We know that the beginning of the relationship with a customer is critical for all sorts of reasons:
- Within a very short time both of you will form opinions of each other
- Customers will vary according to how ready they are to make a buying decision
- Their previous experience of sales will influence their approach to you
Before you can sell, you need to know the basis on which you could do business with the customer and the customer wants to know if you have anything they might be interested in.
Whilst giving the customer what they need emotionally, you also need to efficiently, through good conversation, find out the basis on which a sale can be built.
So many questions woven neatly into a genuinely interested conversation will enable you to understand your customer and how you may be able to help them. You need to ask – and get measured by how much you know about …
- Your customer’s reason and motivation for moving
- When the customer ideally wants to move into their new home
- What the customer’s buying criteria is – what the new home has to have, what will only breakeven with what they’ve got now and what are the real hotpsots that will affirm that this is the right home for them
- What needs to happen in order for the customer to buy and…
- Of course … how the new home will be finance
Ask more than you tell the customer what you have and you will effectively gain this information
Give it a try – Listen twice as much as you talk – there’s a challenge!!!
We can often identify in Sales Executives the difference between accelerated sales success and an ok sales rate. The tangible difference seems to be the extent to which the Sales Executive ‘next steps’ the customer.
Next stepping is an essential sales action. It’s about planning in the progress across the sales journey and also building in with each customer what is going to happen next.
Next stepping can be seen…
Through your sales route – when there is evidence of a clear plan, you will see yourself tactically planning how you move the customer through your sales area, how you use your floor plans, how you use a viewing to gain feedback and clarity on what will excite the customer in a home you choose to present and inspire them to buy.
Next stepping can be heard…
In your words. Success will be heard in what you say and of course how you say it. Next stepping can be achieved through PowerPhrasing, through the productivity of your questions, through proposals you make for what you suggest you and the customer do next, the actions you both agree to take from this meeting – consultation with an IFA, a revisit, a phone call to review what else they may be seeing, a call to discuss their thoughts and how you can assist them further.
Next stepping can be felt…
By you and the customer by the momentum you achieve in the sale. A balanced pace that feels to the customer as though progress is being made; an enjoyable energy is being felt. This is an exciting decision and one a customer should feel great about. You can make this feel real.
Keep next stepping – a sales opportunity without a next step has yielded nothing
We get sad when we see how hard a Sales Consultant works and then we see them blow all the effort because they don’t have courage to ask the customer whether they would like to Reserve. Is this you ?
Think about how you value yourself, and what you do. So many sales consultants NEVER ask for the business. Please don’t be one of those sales people who do so much good selling and then fail to ask for the sale. It’s a common mistake and you can put it right!
Asking for the sale or ‘closing’ is vital so always make sure you gain customer feedback and commitment, it is this gradual approach that will increase your Reservation rate!
We believe that good closers do everything they need to do to make it easy for customers to say ‘Yes’ so we challenge you to make sure that as you work with your customers, you are giving them plenty of opportunity to make small decisions to narrow down choice and get to a plot specific point when it makes sense for you to ask that they reserve the home with you.
Close little and often helps to develop confidence on both sides
Customers need to be confident of their ability to make a great buying decision. You owe it to the customer to make it easy for them to buy by inspiring them with your enthusiasm. If you don’t ask, you won’t get it! So remember your customer needs you to ask so that they can say yes!!
Choose your time, choose your question –
Is this the home you would like to reserve?
Which of the homes you have seen do you prefer?
Given the choice, would you rather this one or that one?
What for you is the next step?
How has what we have done helped in your buying decision?
Choose to stand out – ask the customer for their buying decision
It’s time to stand out and show that you have all the basic sales essentials in place and that they are built into your day to day habits. The ‘basics’ will always matter. Your sales success is measured by how many sales you achieve.
If we could wave a magic wand, we would wish for you to inspire your customer to confidently buy from you and for you to achieve this by Gaining their Commitment; Little and Often throughout the time you work with them.
When working with customers, to gain their confidence to buy and ultimately their decision to reserve and Exchange Contracts, you can get success from asking a series of easily answered questions that inevitably lead the customer to a logical conclusion – to reserve the home you have inspired them to buy. We really believe that if a customer is not asked the question that prompts them to say yes, they can miss when they are ready to buy!
So, Ask, Ask, Ask for the business! You have nothing to lose in fact everything to gain so remember the worst thing a customer can say is not yet. Go for it, ask for commitment; little and often as you work with your customer!
In addition to the verbal prompts you build into your sales approach, we also suggest that you look at how effectively you gain additional commitment by using your sales leaflets/brochures and packaging these so that they feel personal and meaningful for your customer.
If you are mystery shopped, all of these elements will be assessed so make yourself stand out, make some small changes to create a BIG difference in your selling. Be the best you can be in achieving your selling goal – to accelerate your sales rate.
If you stop over presenting and under closing, you will accelerate your sales – we promise you. This is a key skill that if you master it, could be the biggest yet easiest change you make in your sales approach!
We see sales people overpresenting and underclosing all the time; all you need to do is to flip the balance the other way!
Be more clever and concise in the presentation of your information and overclose; little and often – it’s the recipe for sales success.
High value product sales are based on both rational and emotional decision making. You need to make sure that when and how you present what you know about your development and the home that is available for this customer to buy is tailored to the customer in front of you. You really need to make sure that everything you say is valued by the customer so timing and explanation is key.
Here are 3 easy ways to improve your presenting and maximise your closing:
- Chunk your information so that you trade it with customers
- Practice a 2 for 1 qualification
- Practice tagging an effective question after every piece of information you give out
Try to be really conscious of what you are doing to:
- Hold back your knowledge and impart it so that it is valued by the customer
- Tailor your presentation to match and meet the customer’s needs
- Use known information to gain commitment to the next step of your selling
- Maximise the use of your visual aids to gain understanding and commitment
- Create the customer’s dream
- Build trust with the customer by proving that you know what you are talking about
- Get the customer to give you more feedback so that you can gain their ongoing commitment
Give it a go!
Make some small changes to achieve a BIG difference in your selling.
Following the last blog which focused on useful ‘PowerPhrases’, today we concentrate on how to earn the customer’s confidence. Today’s customer is very well informed but still needs you to help them find a home that adds value to their lifestyle. Today’s customer needs you to:
- Inspire those with affordability to make positive buying decisions
- Manage them over a series of events that nurture their confidence
- Gain their commitment; little and often as you work with them
A crucial stage of every sale in this market is how you earn the customer’s confidence and how effectively you attend to them. With this in mind, its imperative that you accompany every customer into a viewing or a demonstration. You cannot afford to not be with your customer in a home, it is when you hear the most valuable information and you see what they like and dislike. .
If you are mystery shopped, this is what you will be expected to score highly on:
- Accompanying your customer around a view or specific plot to buy
- Inspiring your customer to want to make an appointment to view your or another site to help them in their decision making
- How well you tailor the demonstration to your customer’s requirements. Making it personal to each customer gives you the edge over the competition
- How well you use your literature/your model/your floor plans in the office and when viewing/demonstrating; and of course how well you stand out from your competition and how well you differentiate your brand and promote the advantages of new build – there is more on this in my next blog
- For now, really focus on how effective you are in making sense of what a customer has told you. How well you help them to make sense of what you have meets their needs and how effectively you use your visual tools and your information.
Make it personal to the customer in front of you