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- Implicatio
n• 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