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The Coaching Sales Method for

Senior Living

Anthony Cinotti

Retirement Counselor

Asbury Methodist Village

301-216-4068

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Background

� Health and Wellness

� Certified Wellness Coach, Wellcoaches,

Inc.

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What can you get out of today?

� Understand difference between coaching

and selling

� Steps to the coaching sales process

� Techniques

� A belief that by following the coaching

method, that you are truly serving others

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Not Just for Sales

Insert Team Pix Here

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Not Just for Sales

How about a raise?

Insert Director Pic Here

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Not Just for Sales

How about a promotion?

Insert Upper Management Pix Here

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Wellness Coach

Expert in wellness who assists individuals to

make lifestyle changes that will positively

affect their overall health and happiness.

Retirement Counselor

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Definition of Sales Person

Sales representative* - a person employed to

represent a business and to

sell its merchandise (as to customers

in a store or to customers who are visited)

*Source: www.thefreedictionary.com

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Salesperson

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Coach

� Problem Solver, Counselor, Motivator

� Working on behalf of the client

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Sales vs. Coaching

� Sales = Negative

� Coach = Positive

� Sales = Convince to Buy, Selfish,

Pressure

� Coach = Help, Counsel. Assist in helping

people to achieve their goals

� Sales = Win/Lose (you win, they lose)

� Coach = Everyone wins – collaborative

effort

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The Fact Dump

”Have you seen our

pool?”

“Oh, I’m sorry to hear that, but isn’t it a great pool? Do you want to deposit now? Its refundable!”

“I almost drowned as a child. I’m scared to death of pools.”

“I don’t swim”

“But, isn’t it the best pool

ever?”

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Would You Come Back?

� Put yourself in their position.

� Vulnerable

� Nervous

� Courage to come in and say there is a problem

� Do you care?

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Would You Come Back?

Even worse, they think they have all the

information they need to make a

decision.

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Coach

How can I help you?

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The Coaching Method

� Setting the Tone

� Identify Goals (hot buttons)

� Identify Barriers

� Prioritize

� Motivate to Make Positive Change (close)

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Setting the Tone

� You are the expert in senior living

� You are in control

� Set expectations for meetingCHere to help

BELIEVE IT!

It’s Your House!

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Setting the Tone

You are not a Tour Guide

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Setting the Tone

� Explain your role as a retirement counselor

� Prospect at ease

� How can I help you? Not sell you!

� “I can’t make you move, so relax!”

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Setting the Tone

My Role as a Counselor/Coach:

� Everyone is here for a reason

� I’m here to help guide people to make a positive lifestyle change that will not only benefit them, but their family, friends and neighbors as well

� I am not a Realtor

� Lifestyle is #1 priority, residence type is not.

� Facts of Aging

� Letting them walk out the door thinking everything is great is wrong

� If they do not buy, they have made the conscience decision to do nothing and gamble.

� Smoker not quittingCNo one can make them move.

� CCRC is the perfect solution for most people

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Setting the Tone

Real Pros:

Inset team pix of other campuses

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Step 2: Identify Goals

Everyone is here for a reason

How can I help you?

You can lead them, but it’s their goals!

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Step 2: Identify Goals

Everyone is here for a reason

Reasons prospects look?.........

“Many people come in for these

reasonsC.does that relate at all to you?”

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Discovery Questions

Remember, you are dealing with adults!

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Discovery Questions

� What brought you in today?

� What would you like to change about how you live?

� Tell me a little about your current living arrangement C?

� Describe a typical day for youC What type of activities do you enjoy?

� What would you do in a day if you could choose?

� Do you have any concerns for the future or any health concerns? /what keeps you up at night?

� What do you look forward to as you plan your future/retirement living?

� Where do you live now. How long have you lived in your home?

� Any children? Are you concerned about being a burden on them?

� Is outliving your money a concern?

� How important is maintaining your freedom?

� What’s your plan?

� Is there anyone you know that isn’t doing so well “aging in place?”

� What was your experience as your own parents aged? (Nancy Rasavage)

� Do you have a plan in place if you predecease your wife?

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What have we done so far?

� Set the Tone

� Identify Goals

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Step 3: Barriers

What is the # 1

Barrier?

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But, I Love My House!

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But, I Love My House!

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Step 3: Barriers

Why can’t you accomplish your

goals in your current

situation?

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Step 3: Barriers

� Typical Barriers to Accomplishing Goals

Caused by the House?.....

� “I can’t make you move”

� “What can you do now to remove those

barriers?”C..“ I don’t know”

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What have we done so far?

� Set the Tone

� Identify Goals

� Identify Barriers

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But, I Love My House!

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Step 4: Prioritize

� Summarize

� What’s most important?

� Actually heard vs. Expected to hear.

� Their priorities-not what you can sell them

� “Did WE miss anything?”

� “Tell me again why those goals are so

important?”

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But I Love My House!

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Step 5: Motivate

“I can’t make you move. So tell me how you can get this done in your house?”

Remember: They need to answer this question. If they can’t answer, they have a problem, (not you).

Coaching vs. Selling.

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But, I Love My House!

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Where Does Your House Rank?

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Motivate

CCRC Solution/Tour

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Follow-up

� How are you doing with achieving CC?

� Next steps

� Constant reason to call

� Shows you care

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Real Life Example

Meet Mrs. Jones

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Who is Your Mrs. Jones?

� Call

� Ask goals: “Can you remind me again

whyC?

� Coach

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Summary

� You are a pro

� You help people achieve their goals

� Not pushy just the facts

� Listen

� We all need a true belief that the CCRC

solution is the best one for them in most

cases.

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http://www.youtube.com/watch?feature=player_

detailpage&v=IPYeCltXpxw

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But I Love My House!

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