BJ, I completely agree and follow Marks theory. Why are we still doing business practices that were done back in 1994? I don't know if it's just me or Mark who also feel this way, but why do we put so much pressure and emphasis on sales people to worry about numbers & ratios when all we want them to do is make the connection and CLOSE in the first place!
True salespeople are motivated by the thrill and euphoria of making a connection with others and ultimately closing the deal. When the salesperson feels part of the process and success they are successful without your silly closing ratios, cost per lead, cost per lease, blah, blah, blah in my opinion. I train my sales teams to focus on making the connection, working hard at outreach and working their potential residents like friends. Letting the sales team show their personality & be themselves works every time in our offices. As long as I am reaching my weekly, monthly and ultimately yearly lease up goals within budget why is it so important to focus on closing ratios? It only adds more stress and pressure to an already challenging environment. Why not have faith, encourage, motivate and guide your teams to be salespeople and not policy followers. I mean they are salespeople right and not order takers? If I want order takers well then I'll just hire from McDonalds. I am sure others will feel differently about this topic, but I have to back Mark here and express we also follow this theory. Good Luck!