Overcoming Objections and Closing

1. Fara Gold presents Overcoming Objections and Closing

2. Overcoming Objections & Closing • 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

3. Objections…”Over-Ruled” • 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”

4. Why Objections? • 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?

5. Alignment Between the Buyer & the Seller • 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…

6. Identify & Verify All Perceived Problems • 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”

7. S.P.I.N. or the Four Questions • What is S.P.I.N.? • Four questions used in all sales transactions

8. When to Offer a Solution? • 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

9. Solution is Tied to the Problem • 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.”

10. Value Equation • A solution should have “high” value • A solution should outweigh the price of taking care of the problem

11. If Price is an Issue… • 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”?

12. Closing • 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

13. Obtaining the Commitment • 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

14. Closing…a New Relationship…a New Resident • 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