Sixty conversations you have already had. The daughter whose mother does not think she needs help. The son who found a place down the road for less. The seventy six year old widow who tells you she is not that old yet. The family who deposited three weeks ago and has stopped answering the phone. This is a field manual for senior living sales. It is written for the person in the room, and for the Executive Director standing behind them. Most training in this industry hands you one script and one buyer: an exhausted adult daughter in a crisis. That buyer is real, and she is about a third of your inquiries. The woman touring Independent Living is not the family sitting in your memory care office, and a script built for one will lose the other inside ninety seconds. This book separates the three buyers and runs a distinct Independent Living track through the whole manuscript. WHAT IS INSIDE Twelve foundation chapters on the part nobody teaches. How to diagnose before you prescribe. The nine things you need to know before you can help anyone. The six events that actually start a search. The difference between a fact question and a feeling question. Why the eight seconds after you stop talking decide the conversation. Sixty scenarios. Each one gives you the situation, what is really going on underneath it, the discovery questions to ask before you answer, the words to say, three layers of pushback for when the first answer does not land, the trap to avoid, when not to use it at all, and a real world example. Thirty six working tools. Discovery sheets, an inquiry call card, a cost comparison worksheet, a weekly scorecard, a lost deal debrief, a care director playbook, a resident ambassador program, a ten day follow up sequence, and a one page reminder for the drive to work. A section for Executive Directors in every single scenario, because a sales director cannot fix a tour experience alone. Two chapters on what this job costs the person doing it, and how to last in it. WHO IT IS FOR Sales directors and sales counselors. Executive Directors and Administrators. Regional and divisional sales leaders. Anyone who owns occupancy and has run out of things to say to a family who will not move. Not scripts to read. Words to say.
