Sales Success Selling To Seniors – Step Six, “The reason I am calling …”

Written By: Tom Mann - Sep• 15•10

Selling retirement communities to seniors requires a special love and empathy for the mature market. Listening is at the heart of our 10 step process for sales success selling to seniors. Today, we are going to discuss step 6.

Step 6: The Reason I Am Calling

Now, we are at the heart of the call, the reason for your call.

After opening the door (see our last blog, 10 Steps to Sales Success For Selling to Seniors – Steps 4 and 5), you are going to say, “The reason I’m calling is because… (Depends on which of the scenarios fit, ie. “as you may recall you requested a retirement information kit” or “as you may recall, you attended our luncheon on Tuesday”)

You are going to end this thought process with one of two things:

Either permission to ask questions or a Box & Close (where the caller is given two choices. “ i.e., so which works better for you, Tuesday or Thursday?”).

Scenario: Follow up to an event. “John, the reason I am calling is that I wanted to follow-up after your visit to the community last week. Attending that luncheon should have given you a small taste of what life is like here. Well, there are a couple of great opportunities next week for you to get become even more familiar with the community, talk with residents, and get a feel for what it’s really like to live here. Both of these are excellent opportunities to talk with residents because they are relaxed, friendly settings. And they’re FREE! We’re having a resident golf outing on Saturday, it’s a charity fund-raiser for The Believe In Tomorrow Children’s Foundation … and I know you love to golf. And the other thing I thought you might enjoy is movie night on Friday night, which works best for you? Friday night or Saturday morning?”

Note: “And they’re FREE!” is a very powerful term. That’s because research shows us that people will work hard to protect something they already have. The term “FREE” gives them instant possession of that item.

Their response: “Wow, that sounds exciting but I really can’t make it” or “thanks, but I have already gathered all the info I need for right now.” These are objections/conversation stoppers.

So, you will go “I understand, well, since I already have you on the phone do you have a quick minute for me to ask just one more question …” Then go into another open ended question.

Scenario: To book an appointment:

“The reason I’m calling is because …” either permission to ask questions or Box & Close

“Hi, is John in? (Pause)

“Yes, this is he.”

“Hi, John! This is Tom Mann. The reason I am calling is because I know it has been some time since you have talked with anyone here at the Heritage of Green Hills and wondered if you have a quick second for a question?” (Pause)

And they will say “yes?”

Once, they have said “yes,” the door has been opened for you to ask your questions. Now ask them an open ended question. You can also use open ended questions to help you get by Conversation Stoppers.

An Important Note: Conversation Stoppers/Dead Ends

Inevitably, you will run into someone who absolutely does NOT want to engage in a conversation. Over the years, seniors have learned to have a natural fear/dislike of sales people. Here’s an example of how they might try to kill the conversation:

“Can you just give me the prices? I really have to run!”

“I really need to talk to my son first … or my wife’s just not ready.”

“It’s just not going to work at this time.”

“I can’t even speak to you right now, my mom thinks I’m trying t put her in an old folk’s home.”

That’s O.K. Remember; they initially ASKED US for information, so we owe it to them to help them get past their natural distrust of sales people. As before, we are going to defuse the situation with a phrase you will come to love, love, love, “I understand completely …”

“I understand completely” disarms the prospect and puts them at ease. It lets them know you understand and have empathy. You will then continue.

“I understand completely. Since I have you on the phone, can I ask can I ask you just one quick question?

“Yes” They will always say “yes.” Why because they just shot you down and now they feel like they owe you (this is the power of reciprocity in play).

Once they say “yes,” ask them another open ended question. Note: Your goal here is to get THEM talking. This is NOT your opportunity to overcome their objections. Do NOT try to do so here. This IS your opportunity to LISTEN and to gather information.

Here are some examples of open ended questions you might ask:

“So that I can better customize your information kit for you, can I ask you are you looking for a one or two-bedroom home?”

“Have you visited any other retirement communities?”

“Aside from price, what other information can I provide you with?”

What made you pick up the phone and call us today?

“Can I ask, what really is the most important deciding factor for you, about the community you will ultimately choose?”

“I sense some hesitation, may I ask what is it that is really bothering you about our community?”

“What is your greatest concern with staying in your house right now?”

What are you looking for in an full-service Retirement Community?

What do you do with all your free time now that you have retired?

“What is your current situation?”

“What’s most important to you in a retirement community?”