How do I know? Because your next sale is in your lead base. Chances are they’ve been to the community. Maybe an appointment, possibly a tour, probably some type of event. When you met them, they were “just getting information” or “not ready to make a decision now,” or “needing to get things organized financially.” All of which may have been true or not. But whatever their reason, you may not have spoken to them since, and now they sit in your database as a cold lead. But they aren’t cold ─ they’re your next sale.
Well, you know the answer to that question. They just had a medical scare, or a big home repair, or the child they counted on for assistance was transferred out of state. In other words, their situation changed and what was previously “I’m not ready” is now “Can you remind me what you have to offer?”
The question for you is, have you stayed in contact – by phone or mail? Do they think of you when they think of communities they need to contact again? The answer to that has to do with what you’ve been doing since that initial contact. Have you developed a strong re-inquiry program to continue to nurture the relationship? If you have, then chances are you’re in good shape for this sales opportunity. If you haven’t, you may be out of luck.
On average in senior living, it takes 18 months for an individual to go from initial contact to move-in. And it’s not a straight line. There are plenty of ups and downs along the way with a prospective resident’s feelings about community living running hot and cold. But, if they like you, trust you and believe in you, it’s more likely they’ll ultimately buy from you.
Jeffrey Gitomer, a well-known sales expert, says that “most people are not willing to do the hard work to make sales easy.” That next sale is in your lead base. Have you done what it takes to get it? If not, start today.