I was having a conversation with a client last week and we were discussing the many ways the process for selling new homes has changed. While some things remain the same, many things are very different. Technology plays a large part in this transformation, as does the customer’s expectations of the process. It’s very important for you to be aware of these changes and adapt your presentation accordingly.
Here are a couple of my key observations.
- Structure not Scripts: Remember when scripted sales presentations were all the rage? If you followed the ‘critical path’ and used your scripts you were doing a great job! But, sales people don’t LIKE scripts. They want to do their own thing. However, even if you are doing your own thing your presentation still must have structure. This is different from scripts. Structure is having a plan from start to finish as to what you and your customer will be doing during your time together. I can’t even begin to tell you the number of video shops I watch that are sloppy with not structure and no purpose. If you don’t have a plan (or structure) you are not in new home sales, you are a tour guide.
- Internet Leads are ‘be backs’: Technology and the internet have given a great deal of power to our prospects. They are doing their research BEFORE they walk into your sales office. In fact, they use the internet to determine which builders they are going to narrow it down to. If you have an internet lead come to your office, they have obviously seen SOMETHING on your website that they like. It might be the location, a particular floor plan, or even a review that a past client gave you. Regardless, they have made the conscience decision to visit your community. It is your job to find out what sparked their interest. It is no longer acceptable to just ask IF they have been to your website. You must now take it even further and ask WHAT they saw on the website that brought them to your community.
- Discovery upfront: In the past most sales people asked discovery questions throughout the entire sales presentation. They collected bits and pieces of information along the way. Nowadays we are seeing more and more sales people actually say at the beginning of the presentation ‘Before we look at homes, let’s sit down and talk for bit so I can get to know you a bit and determine what your needs and wants are.’ Great discovery questions include: What are your expectations for our meeting? What’s important to you in a new home, community, home site, and builder? What’s your current situation? The more information you get up front, the more likely you are to Personalize & Customize your presentation to meet the specific needs of your customer.
- Exceed expectations 100 plus 1%: We have become a nation of people with high expectations. Call it entitlement or whatever you want, but most people are not satisfied with status quo service. They want to be ‘WOWED’. They want you to not just satisfy their expectations and desires but to go above and beyond that and meet their unrecognized needs. Maslow’s Hierarchy of Customer Service refers to this as Transformation! In order to reach this level you have to give 100 plus 1% every time.