Saturday, February 23, 2008

Roy G. Biv and Your Sales Presentation

Often there is more to something than it first appears. After you learn more about it or investigate it a little, it becomes clearer what the overall situation is.

Let me illustrate with light – good old sunlight.

You might remember using a prism in your high school science or physics class. If you did you’ll remember that what appears as white light can actually be broken into various component parts through the use of a prism.

A prism is simply a solid triangular or pyramid-shaped piece of glass that interrupts the incoming light and bends it. Some of the light has a relatively short wavelength and others are longer. The colors range from red to violet, with orange, yellow, green, blue, indigo in-between. In fact, you might recall “Roy G. Biv” as the way to remember the colors.

So what does this have to do with sales? Everything.

When people contact you or walk into your sales center, at first everyone seems relatively the same with no distinguishing needs or issues – until the conversation starts. Then you can begin separating people according to their needs, level of interest, and ability to make a decision.

In effect, your initial discovery questions act as a type of prism to begin sorting your customers according to their abilities as you find out how you can help each one and learn who the more serious ones are.

Certain parts of your presentation may be essentially the same regardless of the customer – your location, your chief features, your builder story – yet most of your presentation and conversation with your customers will need to be tailored to their personality, what they are looking for in a new home, and how soon they are prepared to act.

This can only happen after you learn something about them.

Just remember that when people walk into your sales center or contact you by phone or email that some will be very interested in what you have to offer and some will have almost no additional interest. Some will need a home or be willing to purchase within days and some never will. It’s up to you to sort out which person is which – much the same as a prism separates light by its various wavelengths.

Tuesday, February 19, 2008

Did You Get My Email?

How many times (show of hands please) have we sent someone an email or been told that they sent us an email only to find out it never came?

I wonder where all of those thousands (millions?) of emails end up when they aren't delivered properly.

It turns out that spelling is crucial – any mistake is a big deal. Same with punctuation. Ever type a comma for a period? Guilty.

Then there’s the “dot-com,” “dot-org,” “dot-us” thing.

Whenever you send an email that really counts, you might want to check on it’s delivery. Oh, those “receipt for delivery” options are quite undependable. I don’t ever use them anymore or respond to them. They aren’t always delivered in a timely manner (or at all) and you need to send the receipt when you open the email – before you ever read it. Thus, it’s no guarantee that it was ever read, only opened.

Saturday, February 2, 2008

Sometimes Hearing the Word “No” Is a Good Thing

In sales, we deal with a lot of objections and reasons why people aren’t prepared to make a decision or why they don’t like a particular home or location. As a result, we often associate hearing the word “no” with a negative experience.

Consider this, however. There are many discovery, trial closing, and final closing questions that you can ask your customers where the answer you are looking for is “no.”

Depending on what you’re showing them and other questions that you’re asking them, such “no” questions can signify that they are interested in what you are showing them, that they are capable of making a decision, or that they’re ready to make a decision.

Here are some examples of questions that you can ask to which you would love to hear “no:”

Would you need to sell your present home before deciding on your new one?

Would you need to finance a portion of your new home?

Have you seen a home anywhere else that meets your needs as well as this one?

Have you seen any floor plan anywhere else that you like as well as this one?

Have you met any other builder who can build your home with more quality and attention to detail?

Have you seen any other homesite that you like as well as this one?

Have you seen any other neighborhood that you like as well as this one?

Do you feel that you need to look at anything else before making your decision?

Do you have any other questions before we get started with the paperwork?

Is there any reason why you would not want to go ahead and acquire this home today?