professional selling back to the basics webinar 2015
TRANSCRIPT
Professional Selling
Back to Basics: Lessons From Mystery Shopping
Brought to you by:
Moore Diversified Services
Presented by:
Roy Barker
Presentation Date and Time:
June 25, 2015
1:00pm – 1:30pm CST
Contact Information:
Roy Barker
(817) 925-8374
Thanks For Joining Us Slightly Different Format
30 Minutes If no time for questions you may email me directly at roybarker@m-d-
s.com Please take a moment to complete the two-question survey at end of
presentation
Today’s Outline Who is Moore Diversified Services Who is Roy Barker Shift in Focus The Beginning The Middle The End
10 Must Do’s For Community Call Takers – July 21, 2015 1:00pm – 1:30pm CDT
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Moore Diversified Services National Full Service Boutique Consulting Firm Specializing In Senior Living and Healthcare both For Profit and Not-For-Profit 40+ Years of Experience Services Offered:
SWOT Analysis and Strategic Planning Operational Analysis/Benchmarking Marketing Analysis, Mystery Shopping, and Tactical Planning Employee Turnover Analysis and Retention Strategies Investment/Financing Advisory Services Lender Due Diligence Market/Financial Feasible Studies and Proformas Key Metric Monitoring “Shared Executive” Retainer Agreements MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM
ROY BARKER [email protected]
Roy Barker, Director-Special Projects Over 15 years in the industry with MDS Education
BBA – Finance MS Gerontology – Long Term Care, Housing, and Services for the Aging Pursuing MS – Marketing and MS – Industrial and Organizational
Psychology Service
Dallas Area Agency on Aging Advisory Board Former Volunteer Long Term Care Ombudsman State of Texas Member Senior Living Round Table – Dallas and Boston
Specialties Operations Marketing Employee Retention Training/Coaching
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Shift in Focus Needed/Underway
• Transactional Selling to Relationship Building
• Sales has gotten a negative connotation
• Relationship Builder/Coordinator
• Every Employee Should Be Part of the Movement
• Collaborative Effort – Prospect, Family, Other
• Slow Down and Be Genuine
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Senior Living Consumer 2015• Smarter• More Demanding• Resourceful • Access To And Use Internet• Some Have Had Parent In Senior Living• Have Many More Options Than Before • Will Not Self Identify and Want To Maintain Lifestyle • 80% Will Have Researched You and Competition Online• Most Likely Will Know Your Competition Better Than You
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
The Beginning • The Call Taker
• Friendly• Noise Free• No Distractions• Knowledgeable
• The Greeter• Easily Seen• Friendly Smile• Knowledgeable• Not a gathering Place
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
The Phone Call• Know Who’s Available and Where They Are
• Have a Back Up Plan, And A Plan C, And A Plan D
• Speak Slow and Deliberate, Not in a Rush
• Provide Information When Transferring a Call
• Scheduling Tour – If AppropriateMOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Good Questions To Ask• Name and Age of Caller• Name of Prospective Resident• Time Frame• Special Issues• Hobbies And/Or Interest• What Does “A Day In The Life” Look Like• Desired Means of Communication• What Brought You In/Made You Call Today• Where Did You Hear About UsMOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
First Impressions
• Only One Opportunity to Make a Great One
• Start At Curb Appeal
• Get All Employees Involved
• Sign In Lobby Welcoming Guest
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
The Middle• Have Collateral and Have It Ready• Have Someone Available For Tour• Offer a Meal To Prospect and a Friend/Family Member• Hold Other On-Site Events – Mixers, Seminars, ETC.• Again – All Staff Involved• Don’t Perform an Information Dump• You Can Direct Conversation Through Questions• Don’t Over Do It – Slow Down• Still Need To Overcome ObjectionsMOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Information Gathering
• Probing Open Ended Questions• Listen For Cues• Meet Prospect Where They Are At In Process• Cant Shoehorn Everyone Into Same Community• Don’t Be Afraid To Say “We’re Not A Good Fit”• Really Listen – Be Genuine • Always Assume Other Issues Present
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Be The Collaborator
• Match Caller/Visitors Voice Level, Speed, Cadence• Highlight the Lifestyle Not Real Estate Features• Highlight Community’s Solution To Inquiry Trigger• Tours Should Be Considered Demonstrations• Be Transparent and Really Interest, Make a Friend• Consider Home Visits• Remember We Generally Buy From Those We Like• Slow Down the Pace, Take Time To Build Relationships
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Other Reminders• Don’t Use Big Words or Industry Lingo• Identify Decision Makers As Soon As Possible• Make Sure Decision Makers Are Involved• Ask The Tough Financial Questions• Printed Material In Larger Font and Not Cluttered• Remember Your Roll As Collaborator• This Is An Emotionally Charged Decision
• Prospects• Children• Other Family and Friends
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
The End• Make Sure There Are No More Questions• Thank Them For Their Time• Set Next Step, If Any• NEVER Assume You Will Close First Visit• You Will Not Close Everyone• When You Do Close – Quit Talking!• Ask For Referals• Follow-up
• Recap Situation • Not Sales Related Issues • Even if Moved-In Else Where
• FOLLOW-UP!!!!!
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Trust But Verify
• Call Your Own Community Frequently
• Have Others Mystery Shop You• By Phone• In-Person
• Hold Informal Refreshers For Everyone's Task
• Praise and Reward Employees For Their Help
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]
Join me for our next webinar
10 Must Do’s For Community Call Takers
July 21, 2015 1:00pm to 1:30pm Central Time
Questions or Comments?If you have questions or comments
Please feel free to email or call Roy Barker at:
(817) 925-8374
Also, please complete the two-question survey following presentation. Thank you!
MOORE DIVERSIFIED SERVICES WWW.M-D-S.COM ROY BARKER [email protected]