Job Description

Sales Trainer

Sonida Senior Living is one of the nation's leading operators of independent living, assisted living, and memory care communities for senior adults. The company operates 96 communities that are home to nearly 12,000 residents across 20 states providing comfortable, safe, affordable communities where residents can form friendships, enjoy new experiences, and receive personalized care from dedicated team members who treat them family.

Job Description:

Sales Trainer is responsible for developing, delivering, and optimizing sales training programs for community level sales teams. This role ensures sales directors, executive directors, and other members of the community leadership teams are equipped with the skills, tools, and processes needed to drive occupancy, improve conversion rates, and deliver exceptional family and resident experiences.

*We are open to local and remote candidates.

Training & Education Development

• Design and facilitate onboarding and ongoing sales training for assisted living, independent living, and memory care teams
• Deliver training on inquiry management, lead follow-up, tours, discovery, closing techniques, and objection handling
• Coach teams on relationship-based selling aligned with senior living values and ethics
• Train on CRM usage, sales metrics, pipeline management, and reporting
• Coordinate training support related to business development with external referral sources

Performance Coaching

• Observe sales calls, tours, and presentations; provide structured feedback and coaching
• Partner with regional sales leaders to identify skill gaps and performance opportunities
• Conduct role-play sessions and field coaching to improve close rates and urgency
• Support underperforming communities with targeted training plans

Sales Strategy & Process Improvement

• Standardize sales processes across communities to ensure consistency and accountability
• Collaborate with operations and marketing teams to align messaging and expectations
• Ensure compliance with company policies, fair housing laws, and senior living regulations
• Track training outcomes and measure impact on occupancy, conversion, and lead response times

Leadership & Collaboration

• Serve as a trusted resource to Regional Sales, Operations, and Executive Leadership
• Support rollout of new initiatives, CRM platforms, or marketing campaigns
• Foster a culture of continuous improvement, accountability, and professionalism
• Perform other related duties as assigned

Education and Experience:

• Bachelor's degree in Business, or related field preferred
• Minimum of five (5) years of experience in sales in assisted living, senior housing, healthcare, or hospitality
• Proven success driving occupancy and revenue in a senior living environment
• Experience in training, coaching, or leading sales teams

Skill/Knowledge Requirements:

• Strong presentation, facilitation, and communication skills
• Proficiency with CRM systems (Yardi, Welcome Home preferred)
• Strong organizational skills

Preferred Skill/Knowledge Requirements:

• Multi-community or regional experience
• Certified sales training or coaching credentials
• Experience with Assisted Living, Independent Living, and Memory Care sales models

Key Competencies:

• Relationship-based selling
• Adult learning principles
• Data-driven coaching and performance metrics
• Emotional intelligence and empathy
• High accountability with compassionate leadership

Physical Requirements:

• Up to 50% travel to assisted living communities

Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.

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