Tom Mann of Love and Company (formerly at TR Mann Consulting)discusses three common problems he sees at struggling active 55+ retirement communities, continuing care retirement communities, assisted living, and skilled nursing care facilities …. and how to address these issues.
Sources:
Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.
Mature Market Experts: more boomer, senior, and mature market news and stats you can use – The Social Network — an oh-so-modern tale. Who cares about Mark Zuckerberg? The new movie, “The Social Network” tries to make you care. It makes for a good viewing experience, a well-made movie that holds your interest throughout — not so easy to do with camera shots of young, obnoxiously clueless nerds sitting in front of screens-full of code. It’s the story of Mark Zuckerberg, Facebook founder and almost-youngest self-made billionaire (apparently one of his co-founders was 8 days younger). What a guy, at least as depicted — sued by his best and apparently only friend, sneering at his soon-to-be-ex-girlfriend online, and who may sue movie makers who placed him in a cynical spotlight. Eh, who cares? The central character/hero of the movie is Facebook itself, with its meteoric explosion from a university-network socializing tool to today’s 500 million-and-beyond universal platform for helping everyone in the world share their private information and believe they are connected to something and somebodies — and now, with ads too!
Boomers and seniors flock, and maybe they stay – who knows? So we know that baby boomers and seniors represent the fastest-growing (not largest) age group flocking to Facebook, because this is an oft-quoted statistic that is surprisingly tough to nail down. Here’s a 2009 stat on women age 55+ as the fastest growing demographic, for example. According to Nielsen, seniors age 65+ pick Facebook as one of their top Internet destinations. And according to eMarketer.com in December, 2009, 46% of online boomers age 44-62 and 36% of those 63-75 had a social networking site profile. Note the word ‘online’. So far, I have not seen a report on frequency of update or access — hope eMarketer.com checks that out this year.
Now comes the AARP Loneliness Study. AARP is pushing down the survey age and definition of ‘older’ people, from 50 down to 45. Pretty soon no one will be younger than all of these so-called older people. Published last month, a survey of 3012 adults age 45 and above revealed that 35% are lonely (using UCLA’s index of attributes of loneliness.) Surprisingly, and supported by the Gallup study about overall happiness, those in the younger age range of 45-49 were lonelier (43%) than those age 70-plus (25%). According to the study, those married, wealthier, healthier, who volunteer more and have been in their homes more than one year are less likely to be lonely. Maybe the older folks are onto something — 62% of the 65+ population isn’t online. As for the use of social media (aka Facebook), lonely respondents were more likely to agree with the statement “I have fewer deep connections now that I keep in touch with people using the Internet.” Interestingly, AARP’s website did not report that 57% of both categories of responders, that is those self-identified as either lonely and not lonely, said that they never participate on social networking sites. Note the word ‘never’.
Facebook manages the Rolodex of acquaintances. There’s something ironic about Facebook terminology — ‘friends’ who you ‘poke’, versus the more civil LinkedIn use of the phrase ‘trusted connections.’ In the October 4th New Yorker article, Malcolm Gladwell draws a distinction between actual activism and what he describes as ‘weak activism’, observing that “Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice.” And his comment that “Facebook is a tool for efficiently managing your acquaintances, for keeping up with the people you would not otherwise be able to stay in touch with” resonates with me, especially after watching this movie. Young people are resilient: maybe they know that their hundreds of Facebook friends aren’t the same as actual friends who would join you at a meeting or in a volunteer effort, help you move your belongings to a new location, or even eat a meal with you on a Sunday night. Older people are less resilient and perhaps after registering their profile, they secretly wonder to themselves — what’s the point of this, life is short, let’s go out for lunch.
Editor’s Note: Carolina’s calling. If you have anything to do with active aging or retirement communities, you don’t want to miss the National Active Retirement Association Conference in Columbia, South Carolina – Wednesday, October 20 through Friday, October 22 at the Columbia Metropolitan Convention Center. I hope to see you there!
PS If you are going, be sure to drop me a line at Tom(at)TRMann.com.
Mature Market Experts News – more news and stats you can use on boomers, seniors, and the mature market: New survey from International Council on Active Aging® shows a 51% increase in wellness programs for older adults
The economic news this year has generally focused on the standstill in production and consumer spending. Despite this environment, the active-aging industry is slowly but steadily growing, according to new research from International Council on Active Aging® (ICAA), the association that provides services and business intelligence for professionals working with people 50 years and older.
“As we travel around the country visiting retirement community and fitness center clients, we are definitely seeing an up-tick in programs focused on wellness,” says Tom Mann of TR Mann Consulting. “Boomers and seniors are taking a much more proactive approach to wellness than they did just five years ago. Having a robust wellness program is now a key to marketing your retirement community or fitness center,” adds Mann.
Active aging means living live as fully as possible, with opportunities for health, productivity and safety. The active-aging industry was created when ICAA brought together diverse business sectors—from real estate to seniors services and fitness—by recognizing their mutual purpose of providing services to older adults. The industry’s emphasis on quality of life among older adults has resulted in an abundance of Wii tournaments and strength training classes, expeditions to China, volunteer tutors in inner city schools, age-friendly modifications to treadmills and universal design features in new housing.
The ICAA 2010 Active-Aging Industry Development Survey collected information from 640 respondents to an online survey who work primarily in retirement communities, seniors centers, wellness centers, health clubs and additional locations that provide services for older adults. These providers of services to older adults reported a surge of optimism and service growth.
Over three-quarters (77%) of respondents plan to add more activities, classes or programs over the next two years. This is a 51% increase from the responses to the identical questions that appeared on an earlier ICAA survey, conducted one year ago, when half (51%) of respondents stated they were adding in the next 12 months (ICAA Economy Survey, July 2009, 489 respondents).
The growth in program offerings is complemented by jobs creation: 27% plan to hire more wellness staff over the next two years.
Capital projects are being planned by 41% of respondents, including building new wellness centers and expanding or renovating current wellness and fitness facilities. Retirement communities are refurbishing or building new residences.
“While the larger economy may be suffering from a cold, the active-aging industry is in good health,” explained Colin Milner, CEO of International Council on Active Aging. “From the business perspective, the market of older adults is large and growing, and overall older adults have a net worth that enables them to make choices to maintain their health and keep their days interesting. The results of this survey show that businesses are positioning themselves to meet those needs, by building and upgrading facilities and expanding their programs.”
The ICAA 2010 Active-Aging Industry Development Survey is available for $149. The survey is free of charge to ICAA Organizational members, and at a discounted rate to ICAA Individual members. Members of the media may contact Colin Milner at colinmilner@icaa.cc for copies of the survey.
About the survey
The ICAA 2010 Active-Aging Industry Development Survey was an online survey available from July 17 through August 14, 2010. Respondents included continuing care retirement communities (24%), active adult and independent living retirement communities (24%), independent living with assisted living and assisted living communities (13%), seniors centers (13%), health club or medically-based wellness/fitness centers (10%) and other locations. Among the 640 respondents; 65% have a formal wellness program for older adults and 29% offered wellness activities, but not a formal program.
About the International Council on Active Aging (ICAA)
ICAA, a professional association that leads, connects and defines the active-aging industry, supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live life as fully as possible within all dimensions of wellness—and provides its members with education, information, resources and tools.
As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada ’s Special Senate Committee on Aging, and the British Columbia ministries of Health, and Healthy Living and Sport.
Editors Note:
The ICAA’s Founder, Colin Milner, will be speaking at the National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina. Also, worth noting is the International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California. I (Tom Mann of TR Mann Consulting) will also be attending both of these events.
Also, speaking of active aging, here’s two of the ICAA’s preferred providers worth checking out: Super Noggin (brain fitness) and Conductorcise (music and exercise).
Here’s a video introduction to Super Noggin:
As we grow old, the beauty steals inward.
– Ralph Waldo Emerson
I recently had the pleasure of experiencing a Historical and Architectural cruise of Chicago with my wife and in-laws. The promotional quote notes: “If you have only two hours in Chicago this is how to spend it.” After the tour I can’t disagree; from start to finish it was a delight.
Adaptive ReUse
Pushing off from the North Pier Docks at River East Art Center, our enchanting tour guide (part professor/part stand up comedian) began with a discourse on “adaptive reuse” of the North Pier. He had me from hello…
According to Wikipedia;
Adaptive reuse is the process of adapting old structures for purposes other than those initially intended. When the original use of a structure changes or is no longer required, as with older buildings from the industrial revolution, architects take the opportunity to change the primary function of the structure, while retaining some of the existing architectural details that make the building unique. In local communities, unused schools or Post Office buildings have been adapted for reuse as retail stores or offices.
The analogy for aging is ripe with low-hanging fruit; the key is adapting…
Adapting the Self
Rethink the term “change,” we have a tendency to focus on what we’re losing, and not so much on what the potential gain might be (it’s the unknown). If your old structures need adapting because they no longer serve the purposes initially intended, consider making “Adaptive ReUse” a new part of your vocabulary and a guiding mantra.
Remember, it’s about retaining some of your existing details that make you unique, while you change your primary function—in other words be a beautiful human example of Adaptive ReUse.
See:
Global Action on Aging: Elderly Reinventing Themselves
Adaptive ReUse: Kennedy Elementary School
Photo
http://static.guim.co.uk/sys-images/Education/Pix/pictures/2008/06/23/mw4.jpg
Editor’s Note: Patrick J. Roden, PhD is the founder of Aging in Place
PS Have you signed up yet?
National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina
International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California
Selling to anyone, particularly seniors, requires skills and training. Someone recently asked me if the techniques we are teaching (the 10 steps to Sales Success Selling To Seniors) are manipulative. My answer, was a resolute, “No!” Selling as a profession requires the sales person to carefully listen to the customer … allowing them to get a true sense of the prospects TRUE needs. That’s particularly difficult when selling senior housing or retirement communities to retirees. Why? Because no one really WANTS to move from their house. Usually, there is a need. And no matter how real that need is, the sales team needs to fight through 50 years of memories and inertia. That’s not easy. But, when done with a real love for seniors, you are doing one of the greatest services any sales person could ever do. I am very thankful for the sales person who helped my parents move into a continuing care retirement community (CCRC). Helping them make that decision, dramatically improved their lives.
Note: If you’re new to this blog and would like to start Sales Success Selling To Seniors from Step 1, click here.
Now, my mature market friends, we are on the last two steps of our call, ”the recap” and “reciprocity.”
Step 9: The Recap
This is where you repeat what they have committed to.
“So, John, let me recap. You’ll be here on Thursday at 10:30. Is that correct? (Pause, wait for “yes”)
“Yes.”
Bingo. Once a prospect publicly agrees or says something out loud, they are much more likely to hold to that agreement. This is called the principal of consistency. That is why, your close to the call is so important. You want them to acknowledge their commitment.
“John, it was great speaking with you today. I’m really looking forward to meeting you!”
Be polite and energetic when completing the close above BUT do not “thank” them for their time. They did not do you a favor. We want the principal of reciprocity to remain in our favor.
Step 10: Reciprocity
After you hang up, you will send a customized note or gift to the prospect. By doing this, you are showing the customer that you were truly listening to them … so much so, that you know an appropriate note or gift to send them. This will again reinforce the principal of reciprocity, building the relationship between you and your customer even stronger (reciprocity is merely when someone does us a favor first, we feel obligated to return that favor with another favor … and it does not matter how small that favor was, we feel indebted until we have returned a favor). What’s empowering about reciprocity, is that we are rewarded for sharing … for caring.
In closing, remember the essence of these steps is to PRACTICE listening and caring. If you do so, we will see your sales climb!
PS I hope to see you at the LifeSpan Conference this week in Ocean City, Maryland. My team and I will be at booth number 63.
Additional Resources:
Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.
Selling to seniors, senior housing, retirement communities, fitness centers, senior centers, assisted living, or nursing care … if you have anything to do with any of these, you don’t want to miss these events. TR Mann Consulting will be attending each of these events, so if you’d like to have a meeting, just give us a call (410-292-4333) and we’ll set aside some time for you:
LifeSpan Senior Housing Conference – Tuesday, September 28 – Friday, October 1 – Ocean City Convention Center * Ocean City, Maryland
National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina
International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California
Greetings mature market experts! We’ve already covered step 1 (environment), steps 2 & 3 (smile and engagement), steps 4 & 5 ( “if you recall” and opening the door), and step 6 (the reason I am calling) … in the 10 steps to selling to seniors. Today, we are going to cover steps 7 and 8.
Seniors are ready to be persuaded by people they like … aside from the staples of life, people don’t buy products, they buy relationships! Levels of liking go up as people become more certain that we are listening. That’s why people find the beginning of new relationships SO intoxicating. Because the other person is still so engrossed with you. Listening is particularly important when dealing with seniors because much of society has STOPPED listening to them. Why? Because our work-obsessed society devalues people once they retire. What’s the first question someone asks you at a party? Who do you work for? What do you do? Truly listen. Give them an opportunity to show you who they are and they will forever be grateful.
Good senior housing sales professionals parrot back what the customer has said. “So when you say you are interested in moving to a two-bedroom, are you interested in a patio level or a balcony?” And research has show that the closer and more exactly you parrot back what they have said, the higher the level of liking. Why does this work? Because it requires true listening. Plus, as a forced discipline it will actually improve your listening skills! After all, who’s the most interesting and important person in the world to most people? That’s right, themselves!
After listening to the prospects answers to open ended questions repeat what you heard the customer say … this is called parroting. Research tells us that the more closely we repeat back what a customer is saying when we respond to them; the more they will like us. Why? Because when we do this, we demonstrate that we are listening. Half the time people don’t even know what they need, so when you are taking notes and the parroting back what they just said, a lot of times they are thinking… “wow, I really do have a lot of issues. Yes, that is important.”
The most basic of skills, listening is very important and very difficult to master. But you my friend can do it.
To show you how powerful parroting is, researchers recently proved that waiters can increase their tip size nearly 70% simply by exactly matching their customers’ verbalizations after receiving the order! So, after parroting what our prospective customer has said, we then go to the Box & Close.
Step 8: The Box & Close
… “so which works better for you? Tuesday or Thursday?” We call this technique a Box & Close because we are giving the prospect a box of choices to choose from (preferably only two). By giving them choices to choose from, we are not allowing them to delay the decision by procrastinating.
So here’s what a parroting followed by a Box & Close might look like:
“So based on what you told me, the most important thing to you about a community you might choose it that it has….Yet in saying that, finances is a concern as well. Is that correct? (yes) So what I would like to do is set finances aside, because the bottom line is you are not even sure that this community is the right fit for you. What I would like to do is invite you to try out some of the amenities of our community. I know that you go to the YMCA, so instead of going to the Y this week, what I would love is for you to come this and utilize our all-season swimming pool this week, plus, attend our Super Noggin and Conductorcise classes. I know you are participating in those activities now … and this way you will get to experiment firsthand of what it would be like living in our community … before you even commit to anything. Many of our residents that went to the Y found that our classes were actually better and they were able to terminate their memberships and actually save money. This would be an excellent chance to see the quality of our fitness programs, meet some residents, talk to them about the consistency of our programs and see what they’ve gotten out of them. And again, whether you choose us or not, you’ll feel better knowing you’ve done your research and experienced our community’s lifestyle for yourself. So what will work better? We have Conductorcise class going on tomorrow at 7:30, that’s for our early risers, and then at 10 we have Super Noggin, which of those will work better for you?”
For in-person sales, taking a picture of the prospect with you once they’ve given you a deposit is an excellent commemorative reminder of their commitment. Be sure to hang their photo in a public place in the “family circle.”
Practice these techniques until they feel second nature and you will find yourself that much closer to the sale. Happy selling!
Next week, step 9 to Sales Success Selling to Seniors – The Recap.
Additional resources:
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
Principals of Influence by Dr. Robert Cialdini
Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher and William L. Ury
Free Marketing Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.
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!”
OR
“I really need to talk to my son first … or my wife’s just not ready.”
OR
“It’s just not going to work at this time.”
OR
“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?”
“What interests you about our community?
“How do you like to spend your free time?”
“What is it you like about these activities?”
“What are your hobbies and interests?”
“What do you mean by that?”
“Why is that important to you?”
Additional resources:
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
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.
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:
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
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.
In our last blog entry, we talked about step 1 to outbound sales calls success for selling to seniors, creating the proper enviroment. Today, we’re going to talk about steps 2 and 3 for selling to the mature market. Again, today’s topics are nothing new. In fact, several different sales training programs utilize these very same techniques. Two sites I highly recommend every sales team visit is Traci Bild’s site and Selling and Persuasion Techniques, written by the incomparable Dr. Robert Cialdini. Traci is one of the industry’s premier sales trainers and much of what we write about has been learned by applying her techniques from her book 7 Steps To Successful Selling and then making adjustments as we learn from our clients’ experiences. In addition to joining the Tuesday Morning Sales Club, I recommend purchasing anything Traci publishes. She is a genius. The secret is knowing how to apply these techniques to what you are doing each and every day … selling senior housing.
Step 2: Let Your Smile Shine Thru
For most retirees, the decision to call us did not come lightly. After all, moving to an active 55+ retirement community, continuing care retirement community (CCRC), assisted living facility, or skilled nursing home is a life altering decision. When people call us, they are scared. Usually, despite what they might be telling us, that call has been stirred by negative circumstances in their life (failing health, the death of a spouse, or loneliness). It’s our job as a sales team to lift them up and reassure them that they made a good decision to call us. The first task in accomplishing this sales goal is for our voice to exude courtesy, warmth, enthusiasm and knowledge.
If this is an incoming call, the correct way to answer is, “Hi! This is FIRST NAME. Thank you for calling COMMUNITY NAME! How can I help you?
If this is an outbound call, we’ll be taking a much different tack on our opening communication, but more on that later.
• Exude a warm, friendly attitude topped off with generous dose of enthusiasm and knowledge.
• Conveying energy and a can-do-attitude is the key to success. If we show excitement towards our jobs and the community we are selling, our customers can’t help but be excited. Remember, enthusiasm is contagious!
• Speak clearly, loudly and at a pace that they can comprehend (remember, like me, much of this audience has lost a good part of their hearing).
Step 3: Engagement
The key to senior housing sales success is placing outbound phone calls. Lots of them! At a minimum, you should be making 20 outbound calls a day (except on event days).
The top senior housing sales people in the country convert 1 of every two calls they place. How? By following a process. Remember, these people — the prospects —contacted us. They have a need.
Opening step for outbound calls
“Hi, is John in? (Pause, wait for “yes.”) Hi John, this is Tom Mann calling. (Pause, wait for “yes?”)
Most people say “Hi, is John Smith in? This is Tom Mann from the Heritage of Green Hills. How are you today?” And the prospect will say something like, “I’m fine” or “Hi, Tom, unfortunately, I can’t talk right now.” Why? Because they instantly recognize you as a sales person.
When we know we’re dealing with a salesperson our guard instantly goes up. In fact, most people HATE sales calls. Why? Well, first off, you are interrupting my day with your call. Second, I know you want my money. And my money is something I and our prospects guard with a zeal … and they are thinking, “Please, I have stuff to do. I don’t have time for this right now” and they might even be polite and talk with you a little, but they want to get off the phone. This conversation is destined for failure.
When you start a conversation this way, you might not even get to discuss the real reason you called…to talk about how your community can help them. So avoid that trap that pretty much ALL sales professionals get in to — which is naming your community. Instead, we would like you to use this very successful and proven opening step.
Here is how simple it is.
Ring, ring. “Hello is John in?” PAUSE, WAIT FOR REPLY
“Yes, this is he.”
“Hi John, this is Tom Mann calling.” And pause.
Polite and personalble, and I’m sure you are wondering “OK, when are we going to tell them who we are with?” And we will, just not yet. Because if you do, you can kiss the likelihood of this call being a success goodbye. This is a relationship business. If you open with this technique, you will form the personal connection.
I am not Love and Company, I’m Tom Mann, so I am never going to call someone up and go, “Hi, this is Tom Mann with Love and Company, how are you today?” If I did, that person KNOWS it’s a sales call. Instead, I’m going to say “Hi, John, this is Tom Mann calling. And they are going to go, “Hi Tom” if they know me. And if they don’t know me, they’ll reply, “Hi, Tom?” and then they’ll wait for me to tell them what the call is about. Or, they go, ”How can I help you?”
It’s very important that you address the prospect by first name only. Don’t say, “Hi, is Mr. John Smith in?” Yes, I know you were trained to be polite and that Miss Manners would like you to address people this way. Unfortunately, Miss Manners can’t help you sell. Even after we train people, this is a hard habit to break. I don’t even think sales people even realize they are doing it. But what friend do you know, that calls you up and asks, “Hi, is Tom Mann in?” So you’re going to go, “Hi, is John in?” Pause and wait for “yes.” “Hi John, this is Tom Mann calling.” Research shows us that the word “calling” instigates a “yes?” response … but you have to pause, so that they can say “yes?” The team at Love and Company believes that communication is about two people engaging. You speak, I speak. In a poor sales environment the sales person typically does 85% of the talking. That is not communication. You must use your ears as well as your mouth. Learn to listen. So your new parameters are:
A. Address them by first name. If it’s a couple and you only have one of their first names, address them only by last name, “Hi, is Mr. Smith in?” NOT “Hi, Mr. John Smith.” (Note: when meeting in person, it’s OK to refer to them by Mr. or Mrs. and then their last name as is a common sign of respect in the South, ie., Mr. John.)
B. Then you are going to introduce yourself by both your first and last name and you are going to use that magical word “calling” directly after your name. Followed by a pause. When you pause, they are going to say “yes” 99% of the time. Now, don’t worry if you don’t get the “yes,” there are two other things they’ll do.
They’ll say “oh, Hi Tom, how are you?” When they do that that means they recognize you. That’s a positive and that’s what we want, a positive response.
The other thing they might do is pause.
“Hi, John, this is Tom Mann calling.” (If they don’t respond after a long pause, start back up, “if you recall…” then you go on to step 4.
The other thing they might say is “who?” In that case, just restate your name. “Tom Mann.” They will respond with a, “yes?” This just means they can’t remember or place your name, so they are trying to figure out who you are. That’s a good thing, now instead of trying to figure out how to get off the phone, you have them engaged. They’re thinking … thinking … thinking… “Tom, who?” That is what we want. We want them engaged.
So your call should go like this:
“Hi, is John in?” (Pause)
“Yes, this is he.
“Hi John, this is Tom Mann calling.” (Pause)
“Yes?”
“If you recall, you requested an information kit from the Heritage of Green Hills.” (Pause)
“Oh, yes I did.
You have now prepared your customer for step 4, which we’ll write about next time. In the meantime, share the passion you have for this incredible life-changing product!
Interesting side note: “Calling” is not the only magic word. Dr. Caldini in his book The Principals of Influence, discusses the power of another magical word:
What single word increases compliance from 60% to 93%, simply by adding it to a request?
That single word is . . . “because”
“This parallel form of human automaticity is aptly demonstrated in an experiment by social psychologist Ellen Langer and her co-workers (Langer, Blank, & Chanowitz, 1978). A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.
Langer demonstrated this unsurprising fact by asking a small favor or people waiting in line to use a library copying machine: “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” The effectiveness of this request plus-reasons was nearly total: 94 percent of those asked let her skip ahead of them in line.
Compare this success rate to the results when she make the request only: “Excuse me, I have five pages. May I use the Xerox machine?” Under those circumstances only 60 percent of those asked complied.
At first glance, it appears that the crucial difference between the two request was the additional information provided by the words because I’m in a rush. However, a third type of request tried by Langer showed that this was not the case.
It seems that it was not the whole series of words, but the first one, because, that made the difference. Instead of including a real reason for compliance, Langer’s third type of request used the word because and then, adding nothing new, merely restate the obvious: “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” The result was that once again nearly all (93 percent) agree, even though no real reason, no new information was added to justify their compliance.”
Free Marketing and Sales Audit (excluding travel) – call today to ask about our free marketing and sales audit for your community, 410-292-4333.
Additional note: I’ll be presenting the 10 Steps To Sales Success For Selling To Seniors in full at the National Active Retirement Community (NARA) 11th Annual Business Conference in Columbia, SC October 20-22.
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