Dwayne Clark Speaks on Benefits of Outside-Industry Sales Training  

"In order to prosper and grow, we, as an industry, need to think differently about our approach to senior living sales and the only way to think different is to look outside our industry for new ideas."  Stated Dwayne Clark, President and CEO of Aegis Living, as he addressed an online audience January 19^th, 2011.

Clark spoke about the current state of senior living sales and marketing, while officiating the Mature Market Sales Source Ribbon Cutting.  During his presentation, Clark made a hard case for industry leaders and professionals to start looking to outside training and innovative resources in an effort to advance the industry's waning occupancy.

Studies show niche industries that realize extreme success can become cocooned and stuck in their own paradigm.  What was once truly innovative can become obsolete causing sales to flatten or even turn downward.  By reaching outside the industry for fresh new ideas and effective training, as Clark has done with Aegis, senior living communities can be exposed to a much greater pool of influence and innovative ideas begin to flow once again.

By: Deena Neste, Co-Founder, Mature Market Sales Source

Do you truly understand your customer's experience?  Do you see what they see?  Hear what they hear, feel what they feel?  If not, you need to step in their shoes and do a little research.  Each month, I will share with you a few insights from the results of the over 200 mystery shops I conduct every year.  The results will astound you. 

Part 1: Let's start at the beginning of the Sales Process, the Telephone Inquiry and often our customer's First Impression!

Picking up the phone to call a senior living community can be a daunting moment for a new prospect or caregiver but these can be THE BEST selling moments for our communities.  It is our opportunity to shine.  But how often we truly shine depends on the expectations we set and how we prepare our entire team for success. 

As a Mystery Shopper AND real-life influencer for my own Grandmother, I find that my first call usually sets the tone for my overall experience with a community.  Whether I realize it or not, I have an immediate impression and gut feeling based on how I am greeted.  It's easy to understand what makes a good impression:

• The phone was answered in a happy, positive, "I'm glad you called" way.
• There was an offer to help or find someone who could help.
• I was asked a few key questions to help me determine I had called "right" place.
• Someone explained how I would be helped, who I would be transferred to or who would call me back and when.
• I was not put on hold "forever" or bounced around to several extensions.
• A "connection" was made, even if it meant I needed to wait for a callback for more information.

   So, how is the senior living industry doing with first impressions?  SEE RESULTS & READ FULL ARTICLE 

The First Impression is a Make or Break moment for our prospects so we need to make it count EVERY TIME not just some of the time.  Here are some tips to make EVERY first impression a POSITIVE impression: 

1. A little training goes some of the way -

•  Ensure everyone, I mean everyone, on the team understands why it is important to make a great first impression on every call that comes in to the community. 
• Make it a policy that no one answers the phone without training.
• Make it a policy that everyone is expected to shine when they take a call.

2. A lot of scripting goes most of the way -

• Provide inquiry scripts for the entire team so they can be successful.
• Practice and rehearse those scripts at staff meetings and stand-ups.
• Provide inquiry prompt sheets and forms at every telephone for easy "no excuse" access.

3. A little mystery shopping (even on your own) goes the distance -

• Record your mystery shop calls and share the results.  When everyone can hear the results - it makes the point!  Be sure your State allows 2 person call recording or simply get written consent from all employees  Contact us for tools & resources 
• Celebrate your successes!  Recognize and reward a job well done.  Show your team what a difference they make to the community but most important, to our future customers!  

It really hit me the other day when I saw the National Investment Conference data on the breakdown of senior housing by care level. There at the top of the heap was Independent Living. Far outpacing assisted living and dementia care, Independent Living Units (Apartments) represent a big piece of the pie.

So what's my point? I am afraid for about 75 percent of those Independent Living Providers. The worm is turning and independent seniors are turning down these products in droves. You know the reasons too; the building is 12-14 years of age and looks it, the activity program is maybe a step or two above a skilled care program and perhaps the worst part is that your aging in place program has turned IL into AL and it too late for many to turn back.

Don't take my word for it; take the word of our consumers. Seventeen of the last 18 quarters has shown declines in IL occupancy. The customer speaks and she speaks with her checkbook. That check is being written to home care agencies to keep Mom at home, or for rent at a progressive senior community that embraces what today's senior wants.  READ FULL ARTICLE