concepts of the world of Assisted Living. Another strategy is to lead a committee within these groups. This allows you the opportunity to deepen relationships. The bottom line is that leading, speaking or hosting with civic groups is a much more effective way to utilize these clubs to increase your occupancy versus only joining and attending monthly meetings. Another effective strategy that I used often was that any time I was asked to speak at a civic organization, I would also invite one of my residents to accompany me. Typically, I would make the presentation and then turn it over to the “true expert” for questions and answers. This technique has proven to be very effective and it is a real treat for the right resident.So which professionals should we target? There are so many that it is hard to know where to get started. Most people who are selling Assisted Living services tend to gravitate toward the same groups: discharge planners, social workers, physician groups, etc. These individuals are critically important to our success; however there are many others who also can benefit us and are typically much less frequently approached.
While you have undoubtedly seen a list like this before, consider how many of these professionals in your market with whom you actually have relationships. The answer is often a very small number. So now that we have identified some professionals to approach, how do we begin? I believe that salespeople need to keep three important strategies in mind when establishing a sales program. Any violation of these could result in a poor first impression, or worse, no relationship at all. When I ask groups across the country to describe typical salespeople, the terms poor listeners, pushy, arrogant, talks too much, has an agenda, etc., come out with no exceptions. The fact that this accurately describes many salespeople is great news. If the typical salesperson is perceived this way, and we can be atypical, then we are at a distinct advantage immediately. These three strategies can help you become the atypical salesperson that wishes to avoid some of the descriptions listed above. Don’t take community pens, coffee mugs or paperweights with you as an “entry fee” to see the professional. Why not? Well, doesn’t everyone else do that? Do you want to be like everyone else? Exactly! Also, think about the fact that the message to the customer is that a coffee mug equals the value of their time. Turn this situation around and be up front with them and share that the reason your company does not invest in these “trinkets” is that Assisted Living is largely a private pay industry and you and your community make every effort to keep your costs down so that residents can better afford your services. Pretty powerful argument! Also, share with them that the real value of spending time with you is the educational service you can provide to them and their patients, congregation members, clients, etc., which allows them to be a better resource to these clients.
Doesn’t that approach make
Exceptions to this rule apply in that if you are able to obtain a period of time to conduct an in-service for staff at a professional’s office, often lunch is requested and expected. Again, think atypically! Can your chef come with you and prepare something on-site? Breakfast meetings are great and freshly made omelets are a real atypical treat. This way you are not perceived as every other sales rep and the customer gets to experience your wonderful dining program! Another exception may be if you feel you must leave behind something (to perhaps offset the pen), take freshly baked cookies or homemade ice cream to show off your dining service program. Bottom line: think atypically!
Another important strategy is to quit thinking about administrative assistants, nurses, office managers, etc., as gatekeepers. Think of them as what they truly are... customers! In fact, they are customers with needs and probably play a part in influencing the entire referral process. My rule as a salesperson was always that whoever answered the phone when I was setting up an initial appointment with a customer, automatically became the customer. In other words, if I was calling for Mr. Smith, an elder care attorney, and his assistant Joan answered the phone, I attempted to secure an initial appointment with Joan, not Mr. Smith. The entire dynamic changes dramatically when you use this approach as these individuals are accustomed to being treated as a barrier to be avoided.
Be atypical; conduct a full-fledged appointment with
You may find that Joan knows many of Mr. Smith’s clients better than even he does because she speaks with them as they are awaiting their appointments. You will find that not only do you have a new advocate for your services; quite often you speed up the process to eventually see the key decision maker.
Listen, listen, listen!
You have a unique opportunity
Take advantage of this important fact and enjoy what you do. Understand that you have a wonderful service to sell and that the time a customer spends with you is an investment in his or her business and in the wellbeing of his or her clients. You are selling a wonderful lifestyle that enhances the quality of life for many of our residents. Take great pride in this and also in the fact that you are atypical. Strive to be the best, most atypical salesperson you can be and watch your business (and your satisfaction) grow!
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