I heard someone use the term, “TV spokesperson” and I asked what that job entailed. He told me it was usually a woman, the one who demonstrates an item on television, like on the game shows.
“Oh,” I said in a moment of enlightenment. “The ‘Ta-Daaa Girl’!”
Vanna White made a career of waving her arm at a display of prizes on a stage. It doesn’t take any skill. Those players will drool at the prizes with or without an attractive woman “demonstrating” them.
So, when I was talking to a group of new home sales professionals about the importance of “differential demonstration”, I recalled this conversation about the Ta-Daaa Girl.
When you’re presenting a new home, you must do more than guide the prospect from room to room, waving your arm at various features. Unlike those game shows, your new homebuyers have other choices—other “prizes” to be had, with other salespeople who do more than smile and nod.
“Differential demonstration” is a careful process in which you understand and communicate the noteworthy features of a new home in a way that resonates with the potential buyer. If they have a growing family, you point out the back yard play area, the open floor plan that provides a comfortable gathering space, and the second-floor laundry. For someone who is downsizing, you show that the space is easier to manage, while still offering comfort, luxury, space, and ample storage.
Differential demonstration utilizes a planned route for guiding a prospect through a new home. For example, you always enter through the front door, even if it’s more convenient from the sales office to pass through another doorway. You give your buyer the first view from the front, where they can experience the curb appeal. You follow a pre-planned path that gives them a sneak peek at the kitchen and living room, but only for a brief moment. Your demonstration is intent on rising to a crescendo—building the anticipation of the most sought-after space. You return to the kitchen and dining room, and then highlight the many details.
Yes, there is a pattern, a method, and a thought process to successfully presenting a new home. It involves recognizing the hot buttons in the buyer, pushing them with finesse, and reminding them of the many ways that this home suits them.
I’ll be giving more insight into differential demonstration in the weeks ahead. Stay tuned. Or email me if you’re anxious to get started right away.
Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant. For more information, please visit www.myersbarnes.com.