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Sales Skills in an Operational Community

Presented by Mary Krantz. Sales Skills in an Operational Community. Sales Skills in an Operating Community. Sales Process What constitutes and effective tour? Managing available inventory and identifying strategies for selling least desireable apartments What are your current challenges?

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Sales Skills in an Operational Community

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  1. Presented by Mary Krantz Sales Skills in an Operational Community

  2. Sales Skills in an Operating Community • Sales Process • What constitutes and effective tour? • Managing available inventory and identifying strategies for selling least desireable apartments • What are your current challenges? • Share a recent success?

  3. Sales Process - Operating • Transitioning from pre-opening • Sales: a vision of physical plant, residents and staff. • Occupancy: “Someday” • Existing Operating Community • Sales: community built, up and running with residents and staff in place • Occupancy: “How soon can we move you in?”

  4. Sales Process • Building rapport and relating & Discovery of needs • Presenting your community and the tour • Overcoming objections and gaining commitment • Sale • Follow-up

  5. Discovery and building rapport - 1 • Sales Person Preparation • Physical: • Do you have a specific private area identified or was the discovery room “acquired” for other use? • Discussion: • Use of Models • Use of Office • Use of common space

  6. Discovery and building rapport - 2 • Process remains the same • Explain the process • Open probes • Checklist – asking the right questions • Needs and wants – current situation • General Health • General Knowledge of community • Decision makers • Time Line

  7. Discovery and building rapport - 3 • Checklist continued • Prospect personality style • Early objections and concerns • General level of affordability • Type of apartment • What is most important • Role Play

  8. Presenting the community • Location: discovery area • Features, Advantages & Benefits • Community is up and running – you not only tell but can give a heads up that they will see • Customized to what you have discovered • Collateral and Contract/Agreement • Role Play - Handouts

  9. What constitutes an effective tour? • Preparation • Models checked • Community walked & calendar taken into account – no land mines • Customized to the interest of the prospect • To lunch or not to lunch • Use of residents • Initial versus Repeat • Role Play – Handouts

  10. Managing available inventory • REPS • Main Report: Apartment Availability • Others: pending cancellation, scheduled move-ins – what else? • Supplemental Tools: Be consistent • Dry Erase Boards - Visual • Excel Spreadsheets – calculating data • Word Documents – Master

  11. Identifying strategies for selling least desirable apartments & locations - 1 • Identifying “dog” units and their “issues” via discovery & objectifying • Customer feedback • Physical • Emotional • Financial • Sales Team Bias • Personal feelings • More difficult sale – takes more time

  12. Identifying strategies for selling least desirable apartments & locations - 2 • How to overcome? Incentives? • Discount • Entry Fee • Monthly Service Fee or 2nd Person Fee (Time limit?) • Upgrade - customize • Poor view – upgrade window treatments • Poor location – upgrade parking • Noise – fountain for patio

  13. What are your current challenges? • Discussion of challenges in your specific community • Common themes? • Aging community – physical plant tired • Residents aging in place • Programming, activities, • Dining venues

  14. Share a recent success? • Share your success • Share your ideas • Other

  15. Thank you

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