Use Empathy to Overcome Objections in the Senior Living Sales Process
If you want to convert more leads into leases, your senior living sales team needs to be trained on how to handle objections from potential residents and their families. The hope is that the majority of objections or concerns can be mitigated with excellent customer service, a follow-up process that adds value, and lead nurturing. But, there are always new issues that come up, especially during the sensitive process of selecting a senior living community. Let’s take a look at ways to overcome objections, and the tools needed to do so sincerely and with empathy.
Steps to Overcoming Objections Throughout the Senior Living Buying Journey
When faced with a new objection, there are three initial steps to take before trying to find a solution. First, confirm their objection by repeating it back to them. This ensures that you are on the same page. Next, try to isolate the objection. Is this their only concern, or are there underlying objections that need to be addressed? Finally, validate. Show them that you understand their concerns. This is a trust-building segue to finding a solution.
Address Objections & Search for Solutions
Every objection that is brought to you needs to be addressed with a meaningful and adaptable solution. During this process, it’s the sales person’s job to reassure the prospect that your community is the right fit for their needs, and even use any objections to their advantage. If your sales and management teams are already aware of a potential resident’s specific needs and concerns, that means there’s less chance of a surprise or disappointment after move-in. Regain agreement and establish understanding with questions such as:
- Does that make sense?
- Do you see the benefit of living here?
- Do you think your loved one(s) will enjoy living here?
- Wouldn’t it be great to live only  minutes away from your parent/child/grandchildren?
These questions also help you determine a branded pattern, voice, and keywords that fit well with your community and the environment it provides.
Close the Sale
Once you regain agreement, it’s time to close the sale. This is the time to utilize an established follow-up process to promote your unique values and paint a picture of life at your community. The focus here should be on your commitment to residents and their loved ones to deliver an intimate, personalized, and professional experience.
Once More, with Empathy
We recommend preparing scripts for all aspects of the sales process – initial contact, email marketing, follow-up, and lead nurturing. Finding a voice and process for overcoming objections is just as important. Establishing a branded script gives every team member a foundation of the words, expressions, and responses that align with your community’s brand, vision, and intention for resident care. The keyword for your voice and scripts is empathy. It may sound cliché, but it is paramount to establishing trust, building a connection, and beginning a relationship with everyone in the senior living decision-making process.
Overcome Objections and Turn Leads into Leases
Objections that arise in the sales process are just one factor that can affect a sales team’s ability to close. G5’s “How to Turn Digital Marketing Leads into Leases” white paper details several additional factors, including poor-quality leads, sales and marketing team balance, CRM, and the importance of follow-up and lead nurture processes.
Download the white paper to learn more and work to improve the efficiency of your marketing programs.