Class was in session earlier this fall as Greystone hosted our annual Sales School for professionals new to the senior living industry. The seminar provided advice and techniques to grow occupancy at every level of care by focusing on sales and database training, resident needs, and an introduction to the Greystone team and our service offerings.
Roughly 25 marketing professionals from across the country attended this intimate gathering. Sales School kicked off with remarks by Greystone President and Chief Operating Officer Mark Andrews, who stressed the importance of marketing by likening it to the engine that powers high-performance sports cars. The general session covered a variety of topics, including a Top 10 list of marketing ideas from GlynnDevins, the importance of data and reporting, REPS, residency agreements and cross-selling.
On cross-selling, our presenters focused on the different approaches one must take when selling each level of care. A prospective client’s thought process varies at each level, meaning sales counselors should tailor unique questions and delivery styles in order to guide the right conversation.
“Learning to feel confident in our process and delivery is important to earning the respect of each of our customers,” said Mindy Cheek, Greystone vice president – marketing services, “and ultimately, it will drive the overall census of each level of care.”
Breakout sessions were divided into health care- and independent living-oriented groups. In health care, attendees learned how to develop an outreach plan for lead generation and how to apply a consistent and effective sales process across multiple audiences – adult children, seniors and spouses.
In the independent living sessions, attendees learned how to overcome objections, winning a “permission-based” sale and how using tangible items – in this case, candy – can help you build a more financially persuasive and compelling case for entrance-fee CCRC’s.
Sales School also featured nightly networking outings, including a trivia night that put attendees’ pop culture expertise to the test.