Senior Living Sales: Three Needle-Movers
The world of senior living sales can be well-entrenched in cyclical, traditional processes. While an intentional attention on consistency is important—especially for the target audience—it can also stagnate. Let’s explore three high-impact actions you and your team can take to boost your sales cycle and close more deals.
1. Group effort from your staff is crucial
Yes, technically you’ll be the one moving the senior living sales process forward; however, you should still rely on others. Recruit other staff members to get involved. Using a platform like Covideo, you can send personalized videos from anywhere on any device.
As SmartBug notes, “Think of how cruise ships have used video to get vacationers excited about their ships. Have the head chef review new menu items; ask your fitness trainer to show off some of the best exercises for seniors; show what activities are planned for an upcoming holiday.”
2. Don’t limit yourself to just staff
Referrals and personal recommendations are a pillar of senior living sales cycle success. So, what happens when you’re recruiting a potential resident who doesn’t know anyone whose lived in your residences? Introduce them to some!
Just like you can rely on your head chef to give behind-the-scenes access and insights, you can also tap your current residents to speak on their own unique experience. Quick videos bring their insights to life in a far more dynamic way than a pulled quote sitting next to an image on your website. Plante Moran encourages you to even post those video testimonials on social media, as well, adding, “Their personal feelings highlight the value of your organization in an authentic way.”
3. Go the extra step
Attention-to-detail is helpful in any sales process; but, when it comes to senior living sales, centering the experience on empathy, care, and awareness can be the difference in welcoming a fantastic new resident or watching them walk away forever. By going the extra step in your sales process, you’re demonstrating the ethos of your facilities, as well.
Solutions Advisors Group echoes this approach, “Go above and beyond, and be sincere in your follow-up. A successful follow-up will also lead to a reciprocal communication from the individual. Legacy learning takes an investment of your time to master, but is worth the effort over your sales career in the senior care industry.”
Ultimately, if you’re truly looking to move the needle in your senior living sales process, add care. By intentionally considering the needs, fears, concerns, and hopes of your potential residents, you’ll be better served to answer them. Including other staff members, emboldening current residents to be ambassadors, and infusing empathy and active listening into your cycle are three great ways to elevate the recruitment experience.
Curious to learn more ways you can up your senior living sales game? Check out how one of our customers reduced her community’s sales cycle by 87%!