Stephanie Bassford
Zebulon,NC
Summary
Dynamic Leader Committed to Maximizing Bottom-Line Results & Delivering Sales Excellence
Executive Sales Leader with over 20 years of experience delivering exceptional sales results for senior living communities. Consistently achieved occupancy growth of 30% and generated over $75M in revenue, with specialized expertise in Life Plan/Continuing Care Retirement Communities (CCRC). Proven success in expanding market share by 35% and improving profitability by 20% through strategic partnerships with C-suite executives and sales teams. Skilled in lead optimization and market expansion, generating an additional $10M+ in revenue by identifying and capitalizing on growth opportunities. Available for consulting engagements on a contractual basis, with a minimum of a 9-month commitment, to support senior living communities in driving occupancy and revenue through targeted sales strategies.
Overview
20
20
years of professional experience
Work History
Sales Consultant
Legacy Pointe At UCF
2024.07 - Current
- Accelerated Market Penetration: Spearheaded targeted marketing strategies that led to a 20% increase in occupancy within three months, achieving stabilized occupancy four months ahead of schedule and generating $6M in additional revenue within six months
- Revenue Generation & Financial Acumen: Led successful campaigns resulting in the collection of 25 entry fee deposits, significantly contributing to the financial stability of the organization between April 2024 and September 2024.
- Sales Leadership & Strategic Growth: Directed and closed 24 independent living life plan sales (90% and 50% refundable plans), expanding the organization’s revenue streams and achieving optimal sales conversion rates within a six-month period.
- CRM Optimization & Prospect Acquisition: Architected a CRM strategy that oversaw over 1000 weekly CRM-driven activities, including multi-channel communication touchpoints (calls, emails, tours, and SMS) to over 8,000 prospects, drastically improving prospect-to-resident conversion rates.
- Team Leadership & Sales Training: Coached, mentored, and fostered a high-performing sales team, implementing best practices within the life plan (CCRC) framework. Empowered teams to exceed sales targets, contributing to rapid organizational success.
- Operational Excellence & Process Improvement: Led cross-functional initiatives to streamline sales and marketing processes, enhancing overall operational efficiency and driving top-line growth across the community.
Sales Consultant
The Fairfax-Sunrise Senior Living
2023.07 - 2024.04
- Strategic Occupancy Growth: Increased occupancy by 35% within six months, securing 18 new residents and generating $2.8M in annual recurring revenue through a comprehensive lead generation and marketing overhaul.
- Operational Excellence in Transition Management: Directed smooth onboarding and transition processes for new residents, streamlining paperwork and financial transactions to reduce stress during the move-in process and enhance resident satisfaction.
- Prospect Engagement & CRM Strategy: Spearheaded over 800 weekly lead engagement activities—including calls, tours, emails, and texts—resulting in a significant conversion of prospects into residents and improving overall sales efficiency.
- Proven Results & Contract Extension: Demonstrated exceptional leadership and results, leading to the extension of my contract to ensure a seamless transition to a permanent Sales Director, further contributing to the community’s sustained success.
Sales Consultant
The Quadrangle-Sunrise Senior Living
2023.01 - 2023.06
- Sales Leadership & Target Achievement: Consistently exceeded monthly sales goals by leveraging data-driven lead mining techniques, fostering a sense of urgency among prospects, and coaching the sales team to rapidly close sales.
- Record-Breaking Revenue Generation: Closed eight high-value entrance fee sales in March 2023, generating over $3.5M in revenue, marking a 30% increase in sales volume compared to the previous year.
- Strategic Prospecting & High-Volume Engagement: Initiated over 850 monthly prospect interactions through personalized phone, email, and text strategies, leading to accelerated lead generation and conversion.
- Event-Driven Marketing & Community Engagement: Orchestrated monthly prospect-focused events, including educational lunch-and-learn sessions and pop-up dinners, significantly enhancing prospect engagement and conversion to sales.
Sales Consultant
The Village At Providence Point-National Lutheran
2022.06 - 2023.01
- Strategic Sales Leadership: Boosted sales performance by cultivating deep relationships with prospects, leveraging CRM data analytics, and implementing targeted business strategies to identify and capitalize on opportunities for sales and marketing improvements.
- High-Impact Sales Closings: Personally closed nine entrance fee sales in a three-month period by effectively managing the entire sales lifecycle, from lead generation through contract negotiations and final closings, significantly increasing revenue.
- High-Volume Prospect Engagement: Orchestrated over 800 external calls, emails, and text interactions per month, strategically driving prospect engagement, increasing conversion ratios, and enhancing overall sales performance.
- Consultative Sales Expertise: Utilized a consultative sales approach to identify and address prospect needs, providing tailored recommendations throughout the sales process, ensuring high levels of satisfaction and fostering long-term relationships.
Sales Consultant
The Arbor Company Senior Living
2022.02 - 2022.06
- Trust & Relationship Building: Established and deepened prospect trust through compelling, persuasive, and composed professional interactions, directly converting on-site tours into sales and move-ins.
- Sales Leadership & CRM Strategy: Closed nine sales in a three-month span, a 39% increase, by leveraging untapped CRM resources and resurrecting cold leads, significantly increasing occupancy rates.
- Cross-Departmental Collaboration: Partnered with department heads to incorporate prospect and resident feedback into operational improvements, leading to enhanced resident satisfaction and alignment with emerging trends.
- Business Development & Strategic Outreach: Identified and pursued new business opportunities through strategic cold calling, networking, and marketing initiatives, resulting in a notable increase in prospective leads.
- Event Marketing & Brand Promotion: Contributed to the success of event marketing campaigns, increasing brand Team Leadership & Performance Management: Collaborated with the sales team to meet and exceed targets, consistently achieving or surpassing personal sales quotas.
Sales Consultant
Cedarhurst Senior Living-38 Communities
2017.01 - 2022.01
- Exceeded Sales Goals: Surpassed Q1 2016 revenue goals by 45%, generating $850K in new client revenue in four months, while increasing referral conversion rates by 30% through strategic cross-departmental collaboration and optimized prospect engagement.
- Sales and Business Development Leadership: Developed and executed comprehensive sales strategies, building strong relationships across multiple communities, fostering trust with prospects, and substantially increasing occupancy rates.
- Consultative Sales Expertise: Leveraged a consultative approach to engage and develop client relationships, promoting high conversion ratios across senior living communities, which contributed to ongoing business growth.
- Industry Analysis & Business Planning: Directed long-term business planning and industry analysis, consistently marketing and promoting senior living solutions to C-suite executives and decision-makers. Identified new business opportunities, significantly increasing lead conversion and revenue.
- Pandemic Response & Sales Resilience: As a key consultant during the COVID pandemic, led virtual appointments and pre-sold 37/55 units within three months, contributing to significant revenue during a challenging period.
- Leadership in Process Improvement: Regularly reviewed individual department performance, collaborating with senior leadership to optimize sales processes, improve CRM utilization, and enhance operational procedures to maintain high-performance levels.
- • Mastery of CRM Systems: Achieved mastery in Salesforce, Sherpa, and Welcome Home CRM systems, utilizing these tools to optimize lead management and sales processes, driving efficiency and increasing overall sales performance.
Sales Consultant
SPECTRUM CONSULTANTS, INC
2016.01 - 2017.01
- Maximized Organizational Performance: Tailored sales processes through data-driven insights, mentoring, and motivating the sales and marketing teams. Focused on relationship-based networking and innovative strategies to increase occupancy and improve resident satisfaction, driving overall business success.
- Data-Driven Reporting & Analysis: Generated comprehensive weekly, monthly, and annual sales reports, providing key insights to guide decision-making and improve performance outcomes.
- Collaborative Leadership: Worked closely with colleagues, teams, and residents to deliver superior services, enhancing ROI and improving organizational efficiency across all departments.
- Key Achievement: Grew the number of sales by 30% within just six months, directly contributing to increased revenue and improved community engagement.
- CRM Management: Seamlessly managed and directly monitored the CRM system to optimize lead generation and sales processes, significantly improving productivity.
- Continuous Improvement & Development: Completed rigorous training in negotiation and time management, consistently meeting or exceeding departmental expectations for productivity and accuracy, ensuring the delivery of high-performance results.
Business Executive
HUMANA AT HOME – SENIORBRIDGE
2015.01 - 2016.01
- Industry Leadership & Market Expansion: Utilized extensive industry knowledge to promote home healthcare excellence for individuals with complex chronic medical or cognitive conditions. Successfully developed and managed active relationships with top referral sources and influencers within the North Carolina market to optimize business growth and client care outcomes.
- Referral Management & Client Engagement: Educated key referral contacts on company services while providing valuable feedback to improve core product offerings. Promptly responded to inquiries, fostering strong relationships with prospects and stakeholders to elevate service delivery and increase client satisfaction.
- Cross-Functional Collaboration: Engaged with clinical teams to ensure client care needs were met, integrating cross-departmental efforts to enhance client outcomes and operational efficiency.
- Key Achievements:
- Completed up to 75 external business development calls, presentations, and meetings weekly, effectively driving new business opportunities.
- Surpassed Q1 2016 revenue goals by 45%, generating $150K in new client revenue in four months, while increasing referral conversion rates by 30% through strategic cross-departmental collaboration and optimized client engagement.
Director of Sales
SUNRISE SENIOR LIVING
2005.01 - 2015.01
- Revenue Leadership: Led 65 move-ins, the highest number in company history, in 2014, generating $8.2M in revenue. Consistently ranked in the top 5% of company sales performance, maintaining a 98% occupancy rate and contributing to $25M in cumulative revenue over a 10-year period.
- Referral & Lead Management: Developed a consistent stream of qualified referrals by establishing strong relationships with medical professionals and community sources, significantly enhancing occupancy rates and Comprehensive Sales Oversight: Directed all facets of sales planning, lead generation, and deal closures while managing data entry and lead tracking through CRM systems to ensure optimal performance and pipeline management.
- Sales Training & Team Development: Conducted ongoing sales training for department coordinators and staff, fostering a high-performing sales culture and achieving consistent success across the sales team.
- Key Achievements:
- Consistently ranked in the top 10% of the company and Maximized resident occupancy to 98%, continuously maintaining unit mix ratios to ensure profitability.
- Set a record of 56 move-ins in 2014, generating $1.68 million in revenue, the highest achieved in a single period.
- Led stretch assignments in key markets, such as Nashville, TN, generating 9 move-ins within 6 weeks and achieving record occupancy levels of 104%.
- Awarded the “Horizon Award” multiple times for exceeding revenue and census goals, along with the “Least Lost Revenue Award,” while meeting monthly and quarterly bonus targets.
- Sales Activity & Performance Metrics: Achieved over 50 call outs weekly, 25 presentations monthly, and 20% tours with a 50% closing ratio, consistently exceeding sales activity standards and increasing community traffic through hosted professional events.
- Advanced Analytical & CRM Expertise: Analyzed critical sales reports and utilized CRM systems, including Microsoft Outlook, to manage client relationships, generate leads, and enhance overall sales performance.
Education
Walt Disney College Program Graduate
Orlando1997
Bachelor of Science - Food & Nutrition
DELAWARE STATE UNIVERSITY
DOVER, DE1999
Skills
- Increased revenue by over $3M annually through strategic prospecting and closing high-value contracts in competitive markets.*
- Expanded market share by 35% across multiple regions, driving an additional $4.2M in quarterly revenue.
- Partnered with executive teams to develop business strategies resulting in over $5M in annual savings and $2M in new revenue streams.
- Led teams to achieve a 30% increase in occupancy and a 25% increase in sales performance over a two-year period.
Timeline
Sales Consultant
Legacy Pointe At UCF
2024.07 - Current
Sales Consultant
The Fairfax-Sunrise Senior Living
2023.07 - 2024.04
Sales Consultant
The Quadrangle-Sunrise Senior Living
2023.01 - 2023.06
Sales Consultant
The Village At Providence Point-National Lutheran
2022.06 - 2023.01
Sales Consultant
The Arbor Company Senior Living
2022.02 - 2022.06
Sales Consultant
Cedarhurst Senior Living-38 Communities
2017.01 - 2022.01
Sales Consultant
SPECTRUM CONSULTANTS, INC
2016.01 - 2017.01
Business Executive
HUMANA AT HOME – SENIORBRIDGE
2015.01 - 2016.01
Director of Sales
SUNRISE SENIOR LIVING
2005.01 - 2015.01
Walt Disney College Program Graduate
Bachelor of Science - Food & Nutrition
DELAWARE STATE UNIVERSITY
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