Foundation for Building Occupancy

The TourKym E. Guy

Consultant 805.490.4076

How many employees / people in your community are responsible for bringing in new customers?

The average $$ value of a move in

Average apartment =$3000

Average length of stay= 27 months

Average value of move in = $81000

$81,000

Did you know?Resident investment for 1 year = $36,000Information provided by the National Center for Assisted Living

Inside Sales

How many places do families typically call before choosing where to visit?

Families call 6 to 8

• On average, how many communities do families look at before making a decision?

Families on average look at 1.4 communities

• Research shows that most assisted living residents only visit one community prior to moving in

The EASE of Selling

Establish Rapport

Ask Questions to Discover Needs

Sell the Solution

Express your Heartfelt Recommendation

How will you get them to tour?

Build Rapport

Assume they are going to tour

Discover a need and tell them how we will satisfy it

Discover the “trigger” and tell them how we can provide a solution

Paint the picture

ASK THEM!

Name some strategies to get inside the circle

Offer a beverage or snackDiscuss common interestsUse positive body language, eye contactOffer a sincere complimentRefer to what you already knowIntroduce her to othersSlow down and “be there”

Our ability to listen accurately is the most important factor in our ability to sell.

Expectation / Goal

70% of your sales interaction time should be spent listening to the customers needs and desires

What are your Points of Difference

Customers justify their purchase with facts – what are our facts?Each tour presentation is tailored to the customer’s specific needs

If we can fill the need and meet a desire better than others,

they will choose us!

Avoid Clichés

Everyone says…“We have a great staff”“Our food is terrific”Our residents are very happy here”

A point of difference is only relevant

if it provides a desired benefit

The Tour!

First Impressions

Asking for the Money

Points of Difference

Who’s on the Tour Team?50% of the time someone other than the Administrator is conducting the tour

Who’s on Your Tour Team?At your daily stand-up meeting talk about tours and who is the designated hitter

Tour informationwhat’s included?

Apartment Pricing SheetBrochure

Specific to their individual needs

Rate SheetsFloor PlansOther CollateralPoints of Difference

Decide what your communities are

Deposit AgreementMove-in Paperwork

Each TOUR presentation is tailored to the customer’s specific needs.

NO Tour should be the same!

Sell to their specific needs

Overcome their objections

Apartment Pricing Sheet

Every apartment is assigned a specific price

This is for tour team’s use only – not meant to be shown to the customer

Do not deviate from price without administrators approval

Apartment AvailabilityWhich are rent ready today?

How do you ask for the Money?

Expect Success

Believe in your product

Demonstrate confidence

Illustrate value through features and benefits

Be prepared for objections

Know your points of difference

When we are the solution, don’t hesitate to ask for the business

It’s a matter of believing in the services you provide!

Negotiation

Listen more than you talkDon’t react emotionally –refocus on valueConsider if you are dealing with the decision maker or notRemember all objections are not of equal importance – be concerned with the one that will most influence the outcome

Strong Recommendations

“Now that you’ve seen and heard about the benefits of living here, when would you like to move in?”“I’m so glad you found us – I think we are the perfect fit for you. Let’s have you put down a deposit and that way you can move in next week.”“Now that we are done with the tour, let’s decide what apartment you want to move in to.”“I recommend you make the move. Both you and your mom’s life will improve once you do.”“Before you leave, consider the possible outcome if you do not address the issue now.”

What Are Other Possible Recommendations?

Refundable deposit

Additional tour

Come in for a meal

Attend an upcoming event

Respite stay

Visit them at their home

What Are Other Possible Recommendations?

Bring a friend / family member

Meet the Resident Council Members

Assessment

Third party involvement

Come along on an outing

Phone call

Refundable Deposit

Gives customer first right of refusal

Let them know that It does not guarantee them a specific time frame

If they do not move in a reasonable timeframe. return the deposit

That new Inquiry is HOT!

Nearly 60% of our move ins inquired within the last 30 days!

What should our expectations for follow up be?

Assisted Living Inquiry Definitions

Hot: Deposit or move in within 30 days

Warm: Deposit or move in within 31-90 days

Cold: Will move in after 90 days or more

Minimum follow up standards

Hot: Weekly voice-to-voice contact

Warm: Every other week follow up

Cold: Monthly follow up

Critical Factors

Concierge pleasant, friendly, helpful on phone and in personSomeone available to talk with inquiry when he/she called and available for scheduled tour within 5 minutesWhen asked, salesperson explained that residents may have to move out due to higher level of careTour guide met with inquirer in quite, private location before touringAll apartments shown to inquirer were rent ready

Critical Factors

Tour guide closed each inquirer by asking for an appropriate next step (including inviting a phone inquiry in for a tour)All inquiry information entered and documented correctlyFollow up scheduled and completed appropriate to type of inquiry (hot, warm, cold)Requested name, phone and address from every inquiry