Incognito Journal

Mystery shopping  is a great way for business owners to gauge the effectiveness of several aspects of their operation all at once, such as store cleanliness, sales team performance, and employee customer service skills.

Trial Closing

"Could this work for you?"

As a child, I loved listening to my grandmother talk about life in the late 1800's, and as I approached my teen years, was fascinated by her stories of how young people "courted" in those days.  As was typical of proper ladies in the Deep South at the time, dating took place on the front porch swing in the company of her rather large family.  My grandparents kissed for the very first time when they were pronounced man and wife!

When I evaluate a salesperson's performance I become a virtual participant, much like a die-hard sports fan on Sunday afternoon. Sometimes I'm a cheerleader; sometimes I'm the coach, and more often than not, I'm a little overzealous.  Case in point:  While watching a new home video shop my family once thought our youngest had mastered the potty when I shouted, "Yes!  She DID it!  I'm so PROUD of her!"  You could've cut the disappointment with a knife when they realized a sale had been closed. 

Sales Etiquette

No prospective buyer should ever leave a  home builder's sales office feeling like they just attended the annual Tour of Homes, yet that's exactly how I felt after visiting a new home community in an upscale suburb of Dallas.

When I arrived, the salesman, Greg, was so absorbed in reading a text message that he greeted me without looking up from his phone and muttered, "Just a sec," as he sent a lengthy reply.

Several weeks ago, I arrived early for a meeting with a client and caught myself mentally evaluating a salesperson who appeared to be winding up his presentation.  During a lull in their conversation, I heard the prospective buyer tell the agent he was ready to go to contract.  "I really do like what I've seen here," he said, "I love the floor plan, the golf course is perfect, and I can't imagine a more ideal home site."

BEFORE YOU SELL THE HOME

SELL THE BUILDER

It was the summer of 1989 when our daughters grew three inches taller and abandoned their skateboards in favor of nail polish, curling irons, and shoes.  Our family was growing and changing. We were clearly outgrowing our home.   Before long the girls would need larger closets and an area to entertain friends.  We would need our own space, separate from the rest of the home, where we could relax and escape late night giggles during sleepovers.

Back then, before Internet was a household word or Google a twinkle in its founders' eyes, we turned to the Real Estate section of our local newspaper to find out which builders were within our price range, then spent the next several weekends visiting one busy sales office after another. 

WHAT IS IT?

AND CAN YOU OVERCOME IT?

A shared passion for golf and fast cars creates an instant connection with your customer resulting in a dynamic presentation and strong buying signals.  You ask if he has questions or concerns.  He can't think of any.  You confirm that everything meets his needs.  But when you ask for the sale, the guy you thought you'd read so well delivers a surprise ending.  "I need to think about it."

Whether you've been selling for 30 minutes or 30 years, you've encountered buyers who never make a decision without mulling it over.

Why Buyers Don't Like Salespeople

I grew up hearing the men in my family say, "Never trust a salesman," although it wasn't until I was well into my teens that I understood the reasons for their distrust.

COMPARATIVELY SPEAKING

Talking About the Competition

People who are in the market for a new home ask a gazillion questions.  It's what prospectivebuyers do when preparing to make the largest investment in their lifetime.  As their sales counselor, you don't just answer their questions, you educate, motivate, and facilitate them every step of the way.  It's what you do to ensure your prospects are able to make a well-informed decision.

But is it risky talking to buyers about your competition?

Selling Features and Benefits

Anyone can walk through model homes with prospective buyers, pointing out bedrooms, bathrooms, cabinetry and cooktops, but a good sales professional knows there is a world of difference between showing a house and selling a home.

Today's new home buyers are looking to buy or build their dream home, in some cases, their forever home, and they are counting on you to convince them that your home is a better choice than the competition.  High on their list are features and benefits.