Online shopping has been growing at an unprecedented rate and that includes senior living. Those that adapt to this new reality will be ahead of the game.
Customers are learning to rely more and more on their own research and good judgement instead of the face to face help and advice of a trained salesperson.
If salespeople are not careful they can be conditioned by these savvy customers to answer just a few questions and quickly provide the information requested, without question. Watch video
I have been shopping online for a truck lately. My process is to find an attractive deal, then click the link and ask for more information.
So far the experience has been consistent and very frustrating. Most salespeople ask very few questions and are eager to provide me with the information I request without asking about my situation or why I would want to add this significant expense. The Result: I have rationalized myself into sticking with my current vehicle for one more year.
Ask yourself! What is the experience your customers get when they reach out to you on the web or a phone call? My research suggests that our senior prospects experience is not much different then what you can expect from a car dealership.
I have found that most senior living salespeople are pretty good at following up, however at the point of contact, that’s when the wheels come off. It’s just how can I help and then Blah, Blah, Blah!
Once in a while there is a sparkle of hope, and a salesperson will respond to my question for more information by saying these magic words,
“Id be happy to provide you some information”, “Before I do, can I ask you a question?”. to which I would happily respond in the affirmative, after which the sales person asks…
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“What is your current situation?”
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“What about your current situation would like to change?”
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“How do you feel about what is going on?”
These questions and others like it help me to think about things I had not considered and allowed me to sort through and prioritize the answers one by one.
As a prospect, I would quickly realize there were several aspects of senior living that would be important, besides the price and the amenities, if I eventually made a decision to move forward.
When I encounter this rare experience it feels better. It seems to instill confidence and hope in the process, rather than confusion and fear.
I believe that it has never been more important than it is today to have a sales process that helps sales people get in control of the sales conversation and add value to the customer relationship.
I believe it is more important now to make sure salespeople are trained in the art of listening, because most of our sales process is virtual.
I believe we can add value to our customer experience if we are willing to develop a higher level of skill, confidence and courage in order to stand out from the competition in our new reality.
I have been very fortunate to have worked in the senior living industry for more than 30 years. I have been privilege to work with and learn from some of the brightest and most successful leaders in our business.
Recently, I have had the unique opportunity to work side by side with some very talented sales teams on the front lines and with them, make the adjustments needed in order to be successful, even in the face of theCovid crisis.
If I can be of help to you or your team, please reach out. I would be happy to learn about your situation and share what I have learned.
William J. Nowell
President and Author of ValueMatch Selling
ValueMatch Plus a PPMS company
602-284-0124
[email protected]
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