The counselor who focuses
on, listens to, and helps the
prospective customer make the
best decision for him or herself
will be the most successful.
selor asked these perfunctory questions but failed to use the information
obtained and did not take notes.
Training to overcome objections
may result in a sale, but overcoming
objections without understanding the
impact of the decision being made,
who the person is, and whether or not
he or she is likely to be happy within
the community is callous and unprofessional and may lead to distress and
dissatisfaction. We must help prospective residents make the correct choice
when they may be dealing with one of
the toughest decisions they will have
ever had to make.
From the thousands of sales assessments we have completed, we have
learned that sales counselors sell the
real estate and the services without
learning anything about who the customer is or what the customer wants.
Our sales assessment process looks
for and grades 26 elements the sales
counselor should address during the
visit with the prospect.
Even the top 10 percent of the sales
counselors we have evaluated fail to
complete an effective sales counseling session. There is much to be done
to secure a competent, effective team
to achieve sales that yield knowledgeable, realistic customers ready for the
lifestyle they have selected.
2.Present the lifestyle of the community as the focal point of the
community. Quality services are a
component of the product, but they are
not as important as the life the person
will lead. We may discuss the services
but we must present the lifestyle and
help the prospect determine what fits
with how she or he wishes to live.
3.Invest in people, in education, and
in counseling skills and stop training
in sales tactics. The counselor who focuses on, listens to, and helps the prospective customer make the best decision for him or herself will be the most
successful. Sales tactics lead to short-term sales, but not long-term success
in counseling people.
The goal is to have people as pleased with their lives as this
“Well, I just liked being around
people. I liked having my meals pre-
pared for me. I’ve had so many op-
portunities that I would not have had.
I’ve been to the symphony five times.
I’ve been to Disney on Ice. I’ve been
to the arboretum. I’ve been to the cir-
cus. We have mystery trips. There are
so many things to do. We have a lot
of activities where I am now, which I
“I like the crafts. I like painting. We
have Mass every week, which I like.
People playing cards, playing Scrabble—there is something for everyone
and I like that.” ❏
For over a
grown through development and
perfected our award-winning
operations with an experienced
management team. Now we’re
ready to take on acquisitions and
management, and deliver the
results you seek.
ACQUISITIONS CRITERIA • Free-standing assisted living with or without memory care • Greater than 60 beds preferred • Located in Illinois, Wisconsin and Indiana • Turn-around or “value add” properties preferred
Next Steps for Senior Living
Our many years of research have led to
the conclusion that, individually and as an
industry, we must:
1.Learn to provide opportunities and
to facilitate the lifestyle that our customers wish to live.
MANAGEMENT & CONSULTING • Manager of record, management oversight and receivership • Marketing and sales expertise • Human resources, food service and wellness support • Operational and compliance audits • Financial and asset management • Feasibility and competitive analyses • Construction management
701 Lee Street, Suite 500 Des Plaines, IL 60016
Development Officer 847-768-5157 888-342-4111 x5157
Margaret a. Wylde, ph.D., is president and
CEo of proMatura Group, LLC, in oxford,
Mississippi. Reach her at mawylde@
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