Wednesday, July 29, 2015

"Just How Much Time Are Buyers Going To Give You?"

You can have the most carefully crafted new home sales presentation. You can practice and rehearse it. In fact, you should. But, there's more to the story.

Being ready like an opening night performer - with all of the lines memorized, the stage blocking practiced, the mental rehearsal of how everything needs to come together, and trying to keep the performance real rather than stiff - there still is the element of the customer that has to be factored in.

A stand-up comedian or a stage performer in a play that has a perfectly timed joke that misses the mark with the audience comes off flat. They thought it was funny. It should have been funny. It was funny in rehearsal. Nevertheless, when it really counted - in front of the audience - it didn't resonate. Therefore, it wasn't funny - no matter how much it was supposed to be.

This brings us back to the sales presentation. You plan for where you want to stand to illustrate a certain room, and you want your customers to stand in a certain place as well - to take in the room and hear what you want to accent. They aren't interested in the room, in staying put that long, or in hearing a long explanation. They are ready to move on.

You plan a very elaborate tour of your recreational amenities, but they want the 30-second tour. You want to take them room-by-room through your model, but they want to see the one or two key spots they are interested in considering. You plan for a 45-60 minute fact-filled and discovery-packed presentation, but they tire of this scenario after a few minutes.

Of course, each person is different. Some will give you two hours or more - when you really only want 45 minutes of their focus. Some will have one foot out the door in 10 minutes.

The point is this. All of the exhaustive preparation and various techniques you have created for involving your customers in a complete presentation may get shut down early on. They may not give you a fair hearing, so you have to be ready to shift gears and give them what they think they need - regardless of what you think they should hear and see.

It's a matter of communication. If you are information dumping or too controlling, you risk losing your customers. You have to take your cues from them and keep them engaged. Some will appreciate an in-depth presentation, and some will just want the Twitter version.

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Learn about my new home sales training programs, or aging-in-place/universal design classes and programs by visiting my website at stevehoffacker.com, or call 561-685-5555. © Steve Hoffacker.

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