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How to provide added value to the customer

We work with lots of sales people who genuinely believe that they have done everything with a customer that they possibly could have, and cannot put their finger on why a customer didn’t buy. We know that one of the reasons that people who can buy don’t buy is because they can’t reconcile the price you are asking with the value of the home.

How well the customer understands the value of the home is down to you.  Coach your customer to understand the value and impact that their new home will have on their lifestyle.  Telling the customer what you know about your development, the local area, the home you are selling and how much you think the customer will love living here is just not enough.

Start crafting powerful phrases to use with your customers; PowerPhrases that will provide your customer with real clarity on how what you are talking about will add real value to their life.  Here are some areas you can start crafting PowerPhrases for:

  • What has been designed into the home that will add value to the customer when they live in it?
  • How will the customer benefit from the build warranty they get?
  • How will your company’s Customer Care add value to buying from you?
  • Educate your customer to the sustainability and build technology that will add value to them
  • How does the customer benefit from what you are demonstrating over what else they may have seen in other properties?

You need only 3 or 4 PowerPhrases in each of these areas and you need to practice dropping them in throughout the sales route you take with each customer.

Keep adding value to your customer all the way

 

 

Take positive control from the beginning

Every customer who you come into contact with is visiting your site for a reason. They have usually been drawn by the marketing spend which has to have a return on investment. Taking their details from the beginning is imperative as this information tells us why they are visiting and enables you to assist them in their search for a new home.

One of the compulsory elements of the sales process is how effectively you achieve the personal details/registration of your customer.  It is also a key measure in mystery shopping.

This is elementary and failing on this simple task will lead to frustration further along the sales process and might be the make or break measure to achieving a sale.  It also helps management to understand if the marketing spend has been effective or not.

Use these tips from the start:

  • Ask for the information sooner rather than later.  Leaving it until too late reduces the chance of getting the information you need to stay in touch with the customer
  • Record the customer’s details as you talk to them in the sales office; regardless of the behaviour the customer shows, you should ask for their details
  • If a customer says ‘NO’ to giving you their details or resists your request, translate this into ‘I am not ready now to give this information to you’ and work on earning the rapport to ask again a little later on
  • Don’t give up! Earn the customer’s confidence, gain the customer’s trust and ask for the details again a little later in the meeting
  • Remember people haven’t come to see you to fill forms, they have come for human assistance and contact.  Use your enquiry form as a prompt, get all the details through a great conversation making sure that you personalise the experience

Remember you are the only person who can improve how you sell – give it a go!


 

How could discipline give you a greater advantage?

Buying a home is a highly emotional event and if the customer has not been able to rationalise their understanding of the home you are presenting to them to buy, they will be less able to allow their emotions to be maximised.

You need the customer’s desire for the home you want them to buy to be high and their confidence to make a buying decision even higher!

We recommend that being disciplined in your sales structure enables you to:

 

  • Take time with your customer to  understand what they are trying to solve or change in their life through their new home before you present what you have available
  • Use what you have to view – may be a home or you may be off plan and need floor and site plans
  • Spend a few minutes making sure the customer understands why you are proposing the homes you suggest you look at
  • Build their confidence by helping them to understand how the home you are showing will add value to their lifestyle

 

Our best advice to you is …

  • Do more asking than telling
  • Change from over-presenting and under closing to closing little and often
  • Make everything you say worth hearing

Get the customer talking twice as much as you do!

Adding Value all the Time

We work with lots of sales people who genuinely believe that they have done everything with a customer that they possibly could have and cannot put their finger on what a customer who could by just didn’t.

We know that one of the reasons that people who can buy don’t buy is because they have can’t reconcile the price you are asking with the value of the home.

Coaching your customer to understand the value and impact that their new home will have on their lifestyle is a key responsibility of your role.

Telling the customer what you know about your development, the local area, the home you are selling and how much you think the customer will love living here is just not enough.

We recommend that you start crafting powerful phrases to use with your customers; PowerPhrases that will provide your customer with real clarity on how what you are talking about will add real value to their life.

Here are some areas you can start crafting PowerPhrases for:

  • Make your brand valuable to the customer
  • What has been designed into the home that will add value to the customer when they live in it?
  • How will the customer benefit from the build warranty they get?
  • How will your company’s Customer Care add value to buying from you?
  • Educate your customer to the sustainability and build technology that will add value to your customer
  • How does the customer benefit from what you are demonstrating over what else they may have seen in other properties?

You need only 3 or 4 PowerPhrases in each of these areas, and then you need to practice dropping them in throughout the sales route you take with each customer.

Ask More, Tell Less

This week we focus on how to build the relationship with the customer. The beginning of the relationship 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, we know that 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 the following:

  • 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 financed

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!

Would you pass a ‘mystery shop’?

This week I want you to ask yourself how you would score if you were ‘mystery shopped’. Imagine the customer walking through the door, and measuring you on the quality of the questions you ask. These determine the quality of information you gain from your customers.  A mystery shop will assess you on how well you do the following:

  • How well you establish the customer’s reason for moving
  • How well you establish their ideal buying criteria
  • How well you establish a price range to work with
  • Understanding how the customer has arrived at that figure
  • How will financial advice help them to buy a home on your development/how you positively introduce the Independent Mortgage Advice service
  • How well you establish the customer’s current position and what needs to happen for them to Reserve on your development
  • How well you establish the customer’s timescale to move
  • How the customer heard about your development
  • How well you demonstrate your local knowledge and provide information about the local area

Print this list out and tes how well you would score in a mystery shop.  If you don’t get 9 out of 9, you’re not doing what you should be doing!