Getting Prospects “Ready” with Prospect-Centered Selling and the sMART grid
SM
David A. Smith Principal One On One SherpaCRM
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RESISTANCE to Life-changing Transitions
Grows with Age
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As we age, the size and frequency of loss is staggering:
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Picture of Mary
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Navigating The Move to Senior Housing An allegory about how we might help guide higher functioning Prospects
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What is the sMART grid? A practical, evidence-based tool to address “I’m not ready yet”
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Pro
Con
Stay
Move
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Denial (Pro-Stay) That which if I move, I will lose. Usually loss of my home, sense of security and identity.
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I’m not ready! I still cook for myself. I love my home & I am never leaving!
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Thinking (Con-Stay) I admit I am having Problems & Difficulties. I wish they would just go away. Motivators
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I am not ready. I still drive! However, I am having a few problems at home. I wish things could be like they were before!
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Planning (Con-Move) I am considering the risks and logistics of moving. I’m scared and want to slow it down. I Object.
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I need to move but: What if no one likes me? I was a successful businesswoman. Who will I become? What would I do with all my stuff?
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Action (Pro-Move) I can see how moving will benefit me, I am ready to choose a Community. What’s different and better about yours?
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I am ready to choose a community and move. Why should I choose yours ?
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I love my home I am never leaving!
I am ready to choose a community to move to.
I am having some problems I wish they would go away!
I need to move, but what would I do with all my stuff?
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Using the sMART grid to ASSESS READINESS FOR CHANGE
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Use Prospect Statements Face-to-Face; Voice-to Voice; Sales Journals
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Assessing Stages of Change
I like your community better than the others. I think the 2 bedroom will work but I really want my daughter to see it before I sign anything.
Action
I wish my knees weren’t so bad. It is really getting hard to do the stairs. I might put in a chair lift for the second floor.
Thinking
I really love my home. My kids are worried about me being alone but I plan to stay here for as long as possible!
Denial
I do see some advantages to moving out of here but I’m worried that if I were to move, I won’t be able to leave enough money for my son.
Planning
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I really love my home. So many memories here.
I wish my knees weren’t so bad. I am going to see my doctor again next week.
If move, I won’t be able to leave enough money for my son.
I like your location best.
So many old people! Do I look that old? I need some time . There is so much to consider. What will I do with all of my stuff? Your closets are so small.
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Assessing Stages of Change
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Using the sMART grid to PLAN ADVANCES
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Prospect Interaction Outcomes Simple Sale
Complex Sale ORDER (WIN)
ORDER (WIN)
Commitment to buy
ADVANCE
“I’d like you to Action that talk toshows more next my mother Readiness week”
CONTINUE
“Thanks.with Continue outKeep agreed me on your action mailing list”
NO-SALE (LOSS) NO-SALE (LOSS)
Refusal to buy #ALFA2014
The Opportunity Typical Lead Distribution by Stage DENIAL
15%
THINKING
45%
PLANNING
30%
ACTION
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Prospects “Closing” Inquiry atAtany orStage Prospects Can be Advancing is any Can “Hot” Be at any “Warm” Prospect Stage or of Action or Readiness “Cold” Commitment showing Urgency more vs Readiness Readiness For Life-Change #ALFA2014
Key to advancing Readiness
AMBIVALENCE Feeling two ways about the same thing, often causing confusion and stress.
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Sustain
Change
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Addressing Ambivalence
Avoid the “Righting Reflex!” Except in extreme cases - Prospects resist change when we try to convince or persuade. Even when we are right! When we try to persuade Prospects who are ambivalent–they instinctively “argue” for the opposite. Prospects become most committed to the position they argue for.
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“Are you IL or AL?” “What type of assistance do you need?”
“We have…(data dump)” “Would you like to come in for a tour?”
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Senior Sales Increase when we are
Change Counselors before Sales Counselors Let me see if I understand • Most Adult Children what you are going through. • Professional Influencers • Early Adopters • Prospects who are “ready” to move due to a health crisis Less than 10% of Lead Base Change Counselor
Higher Functioning Prospects who are not “ready” to move due emotional resistance
90% of Lead Base Sales Counselor #ALFA2014
Prospect Case Study 1. Situation: Who is this Prospect? Create a meaningful Profile 2. Key Motivators Why Move at all? (“Whether”) Why Now? (“When”) Why Here? (“Where”) 3. Sales History & Stated Objections 4. Action Plan Assess current Stage of Readiness of Change. What specific request or commitment should I make to help the Prospect Advance ?
Using the sMART Grid to Plan
Invest in Deliberate & Focused Planning for Prospect Advances
sMART Grid Applications • Desktop Reference
• Assessment & Planning Tool
• Guide for Questions & Follow Up
• Tool to Share with Prospects and Influencers #ALFA2014