What is Prospect-Centered Selling?
The prospect is the hero. PCS is the method that helps a person overcome emotional resistance and move from “I’m not ready yet” to “I wish I’d moved sooner.”
What
An evidence-based sales methodology built for senior living, grounded in the psychology of change — Motivational Interviewing, Stages of Readiness, and Time in the Selling Zone®.
Why
90% of qualified prospects who inquire never move anywhere. They’re not lost leads; they’re people stuck at “I’m not ready,” carrying real fear about a hard decision.
How
Build trust early, understand each person’s story, ease emotional resistance, and guide readiness at their own pace — the human craft that marketing and AI alone can’t replace.
Everything the Sales Academy teaches is built on these five pillars — the foundation of PCS. Get these right, and everything else follows.
Shift from a Product to Prospect-Centered Approach
Build an empathetic connection and explore the life story and legacy before ever discussing product-oriented features.
Help prospects identify, confront, and work through the fear of change, so their emotional resistance loosens.
Guide each prospect to a meaningful and appropriate next step that moves them toward a confident decision.
Understand what truly drives conversions, then measure what matters using relevant performance metrics.
Sales Academy membership is $200 per community per month and covers your entire community-based leadership team, not per person. Here's everything you get as a member:
The core method and enablement — an evidence-based, CRM-agnostic approach to converting a lot more of the leads you already have.
Year-round access to the method, the tools, and a community of senior living sales professionals, from $200/month per community.
On-demand and live master classes taught by top-performing industry professionals.
Live coaching and planning sessions with our Sales Masters, plus peer forums and workshops.
Live webinars all year and a growing library of resources to keep your team learning.
Best-in-class peers in one room. Openly sharing best practices. All focused on improving senior living sales effectiveness.
New podcast episodes every month on the human side of senior living sales, and Sales Academy Members get exclusive access.
LMS functionality that ties behavior change to higher conversion rates, increased length of stay, and less discounting from published rates. Currently in beta — reach out for a demo and an early look.
David created Prospect-Centered Selling and founded One On One on a single conviction: the hero of every sale is the prospective resident. Over 40+ years in senior living he's also co-founded Sherpa CRM, authored It's About Time, produced the documentaries Time to Get Ready and It's a Matter of Time, and taught sales at Johns Hopkins and the UMBC Erickson School of Aging.
Reed leads how PCS is taught, coached, and brought to life for teams. With more than 22 years in senior living — including roles as Regional Sales Director, Regional Operations Director, Corporate Director of Sales and Marketing, and International Director of Training and Coaching — he pairs deep operational experience with a passion for developing people.
