A good interviewer knows how to guide a discussion to elicit more telling responses. You never ask a question that can be answered with just one word, because the conversation ends there.
When you are demonstrating a new home, you’re not merely showing a prospective homebuyer around, guiding them from room to room. Consider yourself a combination of a tour guide and a talk show host. Point out truly interesting aspects and engage the buyer in useful conversation.
Differential demonstration is distinguished from run-of-the-mill demonstration because it is more purposeful and, ultimately, more effective. Involve them in a discussion that guides their imagination. Encourages the buyer to experience the property, feel at home here, envision living the daily routine within this new home.
I’ve worked with superachiever sales professionals who practice differential demonstration with every presentation. Their conversion rate is consistently higher than those who just guide the buyer along a walk-through. Here are the right questions to ask your new home buyer.
In the kitchen:
Can you imagine yourself preparing your family’s favorite meals in this kitchen?
Wouldn’t all this cabinet space and huge pantry make any chef happy?
In the living area:
Where you place your sofa in this room?
How would you situate your television and stereo in here?
In the master suite:
How would your bedroom set look in here?
Where would you place your bed and dressers?
Who would get the larger of the two closets?
In the children’s rooms:
Which of your children gets this room?
In the guest room:
How can you see yourself using this room? For guests? A home office? A craft room? Maybe an exercise room?
In the garage:
How would you use the garage space?
Would your workshop fit well here?
In the yard:
How would you landscape this yard?
Throughout the differential demonstration process, look for opportunities to spark your buyer to think about actually living in this new home. Rather than view it from the perspective of a visitor, guide them to think like the homeowner.
If you’d like to learn more about the differential demonstration approach to new home sales, please contact me.
Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant. For more information, please visit www.myersbarnes.com.