Friday, January 27, 2012

5 BUILDER STUMBLING BLOCKS TO CLOSING THE SALE

Modular home builders are a unique breed.  Since you sell modular homes, the amount of time personally "making sawdust" on the jobsite is severely limited.  Your organizational skills are your most valuable asset after the sale is made and the house is ordered from the factory.

You have to make sure that everything is ready when the house is delivered and orchestrate all the subcontractors to make sure that the house is finished quickly.

But what happens if the sale is never made?  No customer, no house, no income, no profit and no longer in business.  In order to ensure that this never happens, you must avoid these 5 Stumbling Blocks that will kill your sale before it starts.


Stumbling Block #1: Lack or Absence of Professionalism

First impressions can come in many forms. If you are phoning a prospective new home buyer, your first impression is your tone of voice, vocabulary and conversational skills. If you are meeting your prospects for the first time on an appointment, your first impression is your outward appearance. Yet another first impression is the one given through your marketing materials such as your web site, brochures and business cards.

A positive, favorable first impression holds the key to your opportunity for a second impression and a third and fourth. Put your best professional foot forward with all you do and live to make another sale!


Stumbling Block #2: No Rapport 

A sale requires trust. Trust requires comfort and confidence. Comfort and confidence requires building rapport. Building rapport requires your time and effort to engage your prospect and provide value through your actions and conversation. Unfortunately, many people think the presentation is the first step in making a sale. However, without rapport, you have not earned the opportunity to deliver your presentation. 

Stumbling Block #3: Telling not Selling 

Assuming a good first impression was made and that rapport has been established, many people will use their presentation to talk about all of the wonderful features their products or services possess. This is a sure-fire way to lose your customer and kill the sale. Your prospect could care less about the features. Rather, they want to know how those features will benefit them. How will they increase, efficiencies, productivity and profits? It is these types of outcomes that will draw them in to sign a contract to build their home!

Stumbling Block #4: Over-presenting and under-presenting

During the rapport building, you should have discovered the triggers that will cause your prospect to become your customer. Now, during the presentation, once you’ve addressed and satisfied those triggers, close them. Too many builders feel they have to deliver their whole dog and pony show. By going on and on about things your prospects have no concern with, their desire wanes and their excitement diminishes. By the time you are done, they want to “think about it” a little because they forgot why they wanted to buy.

Conversely, not going over enough information or simply skimming over the details can give you a quick boot out the door, too! It may be the 952nd time giving this same or similar presentation, but it is the very first time your prospect has heard it. Take the time to make sure you are as thorough as you need to be!

Stumbling Block #5: Dropping the Ball 

This final Stumbling Block can be the most devastating. You’ve managed to avoid the first four Stumbling Blocks and your prospect has said they would like to buy one of your modular homes, but your job does not stop here. You need to ensure everything is in place to deliver what you’ve sold. You also need to follow-up to ensure everything is working out the way they will expect. Mishandling anything in this process could get your order cancelled and frustrate you with all of the time you lost. Worse yet, it could cost you all of the referral business that could have come your way.

1 comment:

William said...

Coach you left out the TRUE #1 reason -- Lack or Absence of A Personality!
Many builders have this "BIG I" complex which leads to your reasons 1 - 5. Builders, like many of the factory modular sales reps get so caught up in themselves they forget they are not the story. All forget the most important part of the buy equation -- THE BUYER!
Now this really gets tough when you have two similar type people = the builder and the factory sales rep - trying to have a business conversation. Each is trying to get a word in when the other stokes for breath after talking about themselves and what they have done.
Not all builders and sales reps are like this but I paint this with the same broad brush you used in your article.