You checked every last detail and even made sure your guests had fresh-brewed coffee and those delicious raspberry-filled cookies everyone loves at the end of their tour – but you still couldn’t close the sale. Could the conversation, not the community, be the cause?
Senior living communities paint a beautiful picture for would-be residents of resort-style living, with active, involved residents. But when prospects stroll the community, the language used to describe the living experience is often lackluster. A quick review of your sales pitch with a team member may beneficial when building a new strategy. Clean up your sales conversation by weeding out these words.
Facility – Senior living communities, by design, are meant to be warm and inviting, so the mere mention of the word facility may give guests the wrong impression. Think of the brand image you want to convey, use language that aligns with your branding, and avoid cold, clinical words and phrases like institution, or a home to describe your senior living community.
Sweetie – Sweetie, Hon, Sugar and other pet names have no place in a senior living sales conversation. In some cultures, these monikers may be seen as extremely distasteful, and using casual language during a professional exchange may make some seniors feel less independent and less in control of the decision-making process. Instead, ask your guests and residents how they prefer to be addressed. Remember, even the slightest offense can cause a serious breakdown in communication.
Elderly – Have you ever taken a moment to read the Merriam-Webster’s definition for the word elderly? If you have, then you know it’s time senior living professionals have a serious conversation about why we are still describing residents of active, engaged communities as people who are ancient, geriatric, and over-the-hill – all real synonyms for the word elderly. There are so many other appropriate words senior living professionals can use to represent the older adults in their communities. Listen to your residents, listen to prospects, and in all things, apply empathy. Treating seniors with dignity and respect often starts with the small things.
Are there other words you’ve eliminated from your sales pitch? Let’s hear them in the comments!
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