Before Touchmark switched to relationship selling, we managed sales by quota: you need to make 20 calls per day, which will result in a certain number of tours, deposits and sales…..That process put an emphasis on completing tasks. So in the end that ‘s what they did. They completed the task but did not connect with people. As a result we did not close many sales. It was discouraging to our staff.
Since making the transition to relationship selling, our sales teams are much more motivated, and for the right reasons – to help. It has given them the time and tools needed to help our prospects. Along the way we also have found that we get to meet extraordinary people, that we like our jobs are again, and we are more successful! Making the switch to relationship selling has been a blessing to our company.
Steve Ferrarini, VP Sales
Touchmark Retirement Communities |
Oversight of Sales and Marketing Services for Portfolio Clients
One On One is engaged with certain portfolio owners and managers that desire more of a “partnering” type of relationship. Typically these relationships are designed to help our clients enhance their own internal selling resources by providing the following types of services, as needed:
- Full marketing and operational assessments of properties.
- Ongoing oversight, review and recommendations.
- Recruiting, training, coaching and evaluating leasing counselors.
- Review and enhance sales management systems as well as front desk telephone policies and procedures.
- Periodic site visits.
- Attendance at community sales meetings via teleconferencing.
- Mystery shops along with review of recorded sales calls.
- Analysis of existing lead base.
- Customized creative design as well as templates for marketing, direct mail and sales follow-up materials.
Hands On Turnaround Campaigns
At the core of One On One’s success is its unwavering commitment to a unique proactive, relationship-based selling style. Typical senior housing prospects are highly resistant to change, confronted with an emotionally charged decision and preoccupied with negative associations.
For nearly 20 years, David Smith and One On One have developed, refined and created systems to support a selling style that produces both significantly better closing ratios and a high average number of leases per month. One On One’s approach is grounded in techniques derived from:
- Scientific sales research from Neil Rackham, James Cathcart, Tony Alessandra, Robert Cialdini and others,
- Direct experience from dozens of hands-on turnaround and new fill campaigns,
- The study of best practices from leading industry portfolio companies, and
- Self-funded research in conjunction with recognized senior housing market research professionals.
The impact of the One On One selling approach is most evident in terms of actual sales results. For example, the national average ratio of qualified prospect leads to move-ins for assisted living is approximately 10%, with about 5 new leases per month. By contrast, One On One is converting roughly 40% of its qualified assisted living leads and producing 15 or more new leases per month. Assuming an average monthly residency fee (net of variable expenses) of, say, $2,500 or more per month, an additional 10 leases per month converts to $300,000 per year of additional revenues and over $3 million of additional property value.
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