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.