Close more tours into move-ins. If the prospective resident is a good fit then discover how to ask questions and create natural tension to close more deals – quicker.
Hey everyone, this is Scott R. Wells
Selling is what makes your community move
without the selling, nothing else happens.
Now, I am not saying the component of service is not important,
Of course, it is
but nothing else is even possible without sales and filling occupancy.
Unfortunately, selling has become a bad word
and sales are incredibly dysfunctional.
But, here is what I’ve found…
If you’re selling to someone that genuinely needs what you have
and you ask the right questions
and you get the right information,
guess what people do?
They close themselves.
And if you can understand how to do that,
you create natural tension
And, tension is the chemistry of sales
People who aren’t uncomfortable about their situation, rarely move.
Most people require a high level of tension to say –
I better do something about this.
And so the goal is to actually create that tension
And this starts with your marketing, your messaging, your content.
And continues all the way through the tour and beyond
And when you can do that
people naturally want to transform
they want your community over the others
You stop being a commodity
and you start connecting on a deeper level.
People who are comfortable don’t transform
Let’s face it – moving to a senior living community
requires a high level of discomfort or desire to change.
And, If you want that level of transformation
you need to explore, deeply, the consequences
of their current reality that they’re unsatisfied with
and feel the emotions that go with it.
Now the tension can be created by taking them into areas of pain
And the cascading effect of that pain
into other areas of their life
And then tension is also created by talking
about where it is that they want to go in the future
their desired end-result
Both of these scenarios create tension
Now we can only do this if it is genuine
Why is that?
Well, this fly’s directly in the face of every fiber of our being
Naturally, we’re herd mammals
and we don’t like making people uncomfortable
So, what do we do once it becomes uncomfortable
We want to release that tension and comfort them
Versus… letting them sit with it and feel it.
And when you remove the tension,
either with humor or comparisons,
their desire to change is removed too.
So, it’s important we become very comfortable
With social tension.
And, it’s hard.
It becomes a balance between tension and empathy
And that is why so few people thrive in sales environments
If you want to become great at selling
you must learn about their current situation
explore things in an ethical and moral way
that make people feel discomfort to a level where
they decide they wanna change.
So, how do YOU create tension in your sales and marketing?
Are you asking the right questions?
Are you getting the right information?
Do you understand this balance of tension and empathy?
And, are you leveraging this tension throughout the process?
Your selling depends on these questions.
I’m Scott R. Wells – thanks for joining me.