Bring People Back to Make the Sale

The follow up, contrary to what the name may seem to imply, is not limited to what you do after you say, "Goodbye". More properly, it could be described as what you do after you say, "Hello" and detect that a customer wants to say, "Goodbye". In short, the follow up involves taking the necessary steps from the outset of each sales presentation to bring customers back, ready to listen, understand and buy.

Unfortunately, a study just released as a white paper in March 2008 by Red Tree Marketing Resultants and its technology partners, Qquenesis, provides convincing evidence that a large percentage of salespeople are not following up. At a time when salespeople need to make the most of every prospective buyer who walks through the door, Red Tree's study of 50 new-home communities in Denver found that only about 50 percent of the sales agents asked if they could follow up, 36 percent actually did it, and only 14 percent sent anything relevant to what the prospects said was important.

Even more shocking was this statistic: On 16 percent of the visits, no one even spoke to the shoppers, even though they stood in the sales center or model and clearly demonstrated interest - and even when they were the only visitor in the sales center. In 74 percent of the visits, the shopper was the only person in the sales center; in another 20 percent, there was only one shopper there.

Yes, we are in a tough market
These are alarming statistics. Everyone participating in new home selling should take notice. Yes, we are in a tough market but if we don't follow up, things can not and will not get better. There are three different ways to follow up. They are phone, email and letter. This article provides ideas on how to follow up by phone.

Participate in the buying experience
The ideas I share with you will work, if you are willing to participate in your prospect's buying experience. If you're not willing to do that, then you will find it very difficult to follow up. Why? Because unless you participate in the buying experience, you will have no reason to follow up.

Participation provides you 'reasons' to follow up. It's really that simple. You earn the right to follow up by doing the following:
• Connecting and building trust;
• Discovering and understanding what is important;
• Building value throughout your presentation;
• Demonstrating both your homes and homesites;
• Handling resistance, thereby justifying the decision to buy;
• Asking for the order.
If you're not participating in the buying experience; phone calls, letters and emails will not be welcomed.

First follow up phone call
The first follow up phone call is made immediately after a prospect leaves the model home. This call is designed to set you apart from the competition. The goal of this call is to thank a prospect for visiting the model home and put her on notice that you intend to follow through to determine buying interest. The phone call is short and to the point. The following is an example:

"Hello, this is (your name) with (builder's name). I'm calling to thank you for visiting (builder name). I'll call you tomorrow evening to answer additional questions you may have and arrange for you to return for a second visit. Once again, thank you for visiting (builder name). Make it a great day."

This phone call, most of the time, is left on voice mail. When she returns home, she is immediately reminded of the visit to your model home and will anticipate your phone call the next evening.

What happens if your prospect only provides you with a mobile phone number? My advice is to always review prospect registration information before they leave the sales center. If only the cell number is listed, ask about a home phone number. Many people have a home and cell phone number. If not, go ahead and call the cell phone. The worst thing that can happen is the prospect answers and you thank them once again for the visit. You still achieve your objective of differentiating yourself from the competition.

Second follow up phone call
The second follow up phone call is a formal phone call. This call is made between 24 and 48 hours following the first visit. Over the years I've asked salespeople how long they wait between a prospect's initial visit and the first phone call. I am constantly amazed because most salespeople wait as long as a week to make a follow through phone call. This is a mistake.

There is a cliché that fits this situation perfectly - out of sight is out of mind. When a prospect leaves, she has the whole world from which to choose. The only way to separate you from all other salespeople is to immediately reconnect with her. This simple act keeps you, your community and builder in mind.

Leave phone messages
Many people today use Caller ID to screen their messages. This is a good reason to do everything possible during your initial sales presentation to make your follow through phone call welcome. Even then, many times you will need to leave a voice-mail message. My advice is to go ahead and leave a well-planned, confident message. Like all things, success comes to those who plan; your voice mail message is no different. Consider leaving the following message:

"Good evening, this is (your name) with (builder's name). I'm following through on my commitment to call back and answer any questions you may have about our homes, homesites, community, location, financing or (builder's name). I'm sorry I missed you. I'll call you tomorrow evening and, hopefully, be able to speak with you. If you want to contact me, my phone number is (sale center or cell number). I look forward to talking with you soon and satisfying your home buying needs. Make it a great evening!"

How many phone calls should you make?
Several questions that you may be considering:
• How many phone calls should I make?
• Should I continue to call until I talk directly to the prospect?
• Is there a time when I should accept the fact that my prospect doesn't want to talk with me?

I recommend making three attempts to reach the prospect, leaving voice mail messages each time, and then on the fourth phone call, leave the following message:

"Hi, this is (your name) with (builder's name). I've called several times and left a voice mail message each time. I haven't heard back from you. It's my experience that either you are no longer interested or have found another home that better meets your housing needs. I'm calling to ask a favor. Please call my night number and leave a message letting me know about your current housing situation. My intent is not to harass you but rather to provide extraordinary service. If you've bought elsewhere, congratulations! If you're still considering us, that's great! Just let me know. I'll honor your decision and either continue to call or remove you from my follow up list. My night number is (sales center after hour's phone number).Thank you for considering (your builder). It is appreciated. Make it a great evening!"

Thank you
Thank you for reading this article. You now have a choice to make - choose to use the ideas included in this article now. My belief is that you will begin seeing, feeling and hearing results immediately.

Bob Hafer has been a leader in the new home building industry for 36 years. His extensive experience gives him unparalleled insight into the mysteries and marvels of new home sales. His background includes success in consulting, management, administration, sales, marketing, merchandising, research and sales training.View Bob's Profile for more details.