See it RIGHT HERE, tomorrow, Wednesday, September 2nd, beginning at 11am EST.
You can also watch it live at http://www.jeffshore.com/blog/live
YOU MAY NEED TO REFRESH THE PAGE AT 11:00 AM
YOU MAY NEED TO REFRESH THE PAGE AT 11:00 AM
NewHomeSource.com is the consumer portal of BHI, and if you're not part of the database, you probably should be. I'm not going to go into a pitch for BHI, but I will say that they are the hub of new home listings on the Internet.
One of the under-promoted benefits of being in the BHI database is that all of your listings are automatically available in a mobile friendly format - at NO extra cost. To visit the New Home Source mobile site, go to www.nhs2go.com from your phone. Search your area, or search for your listings, to get an idea of what a user will experience on their phone.
So an nhs2go.com user can find your listings if they're searching, but how does this give you a mobile opportunity?
Step One: Find your listing(s)
You can also visit www.nhs2go.com from your desktop computer. It looks a bit odd on a large screen, but it's still easy to follow.
I've searched my area and located a community in
Baltimore named Ashman's Hope. Below is a direct link to the Ashman's
Hope page on nhs2go:
http://www.nhs2go.com/community.php?cid=41714&adv=0/
Step Two: Create a Redirect
You'll need to get your IT or web people involved in this step. A "redirect" is when you tell someone to visit to yoursite.com/whatever, but then redirect (or automatically forward) them to a new location.
Obviously http://www.nhs2go.com/community.php?cid=41714&adv=0/ is not an address you'd print on a sign. It's not memorable or easy to type. However, if you visit www.ashmanshope.com/mobile from your phone, you'll see that we've created a redirect that will forward you to that complicated URL above.
Step Three: Promote it
This new mobile website (ashmanshope.com/mobile) is simple to print and remember. It belongs on onsite signage; at the very least on the closed sign. It's also well suited for brochure boxes when prospects are likely to pick up information alone in your community. This address could be used anywhere you think a user would be well served by accessing the info on a mobile site, including combining it with a Text Message (SMS) campaign.
It really is that simple.
So what are the advantages and disadvantages of this approach?
Disadvantages:
- The Mobile Site is Unbranded - The "New Home Source" header is at the top of the page, as opposed to your builder logo. However, there are no ads, including no competing builder logos.
- New Searches are Possible - At the bottom of the mobile page, there is a link where a user could start a "new search," potentially exposing them to other properties. It's a small option, and very low on the page. It's not prominent unless someone knows what to look for, but it is there nonetheless.
Advantages:
- Low/No Cost - The cost is absolutely $0 if your community is already a part of the BHI network.
- Rich Content - The site includes community photos, prices, floor plans and elevations; almost everything that is available on newhomesource.com.
- Current Content - Prices, plans, and availability is automatically updated when BHI is updated. There's no need to maintain something new.
- It's Mobile & Simple - This is a great tool for brochure boxes and closed signs - When visitors want more information now and no one is onsite. When visitors don't have a computer, but they do have their have their phone. The website address can be texted to a client or real estate agent as a follow-up. The possibilities are literally limitless.
While the solution is not a perfect one, it certainly makes it nearly free and really simple for a builder to have a fully functional and info rich mobile-web presence.
In 2009, being a homebuilder with a mobile website is cutting edge. So go forth, and be cutting edge for free.
This post was originally published at www.DennisONeil.com. Dennis O'Neil is a speaker and author on the subject of sales and marketing using technology. He is a partner in Escapade ONeil Media Group, a full-service marketing and advertising firm representing home builders and other industries. You can learn more about by visiting Dennis' profile.
Okay, fair enough concern.
First I want to say that I disagree with the philosophy that there are no crazy customers, and that companies just do a bad job of setting expectations. I understand that the crazy customers do exist. I've met them. And I also understand that it's very difficult, but not impossible, to "set" someone's expectations. They've set their expectations all by themselves; whether or not you know it or like it.
So why enable a platform that allows crazy customers to rant? The bottom line is that there are already thousands of options for disgruntled customers to rant about you. They could write a blog post about you, use Twitter, leave a poor review of you on any number of sites, and completely trash you to their Facebook friends. Creating a Facebook page of your own may give them a new place to complain, but you want them to complain in your forum for a few reasons.
1. Ridiculous and baseless anti-you statements can be deleted. If someone posts "I hate this company" on your blog or Facebook page, it would be completely acceptable to delete that comment, and you should. It has no value to any reader. Maybe this person really does hate your company, but they've provided no basis or substance with their sentiment.
2. A legitimate public complaint should receive a legitimate public response. If you screwed up (missed a deadline, fouled up an order) and a customer calls you on your mistake, own up to it. It's a perfect opportunity to apologize and show the customer, and the rest of the world, how you intend to make up for the mistake. Despite complaints about rising consumer expectations, I firmly believe it's not about the mistakes you make; it's about how you fix them. This public display of the original complaint and how your company responded swiftly, professionally, and completely, is now available for all other visitors to see. No, you're not perfect. Expecting a customer to believe you are is a mistake and a bad idea. Letting them know you're fair, honorable, and value their business is a much better choice.
3. You need to paint a realistic picture of who you are. Not only is it not possible for you to perform perfectly, it's also not possible for you to be every potential customer's best choice. As companies grow, it's often difficult to say "no" to new business. Companies end up trying to be everything to everyone. This is most often a recipe for unhappy customers. I'm going to discuss this more in a future post, but be sure that public conversations with your happy and unhappy customers give you the opportunity to paint the most realistic picture of what you're like to do business with. If you don't like that picture, you can't blame social media. That's a product or business process issue that needs fixing.
Consider Amazon.com - If I'm looking over a book there, I always read the reviews. If I see a book has 4 reviews, and every review rates the book 5 stars and says the book "was awesome" and the "best book ever," I'm a bit more than suspicious. Not just because I think all of the author's relatives may have been the ones leaving those reviews, but because it seems unlikely that EVERYONE thought this book was great. At least one person leaving a review must have thought it was only worth 4 stars, not 5. I have trouble believing one product or service is great for everybody. It's just unrealistic and inauthentic. A modern consumer will be okay if not everyone loves you. Don't be afraid.
4. The biggest reason of all to enable conversation around your brand is to encourage your happy buyers to discuss you. Unhappy people are the loudest. Your truly dissatisfied customers will seek out places to tell people how unhappy they are with you. Some of your happy customers may do the same, but often it helps to give some of those happy people a little push. You need to give them an EASY way to share their good words about you. By enabling and encouraging your happy customers to share, you're able to portray a more balanced opinion of you online. Otherwise, all you see out there is the haters that sought out opportunities to trash you.
In summary, delete the baseless hate, don't be afraid of a legitimate critique, and respond to public complaints in a public way. Your unhappies will always seek out places to share their dissatisfaction. Use social media to help your fans spread the good news. This way, you're presenting a balanced view online for new customers to find and read about you.
This post was originally published at www.DennisONeil.com. Dennis O'Neil is a speaker and author on the subject of sales and marketing using technology. He is a partner in Escapade ONeil Media Group, a full-service marketing and advertising firm representing home builders and other industries. You can learn more about by visiting Dennis' profile.
]]>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.
These very questions make me wonder; why do we call it a "Registration Card"? Yes, we will be registering them into our data base, but "WIIFT"...What's in it for them? What are they registering for? Will they receive something in return for sharing their information with us? I believe they do not need a "ticket" to get into the movie; we are delighted and excited they have visited. What would we do without them?
We welcome and need the visitors to enter our Models. They are the reason we open our doors day after day. We also understand that each person who enters our Model has a unique situation, need and personality. In order to move forward in the sales process, we must learn their situation, understand their needs and develop a relationship of trust and respect.
What do we call and use to convey and communicate information to people in the future? Stay in touch with them, if you will; keep them in mind, keep them informed, and keep them close to our hearts.
For a minute let's look at these very valuable cards, as "Communication Cards" instead of Registration Cards and see if we can go about getting them differently, maybe even ask for them differently or better yet, ask for better information on them?
Let's apply the Who, What, When, Where, Why and How to these hugely important pieces of communication, these so-called Registration Cards, and I believe you will see them in a different light. You will capture more of them, and you will receive much better information for your follow-up with your Model visitors. Keep these questions in mind when you are talking to your visitors:
WHO...
are they?
do they know that you may know?
if anyone, referred them?
should you get a card from? (Everyone!)
WHAT...
brought them out today?
are they looking to be helped with?
is happening in their life? (their story)
is their price range?
WHEN...
would they like to be enjoying a new home?
is a good time to call them?
would they be able to come back? (respecting time frames)
WHERE...
would they like to live?
do they work, and currently live? (information that helps you help them)
WHY...
are you getting the card?
do they want/need to make a move?
should they fill out the card and work with you? (because you are knowledgeable
and care)
HOW...
did they hear about and find you? (What does your website look like?)
would they like to be communicated with? (Email/phone, etc)
This is some information you want to know. How much of it should you ask them to fill out on a Communication Card, and how much of it should you gather from them while spending time with them during their visit? Our job, through great conversations, is to get the information that fills in the blanks, allowing us to best help them both immediately and in the future. Their job is not to fill out a resume of information that we did not find out about them!
Is there a time during their visit that is the "best" to ask them to fill out the Communication Card? Is there a certain way to ask? The answer to both of these questions is "It varies". The best time and the best way is different for every visit and visitor. It is about personal "timing". For example; you have nearly completed your tour and your visitor has a particular question that you may or may not know the answer to. This is a perfect time to jot the question down on the Communication Card, and let them know you will find the answer and get back to them right way. You then say, "What is the best way to reach you, do you prefer I call you or send you an email, so that I can get you the answer to your question?" Then hand them the card and ask them to write down that important contact information. Hint: If you do not want to carry the card with you, have a supply of them conveniently placed around the Model (a drawer here, a bookcase there) so one is always accessible for that perfect moment. Make sure you keep them in all the Inventory models that you will show to this visitor.
Also have a supply of your Model Sales Collateral and your business card readily available. When they have given you the communication card, give them your business card and any pertinent literature. Try this: have a plat map available and circle the property they are currently visiting, and then write down any information that may help them remember the location, the visit and you. Write down your contact information (even though it is on your business card) and sign your name on the map, and tell them you are including this information in case they have any questions and want to contact you. They will be less likely to "toss" the literature/map you give them if you have written on it and "autographed" it. You are now giving them something in return for the information on the Communication Card they are giving you. You have to "Give" to "Get"!
There will always be the reluctant "just looking" person who does not want to fill out a card. Let them know that "just looking is just fine", but they may miss out on some valuable information about new offerings from the builder, maybe a lender promotion coming up, or even a future offer to help stage the home they are currently trying to sell (any new idea is a good idea). Make sure they understand that putting down some information on a Communication Card does not mean they are buying a home. Tell them they could receive an E-newsletter from you, keeping them up to date on any news that might be of value to them or perhaps you might think about something later on that would be of interest to them. If they do choose to fill out the Card, make sure you keep any future communications to them pertinent to their interests. If they still do not want to share their information, offer them your Model Sales literature and your business card anyway (you never know who they will pass it onto?!?!).
Keep your Communication Cards simple, straight forward and easy to fill out. Ask only for the things you and your company need to know, not all the things that you should be finding out from great conversational questioning. (Fill in any details you might have gathered from them during your visit immediately after they leave your Model.) You now will make the difference in the quantity and quality of information you will gather. Then, I believe is when you will have success at registering them in your data base, not having them just register as a Model visitor.
Think Communication, Not Registration!
President of Mulcrone and Associates, a New Home Sales and Training company based in
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Here are eight areas of a Sales Personality that you can work on.
Confidence - You must be confident about yourself and your abilities before you can be confident about what you are selling. Confidence comes from knowing your trade, your capabilities, and loving what you do. Your confidence should come across as secure and dependable, not arrogant. A confident salesperson is willing to take the time to find out what the real needs of their customers are. They don't jump at a prospect's first comment and try to close.
Knowledge - You must be the one stop shop for real estate knowledge. You must know everything about your community, builder, product, lending process, escrow process, paperwork explanations, taxes, and HOA. You name it. You should be the expert! When you can know and perform your sales work easily and smoothly it calms the buyer, who is making the biggest purchase of his or her life. This takes background work on your part, but all sales work pays off in dollars eventually.
Having a Positive Attitude - Here's a good tip for daily attitude checks; Everyday when you shower, take a moment to visualize showering off any old attitudes or negativity and start your new work day positive and fresh. Another method is to read one positive sales tool each morning to start your day. Feed your mind with positivity and it will spread throughout your life. To successfully use your personality as a sales tool, you must be someone that people like to associate with. Negative or self-serving personalities will not see positive results. Your personality must be upbeat in both actions and words, and should be complimentary to every prospect you come in contact with.
Being Charming - To be charming means having the power to delight and attract people. To be a personality that is attractive to others. Words that go along with charming are delightful, amicable, attracting, appealing, pleasant, polite, charismatic, fascinating, enchanting... by now you get the picture. All of these words used in a positive manner are key personality traits of a great sales person. Your personality must include many of these traits in order to be a great Sales Personality.
Listening Skills - Active Listening is a way of listening and responding to another person that improves mutual understanding. Often when people talk to each other, they don't listen attentively. They are often distracted, half-listening, and half-thinking about something else. Active listening is one of the most important sales skills you should have in your artillery. The mind races faster than people can speak. The solution is to listen with a purpose. You listen with a purpose in order to gain information, obtain directions, understand the needs of others, solve their problems, share their interests, support them, sell them and close them.
Being Passionate - Passion about who you are and what you do is contagious. Your passion about what you do, your product, and your builder should come through right away with your prospects. It is what will get them excited. It is the one thing they will remember and feel from you. It is the one thing that will set you apart from your competition.
Being Genuine - People hate being sold, but love to buy. You must be genuine in your approach with people. Be real. You must be genuinely interested in them and their quest for homeownership. Your genuine interest in them through asking great questions helps expose the underlying needs that the customer may otherwise not be willing to share.
Friendliness - A smile goes a long way. When you smile, the person you are talking too most always smiles back. The first steps to being friendly is having a great smile, a great meet & greet and truly being interested in people. When you are genuine, most people will take your interest in them and your questions as being "friendly". They will remember how much "friendlier" you were over all the others they visited that day. You must be someone that others want to associate with and buy from.
Happy Sales!
Shirleen Von Hoffmann is President & Builder Consultant of Homebuilders AdvantEdge which specializes in Secret Shopping, Sales Training, Seminars, One-on-One onsite training, coaching, and builder consultation. Learn more by visiting Shirleen's profile.
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The most common concerns I hear about beginning a social media initiative are:
I experienced a blinding flash of déjà vu at a recent meeting discussing social media; and the similarities between today, and ten years ago hit me like a ton of bricks.
In the mid and late 90's, I spent a lot of time talking to decision makers discussing how the Internet was going to impact their business. It was just beginning to shape consumer behavior with early general players like eBay & Amazon, and the automotive industry saw the rise of AutoByTel and Kelly Blue Book online.
At this point, a small segment of the population was using the Internet, but the predictions for growth were huge. We were smack in the middle of the dot-com stock boom, and every business was rushing to add ".com" to the end of their name.
There was a wave of hype surrounding the Internet and all the riches it promised back then, just as there is a similar wave named "social media" today. When I spoke to these decision makers 10 years ago, the questions they asked about the Internet then, were EXACTLY the same questions people ask me about social media today... EXACTLY. I'm positive the skeptics of the last decade would not need to ask me if their customers "really use the Internet" today.
There's a reason the social web evolution is called "Web 2.0." A big shift is taking place in how consumers use the Internet and what they expect it to do for them. Just as there were big opportunities for the early and smart players in Web 1.0, those same opportunities are available today in this Web 2.0 transformation.
As most of us remember, the dot-com bubble eventually busted and made a complete mess. The bubble was filled with hype-produced hot air and unreasonable promises. After it all settled though, the players who made fundamentally sound decisions never even came close to going away.
Those companies realized that being a part of the Internet alone was not a strategy for success. The Internet was a vehicle for them to operate more efficiently, and reach more buyers. The Internet is not their product. It's a tool to move their product.
Social media is not a business plan. It's a business tool that's becoming more effective every day. Sure, there's a lot of hype and skepticism surrounding it today. In the end, I expect a lot of that smoke will blow over, too. Once it's all settled, the players who learned to use the tool properly, and early on, will be years ahead of those who thought it was all going the way of the Pets.com sock puppet.
This post was originally published at www.DennisONeil.com. Dennis O'Neil is a speaker and author on the subject of sales and marketing using technology. He is a partner in Escapade ONeil Media Group, a full-service marketing and advertising firm representing home builders and other industries. You can learn more about by visiting Dennis' profile.
]]>What is Email Etiquette and why is it important? Email Etiquette, or "Netiquette" as it is
called, will display your level of professionalism, skill and efficiency to the
recipient. Emails say a lot about you, the sender. The image you wish to
portray to the recipient will be seen in each and every email you send. Emails can also be ongoing conversations;
spend as much time perfecting them as you do your Presentation and Delivery in
the model, to ensure timely and positive customer responses and repeat
visits. You never get a second chance to
make a good "first" impression, so make sure all of your outgoing emails are worthy
of clicking "SEND"
Emails are perfectly acceptable in many situations, and
often preferable because of busy work or family schedules. Emails should not however,
take the place of phone calls or face to face communications in certain
situations. Remember what you were
taught growing up about the importance of saying please and thank you? Emails should not be a substitute for a
handwritten, personal thank you note.
Here are a few things to keep in mind when you are sending
or replying to business emails.
1.)
Before
you start to compose your email, make sure the "stationery" of your email is
appropriate. As a general rule for
business emails, the background should be plain so that your words will be what
the reader sees. Flowery or designer
backgrounds may have a place in non-business mails (or even a few select business
emails), but they are generally distracting and make your message difficult to
read. The same holds true for using
fancy fonts, colors, or graphics that are not related to your message. This will
not add to the content of your message, and will probably distract. Also stay away from using emoticons, better
known as smiley faces! J
2.)
DO
NOT FILL IN YOUR To: Cc: or Bcc: line yet!
This is very important. Read on.
3.)
Make
sure to fill in the Subject line and try to make it interesting or
compelling. The Subject line will not
only peak the recipient's interest, but it will also help keep any ongoing
email conversations on this Subject organized.
4.)
Your
salutation should be kept formal, at least until you have a relationship with
this person clearly established. When
unsure, it is always safe to stick with formality.
5.)
Be
concise and clear in your message. You
do not have to write a novel, so try not to make your email longer that it
needs to be. Remember that for the recipient, reading an email is not always as
easy as reading the same information in a printed, formal document. Often times
the recipient may be multi-tasking when they open an email, and if it appears
to be too long, they may delay reading it until later, when you would have preferred
to have a more timely response.
6.)
Remember
that even the printed word can convey a tone or expression. Make sure that the message you are sending
will be received and "heard" the way you intended.
7.)
Try
to organize the content of your email, and if there is more than one main
thought or point, number each item. This
will increase ease of readability and make it easier to respond to each item,
if you are requesting a response. If no
response is necessary, you can also state this to the recipient.
8.)
Make
sure that you have a complete email "signature". This is not your actual signature, but your
contact information. You can always be
reached if they simply hit "Reply", but your signature should include your
contact information including company name, address, and phone numbers where
you can be reached. Your company logo
can be included here if you like. You
want to make it very easy and convenient for them to reach you other than
through email.
9.)
Go
to Tools in the menu bar and use the Spelling and Grammar check, then re-read
your creation and make sure it says just what you want to say.
10.) Now you can
fill in the To: Cc: and Bcc: lines.
Doing this last will prevent you from
inadvertently sending an
email until it has been completely proofed.
In closing, try to remember that the email should not only
convey your message but also your personality.
Can they SEE you smile? Don't
multi-task while you are composing, and always proof what you have
written. Now you are ready to click
SEND!
President of Mulcrone and Associates, a New Home Sales and Training company based in
During your
career as a new home salesperson you will be asked to do things that others are
unwilling to do. How willing are you to go the extra mile? Consider the
following story I read in Jack Canfield's book, The Success Principles
Go the extra mile
"Seattle-based
Dillanos Coffee Roasters roast coffee beans and distributes to coffee retailers
in almost 50
Dillanos
always ships their roasted beans by UPS but in 1997 UPS went on strike,
thereby, putting customers at risk. Dillanos considered the option of using the
post office, but the company had heard that the post office and Fed Ex were
overworked because of the UPS strike, and they didn't want to risk the beans
arriving late. So Dillanos rented trailers and drove orders to their customers.
One
customer 'Marty' received his 800-pound coffee order after Dillanos management
drove 17-hours from Seattle to Long Beach, California then turned around drove
back, got more coffee, drove down the next week, and delivered it again.
That kind
of commitment to go the extra-mile - a 2320 mile round trip - turned Marty into
a loyal long-term customer. And what has that meant to Dillanos? In just 6
years, Marty's four stores grew into a 150-store franchise with retail
operations in nine states. Marty is now Dillanos biggest customer. Going the
extra mile paid off for Dillanos."
What you can do to exceed
expectations
Bridge your customer's needs to your
needs: New-home
selling is intelligent conversation between two parties who have a similar goal
in mind - the purchase and sale of a new home. This goal is reached only when
you and your prospect discover common points of interest that bring about
alignment and agreement. These two critical issues require a simple formula
before they occur: In order to lead you first must be willing to follow.
Balance the relationship between you
and your customer:
Understand that successful new home selling is the result of excellent
communication skills, not a critical-path selling process. Understand how
people communicate with each other, and learn what communication skills work
best in most interpersonal situations.
Find common ground between you and
your customer:
An experienced horse rider knows that a horse resists attempts to control it
until it is comfortable with the rider.
Any attempt to control the horse before that could end in the rider
getting thrown off.
In a way
your customers demonstrate similar behavior. Initially they don't want to be
controlled. They want freedom to explore your homes and community and reach a
comfort level consistent with their buying motivations. Any attempt to control
them before they're ready could raise their defenses and cause them to move
away from you.
Participate in your customer's total
buying experience:
Once you ask your discovery questions and have listened carefully to the
responses, you're ready to enter the territory (model home and community) with
your customer. Your desire to part of your customer's total buying experience
separates you from the competition.
Control what you can - let go what
you cannot:
Learn to let go of what you can't control and to work with what you can. Keep
reminding yourself that most of the people you meet sincerely want your help.
Focus on them, give them the best you have, and you'll experience new home
sales success by exceeding your customers expectations.
You can
learn more about these ideas in my book, Building Results - The Ultimate How-To Guide for New Home Sales
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 or visit www.BobHafer.com for more details.
Do you have too much grit? Take steps to tone down the toughness of your delivery. Having your salespeople fear you is not the same as having them respect you. Encourage them, and remember to praise them when they get something right.
Each day, you can take the following actions in order to make your criticism more specific and effective: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.
Pipelining
salesperson's prospects allows them to know where they are going writing sales
now or in the future. It is the indispensable sales management tool to meet or
exceed sales projections. And this is the best time of year to do it!
To
effectively work pipelining, your sales staff must prioritize their prospects
in a common denominator.
A.
Prospect: Ready, willing, and able ... will buy within 30 days.
B.
Prospect: Ready and willing. Ready and able. Willing and able ... will buy within
120 days.
C.
Prospect: Ready ... or willing ... or able ... will buy within 360 days.
To
measure what is in your salesperson's pipeline now, they must evaluate only the
A's and B's. Taking a hard look at the value of every prospect - and rating
them - is an eye opening exercise for some salespeople. It is a fact that even
the most skilled professionals often are overly optimistic about the potential
of a prospect. Following are the toughest areas to measure:
1.
Are the prospects truly ready? Today's 6-month Extended
Buying Cycle influencing today's cautious prospects must be fathomed and an
accurate fix established.
2.
Are they steadfastly willing? There are a myriad of factors
that influence the willingness - layoffs, kids, taxes, media negativity,
education, uncertainty.
3.
Are they genuinely able? A recent survey of loan officers
reveals that credit worthiness across the
OK,
your sales staff has given you the numbers. Let's see if they're realistic. Any
salesperson who reports less than 5 A's or 10 B's is in serious trouble. That's
the MPS (Minimum Performance Standard), and that's bare bones! What should the
number be? In most price ranges and in most markets, the numbers should vary
from 10 A prospects and 20 to 30 B prospects. Of course, as a marketer, you
know that price of the homes, local economy, availability of product, traffic
flow, quality of prospects, competition etc., will influence the outcome. The
startling fact is that we have recently measured over 30 sales staffs coast to
coast and over 60% of the sales persons reported less than 5 A's and 10 B's!
What
does this mean? Simply put, it is going to be a lean last quarter for some
salespeople because the sales are not in the pipeline. Remember that the
numbers reflect prospects that will buy anywhere. Couple this with the fact
that buyers seldom commit the first time around, and you could have a crisis
situation for some builders.
Is
there a solution? You bet! First as company principal or sales manager, do the
pipeline exercise. Any salesperson at or below 5 A's or 10 B's must put on
their prospecting and rehabbing hat immediately. To wit:
1.
They must prospect to garner referral sales, broker co-op
sales, and radiated sales. Ask everyone the 7 words, "By the way, who do you
know ... Who's looking for a new home ... whose lease is expiring?"
2.
They must rehab or re-interest the old ofttimes forgotten
prospects in their files. Yes, there are some buyers with Buying Cycles over 6
months, and they must be rooted out with urgency to buy now!
Performing the pipeline process once a month will provide the awareness you and your staff need to stay abreast of sales and keep the wolf from the door. Good luck and good pipelining.
Tom
Richey was recently the recipient of the NAHB "Legend of Residential
Marketing" Award. An industry icon, Tom has spent 40 years in the
industry training the most successful sales managers and sales teams.
See Tom's Profile for more information.
| To download the complete White Paper (18 pages of Social Media goodness), please visit www.escapadeoneil.com. Its free and priceless at the same time. |
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So how do you handle that prospect that just finished the model? Does, "Do you have any questions?" progress the sale any further? Or does is release control of the process?
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.
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Price increases also
represent an opportunity for your prospect. If they buy before the increase,
they earn instant equity. Always remind your customers that housing remains a
great investment and the longer they wait to buy, the less equity they
earn. Urge your prospects to buy now and
receive the benefit of price increases.
Financing
During the past few years,
fluctuations in financing rates and closing costs have affected
homebuyers. Because of media attention,
people are instantly aware of mortgage issues.
All you have to do is look at the attention the sub-prime market is
receiving. You can use this awareness to create the urgency to buy now. If your prospect waits, he runs the risk of
less favorable borrowing conditions.
Prepare finance calculations ahead of time and show prospects how much
more they will pay over a 15- or 30-year contract if they pay just ½ or 1 %
more.
Living pleasure
The personal benefits of
enjoying home ownership may be the most important force in motivating a
prospect to act now, rather than wait.
People don't like to postpone pleasure, and you can capitalize on this
universal desire. Never forget that
people buy on emotion and justify with logic. In other words sell the sizzle
not the steak. People buy feelings - help people feel good by buying your home
today!
Close constantly
If you do not close early and often, you run the risk
of losing your prospect's respect. Prospect's
know why you are there; they expect you to close, they even expect you to close
many times. If you do not close
repeatedly, they will see you as weak and unprofessional. When you close again
and again, they will respect your drive and tenacity - even if they don't
buy. They may complain that you are
pushing them too hard, but remember - if you don't push, you won't close.
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.