If I had to choose a word that describes this book, it would be CHANGE. About 80% of deals are lost over the phone. Of those prospects who do walk through our doors, we are losing 70-75% of them. The industry needs a transformation, and we need it now. People buy on emotions, yet the majority of us sell to the logic. The solution is to stop worrying about the "money" side of the sell and focus on the prospect. If you genuinely care about helping the prospect, the "sell" will take care of itself. As a sequel to "Selling at Combat Speed," Mike takes the same concepts and applies them specifically to the senior living industry. In "Stop Selling and Start Caring," you will be introduced to new concepts and skills that will require you to change your current habits and ways of thinking. The stories and statistics are real. The results are real. The challenging yet rewarding journey is real. The transformation of the industry starts with a personal commitment to change. It will not be easy. You will fail along the way. Few will reach their full potential. Those who learn how to fail and accept failure as a natural stepping stone to success will be victorious. The choice is yours and yours alone. Today is the day. Right now is the time. Be bold. Be different. Choose to stop selling and start caring.