Creating Conversions: How Best-Practice Sales Training Improves Your Sales and Builds Census


Oct 22, 2014 | Marketing & Branding

There is a reason why most physicians and surgeons today practice what is called “evidence-based medicine,” or EBM. Simply put, doctors follow these medical “best practices” because they have been proven to deliver the highest rates of success for their profession.

Today, the use of best practices has spread far beyond the world of medicine. By definition, “a best practice is a technique or methodology that, through experience and research, has proven to reliably lead to a desired result.” According to experts, learning and applying the best practices in any field is a commitment to using all the knowledge and technology at one’s disposal to ensure success.

The term is now used frequently in the fields of government administration, the education system, project management, business and marketing. Senior living sales is no exception.

In his article, “17 Best Practices of Top Performing Sales People,” recognized sales expert Kelley Robertson offers general guidelines for sales professionals everywhere. In doing so, he states, “Many people wonder what separates a top performing sales person from the rest of the pack. In most cases, it’s because they apply a number of best practices in their daily routine.”

Is your sales team consistently achieving their goals? If not, do you understand why? Do you know how to turn your community’s sales shortcomings into sales success and sustained growth? SageAge Strategies provides the best best-practice solutions you need.

Combining the Art and Science of Successful Selling

Today, most of your prospects “shop” online to obtain basic information on senior housing options. However, sales are not made over the Internet. They are made by person-centered, voice-to-voice and face-to-face interactions between your sales associates and your prospective customers. What occurs in these highly individualized interactions is critical to creating a sense of empathy, building trust, instilling confidence and responding to your prospects’ needs to make the sale—or not. There is a reason why some communities prosper while others struggle to meet their occupancy goals. That is why best-practice sales training exists. It is not an innate knowledge we are born with.

Karen Crolius, MBA, CADDCT, CDP, Senior Vice President of SageAge Strategies, says, “Today, effective senior living sales is about listening, understanding, asking the meaningful questions and creating a trust-based rapport and relationship. A true sales and marketing expert knows that the “person-focused” problem-solution model is typically the most credible and compelling form of advertising. This applies also to senior living sales. Rather than offering a pre-packaged, albeit well-intentioned sales talk, experts in the art of matching solutions to customer needs take the time to understand each prospect’s unique problems, concerns, motivations and preferences, as well as where they are in the decision process. They then tailor a value-rich response that is both highly relevant and useful to the prospect and/or the adult child.”

Evidence-Based Sales Training Optimizes Your Lead Conversion and Occupancy Growth

The SageAge Strategies “CARE” Program fully equips your sales team with the latest tools, training and knowledge required to most effectively convert leads into prospects and prospects into sales in today’s competitive senior living environment. We also work with you to identify any informational and operational challenges that might be barriers to your sales success.

Specifically, CARE trainingenables each member of your sales team to successfully:

Connect with internal and external customers as a trusted resource and problem solver.

Assess their situations and position your services to meet their unique needs and concerns.

Resolve their problems by developing responsive, customized action plans that address their specific situations.

Execute programs and services that provide real value and enrich their lives.

Our CARE sales training program is based on the latest best practices in:

  • Prospect Cultivation
  • Customer Relationship Management
  • Empathy and Engagement
  • Customer-Centered Problem Solving
  • Handling Questions, Concerns and Objections Effectively
  • Results-Based Selling Techniques
  • Effective Use of Materials
  • Closing the Sale

Customized to Your Specific Situation

We find that it is often most effective to precede sales training programs with “mystery shopping” activities in order to gain an up-close, highly accurate picture of your sales team’s strengths, weaknesses and opportunities for improvement. The benefit lies in the ability to customize all training sessions to your most significant sales training needs and place a priority focus on those primary areas of weaknesses and opportunities for improvement.

Expert Sales Training Assistance is Available

Recently named to Inc. Magazine’s list of Fastest-growing Private Companies in America, SageAge Strategies is the ideal partner for strategically growing your sales and building your census. If you are a senior living community considering the need for assistance in increasing sales through best-practice sales training and growth strategies, we encourage you to contact us for more information. SageAge Strategies is an award-winning marketing and consulting organization that operates exclusively in the unique senior living industry. For more information, please call or e-mail Adrienne Mansfield Straub at 570-601-1720 / You can also visit us on our website at

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