SmarterSelling

"It's not just the home you're selling, but the life that comes with it."

I think over time many sales professionals in the housing industry lose sight of the fact that they are selling more than a unit or a building. You can sell your heart out telling a prospective buyer about all the wonderful features that come with your product but in the end, if that super-duper product does not feel like home, your prospect is not interested in what you are selling. We have covered that aspect many times when we address the discovery process and incorporating discovery information into a personalized sales presentation. This is what makes a house a home.

I have read some articles about the impact of Social Selling. In the last couple of Smarter Selling articles we have addressed how agents sell, i.e. their style and/or method and how selling has changed over the years. In today’s selling world, the internet and social media have an enormous impact on sales. Social Selling has become a major influencer. As the online phenomenon has grown over the years, I think many people thought social media would revolutionize how we sell. But as we previously noted with the selling style articles, social selling didn’t change what we do, just how we do it.

The social media revolution simply added a different yet highly effective tool for doing things buyers and sellers were already doing. Prior to social media, companies advertised heavily in magazines and newspapers hoping to entice a call or a visit to their community. And buyer’s used those magazines and newspaper ads to make their list of communities to visit. Now the internet allows the company to bring their one dimensional ads to life with virtual tours, online assistance, and furniture placement. All the bells and whistles of online promotion can create far more excitement to attract a buyer. Once that buyer clicks on your website link, they can then easily determine if a community should be on their ‘short list’. But in the end they still need that personal experience of being at the community, walking the home and asking questions to determine if it will work for them. In short, does the home feel right and meet all their lifestyle needs.

No doubt social selling is a valuable means to augment the prospecting process. But it is not a silver bullet. It does not solve your sales concerns. It will not replace the sales agent. It won’t magically make your salespeople better at the essentials of selling such as the personal connection, determining needs, product demonstration impact, overcoming objections, and resolving concerns.  In the end, social selling is just...selling.

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Social media will bring traffic to your community. It also brings a more informed prospect to your sales centers. However real sales success is built on how much quality time the sales professional spends with each prospect answering questions and creating the match. Through effective sales skills, the agent makes the dream happen and that should never change.

Every company must take an objective look at who they have in their sales centers. Are the agents just being social or do they possess and utilize solid sales skills. There is no easy way to verify if you have likeable but ineffective agents. It requires training, hard work and an evaluation program. LeBlanc & Associates looks forward to being your partner during the evaluation process. It’s easy!  Call, email or submit an online request. We promise to be very social.

Top 5 Cities with Best & Worst Job Growth
CareerBuilder wanted to find out what U.S. cities beat expectations for job growth in 2015, and which ones fell short. To do so, they looked at national job growth trends, and asked: By how many jobs did a given city exceed (or fall behind) those trends? Overall, west coast towns seemed to do well, though Dallas took the top spot easily. Here are the cities that exceeded growth expectations by the most:
Job Diff.: City:
1. 44,900 Dallas, TX
2. 39,500 San Jose, CA
3. 38,700 Los Angeles, CA
4. 38,600 Seattle, WA
5. 32,100 Miami, FL
And the ones that fell short by the most:
1. <37,000 Chicago, IL
2. <31,300 New York, NY
3. <26,600 Philadelphia, PA
4. <14,300 New Orleans, LA
5. <12,500 St. Louis, MO
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