The Sales Excellence Leadership System (SELS) is a very comprehensive Four Phase sales and sales management system that includes an initial Phase I Self-Study Program to assist with positive "on-boarding" of new hires as well as those new to the business. This bridges the time and availability-gap that sometimes works against getting new hires predictably "up to speed" in their new role. There is the use of a "Learning Coach" as well as exercise completions and knowledge checks to ensure active, accurate and engaged learning of key company information is completed.

The Welcome - Understand - Introduce - Connect - Complete (WUICC) sales process is industry- specific and proven to convert prospects into customers. It is complemented by specific sales tools such as: The "T" note-taking page," SWOT Analysis, Sales Activity Planning Worksheet, Calling Calendar, Hot Prospect Discussion Format, Weekly Sales Meeting Format and others to ensure successful consistency.

In Phase II there is a well - scripted Three Day sales and sales-management training for salespeople and General Managers or Executive Directors that features time together, separate training and specific training with the salespeople culminating in their being video-taped conducting an effective sales presentation.

Phase III provides for a structured approach to learning and shadowing every department in the community. This structure improves the process for both the department manager as well as the New Hire.

Phase IV - Certification is a key differentiator and one that speaks loudly to the concept of "Accountability." This requires GMs (or EDs) and salespeople to demonstrate for their "Certification Coach" their ability to capably perform key job-specific activities. There is a detailed evaluation tool to discretely score their performance against specific behaviorally-based criteria.

Due to the use of a “Learning Coach” along with completion exercises, knowledge-checks, video-taping and in-community certification, you will not be surprised by poor sales or sales management performance. This program contains the knowledge and tools to engage salespeople and other community managers effectively in a proven sales process. It ensures that you have a consistent methodology to develop a high-performance sales organization. Because the SELS program represents thousands upon thousands of hours of research and practical application, it is a good way to rapidly improve the sales process infrastructure while at the same time retaining existing company-specific language and culture.

CASR’s "Professional Referral Opportunity Development" (PROD) program is an outside marketing approach that elevates efforts from doing "donut-drop-offs" and general 'networking' to establishing lasting business-to-business relationships with sources of professional referrals. There is an additional opportunity to achieve sustainable advantage in the markets your communities serve, through becoming the preferred provider of senior living services in the opinion of sources of professional referrals. During my tenure with Marriott Senior Living Services, we documented that referrals from professionals converted at a higher rate than other lead sources. Additionally, a solid business-to-business relationship with professional referral sources can create an on-going sustainable advantage versus your competitors.

While this may seem obvious, the efforts of most senior living companies in this area leaves ample room for improvement. Many Directors of Community Relations are involved in an array of various "networking" activities that while well-intentioned, often fall short of their potential.

In a similar manner as the SELS provides specific language, methodology, tools and proven approaches to enhancing customer interactions – the CASR "Professional Referral Opportunity Development" program does the same for outside sales and marketing activities.

PROD provides your organization with the following:

• Specific phone and in-person scripts to make high-quality appointments with sources of professional referrals.
• Targeting and frequency of call-out activity guidelines
• Detailed lists of proven information-gathering questions for Health Care Providers, Adult Children, Seniors and other Influencers.
• Templates for making an effective presentation to a Health Care Providers office.
• Strategy guidelines for establishing your organization as the "provider-of-choice" in your market area.