Sales Activities that Produce Outcomes It’s About Time!
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The Challenge – “Cold” Leads
Typical Approach to “Cold” Leads LEADING
LAGGING
? New Leads
Call Outs
Tours
Conversions
3
Number of Call Outs/Tours -
Correlation is not Causation
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Big Idea
We Can Help Prospects “Get Ready”
Higher-functioning Prospects aren’t ”Ready” to buy until they’ve ”untangled” their emotional resistance to change.
“Open” before you “close”
“Ready”
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CONNECT
Build trust, state your intentions, seek to understand the prospect’s perspective
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UNTANGLE
Engage in meaningful conversations, be proactive and relentless
“Open”
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ADVANCE
Start offering solutions based on your prospect’s unique situation
“Close”
Sales Conversion Comparison Top Performers
Industry Averages
Source: Sherpa Database
Source: Mullen Summit
100
Leads
100
45
Tours
55 41%
22%
10
Move Ins
23
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2017 ProMatura Study of Sherpa Data
Scope of ProMatura-Sherpa Study
• 302,159 sales interactions • 502 sales people • 23,480 leads • 25 companies across 21 states
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Key Findings
ProMatura-Sherpa Study
The following factors drive and help predict sales performance results: 1. More Time in The Selling Zone® 2. More Time per Lead Worked 3. More Time Planning & with personalized Creative Follow Up 4. Direct involvement of ED in “Sales” 5. More Prospect photos in sales journals 11
1. MORE TSZ = MORE SALES
Time in The Selling ZoneÂŽ
Top Performers How Many Hours in The Selling Zone per day per Counselor?
8 Hours Worked
4 Hours in The Selling Zone 50% of Hours Worked
Average Time in The Selling ZoneÂŽ per prospect that moved in
10
20
hrs.
hrs.
AL
IL Rental
Options to Increase Time in The Selling Zone® per Lead
• Delegate non-sales activities • Minimize size of Lead Base • Add additional sales staff
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Option to Increase Time in The Selling ZoneÂŽ per Lead
2 counselors 23%
3 counselors 5%
3 counselors 22%
2 counselors 41%
2 counselors 50%
1 counselor 77% 1 counselor 55% 1 counselor 28%
< 60 units
60-119 units
120+ units
Size of Property 17
2. MORE TIME with FEWER LEADS
Hunting for Urgency
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Cultivating Readiness
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?
Micro-Metrics (or, why “how many” is not enough)
Each Interaction
Average Time per Lead Worked Average Total Time Invested per Prospect Worked
Lowest Performers
AL/MC
IL
120
140
Less than
1 hour
More than
Highest Performers
2 hours
0
20
40
60
80
100
Source: Promatura/Sherpa 2015
Measuring Empathy and Connection
Source: Sherpa
Empathy and Connection at work Which Community Has Higher Conversions?
Source: Sherpa
Allocation of TSZ Hours Invested 3. MORE PLANNING & CFUs = MORE SALES
Impact of Activities on Conversions Best Sherpa Performers
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Average Time spent Planning (per move in)
Average Time Planning per Prospect that closed
Lowest Performers
Less than
Highest Performers
1.5 hours
AL/MC
IL
1 hour
0
10
20
30
40
50
60
70
80
Source: Promatura/Sherpa 2015
90
4. MORE PICTURES = MORE SALES
RSNA Study of Impact of Patientâ&#x20AC;&#x2122;s Pictures on Outcomes: 1. Including a patientâ&#x20AC;&#x2122;s photo with a medical imaging file may result in a more meticulous interpretation of results and helps radiologists empathize with the patient. 2. They was an 80% increase in accuracy when x-rays were accompanied by a photo of the patient
Impact of Pictures on Conversions Percent of leads with a Picture
Lowest Performers
7%
Highest Performers
18%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Source: Promatura/Sherpa 2015
5. MORE ED ENGAGEMENT = MORE SALES
Executive Director Involved in Sales Executive Director Involved in Sales
39%
Lowest Performers
88%
Highest Performers 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Source: Promatura/Sherpa 2015
How do “Best” Executive Directors spend time in Sales?
ASHA - ProMatura 2019 Study • Significantly larger & better segmented data sets • ID attributes of Prospects & Sales Counselors as well as sales activities that drive success • Estimated of time/cost and ROI of sales efforts • Analysis of Resident compared to family member perceptions, attitudes & desires.
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Questions?