The Critical Twelve Seconds

Critical moments exist throughout the sales process; however, none are more critical than the first twelve seconds. Together, the five seconds before the customer walks through the door of the sales office and the seven seconds immediately thereafter decide the fate of the sale. It is a do-or-die experience in the sales process.

The sale is in peril during the first twelve seconds for many reasons. First of all, research shows that people determine whether they like someone or not within seven seconds of meeting him or her for the first time. We all do this on a subconscious level when we meet someone new. We size up his or her energy and character, and after seven seconds we make that decision: do I like this person?

Likeability is established within seven seconds, and likeability is the earliest foundation of trust. As a salesperson, being immediately likeable will work to preserve the sale and will leverage your pre-shot routine (we will discuss this shortly).

The key here is to decide before the customer even enters the office that you will be likeable and then to act on this decision. Remember, being likeable is a conscious and unilateral act.

This principle holds true in any market, but in a tough market it is especially salient. In a strong market, the buyer needs the salesperson, and so the salesperson can exist without likeability. In a tough market, the likeability factor can be a deal-killer. The customer is looking for elimination opportunities, and one of these eliminating factors is an unlikable salesperson. Many customers comment on the fact that they would never buy a new home because of their experience with a salesperson they just didn't like very much.

Fortunately, the converse of this is also true. Customers will continue to buy new homes because of great salespeople, and great salespeople earn that reputation by coming through during critical moments, especially when times are tough. They recognize that making a first impression is a critical moment, and they seize the opportunity to earn the trust of their customers.

The Pre-Shot Routine

Watch Tiger Woods before he takes a shot; watch him size up his environment and assess the situation. Mostly, look for signs of his mental focus as he prepares for the swing. He is visualizing the perfect swing and the perfect result. Golfers refer to this process as the "pre-shot routine," and it is critically important to their success.

Top performers are ready to be liked even before the customer walks through the door. They have developed their own "pre-shot routine," and it could be the single most important step a salesperson can take in the sales office. The pre-shot routine is about mentally preparing oneself for the sale before the customer opens the door of the office. It is being mentally "on" and one-hundred-percent engaged, in a strong position to serve and to sell. Getting this right will set the tone for the entire transaction.

Bear in mind that in a strong market the energy of the marketplace will boost you up and allow you to be carried by market momentum. In a challenging market it is up to you to provide that energetic lift. You can do this through conscious effort directed toward high positive energy.

Here are some tips for establishing a "pre-shot routine":

1. Make a decision that the customer is here to purchase. Say to yourself, "Hundreds of people will buy a home in this market this week - why not this person?"
2. Take a deep breath. It serves to disconnect your mind from all your past activities and focus you on the task at hand.
3. Smile before the customer comes through the door. People like to see people who smile all the time, not just when they have to.
4. Commit to remembering the customer's name. Ninety percent of memory technique is based on concentration, so make this your goal from the start. This is a tremendous advantage in a challenging market because it allows you to more easily stand apart from your competitors in a very personal way. Learn it and use it!
5. Plan out your opening statement. The time to come up with your opening statement is not when your customer is standing in front of you. Be strategic!
6. Say something out loud that fires you up: "Showtime!" "I am on!" "Time to sell a home." "I have seven seconds to be liked." Say it out loud (assuming that there is no one else in the office!). The very action will help you focus.

Above all, commit to a pattern that seems comfortable to you, and then work on it.

The former national sales director for Kaufman and Broad (now KBHome), Jeff Shore began his homebuilding career as a sales representative in Northern California in 1987. Later he served in a corporate position, creating training programs, coaching managers, and directing sales strategy. Today, ShoreSelect provides the best strategy and training services for homebuilding companies in the nation. View Jeff's Profile or Jeff Shore New Home Sales Training for more details.