We all have amenities that we list in our advertisements and other collateral material. And we want to make sure that we mention them all to our customers. However, our presentation might sound as though we are selling our community and the ‘David Letterman’s’ Top 10 List! It’s difficult to rattle off every single amenity in our sales presentation, especially where time is of the essence for the customer who is calling or walking through the door. We also don't want our presentation to sound like a ‘canned’ script. We should never forget that each customer’s needs are different and it’s vital to determine what the customer wants. Differentiate what is most important to the customer and zoom in on those things during your telephone call or tour of the community. Focus on what is important to them - this is a key element during the sales process.