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.
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
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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.
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
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