As the population of Americans aging into retirement age grows, the demand for senior living also grows. While this should mean that senior living sales professionals’ jobs are getting easier, many communities are struggling to convert leads. What does this mean? It means that senior living sales professionals need a different set of skills to be successful in today’s senior living landscape. Here are the top three traits that translate into a successful sales management career in the senior living industry:
Motivator Personality
Empathy has often been touted as the most important quality among senior living professionals. After all, the decision to move into a senior living community is often emotional for residents and their families and requires a certain degree of sensitivity. However, by using DISC and similar types of personality assessments, senior living sales leaders realize that the most successful professionals tend to be more aggressive. They are more likely to push the sales process forward and help sales leads to get off the fence.
Sense of Urgency
Despite the boom in independent living for younger retirees, many senior living communities are seeing more prospects coming to them later in life. Since many have higher acuity needs, they must select a senior living facility quickly. In yesterday’s market, a sales professional could expect to nurture new business for months before closing a deal. Now, they must be agile enough to close a sale in just a few weeks.
Willingness to Improvise
Classic sales collateral like generic brochures and bulky information folders are being replaced by more dynamic strategies. Sales professionals must be able to research each prospect and personalize the sales experience accordingly. They must focus on the information that is relevant to each prospect’s level of care needs, budget, and communication preferences.
Get Help from Experienced Senior Living Recruiters
The sales and marketing needs in senior living are quickly evolving. Partner with Horizon Hospitality’s experienced senior living recruiters to find sales management professionals who can drive occupancy rates and build a positive image for your community. Contact us today to learn more.
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