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| Bob Hafer,
MIRM, CSP |
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Bring people back to make the sale
The follow up, contrary to what the name may seem to imply, is not limited to what you do after you say, “Goodbye”. More properly, it could be described as what you do after you say, “Hello” and detect that your customer wants to say, “Goodbye”. In short, the follow up involves taking the necessary steps from the outset of the sales presentation to bring the customer back, ready to listen, understand and buy.
Unfortunately, a study just released as a white paper in March 2008 by Red Tree Marketing Resultants and its technology partners, Qquenesis, provides convincing evidence that a large percentage of salespeople are not following up. At a time when salespeople need to make the most of every prospective buyer who walks through the door, Red Tree’s study of 50 new-home communities in Denver found that only about 50 percent of the sales agents asked if they could follow up, 36 percent actually did it, and only 14 percent sent anything relevant to what the prospects said was important.
Even more shocking was this statistic: On 16 percent of the visits, no one even spoke to the shoppers, even though they stood in the sales center or model and clearly demonstrated interest – and even when they were the only visitor in the sales center. In 74 percent of the visits, the shopper was the only person in the sales center; in another 20 percent, there was only one shopper there.
Yes, we are in a tough market
These are alarming statistics. Everyone participating in new home selling should take notice. Yes, we are in a tough market but if we don’t follow up, things can not and will not get better. There are three different ways to follow up. They are by phone, email and letter.
I devote this newsletter to following up by telephone. In June, I'm going to team up with Lead Velocity to offer ideas on how to improve follow up by email. And then in July, my focus is on following up by letter and post card. In July I will offer my readers the opportunity to receive 15 excellent letters. All that is required is to ask and you will receive.
Participate in the buying experience
The ideas I share with you will work, if you are willing to participate in your prospect’s buying experience. If you’re not willing to do that, then you will find it very difficult to follow up. Why? Because unless you participate in the buying experience, you will have no reason to follow up.
Participation provides you ‘reasons’ to follow up. It’s really that simple. You earn the right to follow up by doing the following:
- Connecting and building trust
- Discovering and understanding what is important
- Building value throughout your presentation
- Demonstrating both your homes and homesites
- Handling resistance, thereby justifying the decision to buy
- Asking for the order
If you’re not participating in the buying experience your phone calls, letters and emails will not be welcomed.
If you’re looking for a sales strategy to get ahead, then my next three newsletters are written just for you. I know you can’t do everything at once, so pick out several ideas and begin using them now. Don’t wait – don’t procrastinate – do it now.
Send to a friend
Thank you for reading my newsletter. You now have a choice to make - choose to use the ideas included in this newsletter now. My promise is that you will begin seeing, feeling and hearing results immediately. And do me a favor, choose to forward 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. If you have already made the choice to forward my newsletter, thank you. If you have not, please take the time now to help your friends become more successful. At the bottom of the newsletter you will find a ‘Send to a Friend' button. Just click and follow the easy instructions. 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 B>Building Results – The Ultimate How-To Guide For New Homes Sales, visit www.BobHafer.com, email Bob at buildingresults@BobHafer.com or call 972-795-5926.
Good Luck and Good Selling!
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First follow up phone call
The first follow up phone call is made immediately after a prospect leaves the model home. This call is designed to set you apart from the competition. The goal of this call is to thank a prospect for visiting the model home and put her on notice that you intend to follow through to determine her buying interest. The phone call is short and to the point. The following is an example:
“Hello, this is (your name) with (builder’s name). I’m calling to thank you for visiting (builder name). I’ll call you tomorrow evening to answer additional questions you may have and arrange for you to return for a second visit. Once again, thank you for visiting (builder name). Make it a great day.”
This phone call, most of the time, is left on voice mail. When she returns home, she is immediately reminded of the visit to your model home and will anticipate your phone call the next evening.
What happens if your prospect only provides you with a mobile phone number? My advice is to always review prospect registration information before they leave the sales center. If only the cell number is listed, ask about a home phone number. Many people have a home and cell phone number. If not, go ahead and call the cell phone. The worst thing that can happen is the prospect answers and you thank them once again for the visit. You still achieve your objective of differentiating yourself from the competition.
Second follow up phone call
The second follow up phone call is a formal phone call. This call is made between 24 and 48 hours following the first visit. Over the years I’ve asked salespeople how long they wait between a prospect’s initial visit and the first phone call. I am constantly amazed because most salespeople wait as long as a week to make a follow through phone call. This is a mistake.
There is a cliché that fits this situation perfectly – out of sight is out of mind. When a prospect leaves, she has the whole world from which to choose. The only way to separate you from all other salespeople she’s likely to meet is to immediately reconnect with her. This simple act keeps you, your community and your builder in mind.
Pre-plan your call
Before you pick up the phone, stop and ask yourself, "Have I done my homework"? Are you clear about your objectives? Do you know what you're going to say after "Hello"? Are you prepared to overcome foreseeable objections?
Careful planning is essential to effective phone follow up. For each call, set intermediate objectives based on the justification established in the initial visit. Write down these objectives and keep them in front of you. Remember the primary objective is to bring her back for a second appointment. Tell her just enough to heighten her interest but not so much that you answer all her questions.
A good way to gain and keep control of the telephone call is to follow a well-planned, not canned, presentation. Here are the ingredients of a good follow up phone call:
Identification – first identify the party you’re calling and then identify yourself and the builder you represent.
"Donna, this is Joan Harris from XYZ Builders. I promised to get back to you, and I wanted to make sure I did.”
Qualify for convenience – make certain your prospect is not too busy to talk and listen. No one likes feeling trapped, and everyone appreciates common courtesy.
"'Do you have just a minute or two?"
Disclose the benefit – what will result from the second appointment – this is where you refer back to information you learned during the first meeting - this allows you to personalize the call and heighten your prospect’s interest.
"I think I've found a way to get you most of the options you want and save you some money."
Justify the action – make sure your prospect understands the benefit to be gained.
"If you and Bob can set aside just one hour, I can explain what this will mean to you."
Suggest a time and place – keep the initiative and keep control of the selling situation.
"How about meeting me here Wednesday night at the model home, say 7 p.m.?"
Confirm and hang-up – don’t waste time with small talk. Once you have met your objectives of bringing your prospect back for a second visit, go ahead and bring the call to a close.
"Great, 7 p.m. Wednesday. I’m looking forward to seeing you both.”
Whether you adopt this exact format is beside the point; the goal is to adopt some sort of planned presentation that allows you to gain and retain control of your follow up calls.
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. My goal is to send this newsletter to at least 1000 people monthly. To achieve this goal I need your help. If you have already forwarded my newsletter to 5 friends or colleagues, thanks! If not, at the bottom of the newsletter you will find a ‘Send to a Friend’ button. Just click and follow the easy instructions. 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/B>, visit www.BobHafer.com, email Bob at buildingresults@BobHafer.com or call 972-795-5926.
Good Luck and Good Selling!
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Leave phone messages
Many people today use Caller ID to screen their messages. This is a good reason to do everything possible during your initial sales presentation to make your follow through phone call welcome. Even then, many times you will need to leave a voice-mail message. My advice is to go ahead and leave a well-planned, confident message. Like all things, success comes to those who plan; your voice mail message is no different. Consider leaving the following message:
“Good evening, this is (your name) with (builder’s name). I’m following through on my commitment to call back and answer any questions you may have about our homes, homesites, community, location, financing or (builder's name). I’m sorry I missed you. I’ll call you tomorrow evening and, hopefully, be able to speak with you. If you want to contact me, my phone number is (sale center or cell number). I look forward to talking with you soon and satisfying your home buying needs. Make it a great evening!”
By leaving this message you have accomplished the following:
- Followed through on your commitment to call within 24 or 48 hours.
- Reminded your prospects they have six important decisions to make: home, homesite, community, location, financing and builder.
- Provided them with the option to contact you at the sales center or cell phone.
- Placed prospect on notice you will continue to follow up.
How many phone calls should you make?
Several questions that you may be considering:
- How many phone calls should I make?
- Should I continue to call until I talk directly to the prospect?
- Is there a time when I should accept the fact that my prospect doesn’t want to talk with me?
I recommend making three attempts to reach the prospect, leaving voice mail messages each time, and then on the fourth phone call, leave the following message:
“Hi, this is (your name) with (builder’s name). I’ve called several times and left voice mail messages each time. I haven’t heard back from you. It’s my experience that either you are no longer interested or have found another home that better meets your housing needs.
I’m calling to ask a favor. Please call my night number and leave a message letting me know about your current housing situation. My intent is not to harass you but rather to satisfy your housing needs.
If you’ve bought elsewhere, congratulations! If you’re still considering us, that’s great! Just let me know. I’ll honor your decision and either continue to call or remove you from my follow up list. My night number is (sales center after hour’s phone number).
Thank you for considering (your builder). It is appreciated. Make it a great evening!”
By leaving this message you have accomplished the following:
- Followed through on your commitment to continue to call.
- Provided your customer with a safe, convenient and courteous way of letting you down if they’ve purchased elsewhere.
- Demonstrated your professionalism by acknowledging the reality that people have other choices and that you accept their choice and are willing to move on.
- Brought closure to a prospect you felt was interested in your product.
Accept this truth – your product is not for everyone
I know many of my peers will disagree with my phone strategy. My reason for giving you this advice is that I want you to accept the fact that your product is not for everyone. When prospects choose another home, accept the fact and move on. If you’ve done everything possible to control what you can control, you must be able to let go of what you can’t control. Someone once said, “Sales are like buses. Miss one, wait a minute, and here comes another one.” As long as you’ve done everything you can, then let go and get ready for your next customer.
Out of sight is out of mind
Remember – especially when it comes to setting up a second appointment – out of sight is out of mind. Don't allow more than 24 to 48 hours to pass without implementing your follow up phone call. Otherwise, you'll lose the impact of your first visit and the urgency of the initial interest. Too many salespeople make the mistake of waiting too long. If your customer is serious about purchasing a new home, your second phone call will be welcomed and anticipated.
Send to a friend
Thank you for reading my newsletter. You now have a choice to make - choose to use the ideas included in this newsletter now. My belief is that you will begin seeing, feeling and hearing results immediately. And do me a favor, choose to forward 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. If you have already made the choice to forward my newsletter, thank you. If you have not, please take the time now to help your friends become more successful. At the bottom of the newsletter you will find a ‘Send to a Friend' button. Just click and follow the easy instructions. 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 www.BobHafer.com, email Bob at buildingresults@BobHafer.com or call 972-795-5926.
Good Luck and Good Selling!
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