Leave Commodity Selling to Someone Else — New Home Sales Training
I do a significant number of seminar presentations in the course of a year, but I’m not in the seminar business. That would make me a commodity. I’m in the experience business. Attendants at my workshops don’t just sit and listen to me drone on about my accomplishments. That would be boring — even for me! These people come for inspiration. They want ideas on how to improve their home selling techniques and strategies for better marketing practices.
You don’t motivate an individual by giving hand-outs or instructing them to read a book. Those, too, are mere commodities. Inspiration comes from communicating passion. When I can deliver a meaningful experience that has inspired an individual to elevate their thinking, the value outweighs the expense of attending a seminar.
That’s the difference between selling a commodity and delivering an experience.
A house is a commodity, like a television set, piece of furniture, or a car. Conversely, a home is a place where you surround yourself with the people and things you love. It’s your oasis from the outside world.
Why do you think the electronics store has all of its television sets turned on? Why does the furniture salesperson invite you to stretch out on the high-priced, memory foam mattress, or the car salesperson insist you take a test drive? The reason is, because they are selling the joy of having this item — the experience — not the features of a commodity.
You will gravitate toward the larger television screen with the better picture in the store because you can see the difference and feel the excitement of a more enjoyable viewing experience.
You feel the incomparable comfort of the expensive mattress and realize that the price difference, when divided over the life of the mattress, is negligible. Because after lying on this mattress, you will never, ever be satisfied with anything less.
And when you get behind the wheel of a new car, experience the rush of the revving engine that is so much better than what you’re currently driving — coupled with that new car smell — you feel incredible. The solid thump of the car door that has not endured countless slams, the spotless car mats, and a dashboard that sparkles like a starry sky on a summer night — these are the features that shift the vehicle from commodity to a joyous experience that you simply can’t walk away from.
A house is a commodity. A home is the experience. A house is the television that is turned off or the price tag hanging from the mattress. A home is the purr of the car engine, the Super Bowl in high-definition on a 50-inch screen, or a divine night’s sleep. As the credit commercial has reminded us time and time again, that’s “priceless.”
Myers
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