Friday, October 16, 2015

There Aren't Any 'New' New Home Sales Skills

People like to take advantage of the latest and most up-to-date anything - soap, cleanser, cars, software, apps, clothing, shoes, and other consumer items. So, when it comes to new home sales, we look for new techniques can be used to improve performance - shortcuts, sure things, or the idea-of-the-month.

Unfortunately - or fortunately, depending on your perspective - there aren't any new home sales skills that are new, improved, revolutionary, or anything else that would cause you to revamp your sales program in favor of adopting a new regimen.

I say that it's unfortunate because this means that we have to work with what we have been using. I say fortunate for the same reason.

While the pace of a new home sales presentation has changed over the years - in the seventies and eighties we never let the customer sit down until we were ready to write the order, and for many years we knew that there was someone else waiting to talk with us as soon as we finished our current presentation - the essence of a good presentation has not changed appreciably.

The way we involve the customer certainly has changed - we actually want them to tell us what they want, what they don't care for, what they like, and share other issues that will lead to a sale. In most cases, there no longer is a steady stream of homebuyers queueing up to see and acquire what we have - we have to treat each customer with much more care and respect.

The main part of any new home sales presentation - more than just showing and talking about the product - is asking the customers questions and then using those responses to direct the remainder of the presentation - as far as the pace and what is shown and discussed.

While some parts of how a new home sales presentation is conducted has changed over the years in terms of the pace, how our time is actually used, and how the customer is encouraged to participate, the actual sales skills used remain the same.

We greet and welcome a customer, learn about their needs (there is much more emphasis on this than before), matching their needs to a product (rather than convincing them that a product we had or wanted to sell met their needs), and then determining how to proceed from there (a reservation deposit, purchase agreement, second appointment, referral, follow-up call, or basically parting ways).

So before we try to find that secret to making a good presentation, let's focus on engaging our customers and really getting to know them and what they want. That remains the one constant throughout the years. Then, they will provide the pacing and direction for us to use in the presentation.

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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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