Like any good marketing plan, every retirement community needs to analyze the tools and resources contained within their organization and at their disposal. Needless to say, you can’t execute a plan effectively if you don’t have the right equipment for the job.
There are specific steps that will ensure your success and fill your vacant suites. These are what I have defined as the “Strategic Steps to Successful Sales©” – a series of 10 activities that effective sales people develop and practice daily to result in:
- continued growth to the customer baseline
- enhanced customer relationships
- nurturing of future business development opportunities.
This series of 10 activities are fully described and facilitated during three full one-day training workshops that contain the “Strategic Steps to Successful Sales©”. The first workshop defines sales versus selling, identifies effective communication skills, introduces “The Sales Cycle” and explains how to start relationship selling using established consultative methods. Remember, no one, especially seniors, appreciates the hard-sell approach or slick sales pitch.
But, what good is having a marketing rep with an engaging personality, who knows what they need to do, if that rep doesn’t possess the sales tools to qualify potential residents and close the sale? Let us take a look at those basic skills considered essential for a successful and efficient sales or marketing representative in today’s highly competitive marketplace.
These are the 6 skill sets or “Tool Kit Abilities” and one example of the key skills or qualities required:
- Academics – basic schooling and education
- Critical Skills – ability to “think outside the box”
- Professionalism – business ethics & morals
- Selling Skills – match resources to client needs
- Sociability – personal manner and character
- Technical Skills – fully assess resident needs
What other essential skills would you require in your Tool Kit? Does your team possess the correct balance of Tool Kit Abilities and know how to use them to find the next suitable resident and get the contract signed today? If your answer is ‘yes’, you’re on the right road to successful sales. But if you’re uncertain or the answer is ‘no’, then it’s time to remedy the situation and ask for help. Be strategic in your approach to sales and marketing and you’ll achieve 100% occupancy. As Winston Churchill once stated during challenging times: “Never, never, never, never, never give up.”
Still have questions? I’ve conducted numerous sales workshops and management retreats. Feel free to contact me in person via email to [email protected] or telephone me at 604.984.7445. Mention my article and I’ll give you 20% off your first workshop fee with me! Offer ends April 1, 2012.