All of us live with some sort of list in our lives. Whether for work or for our personal lives, most of us have some sort of ‘to do’ list. Women always have a ‘honey do’ list for their mates. ‘To Do’ lists can be short term…like get it done yesterday…or long term. Long term usually applies to our ‘honey do’ lists. Our individual success rate at checking off our list items varies. If you are like me, the first ones to be checked off as completed are the easy ones. For the more complicated tasks, I need to build up the energy to tackle them. I do eventually get them completed. Sort of like those book reports we had to complete in school. I can still remember the 11th hour challenge to get a report done.
The sales profession also lives by a ‘to do list’ of sales practices. There are always basics that need to be checked off each time a sales or leasing agent encounters a prospect. Regardless how long you have been selling, you should be aware of the basics: Meet. Greet. Qualify. Discover. Present. Close. Follow-up. The sales presentation is obviously more complicated than these 7 points. However if these 7 points are not incorporated into a sales presentation, more than likely the agent will not have accomplished anything.
There are many sales techniques and styles to get the sale. Whether an agent learns sales practices through a professional sales trainer and/or through other means, you will see each process covers some sort of ‘to do’ list. The main difference in the various styles of selling is how you complete that list.
When LeBlanc & Associates generates a performance evaluation report via our video shopping process, we look for certain fundamentals. While we do accommodate our client’s requests for their own specialized score card, for our standard report we look for the below basics to be incorporated into an agents sales presentation. There are some schools of thought that these points are no longer relevant. I can’t say I agree with that thinking. A modern approach to obtain this information I do agree with vs. the older grand inquisition approach.
We all know the importance of 1st impressions. We should not need to discuss why a friendly and welcoming greeting that includes an exchange of names is essential.
If an agent does not engage in some sort of non-business related conversation, they will not be able to create that personal connection. Without that connection, trust is hard to establish. Without trust, a prospective buyer may not provide the information you need to personalize your product and community.
Discovery & Qualifying
If you don’t know who you are selling to, how can you create the sale? Are you selling to a single person? Family? Downsizing? Move-up? Relocation? Immediate need to move in? Flexible timeline? Home office? Mother-in-law suite? Large rear yard? Low maintenance yard? Home to sell? Leasing? Pre-qualified? Cash buyer? Price Point? There is quite a lot of information you need to learn about your prospective buyer. How you get that information is where your sales style comes into play. But it is all important information.
Beyond selling the brick and mortar, agents must sell their community. Each agent must promote its amenities, area services, shopping, schools, freeway access, etc. For senior living, it is critical you inform your prospects about its qualified staff and the level of care the prospect’s loved one will receive. Your prospective buyer may love what you are selling, but if they don’t like the community because you did not educate them, it is all for nothing. They will move onto your competitor.
Whether you are selling a home, townhome, condominium, senior living unit or leasing an apartment, your prospect must leave your office feeling like your product meets all their needs and it feels like home. You can’t make it feel like home unless you first learned a little about your buyer. That is how you personalize your product. An agent must always convey strong product knowledge. Agents must clarify what is included and what costs extra. Product demonstration is not up for discussion. It is absolutely essential. Same for benefit selling language. What benefit does a certain feature have for that specific prospect? It makes no difference what the agent likes. Does your buyer like it or need it? Many times agents fail to promote their company in terms of their history, construction quality, awards, warranties, customer service, etc.
For new construction, you should determine if your prospective buyer has ever purchased a new home or just re-sale. There are differences in the purchase process. If you have a first time buyer, then you must explain what they can expect during the process. How the purchase procedure progresses can vary from one builder to another. For leasing, while it is fairly standard, each company and each state does have different requirements. So a clear explanation is to be incorporated into your presentation. For senior living, there can be many variables from one community to another in terms of deposit requirements, etc.
Seldom will you have a buyer who just falls in love and must have that home at first sight. Usually there is some underlying concern holding them back. Perhaps the buyer feels they need to look at more places. Did you discover how long they have been looking and how many places? What have they not found to date that satisfies their needs? Is there something about your community that bothers them such as being too close to the airport? Whatever it is that makes a prospect hold back, the agent needs to determine what it is, acknowledge it, clarify it to fully understand that concern, attempt to resolve it and then confirm it is resolved.
I have never figured out why so many agents are so hesitant to ask for a purchase commitment. If they built value, created a product and community match, gained agreement to what you are selling, then why end the encounter with ‘if you have any questions…..’? There will always be questions…but not always that specific sale. Just ask for it.
LeBlanc & Associates always assesses and rates an agents overall performance. Did they offer a high level of service? Did they focus on their buyer’s stated needs? Listen well? Answer questions to buyer’s satisfaction? Create a sense of excitement about their product? Demonstrate an organized sales presentation? Show appreciation for the visit? Did they follow-up?
The ‘to do’ list for sales is not like a book report. We just can’t put off any portion of it to the 11th hour. When you are ready to confirm your sales team is completing its check list of sales essentials, give us a call. LeBlanc & Associates will be your eyes and ears to document which of your agents cover more than the basics. We will also document those agents who are waiting for a deadline to perform. We look forward to working with you to check one more item off your ‘to do’ list. It’s easy! Call, email or submit an online request.
Top 10 Global Cities For Luxury Real Estate Markets
|A recent report identified markets based on growth as well as demand. Luxury home prices vary by region. The Global average is 2.1 million. In Costa Rica, however, the price point for a luxury home comes in under 1 million and in Monaco, it is above 10 million.|
|1. Hong Kong|
|3. New York|
|4. Los Angeles|
|7. San Francisco|
LeBlanc & Associates welcomes the opportunity to confirm your sales team knows how to complete the sales process. We are committed to follow-up and follow-through the performance evaluation from the on-site visit’s first hello to the post visit monitoring period. You will know if your agents send one or multiple emails or telephone calls. You will also know if our shopper never hears from your agent.
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