It’s About Time!

David Smith

“Imagine trying to inspire people who need help but who are actively resisting change. That is the essence of Heroic Selling.”

In It’s About Time!, David Smith chronicles his thirty-plus-year journey in senior living. He reveals how to turn deep-seated resistance into successful conversions. His field-tested technique, Prospect-Centered Selling®, is based on a theoretical model adapted from the psychology of change. It’s a strategy supported by data-driven metrics and a purpose-built CRM platform.

David’s methodology is disrupting the universally accepted speed-to-lead paradigm. This book provides case studies and is a step-by-step guide that will show you how to double your close rates, drive higher occupancies, and achieve faster fills. It will not only boost your performance, but it will also help hundreds of thousands more people get ready for a new and vibrant chapter in their lives.

Be heroic. It’s time. Come join us.

Press & Praise

Seth Godin, best-selling author, This Is Marketing

"This is a powerful book, a breakthrough on the power of empathy and connection in doing the essential work of selling possibility and hope."

David Schless, President, American Seniors Housing Association, Washington, DC

"David A. Smith has written an extremely important and practical book that should be a must-read for all senior living professionals, not just those involved in marketing and sales. With more than 30 years of success as an owner, operator, and consultant, Smith provides the reader with unique and profound insights about our customers. This book will enlighten all, even those who have worked in the profession for many years who think they understand all they need to know about selling to seniors."

Richard Westin, CEO, Agemark, San Francisco, CA

"David Smith is a giant in the senior living sales space. He invented Prospect-Centered Selling (PCS) to show our industry how to sell people a product they really didn't want, and I mean REALLY didn't want, but one they desperately needed. Because of Prospect-Centered Selling, we improved our sales closing ratios, and our sales consultants found a new fondness for the sales process. It gave our sales consultants purpose. David insisted that we connect and build trust before offering solutions. Above all, we shouldn't rush the process, because trust is built over time, and trust is the secret sauce to senior living sales success."

David is a fearless entrepreneur, attorney, and real estate agent. At thirty-five, he became a developer, co-owner, and manager of The Gatesworth, McKnight Place, and Parc Provence, senior living communities nationally recognized for innovation and quality services. David spent decades studying the senior housing sales process at his own properties as well as dozens of third-party consulting sites. In 2014, he co-founded Sherpa, a SaaS-based CRM and sales enablement platform that brings empathy and the science of Prospect-Centered Selling® to life.

David is passionate about teaching, training, and mentoring colleagues, including hands-on sessions in the sales office to ensure his approach stays fresh, effective, and compassionate.

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