Several weeks ago, I arrived early for a meeting with a client and caught myself mentally evaluating a salesperson who appeared to be winding up his presentation. During a lull in their conversation, I heard the prospective buyer tell the…
Become A Sales Enthusiast
When I evaluate a salesperson’s performance I become a virtual participant, much like a die-hard sports fan on Sunday afternoon. Sometimes I’m a cheerleader; sometimes I’m the coach, and more often than not, I’m a little overzealous. Case in point: While watching a new home video shop my family once thought our youngest had mastered the potty when I shouted, “Yes! She DID it! I’m so PROUD of her!” You could’ve cut the disappointment with a knife when they realized a sale had been closed.
WHAT IS IT?
You will never overcome this objection without finding out what the “it” is, so begin by clarifying the objection. When a customer wants to think it over, ask, “What exactly is it you want to think about? Is it the home’s layout, color scheme, design? Is it the community, location, amenities?” By providing choices, you make it easier for them to be direct with you about why they’re not buying, which provides you the information needed to overcome the objection.
The Cadillac and the Beetle
My first encounter with a salesman was the day my Dad took me shopping for my first car. “Before we go,” he said, “you need to know the rules of the game.”
He went on to tell me that the majority of salespeople are as slick as snakes, ready to lie like a dog to get you to buy what they’re selling. He warned me not to say a word; to let him do all the talking, and to keep a poker face. According to Dad, if a sleazy salesman sensed interest or excitement, we would have a slim chance of negotiating a better deal. “Salespeople are in business to make money. They don’t care about the customer.” By the time we arrived at the dealership, I expected to meet Satan face-to-face!
Talking About the Competition
People who are in the market for a new home ask a gazillion questions. It’s what prospective buyers do when preparing to make the largest investment in their lifetime. As their sales counselor, you don’t just answer their questions, you educate, motivate, and facilitate them every step of the way. It’s what you do to ensure your prospects are able to make a well-informed decision.
But is it risky talking to buyers about your competition?
Selling Features and Benefits
Anyone can walk through model homes with prospective buyers, pointing out bedrooms, bathrooms, cabinetry and cooktops, but a good sales professional knows there is a world of difference between showing a house and selling a home.
Today’s new home buyers are looking to buy or build their dream home, in some cases, their forever home, and they are counting on you to convince them that your home is a better choice than the competition. High on their list are features and benefits.
Trial Closing “Could this work for you?”
Now, imagine how much more relaxed and enjoyable the day would have been if my grandfather had been able to trial close a few times before popping the question. If only he could have arrived for a visit, dressed to impress, and asked, “After seeing this handsome devil, can you picture yourself in these arms?” Her smile — or the lump on his head — could have eliminated any apprehension he had about the timing of his close.
TAKE THE FEAR OUT OF CLOSING
Sell Them The First Thing They See (In 20 seconds or less!)
When customers walk into your office, they are shopping for more than just a new home; they are shopping for the right sales professional to guide them through the process of finding and purchasing or building their new home.
What does this mean to you? It means . . .
You are the first person they see and you have only 20 seconds to sell yourself!
FOLLOW UP – If you’ve lost it, find it!
Would you be surprised to learn that after visiting six of the largest car dealerships in the Dallas/Ft. Worth area, only one Sales Associate took the time to follow up with me? One! Would it surprise you to learn that I was offered a slightly better deal by his competitor but chose to purchase my new car from the Associate who clearly valued my business?
Who? What? When? Where? Why?
Make Time for Discovery
Q: Can you name the five features that top every new home buyer’s must-have list?
A: Of course not!
The most seasoned sales professional knows that customer wants and needs vary as widely as paint colors. The examples below represent a very small portion of a very long list: