One of the things I have noticed lately in watching video mystery shops is that many seem to lack structure. In some cases, the presentations go on and on forever, but there is no rhyme or reason to the presentation. As I watch, I have to wonder what is going on in the mind of the sales associate. Do they not have a plan for how they are going to spend their time with the prospects? Do they not realize that in our business ‘time is money’? Why don’t they set expectations with the prospects?
I’ll give you a real life example. I was watching a shop last week that went well over 2 1/2 hours. At the end, the shopper was visibly drained. The SA had not asked her at the beginning of the presentation how much time she had to spend nor did she ask what she hoped to accomplish from the meeting. It was like she was on the Gilligan Island’s 3 hour tour….to nowhere!
How much time do you have to spend with me? What do you hope to accomplish today? These two questions asked upfront will allow you to set the stage for the entire presentation.
“I understand you have about 1 hour to spend with me today, and I want to be respectful of your time. So, let me suggest how we can best use our time together to meet your expectations.”
This not only sets the stage with your prospects, it gives you control and structure of the presentation. It also let’s your prospect know what’s going to take place throughout the presentation. And, added bonus…it allows you to introduce the close at the beginning!
“Once we’ve viewed the models and toured the community, I would like to then return to the sales office and discuss options for moving forward with the purchase of your new home.”
I see WAY too many shops where the sales associate ‘runs out of time’ at the end of the presentation and literally has to close the presentation standing in the sales office parking lot because the prospect has to leave! By setting expectations, you are giving ample time for all parts of the presentation, including qualifying, community/model/home site demonstration, and closing.
All sales presentations have a beginning, middle and end. It’s a sales strategy! Tell them what you are going to tell them, tell them, and then tell them what you told them. In other words, set expectations.