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| Bob Hafer,
MIRM, CSP |
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Improve selling skills now
The home building industry is facing tough times. How are you doing? Are you facing these difficult days head-on or are you throwing up your hands and giving up?
I know today's homebuyer can be frustrating. It may seem like your working harder than ever with little return to show for your efforts. My advice is to grin and bear it. The thing to understand is that you are providing one of three life necessities, shelter. No matter how down things may seem people still need shelter. Yes, you will talk with more people to get a sale but that is okay. The good thing is that you are still talking to people. There may be fewer of them but the people who visit model homes are serious.
If you want to make the most of every prospect visit, now is the time to improve your selling skills. Here are some things you might consider doing:
- Spend at least 30 minutes every day reading a book on new home sales. I suggest you consider my book, Building Results. In Building Results I take the reader step by step through a surprisingly uncomplicated program, teaching readers how to create an environment in which they psychologically embrace the buyer and develop a profound understanding of customers' needs and desires. I believe Building Results will positively revolutionize the sales process for sales professionals throughout the nation. My book can be purchased directly from this newsletter or visit my website, www.BobHafer.com.
- Spend 30 minutes a day listening to motivational books on tape. Become a member of www.audible.com. You can download the best motivational books directly to your Mp3 player or iPod. The cost is minimal and you have easy access to powerful messages.
- Put together a group of like-minded salespeople and meet weekly to discuss sales ideas. Always associate with people who are looking for ways to succeed. Avoid people who complain and are finding ways to fail.
- Join your local Homebuilder’s Sales and Marketing Council. Become an active member by volunteering for committees. The Homebuilders Association is a great resource for information. Visit the National Association of Homebuilders website www.NAHB.com and take advantage of all their education opportunities.
If it is to be, it is up to me
Remember these words, if it is to be, it is up to me. You are working in an industry that will give you anything you want as long as you’re willing to work for what you want. Start working today and you’ll be amazed at the results you will soon achieve. Success is always a choice – choose to be successful.
This month’s newsletter continues exploring the subject of sales presentation objectives. Last month you were introduced to the first and second objectives: understand visit motivation and ask precise questions. This month you’ll learn about the third and fourth objectives: build value and create urgency. I suggest you review the first and second objective before reading article two and three of this newsletter. The review will remind you and help you get focused. This month’s newsletter includes terrific information. Read it carefully. My promise is that when you put the ideas into practice you will achieve better results.
Send to a friend
Before reading the next two articles I have a favor to ask. I want you to send this newsletter to 5 people who you feel will benefit from the ideas and principles included. My goal is to send this newsletter to at least 1000 people monthly. To achieve this goal I need your help. At the bottom of the newsletter you will find a ‘Send to a Friend’ button. Just click and follow the easy introductions. Thank you in advance for helping me and your friends achieve their goals. It is appreciated!
Robert E. Hafer Seminars
To learn more about Robert E. Hafer seminars and workshops and purchase Building Results – The Ultimate How-To Guide For New Homes Sales, visit click here, email Bob at Send Emailor call 972-795-5926.
Good Luck and Good Selling!
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Sales presentation objective # 3 - Build Value
For years, sales trainers have taught the value of selling product benefits. Books have been written on the importance of presenting features connected to product benefits.
Yet, the fact remains, most salespeople don’t sell benefits to any significant degree. Why? The reason is based on two assumptions most salespeople make, one partially correct and the other possibly fatal. Let’s examine both:
- First assumption – the customer knows product benefits. This may be true on some products but not all.
- Second assumption – the fatal assumption is that salespeople assume the customer is thinking about product benefits.
Both assumptions can lessen the impact of a sales presentation. Unless a customer is thinking about benefits during a sales presentation, there is no way he will give proper value to a product feature. And unless he realizes the value of a product, versus the competition, there’s no way he can separate you from the competition. Without this critical difference, you’re leaving the sale to chance.
Influence a customer’s thinking
Let’s begin by taking a look at what goes on in a customer’s mind when a purchase as large as a new home is under consideration. It’s essential to consider the customer’s mental processes, because that’s where the buying decision is made. You must influence his thinking if you are to make a sale.
Basically, when a prospect visits your model home he is mentally weighing two things:
- What do I have to pay?
- What value do I get for my money?
It’s that simple. Your customer is simply asking – is it worth the price?
What is the price of this house?
Customers make the same consideration when they ask the question, “What is the price of this house?” Buyers want to measure the price against their perception of value. If, in your ‘customer’s mind’, price outweighs value, there’s no way you can close the sale because the customer doesn’t think the price justifies the perceived value.
If, in your ‘customer’s mind’, price and value are equal, you may get the sale.
If, however, value outweighs price in your ‘customer’s mind’, that’s when you can close the sale.
Please note the key words 'in your customer’s mind’. This is important, because that’s where the value is. Value is nothing more than a measure of how badly the customer wants something. It is a mental thing. That’s why you can influence it.
No limit to value
Since value is in your customer’s mind, it’s important to understand that value is the only thing you can influence. Thus, as you sell, remember that you can’t change the price but you can change the value of the products that are included in your homes. Adding value is what building value is all about – there’s no limit as to how much value you can add.
Features give the customer things for which to pay. Building value gives the customer reasons to buy. Until your customers have enough reasons to buy, they just simply won’t.
Building Value Process
There are six steps in the building value process. To work effectively each step must be followed, if you want to consistently justify the purchase.
- Discover needs, wants, what is important and listen carefully for decision-making conditions: home, home site, community, location, financing and builder.
- State a feature that represents an observable characteristic of the product.
- Build a bridge by linking the feature to the benefit. Some examples include:
“What this means to you is…”
“This will enable you to …”
“This gives you the ability to…”
- State a benefit the feature provides.
- Link feature, bridge and benefit to a buying motivation, such as the real reason your customer is considering a new home. Is it family, convenience, investment, prestige or a combination?
- Gain agreement through a tie-down question by establishing a value consideration in the mind of your prospect. For best results, ask sensory-based questions:
“How does that sound?”
“How does that make you feel?”
“How does that look to you?”
Here’s an example how the building value process works. The words in bold identify a separate step in the building value process.
“Here, at XYZ Homes, we include as a standard feature, rear-yard security lights (feature) mounted under the roof overhang. What this means to you (bridge) is added safety and security (benefit). With Jim traveling on business overnight, I’m sure you’ll appreciate the security (buying motivation) that the additional lighting will provide. How will that make you feel? (tie down)
Exercise
Before you read the next article, consider completing the following exercise. Select four features in any model you currently build and write a building value paragraph about the feature using the six-step building value process. You decide which buying motivation to include with each feature
Then use what you have written with your next prospect. You’ll be amazed at how easy it is to build value when you follow these steps. And, most importantly, your customers will appreciate that you are building value in the areas important to them.
Send to a friend
Before reading the last article I have a favor to ask. I want you to send this newsletter to 5 people who you feel will benefit from the ideas and principles included. If you have already forwarded it, thank you. My goal is to send this newsletter to at least 1000 people monthly. To achieve this goal I need your help. At the bottom of the newsletter you will find a ‘Send to a Friend’ button. Just click and follow the easy introductions. Thank you in advance for helping me and your friend achieve their goals. It is appreciated!
Robert E. Hafer Seminars
To learn more about Robert E. Hafer seminars and workshops and purchase Building Results – The Ultimate How-To Guide For New Homes Sales, visit click here, email Bob at Send Emailor call 972-795-5926.
Good Luck and Good Selling!
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Sales presentation objective # 4 - Create Urgency
Today more than ever you have to generate a sense of urgency to buy, to buy today, otherwise your prospect’s will ‘want to think it over;’ and delay a decision until absolutely necessary. Therefore, how you create urgency is very important to your sales performance and income.
Urgency is a function of time and personal motivations. What may seem important to one prospect may not to another. Some people, for example, will place little value on money, while others will jump to close if they learn that a price increase is imminent. Not everyone will react the same way to the things you may say to stimulate urgency, so it's good to develop a range of ‘timely messages’, and there are at least eight you should consider:
One of a kind
In my book, Building Results, I write that homesites represent a good opportunity to create urgency because land, views and amenities vary with each homesite. Every homesite has its own inherent values based on its exact location and its orientation to other elements in the surrounding environment.
This simple fact helps create a desire to own a particular homesite and emphasize the need to make a decision now; for fear that someone else will appreciate its value and decide to buy it first. If others are looking at the same property, the tempo of decision-making can easily be accelerated.
Price increases
In new home selling, you always have the reality of increasing costs that ultimately must be passed on to homebuyers. By using your knowledge of pending or anticipated price increases, you can encourage hesitant prospects to buy now. If they wait, they'll have to pay more.
Price increases also represent an opportunity for your prospect. If they buy before the increase, they earn instant equity. Always remind your customers that housing remains a great investment and the longer they wait to buy, the less equity they earn. Urge your prospects to buy now and receive the benefit of price increases.
Financing
During the past few years, fluctuations in financing rates and closing costs have affected your homebuyers. Because of media attention, people are instantly aware of variations in interest rates. You can use this awareness to create the urgency to buy now. If your prospect waits, he runs the risk of less favorable borrowing conditions. You might have finance calculations prepared ahead of time and show prospects how much more they will pay over a 15- or 30-year contract if he ends up paying just ½ or 1 % more.
Construction schedule
Most homebuilding companies work on a controlled program for construction scheduling. Therefore, you can easily justify the importance of selecting and confirming a home now, so it will be started in time to meet the buyer's occupancy requirements. The convenience of moving at an optimum time also helps stimulate an immediate decision.
Processing details
Many steps are required to secure the necessary permits to build a new home. If approval for a mortgage is a factor, and it usually is, then the normal procedure is further complicated with paperwork required by lenders and government agencies. By stressing the length of time required to follow through on all administrative details, you can create a valid and compelling reason for deciding now.
The season of the year
Based on the attitude of your buyer, the nature of your climate and possible building delays, you can normally create some sense of urgency for any season of the year. Perhaps your prospect should order early so that her home is available when she wants it for the enjoyment of the remaining seasons, or to avoid possible weather- related work stoppages.
Solving any contingency
If your prospect has another home which must sell before a new one is purchased, you can point out the urgency of getting the old house on the market, particularly if it’s a good time of the year to sell.
It's often wise to have actual records of real estate activity to show hesitant buyers who have homes to sell. Such third-party documentation not only increases your credibility, but also adds to the sense of urgency you want to create.
Living pleasure
The personal benefits of enjoying home ownership may be the most important force in motivating a prospect to act now, rather than wait. People don't like to postpone pleasure, and you can capitalize on this universal desire.
If you maintain a tempo of excitement and urgency to act now, if you work to promote an environment of success, your sales are certain to increase.
Best wishes for a successful sales month
Thank you for reading the Building Results newsletter. I hope in some small way, I make a difference in how you view the new home sales profession. I wish you much sales success this month. If I can ever be of any service to you, please do not hesitate to ask. I can be reached at 972-795-5926 or buildingresults@BobHafer.com. And please visit my website frequently www.BobHafer.com. I update my sales tips often. And be sure to sign my Guest Book. Until next month continue to make it GREAT!
Send to a friend
I have a favor to ask, I want you to send this newsletter to 5 people who you feel will benefit from the ideas and principles included. If you have already done it, thank you. My goal is to send this newsletter to at least 1000 people monthly. To achieve this goal I need your help. At the bottom of the newsletter you will find a ‘Send to a Friend’ button. Just click and follow the easy introductions. Thank you in advance for helping me and your friend achieve their goals. It is appreciated!
Robert E. Hafer Seminars
To learn more about Robert E. Hafer seminars and workshops and purchase Building Results – The Ultimate How-To Guide For New Homes Sales, visit click here, email Bob at Send Emailor call 972-795-5926.
Good Luck and Good Selling!
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