SeniorLife Solutions/Top Ten Lessons on Closing

The Top Ten Lessons
on Closing

Remarks by Scott MacLean

By closing, we don’t necessarily mean asking for the check five minutes into the presentation. We mean that it’s vital that we ask for some kind of a commitment. This might be another appointment, an opportunity to talk to another family member, or agreeing to take advantage of a trial stay.

In order to create the mind-set needed to be a sales pro with the ability to close, we recommend the following ten lessons.

1. Closing is a process. Don’t allow yourself to think of it as an event. It’s always in the works. Always advance the sale.

2. Believe in your product. You cannot sell something you do not truly believe in. Belief in the benefits you have to offer someone will motivate you to close more sales. Think Win/Win, instead of Win/Lose.

3. Selling senior housing is not a HARD SELL. It’s a HEART sell. People buy out of emotion, not just logic.

4. FEAR is the overriding obstacle you are up against in closing sales. This includes both the prospect’s fears and your own! Help the qualified prospect overcome their ear and you will have an open-minded buyer.

5. “No” does not necessarily mean “Absolutely not”. Most sales require several attempts to close.

6. Timing is everything. Be prepared to close at anytime and anywhere. Listen and watch for the buying signs.

7. See clearly. Contrary to what you may think, most senior prospects need and, yes, even want someone to lead them to a decision.

8. Take small steps. By using trial or mini-closes throughout the selling process, the final close will be much more natural and stress-free for everyone.

9. Create urgency. In order to create urgency, you must act urgently.

10. There are only three reasons why a qualified prospect hasn’t bought from you yet.

First, there’s not enough trust in you or your community. Second, the person doesn’t understand the value of your services to him/her personally. Or, third, you have not asked for a commitment to buy.

Scott MacLean is a sixteen-year senior housing veteran. Scott operates his own Indiana-based management and consulting firm and is available for speaking engagements and staff training. You may phone him at (317) 328-2899 or e-mail him at scott@seniorlifeweb.com.