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LeBlanc
& Associates
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Issue 14 Winter 2001
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The Front Porch Assumptions. We all make them in our daily lives. Some assumptions are insignificant. Some play a more major role in our lives. Some should be made. Some shouldn't. Without any thought, we assume the sun will rise in the east every morning and set in the west every night. We assume the car will start in the morning, particularly when we are running late for work or for an appointment. We assume government at all levels will just roll along (whether we agree with it or not). And we assume our family and friends will always be there for us. Top of page Assumptions can be deceitful however. I think assuming too much at times has stung us all. Yes, that car really does need continual maintenance for it to start when you are running late. So how do assumptions affect those in new home sales? I think at times I expect too much from sales people. Or do I? My philosophy in sales has always been "assume the sale until you qualify it out." When I review the audio and video tapes of sales agents we evaluate, it never ceases to amaze me how that philosophy is lacking in our sales teams. Not in all teams, but in too many. Not too long ago I was a judge for our area's sales agent annual awards contest. Those of us on the judging panel had to submit some questions to be posed to the candidates. One of my questions was, "When you see a party enter your sales office, what do you see or think?" If my memory serves me right, there was only one candidate who came up with the answer I was expecting. What I wanted to hear from each agent was, "A future resident of our community". Assume the sale. Top of page So what are some of the wrong assumptions sales agents make? The major one is that if a woman shows up in the sales office without her husband, she can not be a decision maker. Inevitably, the agent will ask, usually at the end of the encounter, "So when can you bring your hubby back?" This question absolutely amazes me. Without qualifying, (Are you in a position to make a decision today?) the agent dismisses an unaccompanied spouse. For a number of years now women have held responsible positions, have had their own companies and really can make decisions! How many agents selling on site have the same lifestyle of those buyers coming in the door? Each of them work full time, have kids, a house to run and are lucky to see each other snacking at the kitchen counter. It is not always possible for Ozzie and Harriet to leisurely make the new home circuit together. Qualify . . . qualify . . . qualify. Top of page Another assumption that is endemic in today's selling market is the "I am all sold out" assumption. Agents have been fortunate enough to be in a demand market that really doesn't require much selling. Challenges yes, but selling no. Let's face it, with few exceptions, we have been delivering homes (you notice the choice of words) via campouts and priority lists. So, when the beleaguered individual/couples walk in the sales office door, they are inevitably greeted with "I am all sold out until my next phase release. If you would like, please sign up on our list and we will notify you when the next phase of homes will be released". Sometimes a few more encouraging words are added such as, "You can sign up, but I only have about 10 homes to be released and my list has 100 names on it." Well, welcome home! I wonder if about 95 of those priority list registrants are on other priority lists and/or have found a resale home? Oops! Of course, one of the age old assumptions agents can make is the "sizing up" assumption. Hey, agents who have been selling for any length of time know who their buyers are, right? They should dress a certain way. Drive a certain car. You know the assumptions. Sometimes it is valid. We might assume someone arriving in an '86 Toyota Tercel to our $800,000 homes is not a buyer. However, have you ever known or heard of anyone who really had some money but didn't spend it on a car? Have you ever known or heard of anyone who drove the right car, wore the right clothes, and was in debt up to their eyeballs? Qualify . . . qualify . . . qualify. Top of page Sometimes the message has to be delivered in many ways before the significance of it hits home. I have to credit Jay Kerr of the San Diego division of D.R. Horton with the most incisive message. He once stated, "People do not go to the butcher shop just to look at the meat." So, to all you agents out there, wrap up the pork chops and assume the sale! Finally, I will make one safe assumption. From all of us at LeBlanc & Associates, we assume each of you will have the happiest of holidays and successful New Year. See you in 2001!
A Visit From St. Dude Inspired by the festive season, this song will soon be released on CD, performed by Standard Feature and the Upgrades. It is written by Dave Harding, CMP a national trainer in our profession and a tongue-in-cheek observer of our business. Dave can be reached via "Elf-Mail" at d.lharding@worldnet.att.net. He wishes his home-building colleagues a wonderful holiday season and a successful odyssey in 2001. T'was the week before year end, when all through the sector Not a sales pro was happy, not e'en the Director. The drywall had been hung by the chimney with beer In hopes that the painter would not soon be here. The punch men were nestled all snug in their Fords With visions of plumbers who were out of their gourds. Top of page The moon on the pile of the approved, scattered plans Gave a picture of sadness round the blue Sani-Kans. The year that just passed had been one of the worst. Aside from decorum, Sales just might have cursed. At start of the year no one would make a guess That the year just now ending would be such a mess. The super in his Levis and "Sales" in Hugo Boss Had just roasted each other for a net fiscal loss. When out on the lot, there arose such a peal "Sales" sprang from his Beemer to see what's the deal. Away from its leather he jumped like a doe Tore open the door, and threw up the Merlot. When what to their anxious eyes should be viewed? But a builder's salvation, it must be St. Dude. With a long repertoire of war stories and tales They welcomed the Saint of new-home-lost-sales "Save Richmond, and Ryland, and Shea, Beazer, Laing And Lennar, and Centex, and Pulte." they sang And then in a twinkling they heard on the site Dude's yearend synopsis, and oh what a fright. "Performance to date has been such a shambles Twelve months ago, no need for such scrambles This entire year, disrespect for the buyer Now with days left, you are down to the wire. Top of page "Your bankers are watching all full of concern Considering homebuilders, will they ever learn? Stockholders are looking, their eyes wet with worry And vendors expect funds in more of a hurry. The buyers are nestled all snug in their bed To them, warranty work seems a matter of dread. "The cities approve at the pace of a snail NIMBYs, they always want you to fail. The Feds committed to prevent your success Salmon and owls and muralets, no less, Their shelter secured by government report. (Your customers' shelter has no such support.) "As your patron Saint I am here to make certain The American Dream faces no final curtain. Your chosen profession is no easy vocation I grant you one more year's duration But blessings for you require new behavior Embrace these ideas from your patron and savior: "Become user-friendly this upcoming year. Redraw sales agreements to eliminate fear. Extend your hours to accommodate buyers. Accurate prices in each of your flyers. Driving directions in each and every ad, And be co-op friendly, make Realtors glad. Top of page "Sales agents to ask all the customers' names, Not spending such time on Internet games. The sales environment is to be clean and green Not a single novel should ever be seen. Models to be so comfy and bright; Not a cobweb is seen, try as you might. "Construction crews to clean as they go. Music volume, if any, should be kept on low. No dogs or ex-spouses to disrupt the pace. At every chance, put on your best face. The streets to be swept as if someone cares - Prospects will notice. See how it fares. "As for drinking on site, there can be no excuse: No sauce for the gander, no sauce for the goose. A place for everything, everything in its place Show a little more leadership and even more grace. There is no right way to do wrong things Sensitivity counts, whether commoners or kings. "Upgrade all your training, and not just your specs. Inspect what you expect, then expedite those checks. Each one of the team has an identified mentor. Professionalized staff in each design center. The goal of the crew is to go extra miles Measured in currency of customer smiles. "Too often your focus is to tasks, not the goal, Taking parts of the picture and not of the whole. A buyer's sole wish is family refuge at home Not reading page 80 of your boilerplate tome. Remember it always, they just want to OWN. Easing the process is the builders' job alone." Top of page Jude was chubby and plump - a reassuring vision And they listened intently as they made their decision. With knowing smile and a twist of his head Soon gave them to know they had nothing to dread. They were happy to learn they had not far to go And the irony was, they were their own foe. No single Saintly suggestion was beyond their scope, And with St. Dude's help, they renewed their hope. Homebuilding should be so honored a choice, At yearend reflection, we're glad of Dude's voice He reminds our chance to make others' lives better Takes so little extra to be the trendsetter. Saint Dude then sprang to his feet and opined "If you honor that promise, no need to remind Of the rewards, financial and buyer satisfaction Of stockholder, lender, and vendor reaction. You will become the employer to choose Of the best of talent who still pay their dues. "I will always be here, ready to lend a hand To help you achieve the performance you planned As your Patron Saint all that I ask Is one hundred percent toward next year's task. Give the customer quality and not attitudes; Give your partners respect and not platitudes. Top of page "Put yourself always in the shoes of the others, Try to say yes, when given your druthers. Participate in more industry groups To prevent even more government hoops. Choices of shelter should be a citizen's right Not subject to costly, political fight." Saint Dude then prepared to say his good byes He secured his halo and ascended the skies His visit had been timely, his message compelling Of designing, and staffing and building and selling. And they heard him exclaim as he rose in his contrails Seasons greetings, dream builders, and to all more "good sales!" Kudos Korner We have another series of agents who have demonstrated super star status during this last quarter of sales agent evaluations. This time around, we found them in several locations with several builders. Our Kudos to the following: Theresa
Kellerman, Centex Homes Marilyn
Hisington, Pacific Bay Homes Lysa
King, John Laing Homes Rocky
Trachy, Brookfield Homes Pattie
Solie, Centex Homes Bridget
Gates, Centex Homes Mike
Perry, Centex Homes Delores
Christopherson, TriMark Pacific Congratulations to each of you! The Eyes Have It Why the video evaluation? Even with the best product and in the best of markets, success ultimately relies on the quality of representation in the sales centers. Through our Video Profile, we capture the agent's entire sales presentation through the eyes of the buyer. Get the whole picture. Through the Video Profile managers and agents are now able to see what our evaluation reports have been reporting. The denial aspect of the evaluation process is eliminated. Technically speaking, LeBlanc & Associates has direct control over the entire process. With the Video Profile, we continue our reputation of offering the best evaluation service in the industry. All our work is in-house, including a state-of-the-art editing suite. The end result? Quality videos by people who know the housing industry. Sorry . . . we don't do hamburger joints. Give us a call! All of us at LeBlanc & Associates want to extend our best wishes to each of you for the happiest of holiday seasons. We appreciate your continued support over this past year and we look forward to working with you in the year 2001 to achieve excellence in sales. Happy Holidays - Have a successful New Year. If you know all the answers, you haven't asked all the questions. This site designed and hosted by Expedionet,
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