Zero Lost Revenue Days: Systems That Work Presented by Jennifer Dixon

The Bild Sales System 1.Inquiry System 2.Visit Planning System 3.Follow Up & Closing System A systematic sales process ensures a consistent customer experience

Relationship Selling Is The Cornerstone Of Our System

Let’s Talk Systems

Inquiry System Incoming calls are mismanaged 40% of all calls are mismanaged 75% on weekends Half of all leads come in at night and on the weekend!

The Fact Is... The single most important skill factor required to drive occupancy is to get more people in the door. The average inquiry to visit rate for AL is 45%, The average inquiry to visit rate for IL is 35% Our benchmark is 60%, goal of 75% Bild trained average is 74%

What Are Prospects Hearing?

What’s happening when prospects call to get information?

Another Example

Lost/Mismanaged Call

Eliminate Mismanaged Calls! Everyone must be involved in the sales process Identify a solid backup team for night and weekend calls Train and reinforce regularly Review the hierarchy DAILY

Back Up Team Inquiry Hierarchy

Adult Child Inquiry Connection Sheet

Objectives Obtain control of the call - Focus prospects on their needs Build value Book a personal visit Treat every caller as a HOT lead! Follow the system and move conversions to 75%

Power of Influence Want to influence someone? Then ask better questions. To influence people, you need to know what influences them. Ask great questions Lead them They will convince themselves with your influence. Problems are really questions that have not been answered.

Four Components Permission to proceed Open-ended questions Drill down / needs match CLOSING

The Inquiry System The Power Behind The Inquiry System Is In The Emotional Connection

The Three Step CLOSE Repeat needs - Recap to BILD value State the next step – without hesitation - Coming on site for a visit? - Utilize the Optional Close – with confidence! Based on what you’ve told me it sounds like...” “The next step is for you to come in and actually see our community first hand. What might work best for you, tomorrow or even this afternoon?”

The Inquiry System Remember you are not looking to get married on the first call. It’s just a date. Slow down and take it one step at a time. In the end you will close twice as fast.

The Inquiry System If you build strong value you will Experience fewer objections The value of visiting your community must outweigh the pain of (change, discomfort, schedule disruption…) Avoid discussing price until On site: Redirect to their needs.

The Inquiry System On a scale of 1 to 10 how would you rate your inquiry system?

Visit Planning

Convert Appointments To Sales Average visit to move in AL 22% - Bild benchmark 40-50% IL 20% - Bild benchmark 40% CCRC 12% - Bild benchmark 25% Our student average is 40% Total visit to move in includes all re-visits

The Visit Experience In the past people looked at 1.9 communities before making a move Then it inched up to 4 Today it is as high as 7 – 8 How do you stand out? Pre-plan your visits! First impressions What do prospects feel when they walk in the door?

The Visit Planning Sheet

For Every Visit THE WOW FACTOR Intangible THE ONE EXTRA Tangible

The One Extra Service versus One Extra Based on the Law of Reciprocity Proven to improve the odds of closing on the next step by 70%! Ordinary versus Extraordinary Success is in the details The small difference that make a BIG impact Can use on the visit or in the follow up

Prospect Feedback 1.Showing me someone’s apartment is much more appealing than a model. I like to see someone living there. 2.Meeting and sitting with actual residents makes a huge Impact. I want to know what it feels like to live there. 3.I like when it seems like the person is interested in me, not just showing me around. 4.The person answering the phone should know general directions – how to get to the community. 5.Being greeted warmly makes me feel good.

Closing. Closing. Closing. Recap – summarize the story, bring focus to what they want and need. Clearly define the next step in the process Offer TWO options. Be confident. Do not appear unsure. Book their next step BEFORE THEY LEAVE. Always

Closing The Next Step Is...

Convert Appointments to Sales Average Visit To Move In AL = 22% - Bild Benchmark is 50%* IL = 20% - Bild Benchmark is 50% CCRC = 12% - Bild Benchmark is 25% Our student average is 40% *Total Visit to Move-in includes all re-visits which impacts conversion

On-site Visits Immediately plan the visit Demonstrate that you listened Expectation is high Community won’t sell itself, ever

On a scale of 1 to 10 how would you rate your visit planning system? What needs to happen to make it a 10?

Follow Up

The Follow Up System Why it’s not happening: Lack of accountability Lack of effective follow up systems and tools Call reluctance – it’s very real We use sales for everything BUT sales. Protect Your Time!

The Follow Up System You can have a great inquiry system in place and An incredible tour experience – yet if follow up doesn’t happen, the sale will not happen. “He who follows up gets the sale!” It is critical that you focus on this aspect of the business to NET up and grow occupancy.

5 Step Phone System ALL outbound calls Three simple steps to change the way You approach follow up

Step #1: The Opening Objective: Get a simple response “Hi______ this is _______ calling.” Possible responses: “Who?” Silence “Yes?” (99% of the time) “Oh, hi!” “Do I know you?”

Step #2: Disarming Objective: Get a yes response State a fact or recall an event “I understand... ” “If you recall... “ “As I am sure you remember...”

Step #2: Permission Ask permission to continue “Do you have just a quick minute?” If no: “Would an hour from now or perhaps tomorrow work better for you?”

Step #3: The Reason Objective: Obtain permission to ask questions. “The reason I’m calling is...” The Reason step will always end with: Permission to ask questions What if they say “No, this is not a good time.”? Respond by using one of these options “Would an hour from now work better for you or would you prefer I call you back tomorrow?” Typically the prospect will pick one of these options. Oftentimes they will ask “What’s this about?” If this is how the prospect responds, move on to the next step – the Reason.

The Follow Up System We must be heavy on follow up WHEN THEY ARE READY TO BUY. Remember, most people put off calling UNTIL THEY REALLY NEED IT. Our IL leads are easily 82+ now. All they want to know is if you’re a fit.

The Follow Up System Closing should be natural and the easiest part of the sales process The more discovery, needs identification and matching we do on the FRONT end the more successful the closing process. The CONNECTION must be from the beginning and continue as you move forward.

Steps for Follow Up Success Same Day Thank You -Sales Director, Sales Counselor or Executive Director Handwritten Thank You Note Follow Up Step 3 CCS -Use within 24t o 48 hours of the visit

Systems Checklist

The Close

Closing Closing is an area in which we spend the most training and coaching time. It’s where most sales professionals struggle When a strong CLOSING SYSTEM is implemented and utilized, closing becomes the easiest part of the sales process! We need to BILD confidence in the skill set of CLOSING

Closing Closing is helping prospects move to the next step in the decision making process BASED on WHAT WE KNOW ABOUT THEM BILDing VALUE -The more needs, wants and desires we identify and match, the greater the value

When? We are closing during each stage of the Sales process, starting with the Inquiry Process and Closing to Next Step (Scheduling a Personal Visit).

Make Closing Easy Closing should be a natural part, and the Easiest part of the sales process. The more discover, needs identification and needs matching we do on the FRONT END (Inquiry process, Visit Planning, etc.) the easier the closing process, follow up, etc. are on the back end. The CONNECTION must begin from the minute the phone call is picked up.

Closing The more needs, wants and desires we identify, the more RECAPPING (Repeating of needs) we do, the greater VALUE is built, thus the greater chance we have of moving the prospect to the next step in the sales process. Remember, it’s a game of inches!

The 3 Step Close Step 1 – Recap to BILD Value “Based on what you told me, it sounds like... “ Step 2 – State the Next Steps This is a statement: “The next step is for you to bring your Mom back in to visit.” Step 3 – Offer Two Options “So would you like to choose your apartment, or do you have questions for me first?”

REMEMBER – Disarm “I completely understand...” This statement brings down walls. We have to disarm in order to re-engage You are not trying to convince anyone of anything you are helping then – and you – discover, to self persuade we must remember – closing to NEXT STEP. Re-focus and maintain the excitement. VALUE BUILT must exceed pain felt.

Objections Do not try and overcome their objections. This places focus on what they don’t want. Disarm, “I completely understand,” re-direct with CHECKMATE CLOSE, “Before you leave, do you mind if I ask you just a quick question?”. Re-focus on what’s important, what they want, what their needs are, what it was that made them first inquire.

The Close Clearly define the next step in the process CONFIDENCE and passion are critical. Don’t appear frightened or unsure of yourself Objections: When in doubt ask another question to figure it out. An objection is an OPPORTUNITY to move the sale forward Focus on what they WANT – not what they don’t want. Schedule the next step (agreed upon) BEFORE THEY LEAVE

Closing. Closing. Closing. Recap Clearly state (suggest) the next step in the process Offer two options Ask for the next appointment to be scheduled Before the prospect leaves Be confident Don’t appear unsure Book their next step BEFORE THEY LEAVE

Where Action Meets Skill Action Skill RESULTSRESULTS

How Do We Achieve Mastery?

It’s not about doing 4,000 things 12 times, MASTERY means doing 12 things 4,000 times. Chet Holmes

thank you