In this conversation, Reed Davis and Larry Williams explore the critical role of empathy, curiosity, and emotional resilience in the sales process within the senior living industry.
They discuss the importance of soft skills over hard skills, the need for effective training, and the significance of creating a supportive culture that motivates sales teams.
Reed emphasizes the necessity of detachment from outcomes and the courage to ask tough questions, while also highlighting the importance of authenticity in building connections with prospects.
The discussion culminates in the idea that embracing failure is essential for growth in sales.
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A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Mastering the Human Side of Senior Living Sales with Reed Davis
July 2, 2025 • Episode #26
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Mastering the Human Side of Senior Living Sales with Reed Davis
July 2, 2025 • Episode #26
Clip 1
"Video creates psychological proximity in the absence of physical proximity.” Discover why video isn’t just a tool—it’s a bridge. Learn how senior living marketers can use personal video messages to build trust, faster.
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Unlock Health • The Move In: Senior Living Marketing Podcast
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Clip 2
When a prospect clicks “schedule a tour” but doesn’t book, that action becomes a reason to follow up—not a cold call. This clip shares a simple way to reach out more naturally and supportive for both teams & families.
Clip 3
Video can reduce tour no-shows by up to 60%—not just because of convenience, but because it eases fear. This clip explores how showing what life’s really like inside your community helps prospects replace worry with confidence.
“We're expecting them to be vulnerable with us… but as sales people, we also have to open ourselves up to that as well.”
Reed Davis
Chief Learning Officer
One on One Sales Academy
Key Takeaways
- Empathy is a skill that can be developed.
- Salespeople must be vulnerable to connect with prospects.
- The sales process in senior living is emotional and complex.
- Soft skills often outperform hard closing techniques.
- Motivating sales teams is more effective than pressuring them.
- Training should focus on real-life scenarios and practice.
- Curiosity is crucial for successful sales interactions.
- Authenticity builds trust with prospects.
- Asking tough questions can lead to deeper connections.
- Embracing failure is necessary for growth in sales.
- 00:00 The Importance of Empathy in Sales
- 02:22 Understanding the Sales Process in Senior Living
- 07:38 The Role of the One-on-One Sales Academy
- 10:53 Soft Skills vs. Hard Skills in Sales
- 14:51 Detachment and Its Role in Sales
- 19:28 Motivating Sales Teams
- 26:45 Training New Salespeople Effectively
- 30:58 Curiosity and Authenticity in Sales
- 36:42 Asking Tough Questions
- 42:16 Embracing Failure in Sales
More clips from this episode are available here.
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