I don’t know about you but I’ve always struggled telling my builder story to a prospect. I know it must be done but more often than not, my prospect’s eyes start to glaze over.

In the past I’ve focused on following the 3 to 1 rule in selling. That is, no more than 3 “telling” statements for every 1 question. Since your builder story is comprised of 3 sections, who we are, what we’ve done and why use us- I needed 2-3 questions to get through it.

The problem is, the questions are normally simple “yes” or “no” answers and they didn’t do a whole lot to keep the attention of my prospects.

Fortunately for me AND you, I have the privilege of working with some great salespeople- and one of them, Justin from Seattle, taught me a FANTASTIC intro question for a builder story. It goes like this…

Builder: “Have you built/remodeled a home before?”

Prospect: “No.”

Builder: “Since we would be the first builder you’d be working with, what things would you like to about about (builder) before you’d consider hiring us?”

Listen to answers and dig deeper.

Builder: “Have you built/remodeled a home before?”

Prospect: “Yes.”

Builder: “Why aren’t they doing the project for you?”

“What criteria did you use to choose them?”

“On a scale of 1 to 10 with 10 being the highest, how would you rate your building experience?”

“How would you rate your ownership experience (warranty, craftsmanship, design, etc)?”

At this point Justin summarizes their answer and introduces his builder based on what’s important to the prospect. He immediately gains trust and rapport with the prospect and his closing ratio confirms it!

Thanks for the tip, Justin.


Happy Selling!