How to Gain a Prospect's Commitment - 5/2/2005 - Real Estate Education Training Schools Conferences

How to Gain a Prospect's Commitment
 

Be not afraid of growing slowly; be afraid only of standing still. ― Chinese Proverb

A purchaser’s commitment must be earned. The consumer dictates what gets bought and sold, but it is really up to us — the sales professionals — to help guide, direct, motivate, control, stimulate and educate an interested prospect into becoming an enthusiastic purchaser.

The salesperson must take time to get to know and comfort the purchaser by asking questions that will reveal their wants, needs and preferences.

There are many studies of human behavior that reveal the importance of establishing a positive bond between the purchaser and the salesperson. Most prospective purchasers are intimidated by salespeople. They are afraid that they will be misled, misguided or taken advantage of by every salesperson they meet.

But, as new home salespeople, we know we can build consumer confidence by showing an immediate interest in the prospective purchaser and his family. Be sensitive, compassionate, empathetic, caring, courteous, helpful, considerate and interested — at all times.

Listen carefully to each word the purchaser is saying. Take notes and, if you don’t understand a point, ask the customer to repeat that point. Maintain eye contact, and read the prospective purchaser’s body language, too.

Above all, be prepared. Know your product, your purchaser’s profile and your competition — new homes, existing homes and apartments. That way, you can properly demonstrate your product features, advantages and benefits.  And practice your presentation every day

Words to Sell By — and Words to Avoid

Years ago, I was fortunate to attend a presentation by Dan Bellus, a nationally recognized sales trainer, about “selling” words. He made a point of teaching us 24 words that “sell” and 24 words that “un-sell.” Here are his words:

Words That “Sell”

Words That Don’t

Here are five more “selling” words that came from a Yale University study:

You may also want to incorporate an additional selling word into your working vocabulary — the name of the building company you represent.

Going a step further, you may want to put all these positive reinforcing words on the back of your business card under the title, “30 Reasons To Purchase a (builder name) Home Today.”

There is no question that your goal is to obtain a fully-executed and signed agreement from the purchaser as soon as possible. This will happen more quickly when you make the prospective purchaser comfortable with the purchasing decision by eliminating any objections with sound, confident judgment and reasoning. Also, be sure to take the time to ask closing questions that will provide you with a commitment for you and the product that you are selling.

Don’t Forget Follow-Up

One of the biggest errors committed by salespeople is that they believe their product is so special that they don’t bother to follow up with prospective purchasers. Those that don’t follow-up couldn’t be more wrong. The more often a salesperson follows up with the prospective purchaser, the better the odds that a purchase will occur.

There are a number of elements of the follow-up campaign that are beneficial to incorporate. One involves phoning a prospective purchaser shortly after you have met with him. Make sure you have answers to a question or two from the prospect.

Start the conversation by thanking the prospect for visiting and then add, “You may remember…” or “You may recall…” and offer the information that he is seeking. Always make sure that you are calling at an appropriate time to review the information.

This call also may be a good time to schedule an appointment for a second meeting ― to discuss a home site, home, specifications, agreement, options, financing, etc. You should also make follow-up calls when you have something new or exciting to report, such as new financing, special incentives, potential price increases, new marketing campaigns or new designs or specification changes.

Stay in Touch by Direct Mail, Too

You also should consider keeping your prospects up-to-date with direct mail campaigns — post cards, letters, brochures, calendars and newsletters. These collateral marketing tools should be prepared to convey an ongoing theme of excitement about your fine new homes. The message can be third-party testimonials, and each piece should evoke a call to action encouraging prospects to return to your sales center as quickly as possible.

Other effective communication tools are mailgrams, telegrams and e-mail. Take the time to become more proficient with computer technology so that you can be better prepared to communicate with tomorrow’s purchasers more effectively.

It is also important to follow up with a purchaser. Every purchaser needs constant communication. Remember, a sale is not a sale until the purchaser takes title to his new home. It is the job of the salesperson to make sure that the purchaser makes it to the “closing table” satisfied and happy.

Remember this poem when you are selling your next new home and put its words to work for you beginning today:

A little bit of quality
Will always make ’em smile;
A little bit of courtesy
Will bring ’em in a mile;
A little bit of friendliness
Will tickle ’em ‘tis plain
A little bit of service
Will bring ’em back again.

— Anon.

Selling is fun, and the more we practice the skills and techniques offered to us, the more we can provide a better lifestyle for the families seeking a better way of life in our communities today and tomorrow.

S. Robert August, MIRM, is president and founder of S. Robert August & Company, Inc., a national marketing and public relations firm based in Denver that specializes in providing home builders, developers, manufacturers, Realtors® and lenders marketing/management consultation and sales training. August is the owner of Colorado-based RealtyWorks, Inc. a real estate brokerage company. He is also past chairman of NAHB’s National Sales and Marketing Council and the only person to receive the prestigious Bill Molester Award twice. For more information, contact August by phone at 303-220-8480 or via e-mail.