Selling Senior Living...Assess Your Credibility
Posted by Deena Neste on Thu, Jun 30, 2011 @ 10:07 AM
Surveys have revealed that the characteristics prospects value most in senior living salespeople are honesty, customer-orientation and credibility. In a previous blog post, from June 27, 2011, we discussed the ways a salesperson can take charge of, and develop, a customer’s perception of their credibility. But how can you tell if you have the respect of your customers and colleagues? The answer is constant self-evaluation.
Here’s a quick exercise that I have adapted from Harvard Business Review that was developed by Jay A. Conger, author of the "The Necessary Art of Persuasion".
Ask yourself these questions about your perceived expertise. Answer honestly.
1. What do others think about my knowledge regarding:
- the needs of the mature market;
- senior living and senior service options;
- the solutions I propose?
2. Do I have a respected track record for
- being responsive?
- quality work or service?
- ethical work?
- follow through?
- follow up?
Now assess the strength of your professional relationships (referral sources, colleagues, prospects). Again, be honest with yourself.
1. Do the people I hope to persuade see me as:
- helpful;
- trustworthy;
- supportive?
2. Do my customers “buy” me as much as they “buy” my community, company or organization?
3. Do my customers and cohorts see me as a person in sync with them on an intellectual, emotional, and political (concerning senior issues) level?
Once you have completed your self-assessment, check with a few trusted colleagues to see if their perceptions match yours. This step will help you see your situation more objectively. You may want to test blindly to ensure honest feedback. Finally, review your answers and feedback to quickly reveal the areas your credibility is strong and where, perhaps, more work is needed.
To be considered trustworthy and credible, the sales professional must work continuously to be trustworthy and credible. It has to be so much a part of you; I guess you could say that it should be a lifestyle. And keeping in touch with how you are perceived by those around you is a critical step in monitoring your overall success as a sales professional.