Fara Gold presents

Establishing sales alignment The buyer and seller must be in alignment Our buyer is often the adult child or referral source The seller is YOU, the health services sales leader S.P.I.N. Selling (Neil Rackham) and Value Selling

What is an objection? An “objection” is a buyers “signal” Price is the most common “objection or signal” Buyer will say: “Price is too high”

Objections are offered when a solution is given too soon in the process of uncovering needs How can you offer a solution when you don’t know all of the majority of the prospects problems?

You are the seller Stay focused on asking versus telling or selling Ask about “problems” Discover and ask about ALL the problems Listen more…talk less Adult child is the buyer Adult child will do 70% of the talking Problems are implied needs or what has happened in the past Problems will become a “mountain” or list Talking more…

You are the seller Ask “problem” questions during the discovery phase Examples “What kinds of problems is your Mom having with her medication?” “How is your Dad’s nutrition and meal preparation?” Ask, “How are these problems currently managed?” Adult child is the buyer Problems will be conveyed as what happened in the past Problems are implied needs or what has happened in the past Expect the caregiver to say they are “trying” but “why they came to you for help”

What is S.P.I.N.? Four questions used in all sales transactions S-Situation Use only a few of these questions “What brought you here today” P-Problem Ask many problem questions to uncover needs “What types of problems is your Mom having? I-Implication Use these as they relate to the problems “What will happen if your Mom continues to miss her medication?” N-Need pay-off Solution based questions/wait until all problems are uncovered “You are looking for a community to help with your Mom’s medications. The good news is, we can provide medication management.”

A solution or “need pay-off” question should come after the “implication” of the “problems” have been fully identified You will hear the customer say “Yes” when asked the following solution or “need pay-off” questions: Would a community providing daily medication management give you peace of mind?...Yes Would a community offering nutritionally balanced restaurant-style dining give your Mom more food choices?...Yes

A solution should be tied to the problem Offer solutions with programs or services you can provide with the following statements: “The good news is here at The Glen at Aberdeen Heights we provide 24-hour round-the-clock professional nursing services.” “The benefit to your Mom, of our special WonderGuard service, is your Mom will be able to safely walk throughout our Memory Support neighborhood at all times.” “The benefit to you of our Emergency Call system is the peace-of-mind, our trained and compassionate associates will answer your Mother’s call button, as quickly as possible.”

A solution should have “high” value A solution should outweigh the price of taking care of the problem

If price is an issue…go back to exploring the problem with problem questions, such as: “How much does it cost now to take care of your Mother’s medication?” “What price do you pay in lost time at work to take care of ‘this or that’ problem”?

A successful closing is “obtaining a commitment” The prospect or buyer sees the value of your solution and is willing to pay “whatever” price for the solution

To secure the commitment, the prospect should choose an apartment home and schedule the assessment for the resident A move-in date will secure and complete the closing for the prospect

Reach out to the prospect almost daily with updates and reassurances of their decision Provide step-by-step support in reading and understanding the Residency Agreement before the final contract signing The closing is successful when your Executive Director or Administrator completes the contract signing and move-in is complete