Last week I went with two friends to visit an assisted living facility they were considering for their mother. A warm, welcoming man shook hands with us and led us into his office. As we entered, I noticed the door plate. It said Sales and Marketing. 

We were not there for sales and marketing. We were looking for a home for their mother, who needs special care. 

This visit reminded me of going through the same situation with my elderly father a few years ago in Florida. He and I visited the facility, and the Director of Sales and Marketing led us into her office. 

Sales and Marketing–that label simply doesn't match the experience of the potential customers. Such visitors don't even think of themselves as customers but as people seeking a home for someone who needs extra help 

Sales and Marketing is internal language. But it's jarring in this situation, where it's not what people expect. If I am buying a car, an entertainment system, or a timeshare, yes, send me to Sales and Marketing. But here, the label focuses too much on the institution's goal rather than the visitors' needs. 

What's a better name for Sales and Marketing, one that would match the expectations of the visiting adults and their elderly parents? Resident Enrollment? New Resident Welcome? New Resident Information? 

And beyond this situation, have you noticed business terms that just don't match the experience you seek?

I welcome your suggestions and reactions. 

Lynn 
Syntax Training