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 [email protected]

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