In our last edition of Smarter Selling we talked about the Art of the Sale defining it as a combination of art and technical skills. When a sales professional is able to blend the two components together, you will witness the mastery of the sales profession. For this edition I would like to expand on the same topic by touching on a very important aspect of an effective sales presentation - creating the emotional bond.
Selling Beyond The Brochure
Today’s sales centers have many technological sales tools to help the buyer visually walk through the product. Touch screen monitors are a true blessing when it is impossible to walk home sites or if model homes are not available. Since we live in a visual world, sales professionals are handicapping their ability to sell if they do not have or utilize these visual sales aids.
However, beyond the technology and brochures, all roads really do lead back to the sales agent. It is the agent who needs to not only sell to the basic needs and wants of their prospective buyers, but also to their sensory/emotional needs. What does your buyer need to see and feel to make that purchase commitment? Emotions usually trump facts and logic. Have not we all bought something, large or small, that made absolutely no sense? But it sure made us feel good! Keep in mind I am not promoting forcing a buyer into a home that is not a match. That is not true sales.
There are many reasons why people buy homes. Necessity, desire and investment quickly come to mind. Selling to each type is different. For this discussion we will focus on desire. Purchasing for desire has an emotional component to it. When a prospect desires a home, they are usually buying their dream home. They may only need a 3 bedroom home but desire 4 bedrooms, den, entertainment center, gourmet kitchen, etc. So first we qualify for a product match, but then we sell to the dream.
Most of a sales person’s day involves talking to people. You must communicate well to establish credibility. You must also establish trust. You cannot do either if you talk over or down to your prospective buyer. You need to have a conversation which means give and take. Keep your conversation at their level and not at industry level. The buyer will then not only hear you, but start to listen.
To sell to desire, let’s break it down into components.
The Journey: The sales agent could almost add tour guide to their multi-dimensional roles. When a prospect enters your sales center, through learned technical skills, sales agents need to conduct a comprehensive discovery and needs assessment process. Who am I selling to? What are their needs? Armed with this information, the agent can then guide that prospect down a very personalized road to make their dream home come to life.
Seeing the Dream: Seeing the dream home is more than demonstrating a model and/or production home. Just providing a features list or pointing to included features on a brochure does not help your buyer visualize living in the home. Every sales professional needs to ask themselves if they truly know how to show the home through their buyer’s eyes….not their own. Never have a lengthy discussion of features that you like if they are not important to the buyer. Never negatively discuss any feature of a home you personally do not like. It is not your journey. If you have been selling for any length of time, you have read and heard many times about avoiding information dumping. Overloading your prospective buyer with too many facts and pieces of information can kill the dream.
Feeling the Dream: This is part is difficult. Sometimes your prospective buyers immediately fall in love with your product. But not always, right? Agents need to periodically check with their prospects to take their pulse on how they feel about your homes. Ask yourself if you have developed the right sales skills to get a reading on their reaction to your product. Can you effectively establish and maintain rapport? Can you get your buyer beyond saying your homes are nice? When motivation is driven by desire, people don’t buy nice homes. They buy great homes that make them feel good.
Experiencing the Dream: To ask for the sale you have to transport the buyer into the home. You need to place their family in the great room, create the daughter’s room, ask who does the cooking, and more. Have the buyer describe their living situation. The agent just opens the door through effective questioning and conversation so the buyer can experience the home.
Once all of the above is in place, you have mastered the art of obtaining the emotional bond.
If you need to mystery shop your sales team you can choose from many companies. However if you desire that personalized service and industry insight that will help you effectively evaluate your sales team, then choose LeBlanc & Associates. We speak your language. Our videos and reports will assist you and your agents see their strengths and weaknesses. We will be your tour guide down the road to sales success. Give us a call!
Top 10 Best U.S. Cities for Female Entrepreneurs
The Atlantic pulled data from five economic indexes to find the world's most powerful city economies. Cities got 10 points for a first place rank in an index, 9 points for second, and so on. Factors measured included business activity, human capital, political engagement, and future growth. The U.S. had three of the top 10 and China had two, so we're still ahead…for now! The list: :