Myers Barnes Blog

Blog Archive for April, 2016

The key to new home demonstration: WIIFM?

Categories: Customer Service, Leadership, New Home Sales, New Home Sales Coach, New Home Sales Management, New Home Sales Marketing, New Home Sales Process, New Home Sales Training | Posted: April 5, 2016

In my last post, I talked about “differential demonstration” and the “Ta-Daaa Girl”. She’s the one on the game shows who waves her arm to show all the lovely prizes a contest might win. Yes, that’s a real job.

I want to explore differential demonstration a bit more, because I think there are many new home salespeople who still don’t understand how to effectively present a model to a potential buyer. The key to new home demonstration boils down to answering the buyer’s unspoken question:

“What’s in it for me?”—or “WIIFM?” as the marketing industry likes to call this approach to establishing value proposition.

whats-in-it-for-me

You can guide the buyer through the home and point out lovely features, but if you don’t connect the value to the prospect, you don’t gain any points. You haven’t effectively communicated to this person why they should care about that feature. You need to establish that connection and make it personal. Paint the picture of this individual, couple, or family living here in this home. They should picture themselves, with their furnishings, eating meals, relaxing in the living room, playing in the yard, working in the garage. Make no assumptions that they are having these visions. For all you know, they are overlooking a valuable feature, or are simply distracted.

Try this as you walk through the family room:

“This is where you and your family will spend most of your time. You can see, we move away from a traditional plan and have combined the family room and the kitchen in a manner that is both convenient and inclusive, meaning everyone in the family can enjoy one another’s company.”

When you give your buyers a tour of the kitchen, ask them to picture themselves preparing meals in this space. Don’t you love this kitchen? This open design allows everyone in the family to spend time with one another. How’s the kitchen design feel to you?”

In the master bath, communicate the value of the double vanity. “The design of double vanity is perfect for the on-the-go couple trying to blend two busy and sometimes similar schedules—getting ready for work or play at the same time. Also notice the enclosed, private toilet. It allows two people to access to the bathroom to dress, groom, or wash at the same time, while still affording privacy and space.

From room to room, plant the seed that converts their minds from browsing to living. Pull them into this home, rather than just showing it, like the Ta-Daaa Girl.

Before you demonstrate a home, differentiate it. Walk-through and create scenarios for buyers. Be prepared to adapt your presentation to the needs and wishes your prospects have communicated or might appreciate. Show them a room that would be ideal for a home office or media center, even if it isn’t presently decorated for that purpose. It’s your job to create the image of this model being a home to your buyer.

If you can’t answer their “WIIFM?” question, you haven’t done your job.

Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant.  For more information, please visit www.myersbarnes.com.

New Home Sales Training: Your Toughest Customer Is You

Categories: New Home Sales Training | Posted: April 17, 2012

When you negotiate a new home sale with a potential buyer, you can expect questions like, “Can you do any better on the price?” and “Are there any incentives you’re offering?” You might also encounter the prospect who wants to know why your home is more expensive than a competitor’s. Do you have answers—or just excuses? Can you confidently explain the home’s value or do you concede?

By stumbling on questions like these, you send a subliminal message to the buyer that you yourself are not fully convinced that the home is priced appropriately. And if you’re not sold on the house, you certainly can’t sell it to anyone else.

Before you enter a negotiation on a new home, make yourself the customer. If you are unconvinced, ask yourself why. What are you finding hard to sell to a customer?

Ask those questions of the builder that your buyers are likely to ask of you to justify the value. Look at the construction, design, amenities, and details. What level of quality and care is built into the home? Consider the location. Is it a premium neighborhood with excellent schools? Is the home situated in a desirable area? If still need a spark, let your colleague deliver his or her sales presentation to you. Ask them the same questions as the builder.

Never walk into a new home sales negotiation until you are 100 percent convinced from the perspective of a customer that this home is absolutely worth the price you are asking. Remember, it’s not about price, but value. Buyers pay for value; price is just one factor.