What Our Members Say
"The people we interacted with from the initial sales encounter through the construction process and especially during the warranty period were professional, helpful, and a pleasure to work with."
— Wickenburg Ranch
"The entire Staff of Shea from sales to delivery and warranty have been excellent, beyond what we have ever experienced with other home builders. Professional, personable, and responsive."
— Verde River
"I think Shea made the buying process as easy as possible. Colleen was great to work with on the sales contract. Denise was great to work with guiding through the design process."
— Sunstone
"Everything having to do with the process of building our home, from the sales associate, Brianne, through our construction manager, Kim, through Frankie, our warranty specialist, have all been a delight to work with. We couldn't be happier."
— Verterra
"The overall experience with Shea can be summed up with one word: outstanding. We met with Colleen Divito at the sales office and toured the models and eventually booked a Discovery Stay in Aug 2024, which eventually sealed the deal. Colleen did a fantastic job with providing our initial estimate to ensure that we had a good budgetary baseline."
— Sunstone
"My sales rep Amy Hebert is top notch. She is very knowledgeable, patient, and always willing to help. Amy was always available to answer any and all questions we may have had. Denise Altavilla in the design center is also top notch. Another very experienced, knowledgeable and patient person. These 2 ladies deserve to be recognized for their excellent customer service skills and experience. They are an asset to your company and deserve to be recognized for their top tier performance. These 2 are keepers. You should be proud to have such good people representing your company."
— Sunstone
"From the start, I would say we were had great attention walking us through the beginning of the process all the way through the Buy as well as the acceptance of our home. Kyle, our salesperson was amazing."
— Bickford
"Customer service level from both your sales staff and construction staff is excellent."
— Lake Norman
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2025 Sales Conference
September 23-25, 2025
Hotel Valley Ho • Scottsdale, Arizona
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Our Goals
1
Learn
Discuss Member-Centric selling techniques that address the unique needs of today's homebuyers.
2
Share
Exchange best practices and success stories across communities to leverage our collective wisdom.
3
Grow
Elevate our personal effectiveness and enhance the overall performance of our sales organization.
This conference is designed to equip us with practical tools and strategies that will immediately impact our ability to connect with prospective Members and drive results.
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Our Hosts
Steve Berry
Contact: 760-899-9673
Ben Keilholtz
Contact: 480-220-9891
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Agenda
Day One
Tuesday, September 23, 2025
11 AM - 11:45 AM
Arrival & Registration
11:45 AM - 12 PM
Welcome & Opening Remarks
12:00 PM - 3 PM
Member-Centric Selling Techniques
3:00 PM - 3:30 PM
Break & Networking
3:30 PM - 5:30 PM
Member-Centric Selling Techniques (continued)
6:00 PM
Group Dinner
Day Two
Wednesday, September 24, 2025
8:00 AM - 8:30 AM
Breakfast & Networking
8:30 AM - 10:30 AM
Member-Centric Selling Techniques
10:45 AM - 12:30 PM
Member-Centric Selling Techniques
12:30 PM - 1:30 PM
Lunch
1:30 PM - 2:30 PM
Storysharing
2:45 PM - 3:45 PM
Principles of Influence
4:00 PM - 5:00 PM
Role-Specific Sessions
6:30 PM
Dine-around Dinners
Day Three
Thursday, September 25, 2025
8:00 AM - 8:15 AM
Breakfast & Informal Networking
8:15 AM - 10 AM
Putting The Trusted Advisor and Never Split the Difference in Play
10:15 AM - 11 AM
How Do The Conference Learnings Impact Future Process
11:15 AM - 12 PM
Q&A with Jeff McQueen
12 PM - 1:30 PM
Lunch, Closing Remarks & Next Steps
1:30 PM
Conference Adjourns & Departure
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Introducing Jack Lindsley
To guide us on this journey, we're honored to introduce Jack Lindsley. Jack brings with him an educated and experienced perspective on behavioral sales techniques, particularly in how they are applied with today's increasingly informed and empowered consumer. Jack is also going to serve as an ongoing resource, reinforcing our commitment to continuous growth and success.
Welcome to the team, Jack.
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What Our Members Say
"My Community Representative / Sales Person, Jennifer Griego was OUTSTANDING. I am a Las Vegas REALTOR (12 years) & it would be fair to say I am not easily impressed. Jennifer is knowledgeable, diligent, honest, personable, very responsive & accessible. She is clearly responsible for accomplishing Shea's sales & customer service objectives, yet when working with her, you feel she's on the "Buyer's Side" too. It's clear Buyer Satisfaction is on her list of objectives too. As for Katie Everett, TOP NOTCH. Equally responsible, accessible & accommodating. There were a few days during Escrow when Jennifer had a few days off. Each time, Katie jumped right in to respond to my questions & requests - seamlessly, quickly, efficiently. It was clear Jennifer & Katie communicate & work together as a cohesive team."
— Summerlin
"Abbie in sales was fabulous. She was with us every step of the way. She understood we had a home to sell in Arizona before we could commit to a purchase and she and her manager worked together through the challenge's that are typical in that situation. We were fortunate to sell our home in Arizona within hours of putting it on the market and so everything fell into place. We are grateful for Abbie's professionalism, attitude and understanding and for the great service she provided. We love our new home and look forward to taking advantage of the many amenities that the Ocala Preserve provides, particularly golf. Thank you to Abbie!"
— Ocala Preserve
"Listened to what the homeowners wanted in the Community Sales staff was well informed and very helpful through the process. Area Sales Manager was patient and guided me through the loan process, even though I ended up not needing to do the loan."
— Bickford
"Frank (Sales Center) was absolutely incredible!"
— Lake Frederick
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Today's Commitments
Today, we're dedicated to equipping you with critical skills for navigating complex prospect interactions:
Address Core Concerns
Gain clarity and effective strategies for consistently handling common member concerns, transforming challenges into valuable opportunities.
Break the EJD Cycle
Move beyond the "Explain, Justify, Defend" pattern. Learn techniques to foster open dialogue and more productive outcomes in tough situations.
Candor with Technique
Master the art of direct yet diplomatic communication, employing subtle techniques to lead difficult conversations with confidence and positive results.
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Our Goals
Today, we reinforce our commitment to three core objectives:
Continuous Improvement
We must continually evolve our approach. Stagnation is not an option; doing things the same way while expecting different results will lead to nowhere new.
From Sales to Advisorship
Break down the typical transactional wall. Shift our focus from simply selling to becoming a trusted advisor, building genuine partnerships from the outset.
Fulfill the Trilogy Sales Promise
Our ultimate mission: connect those who would truly enjoy life in Trilogy with the life they envision, effectively delivering on our brand's promise.
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What can I do today that I'll be grateful for eight years from now?
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What Our Members Say
"Shea’s greatest asset is your Professional, Remarkable, and Cohesive Staff In order of my communications from beginning to end. Dillon Mann, Community Representative Dillon is an excellent Sales representative. He is extremely personable, knowledgeable, and professional. Dillon worked closely with me prior to my appointment, discussing my wishes and requirements. He was prepared for our appointment and showed me the Lots and Models that were relevant. The purchasing process was clear and easy; Dillon addressed my concerns and questions. He was generous with his time after the purchase, as I followed the build closely and visited weekly. Dillon is an asset to your company."
— Valor
"The sales staff were incredible! we felt like part of the family immediately....we really had a strong connection with each of them,...so personable with excellent expertise!"
— San Juan Oaks
"First of all, the sales staff are amazing! We immediately felt a part of the Shea Home family because of the brilliant care and time that they took with us....Shea is lucky to have such sincere and lovely people greeting the home-buying customers."
— San Juan Oaks
"From the start of the sales cycle communicate was excellent, sales did a great job for getting answers they didn't have, and the design process was long but Amber did a great job."
— Verde River
"The sales staff was excellent. Frank Gstrein, Senior Community Representative, was attentive to our needs and responded to our questions and concerns in a very timely fashion."
— Lake Frederick
"Communication w sales team was very good. Quick to reply to my questions / concerns. Helped w anything I felt I needed help with."
— Ocala Preserve
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Principles of Influence
Reciprocity
Creating genuine value before asking for commitment.
Consistency
Helping prospects align decisions with their stated values and previous commitments.
Social Proof
Leveraging community testimonials and resident interactions.
Authority
Establishing credibility through expertise and community knowledge.
Liking
Building authentic connections based on genuine similarities and appreciation.
Scarcity
Communicating unique opportunities and limited availability honestly.
NEW: Unity: The power of the sense of belonging
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The Trilogy Sales Promise
Honesty & Integrity is the first of our Core Values. With that in mind, we will share with you now that if living in a Trilogy community feels right for you, we would be excited to help you find the perfect home.
We will also promise you this: You will be listened to. You will be treated with respect. Your journey will be uniquely tailored to what you believe is important.
In exchange, all we ask is for an open mind and a willingness to allow us to share too. Whether you choose to buy today, tomorrow, next year, or never, our priority is to make your experience a positive one. So please relax, settle in, and let's have some fun!
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Next Steps: Implementation
Over the past three days, we've explored Member-Centric selling techniques that put relationships at the heart of our sales process. Now, we need to translate these insights into actionable tools, resources, and processes that will transform how we engage with prospects across all communities.
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The Wall Is There
We know you are not pushy salespeople and you know you are not pushy salespeople - and eventually our guests know that you are not pushy salespeople - but we can't wait on eventually.
The sooner we accept that they won't see us as different until we act differently, we're stuck. As quickly as possible, we need to interrupt the pattern in a way that lets our guests know it is about them.
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Stay Curious Longer
More information is better for everyone. If we don't exit the Buyer's Game (Lie-Steal-Lie-Lie Again-Hide), we can never get to what's most important to helping everyone, which is complete, accurate, and true information to guide the research process.
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Be Genuinely Comfortable with Any Outcome
Whatever is best for the guest is best for us, and the sooner they believe that you believe that, the sooner we'll get to the conversations that matter in moving forward.
True comfort with any outcome creates trust and opens the door to meaningful conversations that actually help both parties.
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Practice Practice Practice
The actual material is not complex - it is always about using the best method(s) to understand more about what's truly in our guests' minds, but even though the construct is simple, putting it into action comfortably isn't.
You have to practice before putting it into play. The concepts are simple, but comfortable execution requires repetition and preparation.
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Embracing the Trusted Advisor Mindset
Break Perceptions
Act differently to dismantle customer stereotypes and showcase our unique, member-centric approach.
Cultivate Curiosity
Stay curious longer to gather complete, accurate information and truly understand our guests' needs.
Embrace Any Outcome
Build deep trust by genuinely prioritizing the guest's best interest, without attachment to an immediate sale.
Master Through Practice
Comfortable and effective application of these simple concepts requires consistent repetition and preparation.
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New Terms for a New Approach
Stay Curious
This is our shorthand for actively seeking to understand. Continually ask thoughtful, probing questions that go beyond the surface to uncover genuine needs and desires. It's about listening more, assuming less, and truly connecting.
Commission Breath
We've all encountered it – the vibe that says "I just want to close the deal." "Commission Breath" is the opposite of a Trusted Advisor. It's perceived pushiness that derails trust. Let's avoid it by focusing on the member, not the transaction.
Flip the Script
When we feel ourselves or the conversation heading towards a premature solution or assumption, it's time to "Flip the Script." Slow down, re-engage curiosity, and probe deeper to understand the underlying motivations before offering answers.
Where You At?
Our performance improves when we position ourselves as trusted advisors, focusing on genuine help and understanding. Conversely, acting like a pushy salesperson diminishes trust and effectiveness. Always strive to be on the advisor end of this spectrum.
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Handling Concerns: Traditional vs. Trusted Advisor
The way we approach a customer's concern can fundamentally shift the dynamic of the conversation. Let's compare the traditional sales approach with the Trusted Advisor's tactical empathy.
By shifting from overcoming objections to truly understanding and collaborating, we build trust and create a more positive outcome for both the member and our team.
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Putting It Into Practice: Dialogue Examples
Let's illustrate the difference between the traditional sales approach and the Trusted Advisor's tactical empathy with some common customer concerns.
Traditional Sales Approach
Customer: "This community is beautiful, but the HOA fees seem really high."
Salesperson: "Actually, our HOA fees are quite comprehensive. They cover exclusive amenities like the championship golf course, 24/7 gated security, and complete exterior home maintenance. Many other communities charge extra for these, so it's truly a great value when you break it down."
Customer: "I understand, but it's still a larger monthly cost than I anticipated."
Salesperson: "When you consider the luxury lifestyle and peace of mind you gain, it's an investment in your comfort and security. We have a special incentive on select homes this month. Would you like to review the floor plans again and see which one fits best?"
Trusted Advisor: Tactical Empathy
Customer: "This community is beautiful, but the HOA fees seem really high."
Advisor: "I can absolutely appreciate that feeling. HOA fees are a significant consideration, and it's smart to look at the total monthly investment. Many of our prospective members initially feel the same way. Could you tell me a little more about what specifically feels high to you, or what you might be comparing it to?"
Customer: "Well, I'm just looking at the number. It's more than I expected, and I'm not sure if I'd use all the amenities."
Advisor: "That’s understandable, and I appreciate you being direct about it. Ignoring frustrations isn’t going to get us where we want to go. Our goal here is to figure out what’s best for you, so can you give me a sense of if this is a 10 out of 10 issue, a 1 out of 10 issue, something in between?"
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Putting It Into Practice: Dialogue Examples (Cont.)
Continuing our example, let's see how the Trusted Advisor proceeds based on the guest's articulation of their concern's severity.
Scenario 1: Minor Concern (3/10)
Customer: "It's probably a 3 out of 10. Just more than I initially budgeted, but not a deal-breaker."
Advisor: "Thank you for that clarity. It really helps me understand where to focus our conversation. Since it's a 3 out of 10, it sounds like something we can definitely work with, or perhaps it becomes less significant as we explore other aspects of the community that truly align with your priorities. What other questions or features are top of mind for you today that we should explore?"
Customer: "Well, I'm really keen to understand the customization options for the interior. That's a big one for me."
Advisor: "Excellent! Let's dive into that. We have an extensive design center where you can explore all the possibilities to make your new home uniquely yours. We can come back to the HOA fees if any further questions arise."
Scenario 2: Major Concern (8/10)
Customer: "Honestly, it's an 8 out of 10. It's a big chunk of my monthly budget, and I'm genuinely worried about the long-term financial impact."
Advisor: "I truly appreciate your honesty and directness. An 8 out of 10 is absolutely something we need to address thoroughly before moving forward. It sounds like the financial sustainability and long-term commitment of the HOA fees are significant concerns. Can you help me understand what specifically about the long-term impact worries you most? Is it about potential future increases, how the fees relate to property value, or perhaps something else entirely?"
Customer: "It's mostly about feeling locked into a high fee if my circumstances change, and whether the value for money will always be there, especially if I don't use all the amenities."
Advisor: "That's a very valid and common concern. Let's explore that. We can review the historical data for HOA fee adjustments, detail the specific services and amenities included so we can ensure that everything is being compared apples-to-apples, and even look at different communities or home options that might offer a fee structure more aligned with your comfort level and usage expectations. Our priority is for you to feel completely secure and informed in your decision."
Advisor: "After discussing these options, if you still feel that these HOA fees are not the right fit for your long-term financial comfort, please know that my priority is for you to find the perfect home, whether it's here or elsewhere. We can explore other options together, or you can take all this information and consider it at your leisure. There’s absolutely no pressure from my end."
By letting the guest quantify the issue, we know how much time and effort to dedicate to that particular concern, allowing us to either move on or delve deeper with tactical empathy.
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First Tour Appointment: Traditional vs. Trusted Advisor
The initial tour appointment is a crucial moment for establishing the foundation of the client relationship. This stage can either set a transactional tone or begin to build a relationship rooted in trust and genuine understanding. Let's explore how a traditional salesperson's approach contrasts with that of a Trusted Advisor.
From the very first interaction, these approaches fundamentally differ in how they build relationships and foster trust. While one prioritizes immediate transaction, the other focuses on long-term partnership and mutual understanding, setting the stage for a more impactful and satisfying client journey.
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First Tour Appointment: Dialogue Examples
The opening moments of a first tour appointment are critical for setting the tone. Here, we demonstrate the stark contrast between a traditional sales approach and a trusted advisor's method through specific dialogue examples.
Traditional Sales Approach
Salesperson: "Welcome! To make the most of our time today and ensure I can show you homes that truly meet your needs, could you share a bit about your ideal timeframe for moving and any general budget considerations you have in mind? Also, are there any other key decision-makers who will be part of this process?"
Trusted Advisor Approach
Advisor: "Welcome! It's a pleasure to have you here. Before we dive into exploring the community, I'd love to hear a bit about what brought you here today. What are you hoping to find or change with a move?"
These examples highlight how the traditional salesperson immediately asks about budget, timeline, and decision-making authority, while the trusted advisor approach is focused on understanding the client's story, current situation, and what brought them to explore this community.
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First Tour Appointment: Dialogue Examples (Cont.)
Traditional Sales Approach (Cont.)
Salesperson: "Okay, great. Well, let me tell you about our amazing amenities. We have a state-of-the-art fitness center, a sparkling swimming pool, and a clubhouse perfect for entertaining. Plus, our homes come with premium finishes and smart home technology. We're offering a limited-time incentive right now if you decide to purchase within the next 48 hours."
Trusted Advisor Approach (Cont.)
Advisor: "Thank you for sharing that. It sounds like you have some clear priorities, and understanding them is incredibly helpful. If it is okay with you, I could take you through what others have found helpful in this discovery process, and if we need to adjust that a little we can. How does that sound?"
Customer: "Yes, that sounds perfect. I appreciate you taking the lead to make sure we see what's truly relevant."
Advisor: "Typically we need about 90 minutes together to do this properly. Do you have any commitments that would make us need to adjust this?
Customer: "That should be fine, as long as we leave plenty of time to review the costs and our budget."
Advisor: "Oh, is budget a consideration? (laughing). Of course, we can talk money whenever you'd like. For now, let's get started, and feel free to ask questions, share any thoughts, or even redirect me at any point. This is your tour, and I'm here to ensure it meets your expectations. Ready to do this?"
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Next Steps: Continued Growth
Your journey as a Trusted Advisor continues beyond this conference. Here's how we'll support your ongoing development and integration of Member-Centric Selling principles:
Gather Your Feedback
Your insights are invaluable. Please share your feedback from today's sessions to help us refine our approach and future training.
Leadership Support & Practice
We'll work with your leadership teams to ensure you have dedicated time and robust support for practicing and applying these new techniques.
Weekly Training Calls
Join Jack and Steve for ongoing training and Q&A sessions, diving deeper into strategies and addressing real-world scenarios.
Integrate with Stepping Stones
Over time, we will continue to meld Member-Centric Selling techniques with the Stepping Stones process, enhancing the overall effectiveness of both.
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The First Topics & Steps
The Seven-Step Process
We will continue to dive deeper on each stage of the Member-Centric Selling process: Bonding & Rapport, Up Front Contract, Pain, Budget, Decision, Fulfillment, and Post-Sale, ensuring a cohesive and well understood approach.
Supplemental Training
We'll introduce focused training modules and resources designed to complement your personal practice, helping you to embed these techniques into your daily interactions with confidence. But practice starts with you.
Ongoing Peer Support
Steve and Jack will be hosting weekly collaborative sessions where we'll "peel the onion" on real-world scenarios, discuss challenges, and refine strategies through continuous learning and shared insights.
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It Starts with You
Your personal commitment to growth is the most powerful tool in your arsenal. We've laid out the framework, but true mastery comes from continuous learning, thoughtful application, and a willingness to put in the work.
Foundational Knowledge
Dive into influential works like "Never Split the Difference" by Chris Voss for negotiation, "The Trusted Advisor" by David Maister for relationship building, and Dale Carnegie for human connection. These are indispensable resources.
Leverage Modern Tools
Utilize AI platforms for practice and immediate feedback on your conversational skills, objection handling, and strategy. These tools are readily available and provide invaluable insights.
Commitment & Mindset
This isn't about secret knowledge; it's about seeing the power in these approaches and being willing to do the work. Our competitors aren't having these conversations, and that's great. We are different. Our dedication to be Trusted Advisors will set us apart.
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All Decks
Workbook (Handout)
Workbook (Key & Examples)
Jack (Images & Concepts)
Storysharing
Cialdini Influence Principles
Trusted Advisor
Never Split the Difference
The Pocket Guide
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