| How many times have you encountered a | | | | CCRC: "Can you tell me what type of information |
| salesperson that wanted to know about YOU before | | | | you're looking for?" |
| presenting the benefits and features of their product | | | | PROSPECT: "Yes, just general." |
| or service? How many times? | | | | CCRC: "Ok, so that I'm better prepared to |
| As an upper level manager in the senior housing | | | | understand your specific needs I have a few |
| industry I was constantly challenged by helping the | | | | questions I'd like to ask." |
| sales and marketing staff understand the difference | | | | PROSPECT: "Ok." |
| between asking and telling. Just this one challenge | | | | CCRC: "Are you gathering information for yourself or |
| was costing the company millions of dollars in lost | | | | someone else?" |
| business on an annual basis. Here's an example: | | | | PROSPECT: "My parents." |
| Let's assume you're responsible for helping your | | | | CCRC: Ok, do your parents live close by?" |
| parents move from their existing residence to a | | | | PROSPECT: "Yes." |
| senior housing environment, know as a CCRC | | | | CCRC: "That's great, have they been in the |
| (Continuing Care Retirement Community)-or ALF | | | | community a long time?" |
| (Assisted Living Facility). Depending on the health and | | | | PROSPECT: "Yes, 32 years." |
| finances of your parents, coupled with the emotion | | | | CCRC: "Ok, can I get their names Teri?" |
| and lack of experience or knowledge in the area of | | | | PROSPECT: "Yes, Bertha and Ben." |
| senior housing, this could be a daunting and confusing | | | | CCRC: "How old are Bertha and Ben?" |
| task. Because your parents would want to remain in | | | | PROSPECT: "Bertha is 78 and Ben is 81." |
| the immediate area you find a local CCRC and place | | | | CCRC: "Could you tell me a little about their current |
| the call. Below are 2 scenarios, one with an unskilled | | | | housing arrangements?" |
| salesperson the other a skilled salesperson. | | | | PROSPECT: "They live in their own home." |
| | | | CCRC: "How about their health?" |
| Unskilled Salesperson | | | | PROSPECT: "Bertha is doing fine but Ben is having |
| (This scenario is based on the assumption you have | | | | some issues." |
| limited knowledge in the senior housing industry and | | | | CCRC: "What type of issues?" |
| you are not prepared to ask the appropriate | | | | PROSPECT: "He's in the beginning stage of |
| questions.) | | | | Alzheimer's." |
| You phone a local CCRC to get information. Upon | | | | CCRC: "Has that been diagnosed by a physician?" |
| calling you're transferred to a sales or marketing | | | | PROSPECT: "Yes, it has." |
| counselor. You ask to receive information about | | | | CCRC: "Ok, has the doctor made any |
| senior housing. The sales or marketing person may | | | | recommendations?" |
| ask a few questions about your situation but most | | | | PROSPECT: "Yes, he indicated that it would be best |
| likely will not; instead, you will be barraged with all of | | | | if we started looking at senior housing options." |
| the benefits and features this community has to | | | | CCRC: "Have you discussed this with your parents?" |
| offer. The call would go something like this: | | | | PROSPECT: "My mom only." |
| CCRC: "Hello, Mary speaking how may I help you?" | | | | CCRC: "How receptive is she." |
| PROSPECT: "I'm calling to get some information on | | | | PROSPECT: "Very." |
| your residence." | | | | CCRC: "Is there a reason why you have not included |
| CCRC: "Ok, can I get your name?" | | | | your dad in this conversation?" |
| PROSPECT: "Teri." | | | | PROSPECT: "Yes, he would be upset." |
| CCRC: "Hi Teri, is this for you or someone else?" | | | | CCRC: "When you say upset what do you mean by |
| PROSPECT: "My parents." | | | | that?" |
| CCRC: "Ok, what are their names?" | | | | PROSPECT: "Well, he's determined to stay in their |
| PROSPECT: "Their names are Bertha and Ben." | | | | house until he dies." |
| CCRC: "How old are Bertha and Ben?" | | | | CCRC: "I understand - that's not uncommon. This |
| PROSPECT: "78 and 81." | | | | must be difficult for both you and your mom." |
| CCRC: "Ok Teri, let me tell you about our residence. | | | | PROSPECT: "Yes it is." |
| We have a beautiful community located on a lot of | | | | CCRC: "Let's talk about time frames. There are a |
| land overlooking a beautiful lake with swans and fish. | | | | number of decisions involved in this process, have |
| We also have a lot of people just like your parents | | | | you or your mom thought about when a move |
| so there are a lot of things to do. We serve 3 meals | | | | would occur?" |
| per day and snacks and we have an activity director | | | | PROSPECT: "No, not really." |
| that will get your parents involved in all kinds of fun | | | | CCRC: "Just a few more questions Teri, then I'll make |
| stuff. We also have a nurse on staff and laundry | | | | some suggestions. Aside from your parents and |
| facilities as well." | | | | yourself will anyone else be assisting in the decision |
| PROSPECT: "That's great Mary. Can you tell me how | | | | making process?" |
| much it costs?" | | | | PROSPECT: "No." |
| *It's no wonder the primary question moved so | | | | CCRC: "Ok, do you live close by?" |
| quickly to cost. There wasn't much warmth, | | | | PROSPECT: "Yes, within 10 miles." |
| empathy, compassion, or understanding of my | | | | CCRC: "Ok, my suggestion would be to schedule a |
| parents or their needs. What would it matter how | | | | time for you and possibly mom to visit with us as |
| many things you have, such as lakes, swans, etc., if | | | | the first step in the process to help both of you |
| those things aren't important to me or my parents. | | | | determine if this might be the right choice. Do you |
| Why would I need to visit if you haven't given me a | | | | work during the week?" |
| reason? The purpose of the initial phone contact is to | | | | PROSPECT: "Yes." |
| get, not give, information and schedule an | | | | CCRC: "Are you off on weekends?" |
| appointment. | | | | PROSPECT: "Yes." |
| If you and/or your sales staff are telling vs. asking, | | | | CCRC: "Would this Saturday work for you?" |
| you're losing revenue! Please take the time to acquire | | | | PROSPECT: "Yes." |
| the skills necessary to obtain information by asking | | | | CCRC: "Morning or afternoons?" |
| great questions.* | | | | PROSPECT: "Afternoons." |
| Skilled Salesperson | | | | CCRC: "Would 3:00 work?" |
| You place the call and ask for information about | | | | PROSPECT: "Yes." |
| senior housing. This time you're connected to a skilled | | | | CCRC: "Ok, would your mother be coming with?" |
| version of Mary: | | | | PROSPECT: "No." |
| CCRC: "Senior housing, Mary speaking how may I | | | | CCRC: "What is the best number to reach you at?" |
| help you?" | | | | PROSPECT: "555-555-5555." |
| PROSPECT: "I'm looking for information on your | | | | CCRC: "Ok, Teri I look forward to meeting with you |
| community." | | | | on Saturday at 3:00." |
| CCRC: "I can help you with that. "Your name please." | | | | This one Skill |
| PROSPECT: "Teri." | | | | "Asking - not - Telling" will change your bottom line |
| CCRC: "Hi Teri, thanks for calling senior housing. Have | | | | results SIGNIFICANTLY! |
| you visited our residence before?" | | | | What do you have to lose? MORE SALES? |
| PROSPECT: "No." | | | | |