Communication and Discovery: The Art of the Sale

Communication and Discovery:

The Art of the Sale

Tricia Mackin presents

Words Don’t Have Meaning…

People Do!

Communication Quiz

What part of communication is verbal?

7%What part of communication is tone?

38%

What part of communication is body language?

55%

First Impressions

Every aspect of our interaction with them and their experience with us is part of selling

GreetingOpen the door for themOffer a beverageTake a seat

Remember, while you are qualifying them… they are qualifying you to determine if you are trustworthy

AppearanceEye ContactTheir entry experience with youThe way you treat colleagues and residents

“Who” They Are – Not Just “What” They Say

What they say are just the facts:PriceSquare footage requirementsToilet Height

Who they arePersonality Personal historyRelationshipsHopes and dreamsFears and realities

Discovering the WHO

15-2-1015 – Minutes of Prep Time

2 – Minutes to Mirror and Build Rapport

10 – Minutes to listen to needs and/or 10 Questions

15 Minutes - Preparation

Consult notes in REP’sPrepare mentally to listenWhat might be exceptional about this personPlan questions unique to their situationWhere do I find a connection?

Be a Trusted Advisor Consistent Helper Solution Provider

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!

Socializer

Happy, friendly, gregarious“Relaters” – don’t care for detailsTalk fast and sometimes too muchLike complimentsTake up lots of your timeBe friendly and outgoing…even if that is not your natural personality

ThinkerMight stay silent on entire walk from lobby to officeThey need reassurance and not pressureDo not engage

Until they get settled inHave your full attention

Give themPhysical space Talk lessTalk slowly

Director

Aggressive – like to get right to the pointSpeaks in short, staccato sentenceDoes not want to “waste” time socializing Move fast Speak lessBe intentional Be concise

Who am I???

A touch of schizophrenia…Never underestimate how mirroring their body language can create a positive experience

10 Questions/10 Minutes

No one wants to be sold to…but we all like to buyTake 10 full minutes to really get to know themEach individual is differentAsk 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

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 categorieso Family, Connectionso Home Value o Interestso Barriers

Dive Deep

The order of your discovery does matterDon’t descend to fast…and also never ever ascend too quickly

Seeing/Experiencing the lifestyleCurrent decision makerUrgencyBasic NeedsAbility

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!

Experience QuestionsExperience: 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?

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

UrgencyUrgency: 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}?

Basic Needs

Primary Motivators

Motivations: Ask them what’s No. 1Security: Physical/FinancialNutrition: Chef, variety, choicesLoneliness: Active or anonymous as you choose to beFitness: Want to know it’s available Privacy: Communal living

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?

AbilityWhy do we hold questions related to ability to pay or manage independently until the end of the discovery process?

Need must first be illuminatedIf 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?

Key Decision Points

Focus on gestures/tone of voice

Avoid pre-conceived notions

Be alert to verbal/non-verbal clues

Note words they emphasize

Applications of 15-2-10Being prepared and taking notes about their needs builds trust and credibilityBuilding rapport through mirroring techniques and appropriately responding to personality type relaxes the customer and quickly opens pathways to go deeper in conversation with themListen 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

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