O.K., so we have covered Steps 1, 2, and 3 to achieving success in outbound sales calls – success for selling to seniors. If you’re looking to sell more apartments or homes in your active 55+ retirement community, continuing care retirement community (CCRC), assisted living, or even skilled nursing care facility, you’ve come to the right place. Now we are moving on to steps 4 and 5. Remember, with steps 1 through 10 for outbound sales calls, they(the prospective customer) asked for more information … these seniors NEED our help (no matter how active or how sexy your community is, the majority of the people who move into your retirement community will have a hidden health concern). You should be charged up for these calls!

Note: At a minimum, your advertising efforts should begenerating a 100 new leads a monthfor you, unless your community has moved into a maintenance mode!

Step 4 in achieving success in selling to seniors is to always start the next step by recalling an event, so you’ll say “if you recall” and then recall your event.

Step 4: “If you recall …”

Or “I understand,” then you are going to state a fact. “I understand you are just beginning to look into retirement living” (Pause)

“Yes, I am.”

That’s going to be your next “yes,” but more on that later.

Here’s some more role playing:

“Hi, is John in?” (Pause)

“Yes, this is he.”

“Hi, John. This is Tom Mann calling.” (Pause)

“Who?”

“Tom Mann. If you recall you had inquired about the Heritage last December. We are located at 200 Tranquility Lane by Flying Hills Golf Course.” (Notice the use of the landmark and more importantly, after making your statement, be sure to pause)

“Yes.”

See how I am pausing to get my “yeses.” Most people can’t stand silence in a conversation …. LET silence work for you! By the way, another good book for every sales person to read is “Getting to Yes: Negoitiating Agreement Without Giving In by Roger Fisher and William L. Ury. O.K., let’s start again, on another call.

“Hi, is John in?” (Pause)

“Yes”

“Hi, John. This is Tom Mann calling.” (Pause, and notice that I have yet to say the name of the community yet … which would lead to certain failure for this phone call.)

(Pause, no “yes” from the client in this example. Press on.).

“If you recall, you requested a brochure from the Heritage of Green Hills.” (Pause)

Note: You need to be passionate about what you are doing AND your voice needs to reflect that passion! If you are not passionate, how can you expect your client to be excited about your community? How can you expect them to make a LIFE CHANGING decision if you are not passionate? Remember, we are teaching you how to be in the top 5% of senior housing sales people, to do that, you must execute the little things. But if you do, you’ll soon double your sales.

Also, remember, this 10 step system for outbound calls to sell senior housing can also be utilized for old leads, new leads, outbound sales calls, even appointments.

Step 5: Opening The Door

“Hi, John. This is Tom Mann calling.” (Pause)

“Hi, Tom. How are you today?”

“I’m awesome! If you recall…

Now notice, I did not return the “how are you?” question with an “I’m fine, how are you?”  This question will usually come from a client who already knows you and feels comfortable with you. Avoid this unintended trap. Remember, this is a business call NOT a social call.

Remain in control of the questions and your time on the phone. Instead, I reply with “I’m wonderful, thanks for asking. If you recall…” or “I’m great, do you mind if I ask you a quick question?” Why do I answer that question this way? Because when you ask in return, “how are you today?” you lose control of the conversation. And trust me, if you are not careful, the conversation can quickly turn to arthritis flareups and cats … rather than what you called about, their decision to move to your retirement community. Plus, this is not a good use of your time. And remember, when it comes to your time on the phone, time IS money.

This is a hard habit to break, after all, we are trained all our lives to be courteous. So, now you are thinking, “Darn, Tom is cold and uncaring. Why wouldn’t he want to ask, ‘how are you?’  After all, aren’t you trying to build a real relationship?”

Well, trust us; the whole process is about building a relationship, while staying in control. We owe it to our clients to help them make the right decisions, to do so, we must remain in control. We know, that by doing so, we will be able to dramatically improve their lives. So when someone says, “how are you?” stay in control and say, “I’m great! Do you have a moment?”

There are two steps to opening the door to a more meaningful conversation (Traci Bild calls this step the “disarming” ). First, you are either going to state a fact or recall an event. The second is you are going to get permission to continue the conversation.

Now, if they recognize you, you don’t have to recall an event or a fact. That’s because that step is there to engage them. If you can tell that they recognize and like you, you can go to the second step of disarming and say “can I ask you a quick question?”

So let’s go back to the first part of opening the door, whenever you are disarming your prospect, you’re going to either recall an event or fact. So you are going to say “if you recall” and then state what it is you are recalling.

”If you recall, you requested a retirement information kit  from The Heritage about a year and a half ago.” (Pause)

“Why, yes, I did.”

This technique gets people immediately comfortable. You are reminding them that they initiated the conversation … which means they’ll feel like they are in control. People love to feel like they are in control, it’s a safe place to be. In fact, one of the keys to getting people to move, is to let them know that this decision helps them to STAY in control.

It’s important for you to pause after you give the recall statement so that you allow them to engage.

The other phrase you can use is, “I understand…” For example, “I understand that you are currently looking into life care communities…”

“Yes, we are”

“Great, do you have a quick second to talk?”

Note: the phrase “do you have a quick second to talk?” is far more effective at getting a “yes” over phrases like, “Is this a convenient time to talk?” – which often gets a, “No, not really.” The reason is this technique is more successful is  because you have given the client a finite time commitment … and not a very long one. It would seem unreasonable for them to say “no” to this request. We have also tested do you have a “quick minute” vs. do you have a “quick second” and “quick second” has actually performed better. Either way, your goal is to establish a short and finite time span for them to approve.

O.K., let’s look at this call from the beginning again:

“Hello, is John in?” (Pause)

“Yes, this is he.”  1st yes

“Hi, John, this is Tom Mann calling” (Pause)

“yes?”   2nd yes

“As you may recall, you requested a retirement information kit from the Heritage of Green Hills.” (Pause)

“Yes”   3rd yes

“Great. Do you have just a second to talk?” (Pause) (Don’t say what about yet).

“Yes”   4th yes

This timing question, “Do you have a quick second to talk,” is very important. A lot of people are frightened to ask it because they are afraid prospects are going to say “no.” Again, remember, you are dealing with proven, researched system. It works. All you have to do is ask.

I consider this timing question “asking for permission” to further engage. By asking for such a small thing … ” a second” … you have given them back a sense of control. And because they have given you permission, they’re going to be more respectful and engaged in your conversation.

Think about these techniques. When is the last time you had 4 “yes” responses in a phone call, let alone in the first 35 seconds? This (getting people to say “yes”) is a proven system for getting people to open up and for putting them in a positive state of mind.

So practice these steps and utilize the flashcards. Remember, to utilize each of the steps and the essential pauses. In the beginning, you are likely to combine all the steps together. That’s OK, as you practice, you will become more efficient. Tape record yourself and practice. You’ll be amazed when you listen to your tapes in the quiet of your home how many missed opportunities and sloppy responses on your part you notice. Not to worry! With practice, you’ll soon be on your way.

The other thing worth noting is that you’ll be tempted to stop using your flashcards after the first day when you think you have the process down pat. Our advice, don’t! Use the flashcards religiously, they’ll help you stay in control.

Next week’s blog … step 6.

Additional resources:

Love and Company

Boomer Selling by Steve Howard

Secrets of Question Based Selling by Thomas Freese

7 Steps to Successful Selling by Traci Bild

The Power of Nice by Mark Jankowski

Spin Selling by Neil Rackham

Principals of Influence by Dr. Robert Cialdini

Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher and William L. Ury

Free Marketing and Sales Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.