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Times are tough, and even during periods of national proportion, senior living professionals tend to believe that they shouldn’t bother anyone when global news is bad. After the tragedies of 9/11, many communities thought they couldn’t call prospects, that it wouldn’t be right. We’re experiencing that same feeling, though not on the same level, with the economic crisis.

My thought is, what better time to call than now? This is the perfect opportunity to reach out and talk to your leads and prospects to ensure them you have everything under control, and to begin developing those personal relationships that will be so important down the road.

With that in mind, here are six tips from a sales perspective that can help retirement communities refocus their sales staff during these tough times:

1. Suggest a timeout – If there’s resistance in the marketplace, step back and take a fresh look at your activities. Use your imagination for a little creative value-adding. A creative approach might be the spark you need to get fired up.
2. Reevaluate – If there’s uncertainty, what are you missing? Is it your pricing strategies? Perhaps your promotional materials? Reevaluate what you’ve been doing. Weigh all solutions, and then choose and pursue one.
3. Reorganize – Put greater emphasis on asking what position you should be in when sales pick up, and lay groundwork for the future. 
4. Generate – Excitement is contagious. Make your conversations with prospects a welcome diversion to the otherwise hectic day and doom & gloom headlines. 
5. Simplify – Streamline your processes and consolidate tasks to make your job smoother. Make a list of unnecessary tasks and eliminate them. 
6. Reinvent – Bring in fresh eyes to help you. Have someone evaluate your sales staff to see what you’re doing right and wrong. This can help you regain focus during troubled times.

Senior living communities don’t have the option to sit back and wait out the storm. They always have to be moving forward. That means reaching out and talking to your leads and prospects in the database. Stepping up efforts to meet a minimum goal requirement each day will enhance your own success during difficult times.