January 23, 2025
Overcoming the Biggest Barriers in Sales
Many senior living sales barriers come from both prospects and sales teams.
In this Senior Living Minute, Michelle Curnow breaks down the two most common obstacles: prospects who believe they’re “not ready” and sales teams who assume affordability is a barrier. Tools like Roobrik surveys help families define what “ready” looks like, while MoneyGauge and actuarial qualifiers show that financial concerns are often more of a sales perception than a reality.
Learn how overcoming behavioral and confidence challenges in sales teams can eliminate missed opportunities and drive faster, more effective conversions.
Transcript: Overcoming the Biggest Barriers in Sales
There are two common barriers I see in senior living sales.
The first comes directly from the prospect—they often say, ‘I’m not ready’ or believe they aren’t ready for senior living. We address this by using tools like Roobrik surveys and having conversations about what ‘ready’ actually looks like.
The second barrier comes from sales teams themselves. Many salespeople assume that prospects don’t want to spend the money or simply can’t afford senior living. But in the continuing care market, and in the communities I work with, we use MoneyGauge and actuarial qualifiers—and the data consistently shows that financial qualifications aren’t the real issue.
The real challenge is often a salesperson’s discomfort in discussing financials. Overcoming this is a behavior change and a confidence shift that must happen quickly to prevent lost opportunities. When we recognize this challenge and fix it, we eliminate unnecessary objections and help more families move forward with confidence.