The GOYA Sales-ercise Program

Last year, I went to a car dealership a few miles from my home to buy a car. The salesman showed me a brochure with beautiful pictures. Then I test-drove the model that interested me. I told the salesman that I liked the car but wasn’t in love with the color. He responded that he only had two on the lot and that if I wanted the car, I had my choice of white or white.

I was ready to buy. The only hurdle was the color. And I knew from many prior buying experiences that auto dealers use an online locator and switch cars to make a sale. But the lazy salesperson wasn’t ready to make the small leap to get the sale.

I walked out of showroom, drove home, and did my own locator search. I found a dealership 15 minutes away that had four cars in the color of my choice. I drove there that afternoon and bought the car. And I also returned there for service, even though it would be more convenient to use the closer dealership.

The same laziness that I experienced with the first salesman is a chronic problem with many new home salespeople. They need a jolt of a sales strategy Tom Hopkins calls “one like the present”. Get out of the sales center. Show them the homesite where they can envision their new life. Help them experience the dream and then make it happen. And it doesn’t happen when you don’t take control of the situation and guide your buyer — not in any economy, but especially not in a down one like the present. Get out of the sales center. Show them the homesite where they can envision their new life. Help them experience the dream and then make it happen. And it doesn’t happen when you don’t take control of the situation and guide your buyer to the purchase decision.

As Tom Hopkins states: ”Put a little GOYA into your daily routine.”

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