One of the biggest challenges we have of not being first is
our inability to communicate effectively. It happens every day to each of us.
We go to the doctor for our checkup and when asked if we have any problems we
usually say that we feel OK even though we actually haven’t been doing so well
lately. Wouldn't you just love to express your real feelings once in a while?
If you are a builder or a salesperson, communicating ineffectively
can cost you sales. Meeting the challenge of closing sales begins with that
first contact you have with a potential home buyer.
It is almost staggering how many ways you can make contact
with someone for the very first time. Your first contact can be by phone,
email, your website, a factory lead, your calling them, filling out your
contact sheet at an Open House, a referral, Facebook, Twitter, etc….. But they all have one thing in common. All of
these must lead to that important “first” appointment.
They all want to “talk” to you and they all want your full
attention when they do. Finding out why they contacted you should be your first
priority. What pain do they need your help in curing. Is their current home too
small, too large, have a budget, in the wrong area for work or school? You have to ask them because most won’t be
forthcoming with that information.
You have to talk to them with enthusiasm. They want you to
be as excited as they are about the prospect of them getting a new home. Be
knowledgeable about your homes, financing, budgets, timetables and overall
construction of your homes.
If you get them to tell you why they want a new home and can
give them a glimpse of how you can help them get it, this is the time to set
the appointment to meet them in person. An important thing to note at the first
phone call is the 80/20 rule. Listen 80% of the time and talk 20%. As soon as the
prospect senses that you have empathy for their pain, be prepared for what can
only be called “verbal vomit.” If a prospective new home buyer senses trust in you, they will give you so much of their personal situation over the
phone that they will begin thinking of you as a friend and you must never lose
the trust they are giving you. A phone is very personal yet impersonal at the
same time. MAKE THAT APPOINTMENT NOW!
If you can’t get them to commit to an appointment, be
prepared to play the ‘tag, you’re it’ game indefinitely. They will move onto
the next builder on their list and you’ve lost any chance of selling them a
home. You are no longer in “first place” and being second doesn’t pay the
bills.
However, if they tell you they’ve been talking to other
builders, now you must be the absolute last builder they
need to talk to. Sometimes it’s actually better not to be first. This could be
your chance. Turn on your enthusiastic charm, give them clear, precise answers
to their questions and listen carefully and if the ‘verbal vomit’ begins, it’s
time to make that appointment.
If you can’t be their first contact with a builder, make
sure you are their last contact. Anything in between means you’re not selling a
house.
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