Six weeks ago I blogged how uncertain times call for straight talk with our prospects, that we needed to get back to core messages and to honestly addressing real issues facing seniors. Honesty leads to trust and trust to relationships, and it is relationships with our senior living prospects that net us sales.

Well, who knew the last six weeks would take us into economic times no one could have predicted. If seniors were understandably hesitant to make any decisions because of the slumping real estate market, you have to believe the stock market slide, bank failures and credit crunch have them ignoring our direct mail, not accepting our seminar invitations and refusing to take our calls. Why would they, everything suggests it is time to wait and see.

But here is the good news, that isn’t happening. At least not to the level you might expect. Life goes on for all of us including our prospects. We are still seeing strong interest in the product. Prospects are attending seminars, calling communities and checking out web sites. It is admittedly harder to get them to sit down for a serious sales appointment and “getting the check” is even harder given the damage to most everyone’s portfolio. But they want to talk and that is a big first step. When any of us are uncertain we look for information and assurance from others. We want to know what other people know and what they think. This is the short-term opportunity for senior living communities.

Be a resource. Don’t try to make the sale with every contact. Focus on building the relationship because that is a realistic goal. Use this opportunity to bond with leads and create new relationships. Acknowledge fears and educate prospects on the benefits of senior living communities. Share how current residents are somewhat insulated from the chaos because they had already made the move.

People want to talk and they are open to hearing from knowledgeable individuals. When things settle down and we find our new economic reality, whether that is three, six or nine months from now, the relationships you build now will become the sales you gain then. As a marketer and sales person in these uncharted times, that is our golden parachute.