Summary
In this episode, Jerry Vinci speaks with Alicia Story, a 26-year veteran of senior living sales, about the readiness paradox that plagues the industry. While 89% of residents wish they'd moved in sooner, less than 10% of prospects actually convert. Alicia reveals how sales teams can shift from presenting features to untangling the deep-seated fears and ambivalence that keep families stuck in denial. Through powerful stories—including a mother who couldn't move because her adopted sons didn't know their true origins—this conversation exposes the hidden psychology behind "I'm not ready" and provides a framework for building trust through bite-sized progress and authentic curiosity.
Learn More
Connect with Alicia Story on LinkedIn
Learn more about Covenant Living at covliving.org
Email Alicia at astory@covliving.org
Takeaways
Most prospects start in denial, treating senior living like a diet they'll start "on Monday"
The human brain is wired to avoid loss, making any major life change feel threatening
"I'm not ready" usually means the perceived value doesn't outweigh the fear of loss
Successful sales requires wild curiosity and empathetic listening, not product knowledge
Home visits reveal the real stories behind surface-level objections
People buy from people, not from feature lists or medication management explanations
CRM systems should capture human stories, not just dropdown menu selections
Moving prospects forward requires bite-sized, mutually agreed-upon next steps
Rural and urban markets share the same core fears but require different trust-building approaches
Sales teams need frameworks, not scripts, to address individual readiness stages