Qualifying & Understanding the Customer

Remarks by Scott MacLean

 
Before any benefit selling can take place, the prospect's needs and desires must be uncovered.  This requires getting them to talk about some uncomfortable and sensitive issues. How do we accomplish this? By building rapport and asking carefully-crafted questions.

Opening line for a walk-in

  • "What brings you here today?"
  • "How may we/I help you today?"

Uncovering Needs, Preferences and Timeframes

  • "May I take notes while we talk?"
  • "Why are you considering making a change at this time?"
  • "What are some of the things you are looking for in a retirement community?"
  • "What areas are you struggling with most in your current living situation?"
  • "How is your health currently?"
  • "How do you handle...?" (cooking, yard work, shopping, etc.)
 Affordability
  • "Where do you currently live?" (estimate home value)
  • "How long have you lived in your house?" (untapped home equity)
  • "What did your husband/wife do for a living?"  (pension)

Alternative Options

  • "What other options are you considering at this time?"
  • "What other places have you visited?"
  • "What did you like?"
  • "What didn't you like?"

Time Frame

  • "How soon are you looking to make a change?"
  • "If you found a place that was suitable for you, how soon would you be looking to move?"

Decision-Making Process

  • "Who else will be involved in making this decision?"
  • "Who normally helps you with major decisions?"

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.  

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