by Roy Barker, Director – Special Projects
When it comes to marketing and eventually closing the sale at your senior community, MDS has addressed several strategies to overcome some common sales objectives; I’m Just Not Ready Yet, Misconceptions Stifle Sales Part 1 (May 2011) and Part 2 (June 2011). Finances can be one of the most difficult objections to overcome as it can be uncomfortable for the potential resident to discuss their personal business with a virtual stranger. There are a lot of instances where prospects convince salespeople that they can’t afford to live in their community but when they walk out they go right down the street and move in to a competitor.
On the flip side, are we too quick to size up prospects before they ever walk in the door? We are taught from a young age to not “judge a book by its cover” but let’s face it, we do. What kind of car are they driving? Do they look clean, are they well dressed? Do they sound educated? Do they appear to have enough money to live in my community? Do salespeople “financially qualify” prospects before they even speak with them and therefore sabotage themselves in the process? It can be all too easy to find ourselves in this situation and it will eventually cost us sales.
This reminds me a story when I was a lot younger. I lived in a very small rural Texas oil boom town where everyone knew everyone and their business. One of the more wealthy townspeople who I was acquainted with had vast land holdings, a massive multi-state cattle operation, and oil royalty income that could have supported the entire town. He was just an old country boy that had made good. He still wore overalls, work boots and drove an old pickup truck. When you would go have coffee with him, he would always head to the restroom when the check came. Now, everyone one in town knew him and what he was worth, but we knew this was just his way and we all respected that in him, so it was OK as long as he was in his own environment.
Read more about how a salesman unfamiliar with this man almost lost his easiest sale of the day
Roy Barker has been Director of Special Projects for MDS for the past 12 years. Roy holds a BBA in Finance from The University of North Texas as well as a master’s degree in Applied Gerontology – Long-term care, Senior Housing, and Aging Services from the University of North Texas (UNT). He can be reached at (817)925-8374 or RoyBarker@m-d-s.com.