2022 is behind us, whew!
For many of us in senior living sales, 2022 marked a symbolic turning of a corner away from the pandemic upheaval of previous years. Our community doors opened again to prospective residents, masks were mostly put away, staff returned to the workplace, and the fears that senior living communities were a hotbed of infection were put to rest.
The start of 2023 is an opportunity to take a closer look at all we in senior living sales have been through since the quarantines first went into effect, and consider the lessons we’ve learned. It’s also an opportunity to improve our systems and processes and reinvigorate ourselves and our teams.
Takeaway #1: Consistency is key.
One of the go-to phrases we hear a lot when results are under benchmark is:
“The definition of insanity if doing the same thing over and over and expecting different results.”
– Albert Einstein
(It’s just one of “13 Inspiring Einstein Quotes Never Actually Said by Einstein”, by the way.) It’s a valid concept, but when it’s used as the justification for making changes to sales systems, people, and processes we need to be careful. Why? Because of the temptation of solving the problem too soon, or before we know the primary cause.
To improve sales outcomes, consistency is key. Without consistency, it is impossible to accurately measure your current systems and processes, analyze the data, and devise ways to solve the shortcomings. Before taking a “let’s throw new ideas against the wall and see what sticks” approach to solving a problem, look to see if your sales systems and processes are being followed consistently. In other words, WHAT is being done, how often and how well (or not.) Doing the same thing over and over makes sense, IF the WHAT is defined and understood.
Takeaway #2: Sales continues to be a neglected silo.
We see this over and over: the sales department in senior living companies continues to be an under supported and underappreciated silo pushed to the fringes of the corporate structure. It seems like sales doesn’t get the respect it deserves because it is often misunderstood. Expectations don’t align with training, support, budget, compensation. As a result, when margins get tight and budgets are cut, sales suffers more than other departments.
Even though the sales department is the primary revenue source for senior living operators, its budget is among the first to get slashed. When sales departments are forced to cut back, they do away with training, support, and technology. Don’t squeeze out sales! Your NOI will thank you for it.
Takeaway #3: Selling senior living takes grit.
Success in senior living sales takes grit. The job requires a resilient mindset to survive. It’s a long game; the conventional wisdom that it takes 6-8 touches to make a sale is way off the mark in senior living. It’s more like 22-28 touches over 3 months to a year or more, depending on the level of care.
There is a lot of rejection. In sales there are more losses than wins. You’ve got to make dozens of call attempts to connect with the prospects in your database. Then they ghost you or tell you – after months of connecting with them – that they’re no longer interested, or they’re moving to a competitor.
Sales leaders: don’t forget grit. As you’re working with your sales teams, remember that it takes grit to succeed, so recognize it and acknowledge it when you see it. When you’re looking to hire new salespeople, look for grit as a key trait for success. Grit is going to yield results in senior living sales more often than just about anything else.
What are your takeaways from 2022 that you’re going to apply to 2023? Want to share how you’re planning to reinvigorate sales in your senior living company in 2023? We’d love to hear from you!
Ready to take your senior living sales success to a new level by elevating your sales leaders? Grow Your Occupancy provides the sales coaching, accountability coaching, and sales-skill coaching essential to fill that important role. Learn more about Grow Your Occupancy’s sales coaching and training here. Or book your free 30-minute consultation today.
