In this lesson, Rick Storlie shares the big mistake your sales team is probably making, that literally kills deals quickly. (Sorry – the video is a little fuzzy – but the lesson is priceless.)
This is one of my favorite topics. It’s “near and dear” to my heart, because I spent a lot of time making these mistakes when I was learning how to sell homes.
You might relate to my story – it might be how you are handling your first meetings with your prospects.
I also want to uncover some of the thinking that your prospects bring to the table.
The key is to get on the same page — get into their heads.
If we can change your framework or process for connecting with prospects in your first meeting, it will help you get much better results, and you’ll have more conversions from prospect to home buyers.
Here’s how I know this…
I literally stumbled into the home builder and remodeling business as a framer on the job site. So I was very much into the “product” side of the business.
I was focused on how the homes were built and the products we were using to build them.
So when I started selling homes, my first approach was to talk shop.
I talked about construction, materials, and insulation methods.
My thinking was this: “I have so much knowledge that I’m going to ‘win over’ my prospects.”
I’m sure you already know what happened next. My sales didn’t go so good.
So I decided I needed to get some training. I read some books, took courses with some of the “new home gurus.”
From that training I shifted from product knowledge and construction techniques, and I started doing needs analysis, using a special technique. It’s called “Socratic Questioning” which is a way to lead your prospects “down a path.”
(Stick with me here…there’s a lot more to this story.)
These were my Seven Needs Analysis Questions:
Location: Where do you want to live?
Decision Makers: How many people will enjoying your new home?
Timing: How soon do you want to be living in your new home?
Budget: What’s the investment range for your new home?
Finance: Will you be paying cash or financing?
Research: How long have you been researching areas for your new home?
Style and Design: What type of new homes are you considering?
Here’s the thing: We DON’T want to ask these questions at the first meeting. These should be asked BEFORE the first meeting – either by phone or by video connection. (If you are asking these at your first meeting, you are potentially going to be disqualified by the customer! Yes – you read that correctly. These questions have a high probability of losing the prospect.)
I’m sure you’re thinking, “If I’m NOT supposed to ask these qualifying questions during the first meeting – what should I be doing?”
Focus on SOLUTIONS for your prospects. There are four areas they really care about:
- home sites
- floor plans
- design services
Start with your solution – then you’re never going to open up to the “baggage” your buyer brings with them to the meeting.
What happens is this:
All of your prospects come to the table with two things on their mind: Product and Price. Here’s their one big question:
How much home can I get for the least amount of money?
(Doesn’t matter what price range they are shopping – a $200,000 home or a $1 Million home – this is always the question.)
It’s product and price mentality. We know we are never going to be the lowest price. You are never going to win that war.
Instead, create a Partnership by asking questions:
“Have you built a home before?”
If you’ve been “schooled” in traditional sales, you’ve probably been told to ask open ended questions. The “who, what, when, where, why” types. I want you to do the exact opposite. I want you to ask “yes or no” questions because you’re prepared no matter what they answer.
Let’s say, from my “Have you built a home before?” question, the answer is “yes:”
Now you can dig deeper.
“On a scale from 1-to-10 – how would you rank your past builders on design?”
“What was communication like during the construction process?”
“What was the warranty?”
“How was livability?”
“What criteria did you use to choose them?”
If they said “no.”
“Since we’ll be the first builder that you’ll be working with – what’s most important to you in that relationship?”
(Notice I’ve now switched to an open-ended question.)
I want you to do three things during this conversation:
- Answer and reinforce how you can address their concerns about the home building process and make sure they have an enjoyable building and living experience for years to come.
This is what I want you to understand:
Your prospects aren’t really buying the most home for the least amount of money. They are buying your process and your people.
They just don’t realize it.
So if you follow their lead (instead of taking the lead) and jump into your solution, which is homesite, designs, floor plans, and pricing – you are never going to shift them onto your process and people.
Want to learn more?
I have a 3-step formula for getting your prospects to commit to you in 30 minutes or less.
It’s completely free. I don’t want you to waste time making the same mistakes I did.
For my brothers and sisters in Christ:
May the grace of the Lord Jesus Christ and the love of God and the fellowship of the Holy Spirit Be with you all.