Overcoming Objections and ClosingFara Gold presents

Overcoming Objections & Closing

Establishing sales alignmentThe buyer and seller must be in alignment

Our buyer is often the adult child or referral sourceThe seller is YOU, the health services sales leader

S.P.I.N. Selling (Neil Rackham) and Value Selling

Objections…”Over-Ruled”

What is an objection?An “objection” is a buyers “signal”Price is the most common “objection or signal”

Buyer will say: “Price is too high”

Why Objections?

Objections are offered when a solution is given too soon in the process of uncovering needsHow can you offer a solution when you don’t know all of the majority of the prospects problems?

Alignment Between the Buyer & the Seller

You are the sellerStay focused on asking versus telling or selling

Ask about “problems”

Discover and ask about ALL the problemsListen more…talk less

Adult child is the buyer

Adult child will do 70% of the talking

Problems are implied needs or what has happened in the past

Problems will become a “mountain” or listTalking more…

Identify & Verify All Perceived Problems

You are the sellerAsk “problem” questions during the discovery phaseExamples

“What kinds of problems is your Mom having with her medication?”“How is your Dad’s nutrition and meal preparation?”Ask, “How are these problems currently managed?”

Adult child is the buyer

Problems will be conveyed as what happened in the past

Problems are implied needs or what has happened in the past

Expect the caregiver to say they are “trying” but “why they came to you for help”

S.P.I.N. or the Four Questions

What is S.P.I.N.?Four questions used in all sales transactionsS- Situation • Use only a few of these questions

• “What brought you here today”

P- Problem • Ask many problem questions to uncover needs

• “What types of problems is your Mom having?

I- Implication

• Use these as they relate to the problems

• “What will happen if your Mom continues to miss her medication?”

N- Need pay-off

• Solution based questions/wait until all problems are uncovered

• “You are looking for a community to help with your Mom’s medications. The good news is, we can provide medication management.”

When to Offer a Solution?

A solution or “need pay-off” question should come after the “implication” of the “problems” have been fully identifiedYou will hear the customer say “Yes” when asked the following solution or “need pay-off” questions:

Would a community providing daily medication management give you peace of mind?...YesWould a community offering nutritionally balanced restaurant-style dining give your Mom more food choices?...Yes

Solution is Tied to the Problem

A solution should be tied to the problemOffer solutions with programs or services you can provide with the following statements:

“The good news is here at The Glen at Aberdeen Heights we provide 24-hour round-the-clock professional nursing services.”“The benefit to your Mom, of our special WonderGuard service, is your Mom will be able to safely walk throughout our Memory Support neighborhood at all times.”“The benefit to you of our Emergency Call system is the peace-of-mind, our trained and compassionate associates will answer your Mother’s call button, as quickly as possible.”

Value Equation

A solution should have “high” valueA solution should outweigh the price of taking care of the problem

If Price is an Issue…

If price is an issue…go back to exploring the problem with problem questions, such as:

“How much does it cost now to take care of your Mother’s medication?”“What price do you pay in lost time at work to take care of ‘this or that’ problem”?

Closing

A successful closing is “obtaining a commitment”The prospect or buyer sees the value of your solution and is willing to pay “whatever” price for the solution

Obtaining the Commitment

To secure the commitment, the prospect should choose an apartment home and schedule the assessment for the residentA move-in date will secure and complete the closing for the prospect

Closing…a New Relationship…a New Resident

Reach out to the prospect almost daily with updates and reassurances of their decisionProvide step-by-step support in reading and understanding the Residency Agreement before the final contract signingThe closing is successful when your Executive Director or Administrator completes the contract signing and move-in is complete