Assisted Living/Memory Care Sales Director

ROLES PURPOSE

The Sales Director exists to drive sustainable, ethical occupancy growth by leading the sales function in alignment with Gemstone's aging-in-place philosophy, clinical standards, and operational capacity.

This role ensures that sales activity is produces census growth. The Sales Director is accountable for process, quality and integrity, not just volume.

Success Definition

Success in this role means:

• Occupancy grows the steadily with clinical or operational support
• Sales staff consistently qualify and set honest expectations
• Admissions align with AL vs MC scope and aging-in-place plans
• 90-day and 6-month retention rates are strong
• Clinical and Ops teams trust the sales function

Core Accountabilities (Non-Negotiable)

The Sales Director is directly accountable for:

• Ethical execution of the full sales funnel
• Training and supervision of sales and staff
• Enforcement of sales SOPs and messaging standards
• Coordination with Clinical and Operations on admission
• Sales performance reporting and forecasting

Sales performance that compromises care quality is unacceptable.

RESPONSIBILITIES

Daily

• Review new inquiries and qualifications notes
• Ensure CRM is accurate and current for trackability
• Coach sales staff on active prospects
• Ensure timely follow-up and documentation

Weekly

• Review pipeline and conversion metrics
• Planned outreach to drive organic leads
• Ensure move in paperwork is complete and get to the clinical team
• Conduct sales team meeting and role-play tours for weekend team or 2nd shift
• Alight with Eds on move-ins and concerns
• Updated the Projections Tool

Monthly

• Analyze retention and admission outcomes
• Review referral source performance
• Update forecasts and capacity alignment
• Complete the bonus worksheet to receive bonuses in a timely manner

Quarterly

• Refine sales strategy and messaging
• Participate in mock surveys and audits
• Evaluate sales staff performance and development

Decision Rights

The Sales Director May

• Set sales process, standards and exceptions
• Coach, correct and discipline sales staff per matrix
• Pause or redirect sales efforts based on capacity

The Sales director must consult or escalate

• Clinical appropriateness decision - Wellness Director/ DON/ RCC/ HWC
• Operational capacity issues - ED/ Regional Ops
• Policy changes - Executive Leadership

KPIs & METRIC (SALES SCORECARD)

The Sales Director is measured on:

• Occupancy growth
• Qualified tour-to-move in conversation rate
• 90-day and 6-month retention
• Admission reversals or early discharges
• Sales documentation completeness

SYSTEMS & TOOLS USED

• ALIS- CRM/MAR
• Marketing dashboards
• SOP library and training materials
• Reporting and forecasting tools

TIME & EFFORT EXPECTATIONS

This is a full-time leadership role requiring availability, coaching presence, and cross-lane coordination.