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As we come off a wonderful holiday season of parties, gatherings and exchange of gifts with our families and friends, we are now venturing into a New Year. In the anticipation of unwrapping our Christmas presents my guess is some of your gifts met or exceeded your expectations. Of course there are always gifts where the smile and thank you suffices. Sometimes we get what we want. Other times we get what we need. And then there are those gifts that find their way straight to the charitable donation box.
In life, we don’t always get what we want but overall we get what we need. Remember The Stones great tune? We can’t break into song for this piece but the song’s main refrain is:
You can't always get what you want
And if you try sometime
You find you get what you need
The key line is: And if you try sometime. So as we venture into 2012 with great anticipation of a stronger market for our homes, we all have to make sure we are trying to get what we need. With a little luck and a lot of effort, we might even get what we want! Everyone, on an individual level as well as the corporate level, first has to identify and prioritize their needs and wants. Once we look at our want list and review it through a set of reality lenses, we get down to our needs list.
In our Smarter Selling section of this edition of The Home Front, I asked our respected colleagues to address this issue.
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Their responses are unique yet quite similar. They refer to getting the buyer to a middle ground during a give and take exchange of information. In short a reality check for the buyers. Our sales agents are continually confronted with buyers who want to buy from their want list when in reality, for various reasons, they must accept their needs level. So as every sales professional must do, they must walk that diplomatic line of making their buyer feel good about ‘settling’ for a home that perhaps is not as big as they wanted and/or does not have as many bells and whistles as they would like to have. The challenge is to create value as well as make it a home for that buyer and their family.
As we have been saying for quite some time, agents need to change direction in how they sell today. To do that, they must also conduct their own needs vs. wants exercise. What they need to do of course is sell homes. That is why they were hired. But also in their needs column is to develop, maintain and improve upon their sales skills that allows them to successfully sell their product. While buyer’s do not want to be ‘sold to’, they have come to your sales center to find a home.
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We all know that today’s buyer is different from the buyer of 4-5 years ago. Today the buyer’s want value, the deal and assurance. A few years ago price did not matter as with a laundry list of loan options, they could buy a home from their want list. Today’s buyer plans to live in their home for a while. It is more of a needs home. A few years ago, the buyers were planning on flipping the home. Today’s buyer is cautious and uncertain. A few years ago, they were stampeding the door to buy a home…any home.
I am sure all of us are looking for a robust turnaround for our industry. As we roll out 2012 let’s all conduct our own needs and wants exercise. If you want exceptional sales professionals, then you need to continually assess their sales skills to provide focused training/coaching. LeBlanc & Associates is the first step in this process. We will help you identify the agent’s sales skills through our Video Profile evaluations. No one can succeed by just wanting. You need to act. Give us a call!
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With each New Year comes an assortment of New Year’s resolutions. Some are more successful than others, but all are well intended. Since the New Year signifies a new and fresh start it is only natural to give new things and old things (again) a try in an effort to better one’s self.
Often resolutions focus on better health habits and physical fitness. How about a resolution to improve sales fitness?
With most people who have goals to improve their fitness, it is always a good idea to have a partner. Someone who shares a common goal and helps us attain it.
Start a discussion group with other members of the sales team. It could be all team members, but it doesn’t necessarily have to include everyone. Most of the time the group would circulate their question and ideas by email or in group get togethers.Members of the group would come up with challenges and questions that they could pose to individuals in the group or the group itself.
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Share all ideals and results from each discussion with the group. Questions could range from how to create urgency or how to motivate a certain type of buyer to whatever individuals in the group are challenged with or having success at.
Part of the reason to have such a group is to support and motivate each other to help today’s new home professional to better deal with the grind and attrition in today’s real estate market. Remember, as a group member try to put into the group what you get out.
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Walk your model homes and community more frequently to improve your sales fitness. Find the sweet spots in each home and throughout the community and practice your power statements. Practice questions you want to ask, and where you want to ask them. Think about where you want the customer to stand, look, and touch to improve their shopping experience, and keep them energized throughout your sales presentation.
Take the time to reflect on the changes you want to make happen. Work to make them happen. Regardless of whether we end up with the same or similar New Year’s resolutions each and every year it is still a great tradition.
Patrick D’Arcangelo has over ten years’ experience in new home sales management and training Sacramento and S.F. Bay areas. He welcomes your comments and questions. He can be reached at patrickdarcangelo@hotmail.com or 707-228-0296.
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| The most important segment of the selling process becomes the most overlooked. Sales Presentation should be a planned and structured approach to selling. Planned and Structured means; developing a purpose for every discussion within the Sales Presentation. Sales Presentation is not just a delivery system to provide information to the prospect. When we cover specific issues, to gather or provide information we have specific Points and Places to do so within the presentation. This will allow us to be as effective as possible in our presentation and keep the prospect truly involved. Always be searching for the prospects True Purpose to Purchase. All prospects have a True PTP, we just need to determine what it is. Eighty percent of the presentation should be structured for all potential purchasers, while Twenty percent is customized to each, based on OUR questions and prospect information provided. Once the prospects PTP is determined focus on it for the balance of your presentation. Reinforce with the prospect you understand the reason for why they would become a buyer. By you providing quality information to the prospect and gathering quality prospect information, it not only provides us with what we need to close a sale but it “Helps Guide People in the right direction to make the Right Decision.” |
Remember anyone can be a delivery system of information as previously mentioned, but a structured and planned sales presentation makes you consistent and professional.
Let’s talk more about Point and Place in Time. There is a point in place in time to provide specific input to your prospect that gives them meaningful information. We have specific points and places in time to gather accurate knowledge from the buyer that helps develop a direction for success. We all have heard the saying; Buyers are liars. It is far from the truth, we just asked questions at the wrong Point and Place in Time… so they respond providing us with invalid information. When we earn the trust of the prospect during our presentation then and only then will we be given correct information.
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To help determine Point and Place in Time for the presentation I developed a “Pont in Place Flow Chart” in conjunction with a skills training session, “The Sales Presentation… your Flow to Success.” I have revised my flow chart several times over the years to work in our New Generation of Selling today. The flow chart and session is designed to augment your current sale presentation not change it. Our closing success is measured by our ability to provide quality input to the buyer regarding community life style, builder history, quality of construction and value, with the ability to receive quality and meaningful input from the potential buyer that will help with their decision.
Joe Colletti, Keynote Speaker, Sales Skills Trainer and Consultant is experienced in Sales, Management, Marketing and Training. He has taken his decades of experience to formulate his fundamental and exciting approach to increasing sales and management effectiveness. His results-oriented methodology and personnel style has been well received by clients nationwide.
Joe Colletti Group, LLC
Performance Solutions
www.JoeCollettiGroup.com
770-641-3080 Joe@joecollettigroup.com
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Top 10 Most Walkable U.S. Cities
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WalkScore.com ranks locations based on their walkability: proximity to schools, parks, banks, shopping, and dining. They looked at the 50 largest U.S. cities and gave each a score out of 100. New York City was #1 due to its densely packed city blocks, while the least walkable city was Jacksonville FL, with a score of 32.6. Here are their 10 most walkable cities:
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Rank
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Score
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City
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| 1. |
85.3 |
New York, NY |
| 2. |
84.9 |
San Francisco, CA |
| 3. |
79.2 |
Boston, MA |
| 4. |
74.3 |
Chicago, IL |
| 5. |
74.1 |
Philadelphia, PA |
| 6. |
73.7 |
Seattle, WA |
| 7. |
73.2 |
Washington, DC |
| 8. |
72.5 |
Miami, FL |
| 9. |
69.3 |
Minneapolis, MN |
| 10. |
68.2 |
Oakland, CA |
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Welcome to our Smarter Selling series where we call upon respected professionals in our industry to offer their insights about the sales process. This month we welcome Roger Fiehn, Christine Hamilton, and Kerry Mulcrone. Feel free to contact any of these contributors for further information.
And don’t forget to contact LeBlanc & Associates to verify your agents are implementing Smarter Selling skills and creating sales! While our reports are comprehensive, our Video Profiles are definitely ‘worth a thousand words’.
Today’s new home buyers are struggling with their needs and wants. They still want the bells and whistles yet most often the want the most home for the best price, i.e. ‘the deal’
Question: How do agents sell to needs vs. desires with a price driven buyer?
Responses
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Kerry Mulcrone
Well, it is very clear to me that our job as New Home Sales Professionals, is helping people understand “It’s not getting what you want, but wanting what you need and can afford!”
So what we are trying to do as we Present, Demonstrate and understand people, in our “Dog & Pony Show” is include verbiage that states somehow, “I will show you many things and give you many ideas today, then we will narrow down together which are appropriate for your needs and budget.”
Why put it back on them? Because they can’t always get what they want, and someday soon we have to stop giving it to them! This is called re-conditioning what they have come to expect is going to happen.
Really in a nut shell; put into your Sales Process Strategies the fact that negotiations go both ways. We all need to give and take a little and understand “We won’t always get what we ASK!”
Go ahead ask, I am not offended, you can’t take it personally, (manage the objection) but know somewhere is a middle ground which is not only fair but good for both of parties.
1) When a $money$ or discount question comes up, defer it for a little while until some hot button of theirs is hit. What they want has a dollar figure to it, as well as an emotional attachment.
2) When talking about discount, price, promotion, stand up tall, be calm, be precise and most importantly be in control. “Never let’em see you sweat”
3) Know what they cannot live without, and focus on those things, as they will be the “Worth the Price” items
4) Last but certainly not least…Make sure YOU are one of the things they want, and will get
Kerry Mulcrone, President of Kerry and Co. a New Home Sales Education & Training Company. Kerry is a highly regarded expert, having been in the New Home Sales arena for over 25 years. Kerry is a multiple Presenter and Speaker at the International Builders Show, and a contributing author to the IDEAS Sales and Marketing Magazine. Kerry and Co. provides clients with insight, energy and perspective to boost their company and customer growth. Kerry’s contact information is Telephone: (612) 817-4089 E-mail: info@kerryandco.com
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Roger Fiehn
If during the Discovery process I detect a conflict between needs and wants (normally driven by a financial consideration) I ask if they have already been pre-qualified, about how much they feel comfortable with for monthly installments and (tongue in cheek) suggest they just pay cash. That usually opens up a conversation regarding desire vs. ability to pay during which I asked them what they are willing to compromise on to be able to accommodate their budget. That allows me to narrow the possible home choices down a reasonable number of offerings. During the Presentation phase I begin by showing them a couple of designs in their targeted installment (comfort) level then show them a design that would increase their payments around 10% demonstrating how the home would address the wants they had indicated earlier. 90% of the time they/we figure how they can step up to the “stretch” home to ensure future enjoyment of their new home.
When a prospective purchaser comes in and early on asks how much per square foot our homes are (or asks for a price list that has both square foot and price so they can figure it out themselves) I usually ask them what they had in mind. Then, no matter what the answer, I say that I wish it was that simple because price per square foot when selecting a home is like using price per pound to buy an automobile. This allows me to dig further and educate them on how my home, assuming my price per square foot is higher than the homes they have been considering, is a better value that is recognized by the experienced home buyers that live in my community. If they are one of the 10% of prospects that are certifiably insane, and if I cannot get them to take an objective look at my product, I invite them to buy from the lower dollar per square foot builders and when they are ready to move up to a higher quality home and neighborhood we would love to have them as a neighbor.
Alternatively if they appear to be an immovable price per square foot buyer, after I finish my “buy an automobile” comparison, I may say I’m sorry we cannot deliver the quality and features our homeowners expect at a lower price per square foot. But before you leave please let me show you a couple of unique features of our homes/neighborhood that our buyers really enjoy so if you have any friends that may be interested in a great home you may tell them about ours. If I can get them emotional involved in the home the price per square foot issue fades quickly.
Since no two buyers are alike and no two situations are alike there are a plethora of options dealing with this question. If anyone would like to share their opinions on this subject I welcome their e-mails roger@rfiehn.com or calls at 281-481-0831 x 1.
Roger Fiehn is a previous NAHB National Salesperson of the Year who continues to personally sell several million dollars of new homes through good times and bad. He helps increase skills and performance of salespeople for many of the Nation’s most respected builders. Roger welcomes your questions or comments and can be reached at 281-481-0831 x 1 or at www.rfiehn.com
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Christine Hamilton
Of course, people want the most home for best price. Who wouldn’t?
Bottom line is that people want the best VALUE in a new home for the money. And, this is an understandable objective, especially in light of the recent market correction. There are two primary price objections 1) wanting to get the “best deal” and 2) a concern about a further “price decline”. Most customers are not necessarily interested in purchasing the cheapest home or they would buy a used one.
First, extend unparalleled customer service by honoring the customer’s concern for getting the best price. Don’t resist the price discussion. Rather, embrace the negotiation and do the best that you can to help the customer feel good about the VALUE that they are getting.
You can honor their concern by saying: “I can totally appreciate your wanting to get the best price in today’s market and you should. I will totally help you with that.” But, then ask:
“Of all the homes you’ve seen, is this the one that you indeed really want to own?”
“So let me ask you this, if I help you get the best price on this home, would you buy it TODAY?”
Make sure you know why they are choosing to negotiate on your home rather than any other! This way you know the strength of your negotiation hand.
Then ask questions to determine whether the customer’s price concern is that she is looking for the “best deal”….
“What other homes/locations/communities are you considering seriously?”
“What was lacking that you didn’t purchase it?”
“Why haven’t you purchased one of theirs? What was missing?”
“Are you considering a used home?”
“What’s been your experience with that?”
“Of all the homes you’ve seen so far, how do ours compare?”
…or if the customer’s price concern is related to “prices falling”.
“What do you think about the market?”
“How do you think it compares to 3-5 years ago?”
“What do you think about today’s prices?”
“Have you seen how low interest rates are?”
“Do you believe that now may be ideal market timing?”
“How are you determining it?”
“How long do you plan on owning the home?”
Once you’ve adequately uncovered and explored the customer concern for getting the best price, then and not until then, do you demonstrate and present your home’s VALUE & QUALITY where “best deal” is the underlying concern. You can do this through a features comparison which of course means that you must know thy competition inside and out. Or, you can show photos of REOs, short sales and foreclosures, for example. If the customer fears prices falling further, you can show third party articles that affirm that Now is the Time to Buy and discuss the advantages of low interest rates, just to name a few. It is important to remember to point out the BENEFITS of what you’re presenting because it’s true, you always get what you pay for!
To summarize, honor the customer’s desire for the best price. As part of extending unparalleled customer, ask questions to truly understand your customer’s perspective, what’s the concern underlying the price discussion, how they perceive your homes and the market. Do this better than your completion. Do the best that you can to make your customer feel good about their home buying decision by creating the BEST home buying negotiation experience. S/he who extends phenomenal presale customer service will sell the most homes and for the most money!
Here’s to your success! GO, GO, GO! SELL, SELL, SELL! WIN-WIN-WIN!
You’ve got the POWER!
Please join me on my upcoming Webinar “MASTERING PERSONALITY SELLING” January 23rd. 2012. https://www3.gotomeeting.com/register/356238238
CHRISTINE HAMILTON, $ales POWER Solutions for Builders
★ New Home Sales Trainer, Master Salesperson and Coach ★ Past Vice President Sales & Marketing - Beazer Homes ★ NAHB Salesperson of the Year ★ Co-author of GPS {Goals & Proven Strategies} for Success with Stephen Covey, et. al. Visit our website at ChristineHamilton.com or call (916) 630-5525.
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- SEEING IS BELIEVING. Eliminate the doubt. No matter what the market conditions may be, a community’s success ultimately relies on the quality of the sales agents. Video Profiles from LeBlanc & Associates capture each agent’s sales presentation, the good and the not-so-good, through the eyes of the buyer.
- CONFIRMATION:You must confirm your site sales staff is selling at peak performance. Accepting mediocrity or less is never acceptable.
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- WHY LEBLANC & ASSOCIATES? Have you tried the rest and found ill prepared field personnel? Have you seen more walls than agents? Do ceiling shots make you dizzy?
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