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| Bob Hafer,
MIRM, CSP |
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The power of asking good questions
If you could have three wishes right now, what would you wish? Think about it. A question like that would make the most closed-off person open up. Like most good questions, it’s irresistible.
The main reason good questions are so effective is that most people are compelled to answer them. Good questions stimulate the mind and offer people an opportunity to use their brains constructively. How else can you explain the continued popularity of question-and-answer quiz shows on television, and in recent years, the Internet?
When you ask for your prospects’ thoughts and opinions, you give them an opportunity to talk. Most people prefer talking to listening, and when people talk, you get valuable information. The skill of asking good questions runs as a thread throughout your whole sales presentation.
What do good questions do? Why ask them? From a salesperson’s point of view here are the main reasons: to build rapport, to uncover customer needs, to explore what is important, and to understand any concerns about the sale.
The benefit you receive is that good questions make a prospect think. Good questions get good information. Good questions clarify what the customer means and create an opportunity to consider other possibilities.
Asking good questions
In previous newsletters I wrote that NLP deals with how people think and use language. You and I may use the same words, but what each of us means depends on our own personal experience. Poor communication or misunderstandings are often the result of the same word meaning different things to different people. I’m sure you’ve had an experience when a customer has told you something and you were sure you knew just what she meant … until you found out what she meant was not what you had understood.
Part of NLP is the science of asking good questions to avoid such misunderstandings. Questions work on the GIGO principle: garbage in – garbage out. If the question is weak, the answer will be weak as well.
This month’s newsletter focuses on asking two good questions that move the sales process forward in a meaningful and rewarding way. You'll learn to ask two good guestions that uncover a prospect’s visit motivation. My only request is that you ask each question exactly as written. I make this request because these questions are tested and they work. Remember the benefit of asking good questions is to avoid misunderstanding.
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 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 Email or call 972-795-5926.
Good luck and good selling
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A change in thinking
A few years ago I was involved in some interesting research. The company I worked for wanted to learn more about the home buying process. The goal was to understand how people make a home buying decision.
It was decided to conduct interviews after people toured the model but before they left the community. The reason this method was chosen is because the experience of home shopping was still fresh in each person's mind. In total, 2000 interviews were conducted. We learned a great deal about the home buying process. And one particular finding made a lasting impression on me, because it changed the way I think about a prospect's visit motivation.
Research findings
We learned that 51% of people who visit a model home get there ‘by accident’. When asked what was meant ‘by accident’ people admitted to just being ‘curious’. They acknowledged no immediate interest and stated they were not considering buying a home at that time.
We further learned that 49% of the people who visit a model home actually ‘planned’ the visit. In fact, half of the 49% had a newspaper with at least 3 to 4 builders circled they intended to visit that day.
Because we wanted to understand the 'whole' home buying process we asked all 2000 people if they would accept phone calls over an 8 month period. We let each participant know we would continue to focus questions on the home buying process.
During the 8 month period we learned that 20% of the 51% who claimed to be just ‘curious’ actually did purchase a home. We further learned that 80% of the 49% who ‘planned’ purchased a home.
This last statistic is what caused my thinking to change. Stop now and think about what I said.
"When a prospect 'plans' on visiting a model home there is an 80% chance they will purchase a home.
That is an extremely high percentage. Something you need to remember because it may mean the difference between a sale and no sale.
The key word is 'plans'. This research should forever change the way you think about a prospect's initial visit. Starting today it should be your # 1 sales presentation goal to understand if a prospect 'planned' on visiting your community.
Asking the right question
I’m sure you’re familiar with or have seen the television show Colombo. The show featured Peter Falk as Colombo. His trademark was asking a well-timed question while he was walking out the door. The question always caught people off-guard and produced good answers because they didn’t have time to think of anything but the truth.
I want you to demonstrate similar behavior with your clients. I want you to ‘catch prospects off-guard’. The question I want you to ask is this:
Did you plan on visiting us today?
Stop and think about that question. When you ask that question you are asking indirectly whether your prospect is ‘serious or curious’.
If your prospect says “No” you can follow up with a question about what the prospect wants to accomplish with their visit. From the answer you receive you can be confident that the prospect is just ‘curious’ and develop a follow up strategy that fits both your needs.
If the prospect says “Yes” you can be assured your working with a ‘serious’ prospect and move forward with a targeted sales presentation.
If your prospect asks for an explanation to your question you can say, “From my experience people who plan on visiting are looking to do something sooner rather than later. My reason for asking is because I want to provide you with the best possible service. You do want good service, right?”
Timing is everything
The timing of this question is important. That is why I referenced Colombo. In order not to offend your prospect I suggest you follow Colombo’s lead and wait till you feel the time is right. This is the type of question you ask when you've developed rapport. Then, when you feel the time is right, ask the question. My promise is you will be amazed at the answers you receive. The question does catch people off-guard. I'm positive no other salespeople are asking the same question.
Remember 80% of the people who planned on visiting the model purchased within 8 months. In case your math is a little rusty – that is 4 out of 5 people purchased. I will take 4 out of 5 all day long and smile all the way to the bank!
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 Email or call 972-795-5926.
Good luck and good selling
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Visit motivation question
The second question I want you to ask gets to the 'heart' of serious or curious. You can be assured when you ask this question you'll learn the 'real' reason a prospect is visiting your model home. But before I give you the question I have a short story that demonstrates how effective this question can be.
Several years ago I was retained by a builder who was opening a new age-restricted community in Las Vegas. My assignment was to shadow salespeople during actual sales presentations and then provide each salesperson with feedback and coaching. I instructed each salesperson to introduce me as a sales trainee. I felt that if a prospect knew I was a consultant they might not be as open and honest as they otherwise might be.
One sales presentation I attended was going very well. The salesperson was doing an excellent job explaining community amenities. She was asking good questions, building value in the location and the product. She was developing good rapport with her prospects.
When she completed her community presentation she asked the prospects if they wanted to see the model homes. They smiled and said, “Yes”. This is the moment I decided to ask my ‘visit motivation’ question. I wanted to understand the prospect's visit motivation before we spent valuable time looking at models.
Purpose of visit
Before I go on with my story I want you to stop and imagine your last presentation. Did you know your prospect's visit motivation before you spent valuable time with them? Did you understand the ‘purpose’ of their visit? Or were you going through the motions of a sales presentation because that is what is expected. Think carefully about your answer.
My experience is that most salespeople don't know 'why' a prospect visits a model home. They assume every prospect is ‘serious’. Salespeople are led to believe this by builders, sales managers and sales trainers. That is simply not true. Some people who visit model homes aren't yet ready to make a home buying decision. They came to the model home because they were 'simply' curious.
I want you to know that it’s okay to think this way. You’re doing yourself and your prospect a favor by staying open to the possibility that sometimes a prospect is 'simply' curious. And that is a good thing for you, your builder and sales manager.
In new home sales you have limited time. I want you to spend your time with 'serious' prospects. I promise that if you ask the question I’m going to provide, you will know if a prospect is ‘serious or curious’. Now back to my story.
Understanding why people visit model homes
Before I asked my visit motivation question I inquired if it was okay to ask a question. The prospect said, “Sure”. I said the following,
“Before we visit the models I’m curious about something. Is this something you are considering doing now”?
Both of the prospects looked at me and said with a straight face, “No”. They went on to explain that they were planning on retiring in the next 4 to 5 years and were visiting age-restricted communities deciding where they might spend their retirement years. I smiled and said,
“The reason I asked is because we have some excellent incentives now that might interest you if you would consider purchasing a home now as an investment.”
They stopped, looked at each other, and said, “Yes, we want to know more about your incentives”.
I looked over at the salesperson who was staring at the prospect with her mouth wide-open. Through my question (Is this something you are considering doing now?) she learned her prospect’s 'true' visit motivation. She also discovered that if she proceeded with her original sales strategy she would’ve wasted valuable time. For you see, this community only had 1800 homes to sell and was scheduled to sell-out in three years. Two years before her prospect was ready to retire. With a new selling strategy in mind we went to see the model homes.
Summary
Asking good questions is the foundation of communication. This newsletter provided two good questions:
Did you plan on visiting with us today?
Is this something you are considering doing now?
You can follow up the second question with the following:
The reason I asked is because I have some terrific incentives I want to share with you.
When you ask these two questions you learn a prospects 'true' visit motivation. And when you know why a prospect is visiting you can target your presentation. A targeted presentation will always get you a better result.
Until next month, continue to make it GREAT!
Send to a friend
I have one last 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 this newsletter, thank you. If you have not, please do now.
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 Email or call 972-795-5926.
Good luck and good selling
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