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Capitalize on your value position
this summer by preparing and
practicing your builder's outdoor
amenities to enhance your
chances of a sale. This season
only comes around once a year, so use all the
tools at your disposal to create a dynamic
presentation that emotionally motivates the
customer. By taking advantage of your outdoor
opportunities, you must understand who your
customers are and what motivates them.
Preparation starts with understanding who
your target audience
is. Most builders do
research through
focus groups and
marketing firms
that design their
products around
the demographic
and demand. For example, let's assume
your market is an urban lifestyle and your
prominent buyer is a Gen Y. These buyers
typically like to incorporate work with fun, and
they would pay more to walk to work, to shops
and to entertainment. These buyers would also
trade lot size for proximity.
Suburban buyers are different and have
different needs than urban buyers. As a
salesperson, the focus, demonstration
and objections are completely different. A
perfect example of this is: If you were selling
BMWs to Ford clientele, you would not be
very successful. This is also true to selling
homes; the process may be the same, but the
motivations are different.
Your first step of the preparation process
is to sit down with your builder and to
understand exactly who your buyers are
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and how they determined this. Once you
have a clear understanding, write down what
is important to your customers in general,
and build your presentation by adding
motivational statements and questions that
create ownership. Successful selling is creating
a winning formula that motivates the buyers
and helps them take advantage of your offers.
If the community you are selling has
pools, spas, gyms, parks, bike trails and
is close to shopping, this is the perfect
opportunity to paint a picture that has the
ability to move
your customers
emotionally. This
is the time of year
where outdoor
amenities need
to be highlighted
and used to
your advantage. This lifestyle is an easy
sell this time of year, and the weather and
atmosphere will appeal to your customers'
senses. Help your buyers experience the
environment by getting out of your sales
galleries and walking the sites. Talk about
what your offerings are while emphasizing
your architectural designs,windows and
anything that brings added value.
Become a tour guide with a structured
presentation that talks about your
neighborhood, and ask what amenities they
would most likely take advantage of. Find
an area outside that is conducive to the
environment where you can sit and relax
while absorbing the moment. Then build
your rapport around this, create ownership
and help your customers experience the
new lifestyle now. Car salespeople do this
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by picking the right demonstration route,
depending on the car they are selling. The only
way you can do this is to effectively prepare
and practice your presentation every day.
It's too important to leave anything out
of the equation. Take each feature your
builder is offering, include the needs of
the buyers and write out as many benefits
that create emotional tie downs that have
the ability to influence your customers. Be
creative and do things differently than you
have done in the past.
Jim Capaldi is a sales
and marketing strategist. He
is a broker, author and sales
accountability trainer who
currently manages and
sells in the trenches. He
may be contacted at
jvcapaldi@msn.com.
FAST FACTS
- Taking the time to review the fundamentals on a regular basis will bring greatness to your team.
- Take advantage of the summer selling season and weather by focusing on your outdoor amenities, and walk potential buyers around the site.
- Selling is understanding your target audience.
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