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Posted by Myers Barnes

The Dream Date — New Home Sales Training

August 21st, 2009

I’ve blogged in the past about the importance of creating a “magical experience” for the home buyer and compared the feeling to a Disney vacation. I recently talked about this strategy with a woman who had never been to the happiest place place on Earth. She couldn’t quite grasp the magic I was describing.

So I asked her to tell me the difference between a magical date and an ordinary one. Her eyes sparkled as she clearly recalled an event that exceeded any other in her memory.

While she reveled in her reverie, I said, “That’s what I’m talking about. You remember the magical evening while all those less memorable dates fade away behind the better memories.” And she understood immediately.

Now imagine if your customer could fall in love with the new home you’re selling. By helping them discover the magic of living here, you can. Court them with the enthusiasm and passion of a suitor. Make the extra effort to put them at the center of the experience, one where they drift into the unrivalled joy of buying and living in a new home. You can do that by putting their needs, interests, and desires at the center of the discussion.

Just as with a Disney vacation and your magical date, it’s about the overall experience, not the individual bits and pieces. The bouquet of flowers, the starlit boat ride down the river, and even the discovery that the two of you share the same favorite movie are the separate ingredients that contribute to—but don’t make—a magical experience. Each, on its own, is special but not exceptional. It is the sum of the wonderful parts that create the stellar buying moment.

As a new home salesperson, court your buyer with the goal of delivering the magical, memorable experience that not only sells the home, but also creates a happy homeowner who will make happy referrals.

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Posted by Myers Barnes

Leave Commodity Selling to Someone Else — New Home Sales Training

June 18th, 2009

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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Why a Home is Not an Address — New Home Sales Training

June 16th, 2009

One of the biggest lessons we learn during a recession is the value of a dollar bill. The dollar menu seems to grow at the fast food eateries. People who would ordinarily toss a dollar or two into a Salvation Army bucket or the street performer’s cup are less hesitant to part with their money so quickly.

Let’s face it. Money is security. A few dollars does not make you feel secure. A million dollars could make you sit more comfortably, depending on how you’ve invested it. In the business of new home sales, the choke-hold of this economy has spawned a population of tight-fisted prospects. So let’s turn our thoughts to how we can loosen that grip.

The purchase of a new home is the single biggest investment that most people will make in their lifetime. It’s no easy task to guide them over the threshold of fear and doubt that goes with committing to the purchase.

First of all, you need to differentiate between a house and a home. A house is where you live. A home is how you live. One is a physical location and the other is an emotional experience. When you are helping someone make this decision, you need to understand this distinction. You don’t just point out a fireplace. You sell the comfort of a crackling fire on a rainy weekend afternoon when the best thing you can think to do is curl up on the couch with someone special or even a great book. And a bedroom isn’t just somewhere you place your furniture. It’s a comfort zone, whether you’re happy, sick, tired, or simply feeling like pampering yourself by sleeping in.

When you transfer the worry about the investment of buying a house into the emotional security of living in a home, you will turn your prospect into a homeowner.

Myers

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The Magic of the Experience — New Home Sales Training

June 11th, 2009

Are you battling the price war in your sales efforts? Do you feel like you have to bottom out your bottom line just to stay in business?

When you feel like taking a hatchet to your price, stop for a moment and think of this: Disney.

Does Disney push you to buy a pass to just one theme park? Do they entice you to come for the thrill of a single ride? Do the ads sell you on a hotel room as a destination or the dining experience of a particular restaurant? Of course not. What Disney sells is a magical experience. The big picture is a mosaic made up of tiny treats that combine to create a vacation like no other.

According to statistics, the average family that visits a Disney theme park consists of 4.5 people who come for four days and five nights at a cost of $5,000. That’s no small investment these days, but the parks continue to fill up. Perhaps in a down economy, the magic of Disney is more important than ever.

But I have to believe that the success of Disney is the corporate culture that is fully invested in delivering a magical experience. And it doesn’t just happen with a spray of pixie dust — even though they can easily make us believe otherwise.

I challenge you to put the magic of Disney into your selling strategy. Visitors invest $5,000 in a Disney vacation because the cost of admission is at least equal to the pure enjoyment they get in return.

What is the cost of admission to your theme park? It’s the price of a new home. How can you turn your sales presentation into a magical experience? What can you do for your buyer that will make that individual not just agree to purchase but be thrilled to do so?

Sell the joy of the home, not the price of the house. Deliver the experience and share the magic.

Myers

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