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Trilogy by Shea Homes Sales Teams Resources Hub
Welcome to your comprehensive resource center for maximizing the impact of our 2025 Sales Conference - and beyond. This curated collection of materials is designed to help effectively follow up with prospects, implement new strategies, and drive meaningful conversations with potential Members.
Each resource has been specifically selected to support different aspects of our post-conference engagement strategy. From foundational concepts to advanced tactical approaches, these materials will help you transition from conference insights to actionable client relationships.
Core Conference Materials
Conference Deck
Complete presentation materials covering all key concepts and strategies discussed during the conference sessions.
Quick Reference Guide
Pocket Guide
Essential quick-reference material for immediate application during client interactions and prospect conversations.
Leadership Resources
Senior Leader Overview of Next Steps
Strategic guidance for customer success managers, general managers, and sales managers on implementing conference learnings.
Advanced Sales Methodologies
Communication Excellence
Storysharing - Master the art of compelling narrative in sales conversations. Learn how to craft and deliver stories that resonate with prospects and drive decision-making.
Trusted Advisor - Transform your approach from transactional selling to becoming an indispensable strategic partner your clients can't imagine working without.
Negotiation & Influence
Never Split the Difference - Advanced negotiation tactics based on FBI hostage negotiation principles, adapted for complex B2B sales scenarios.
Cialdini Principles - Psychological principles of persuasion and influence to ethically guide prospects toward favorable decisions.
Practical Application Tools
Interactive Workbooks
Workbook (Handout Version)
Comprehensive exercises and templates for practicing new techniques with your team and refining your approach.
Workbook (Key)
Answer key and detailed explanations to ensure you're implementing exercises correctly and getting maximum value from the practice sessions.
Visual Learning Tools
Jack's Images & Concepts Deck
Visual representations and diagrams of key concepts to help you better understand and communicate complex ideas to your prospects and team members.

Implementation Tip: Start with the Pocket Guide for immediate application, then dive deeper into specific methodologies based on your upcoming client interactions and pipeline priorities.
Educational Decks
Stay ahead with our training modules, designed to continuously enhance your sales expertise. Access new insights and practical strategies to refine your approach and deepen client relationships.
The Seven Stages of Member-Centric (Trusted Advisor) Selling
Release Date: October 1, 2025
Explore our seven-stage methodology to transform your sales approach. Guide prospects through a structured journey, fostering trust and ensuring a member-centric experience from initial contact to long-term partnership.
Bonding & Rapport (TA from the Start)
Release Date: October 6, 2025
Master the art of establishing yourself as an indispensable trusted advisor from your very first interaction. Build immediate rapport, understand client needs deeply, and position yourself as a strategic partner, not just a vendor.
Up-Front Contracts
Release Date: October 13, 2025
Mastering up-front contracts enhances trust and communication with prospects by setting clear expectations and creating collaborative sales conversations.
Pain Discovery
Release Date: November 3, 2025
Discovering and understanding prospect pain points is crucial to building trust and guiding solutions that truly meet their needs, transforming challenges into opportunities.
Reflective Listening
Release Date: November 26, 2025
Reflective Listening is a powerful communication skill where the listener intentionally focuses on understanding the speaker's message — both the words and the emotions behind them — and then reflects that understanding back.
Tough Stuff
These prepared responses for the most common questions encountered during sales conversations are designed to address prospect concerns directly and help them confidently move toward a decision.
Scenario 1: "Why Now?"
This script uses a powerful third-party story to address procrastination. It frames the decision in terms of time and opportunity, allowing the prospect to internalize the urgency without feeling direct pressure from the salesperson.
The Script: Addressing Timing Concerns
I recall speaking with a woman who was trying to convince her husband to move. She turned to him, right in front of me, and said:
Our 60's are our Go Go years, our 70's are our Slow Go years, and our 80's will be our No Go years. Why the heck are we talking about waiting?
Because of that insight, she didn't let him hem and haw—they acted. She realized they needed to maximize their active years. Now it's Go Go all the time, and they couldn't be happier.
Guidance on Delivery and Timing
  • Delivery: Tell this story warmly and conversationally, maintaining eye contact. The power lies in the relatable third-party observation.
  • Timing: Use this when a prospect shows enthusiasm but expresses hesitation or a desire to delay the decision (e.g., "We'll think about it for six months" or "Maybe next year").
Scenario 2: "Why Trilogy?"
This response starts by validating the prospect's decision to seek change, then pivots to clearly articulate Trilogy's core, defensible differentiators.
The Script: Trilogy's Core Differentiators
Look, if you are telling me your decision is between us and someone else and not just staying in your current home, you should take that leap. I think you'll be happier than you are now if you move into any community of this style. That said, if you're asking me to make the case for Trilogy, I would share with you that...
Our differentiation rests on three core pillars that ensure long-term lifestyle delivery and value:
  1. Commitment to delivering the lifestyle via the dedicated hospitality company BlueStar.
  1. The stability and family-owned ethos of Shea Homes.
  1. The commitment of our team members, who possess unparalleled industry tenure and expertise.
Scenario 3: "Why Should I Buy if the Amenities Aren't Complete?"
This response acknowledges the concern and transitions into a third-party story that reframes the situation as an opportunity rather than a limitation.
The Script: Early Community Advantages
May I share with you what those who have moved into our communities early on in their lifecycle have told us?
Everyone's different, but the feedback we hear is that…
  • Some like the feeling of being pioneers and being part of the culture building
  • Others have pointed out that they feel early is the best opportunity for value
  • Others are just ready for their next chapter and their willing to make the small compromise
  • More than anything else, we hear that their neighbors are more important than the buildings
Supplemental Considerations
If you feel like they are looking for more logic than emotion, you may want to pivot into the unstated question territory. Start with Probing Questions that could include: "What is your biggest concern about this?", "You won't hurt my feelings - is it about whether we're going to do what we say we're going to do?", or even "If this is something that you can't get your head around, I respect that, and will tell you that I've got no way to make the buildings go up faster. So if this should be our stopping point, I get it. Is that what you're sharing with me?".
If they leave the door open to more listening (they likely will), pivot into Labelling.
"I'm not sure if it's on your mind or not, but if your underlying concern is whether the promises we're making will be delivered, I'm pleased that the evidence is on our side on that one. We've yet to not build what we've said we're going to build. We've yet to have a community not sell out once its started. You've got to follow your own feelings, and I'd just share, if it's okay, that if the worry is that we aren't going to do our part, we will do our part."
Guidance on Delivery and Timing
  • Delivery: Present this conversationally, focusing on the shared experience of current residents. Emphasize the "neighbors over buildings" point warmly.
  • Timing: Use this when a prospect loves the community concept but is hesitant due to the amenity timeline or construction phase.
Scenario 4: "What Do You Mean When You Say 'Lifestyle'?"
This response uses probing questions and third-party validation to help prospects discover the deeper meaning of lifestyle for themselves, rather than being told what it means.
The Script: Discovering Lifestyle Together
"That's a great question. We think hard about that word ourselves. Can I ask - when you hear 'lifestyle community,' what comes to mind for you first?"
*[Listen to their response, ask additional questions as you can, and, if appropriate, continue into…]*
"What life is like in the community is probably the most important thing we need to uncover together. You know, I was talking with a couple who moved in about six months ago, and they said something that really stuck with me. They told me, 'We thought lifestyle meant having a busy calendar of activities. But what we discovered is that lifestyle here is actually about having the freedom to choose our own day. And being around others who are thinking the same way."
"If that lands at all with you, is there something specific about lifestyle that we should probe further?"
Guidance on Delivery and Timing
  • Delivery: Start with genuine curiosity about their perspective. Use the third-party story to let residents make the case rather than you. End with a probing question to understand their specific needs.
  • Timing: Use this when prospects seem skeptical about lifestyle marketing, ask directly about what lifestyle means, or when they need clarity on what makes Trilogy different from other active adult communities.
Scenario 5: "I Don't Have 90 Minutes" (Rejecting the Up-Front Contract Time Commitment)
This addresses when you've offered a time schedule like "This will take about 90 minutes. Do you have anything that would keep us from being together that long?" and they reject it or say they don't have that much time.
The Script: Addressing Time Constraints
"I completely understand. Your time is valuable, and I want to make sure we use it effectively. We can tailor our journey a bit to get to your most pressing questions a little more quickly. How much time to do you have for us to spend together today?"
Scenario 1: "I've got 30 minutes."
This calls for a classic Pattern Interrupt. They likely expect you to rush or get flustered, but this is a chance to prove your confidence and commitment to what's best from them. An option might be "May I share something you may find annoying?…It would be pretty much impossible for me to give you a sense of this community in only thirty minutes. But I want you to learn what you want to learn. Knowing we can't do everything today, how would you like to spend the time we do have? Would you be okay if I make a suggestion?"
Scenario 2: "I've got about an hour."
This situation likely opens a door to a revised Up Front Contract. An option might be "An hour is a little tight, but if you're up for it, I'm in. How about this? I don't want to rush, so we can go at our normal pace, and if we need to bow out after an hour, we'll figure out a plan for follow up together. We should be able to know by then if this is feeling like something you're into or something that's not a fit. That sound good?"
Guidance on Delivery and Timing
  • Delivery: Acknowledge and validate their time constraint, being honest without being argumentative or dismissive. Offer concrete alternatives for how to proceed, either by changing the goals of the visit, shortening the current discussion, rescheduling, or some combination of all three.
  • Timing: Use this immediately after a prospect indicates they cannot commit to the full up-front contract time. This helps maintain control of the conversation while respecting their boundaries.
Scenario 6: "It's Too Expensive"
This comes up frequently in different forms. Sometimes it's legitimate, sometimes it's a stall, sometimes it's a negotiation. Navigating this without justifying, explaining, or defending is critical.
The Script: Understanding Price Concerns
The most important thing we can do first is probe with a Calibrating Question. This is intended to clarify the specific type of price objection this is: legitimate, stall, or negotiation.
"I appreciate you sharing that. If I may ask you, if costs were not a concern, is this a place where you would prefer to live?"
The answer to this question is really vital to understand.
Scenario 1: "I'm just not sure this is right for us."
This likely means they were using price as a convenient, polite way to express that they aren't interested. This can happen, and it is important here to allow them the freedom to say no. Some version of "I understand and appreciate you telling me that. If something makes you curious again in the future, please don't hesitate to reach out. When and if this feels right, I'd love to help you find a home."
Scenario 2: "Sure, but the fact is, we don't have the resources to afford any of what we've looked at today."
This could just be the truth. Once again, it is important here to allow them the freedom to say no. But it is an opportunity to reframe into consultation mode. Some version of "Look, if you really want to be here, I don't want to give up quite yet. I've seen creativity work in the past, and if you're up for it, I'd love to explore more. Is it worth a little more research just to confirm?" If that is rejected, some version of "I understand and appreciate you telling me that. If something makes you curious again in the future, please don't hesitate to reach out. When and if this feels right, I'd love to help you find a home."
Scenario 3: "Yes, but now is just not the right time."
Go above to the "Why Now" script.
Scenario 4: "Yes, but we've got a pretty big gap we need to close."
This is a buy response. There is interest being expressed, and it's important to realize at this point Commission Breath will stand out more than ever. It's important here to get on the same side of the table as quickly as possible. Use some version of "That's fair, and I appreciate you sharing. I'm willing to put in the work on our side if you're willing to being open to figuring this out. If you want to be here, I'd hate to have the money get in the way. Should we roll up our sleeves and try to make this work?"
Guidance on Delivery
  • Delivery: This is where staying one step behind them in terms of enthusiasm is critical. Them knowing that you are okay with whatever the best outcome is for them is paramount. Try easier!
Weekly Meeting Notes
Essential Reference Library
These foundational books offer timeless wisdom on psychology, negotiation, trust-building, and communication, providing sales professionals with the essential strategies needed to influence decisions and foster lasting relationships.
Influence: The Psychology of Persuasion
Author: Robert Cialdini
Concepts: The 6 principles of influence: Reciprocity, Consistency, Social Proof, Authority, Liking, and Scarcity.
Value for Sales: Essential for understanding and ethically applying psychological triggers that guide customer decisions.
Never Split the Difference
Author: Chris Voss
Concepts: Tactical empathy, mirroring, labeling, and calibrated questions for effective negotiation, derived from FBI hostage negotiation.
Value for Sales: Improves high-stakes negotiation skills and accelerates rapport building by discovering true underlying needs.
The Trusted Advisor 20th Anniversary Edition
Author: David Maister, Charles Green, & Robert Galford
Concepts: The Trust Equation (Credibility + Reliability + Intimacy / Self-Orientation) and prioritizing client interests over self-gain.
Value for Sales: Provides the framework to transition from transactional selling to becoming a highly trusted consultant.
The Trusted Advisor Field Guide
Author: Charles Green & Andrea Howe
Concepts: Practical guidance and hands-on techniques for applying trust-building concepts in daily interactions.
Value for Sales: A necessary companion for implementing the trust-based relationship strategies outlined in the original work.
How to Win Friends and Influence People
Author: Dale Carnegie
Concepts: Fundamental techniques in handling people, making people like you, and winning people to your way of thinking.
Value for Sales: The foundation for mastering interpersonal skills, empathy, and communication critical for strong customer relationships.
Pre-Suasion
Author: Robert Cialdini
Concepts: The art of creating advantageous moments before making a request, setting the stage for influence.
Value for Sales: Teaches how to prime prospects and create the optimal conditions for persuasion before presenting solutions.
Purple Cow
Author: Seth Godin
Concepts: Being remarkable in a crowded marketplace, standing out through innovation and uniqueness.
Value for Sales: Helps sales professionals differentiate themselves and their offerings in competitive markets.
Exactly What to Say
Author: Phil M. Jones
Concepts: Magic words and phrases that influence decisions, specific language patterns that guide conversations toward favorable outcomes
Value for Sales: Provides precise verbal tools and scripts that can be immediately applied in sales conversations to overcome objections and close deals
Featured Media

Chris Voss Says the Secret Weapon Is Empathy
Source: The New York Times - The Interview Podcast
Date: Recent episode (August 2025)
The world-renowned negotiator discusses tactical empathy, negotiation tactics, and insights on leadership and deal-making.
Key topics covered: Tactical empathy, conflict vs collaboration, negotiation skills, and real-world applications

#096: 10 Principles of Mindset
Source: Chasing Excellence Podcast
Hosts: Ben Bergeron & Patrick Cummings
Breaking down the 10 principles of thinking meant to get your mindset right, part of their 5 Factors of Health framework.
Key topics: Mindset principles, mental frameworks, health and performance optimization
PDF Library
Explore our collection of sales training resources, available for download or direct viewing.
Pocket Guide
A comprehensive guide to the new sales training platform, including its features, content organization, and how to navigate the available resources for continuous learning.

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The-Pocket-Guide-Member-Centric-Selling.pdf

Your easy-to-access "Cheat Sheet" for core Trusted Advisor principles.

Trusted Advisor Seven Stages Overview
Detailed insights into the seven stages of the Trusted Advisor sales method, focusing on rapport, trust, and guiding clients through their decision-making process.

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The-TA-Seven-Stages.pdf

1001 KB

Bonding & Rapport
Key strategies for effective negotiation, incorporating psychological principles outlined by Robert Cialdini to enhance communication and achieve win-win outcomes.

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Week-1-Trusted-Advisor-from-the-Start.pdf

1.8 MB

Up-Front Contracts
Techniques for putting yourselves and the prospective Members on the same side of the table. Mutual understanding = mutual trust.

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Up-Front Contracts

873.5 KB

Pain Discovery
Tactfully uncover true pain, meaning they're willing and able to take action to either remedy it or avoid it.

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Pain-Discovery-Mastering-the-Third-Stage-of-Trusted-Advisor-Selling.pdf

904.6 KB

Trusted Advisor Conference Deck
Get the detailed presentation - including team exercises - for transitioning from salespersons to Trusted Advisors.

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From-Salespeople-to-Trusted-Advisors.pdf

1.5 MB

Other Programs & Community Characteristics
Explore essential resources detailing the unique programs and features that set Trilogy communities apart. These materials are designed to empower community representatives with in-depth knowledge to showcase our lifestyle offerings effectively.
MyTrilogyLife Magazine
Discover inspirational stories, lifestyle tips, and exclusive insights into the vibrant Trilogy community, showcasing the unique experiences of our residents.
Early Access Membership
This program allows buyers under contract to enjoy community amenities and the vibrant Trilogy lifestyle even before their home closing date.
Open Brand & Operations Overview
Access the latest overview of the Trilogy Boutique Communities brand guidelines and operational priorities.