Like technology, professional new home selling has been evolving and changing more rapidly in the last few years than any other time in history. It used to be community sales were relatively easy, and was a function of traffic. If you just see enough people — then transfer your concept to the prospect, a reasonable number of home sales would occur in your favor.
Today however, we have evolved into a multi-market society. The competition can be just around the corner or anywhere on the World Wide Web. Our potential customers are now bombarded with a sea of new communities and countless new home ownership opportunities. They are overwhelmed with unlimited choices, details, options, and upgrades, while having to run the gauntlet of new home sales people to gather their information.
Start with your market place for instance. How many competing communities and builders are chasing the same consumer in your particular geographic range? Of course, let’s not forget the numbers of brochures, renderings, price sheets and even covenants that are doled out at each of their visits, and you can easily see that the process of onsite sales is much more complex than it has ever been for both the customer and the sales person.
Acknowledging the new home sales is a sophisticated business and the consumer’s options are unlimited, it becomes obvious that to compete successfully, you must employ a selling procedure that adapts to current conditions.
Happily, there is such a procedure, and it will be your key to increased income, superior sales, and more importantly, a greater degree of satisfaction in your sales career.
The New Model of Selling:
Beginning with your initial contact with a prospect, the majority of The Sales Process is invested in building trust. Because our prospects are inundated with opportunities to buy countless communities and model homes, and are confronted with an infinite number of competing real estate sales people, trust must be in place as the cornerstone in the new home selling relationship. Without question or compromise, you must sell yourself before you sell your product.
It is the level of trust between prospect and salesperson that provides the cohesiveness necessary to establish a solid relationship and begin the sales process. And it is your responsibility to produce in your prospect the confidence to buy.
How do you build trust with your prospect? I suggest four ways:
1. Know all about the new homes and community you are selling. Your primary objective is to assist your prospects in making one of the most important, life-altering decisions in their lives. Don’t take this responsibility lightly. The more knowledge you can provide the buyers, the more they will learn to trust you and request your input.
2. Speak their language. One of the attributes of people who have charisma is that they match their tone, language and speech speed to those with whom they are talking. Doing this yourself will make customers relax and become comfortable dealing with you.
3. Be confident. Always assume the prospect is going to buy from you; if not now, then later.
4. Listen. This is probably the most effective and simplest way to develop trust with a prospect. Listening allows you to discover what the prospect needs, and to learn why your prospect wants a new home. Is it for profit? Are they looking for security? Status? Pride of ownership? Have they been renting for a while and are now looking to become part of a community? Are they moving up in the world or scaling down? What is their passion? At this point in their lives, what is motivating them?
Since you are focusing the majority of your attention on the customer by questioning skillfully and listening attentively, you are no longer the typical salesperson, but are accelerated to a trusted advisor, partner and personal consultant. Your prospect now feels you are investing in this decision with her and, although you are not making a financial contribution, you actually join the prospect in the role of assistant buyer.
Your primary aim in Professional New Home Selling is to first position yourself as an advisor, by helping your customers with decisions that will benefit them; and second never think along the lines that the sales process is something you do to someone. Rather, the Professional New Homes Sales Process is something you do for someone.
Next installment: The Top Considerations For A Customer In Buying A New Home. Do you know what they are?
MYERS BARNES ASSOCIATES, INC.