Housing Giants - May 23, 2008 - (Page 8)

LETTERS LETTERS TO THE EDITOR Readers respond to Rick Heaston’s April 24 column on sales image. HEASTON’S IDEA OF THE ‘IMAGE PROBLEM’ IS OFF I read with great concern and distress the article “It’s An Image Problem” by Rick Heaston in the April 24 issue. First and foremost, the most critical “image” problem far too many builders have today is that they fall into one or more of the following categories: • Nearly out of business or going to be there shortly • Offering crazy discounts and incentives based on a knee-jerk reaction to the market rather than a strategic perspective • Because of the lack of sales needed to sustain profitability, their “image” with their shareholders and/or bankers is very tarnished A significant “image” problem we see all across North America has to do with those salespeople who smoke, dress improperly and do not show up on time or for “retail” hours. But to say that the fundamental image problem is salespeople who “close” I believe is extremely naive. I can tell you, closing works when it’s done correctly. We teach salespeople to originate a dialogue with the customer that the salesperson controls without being controlling; to present a series of conversational but strategic and relevant questions; and to listen intently and use the things they learn about their customers to help bring them to a buying decision, sooner rather than later, and from their builder, not someone else. I challenge the author or any others who place faith in ideas like those referenced in the article to a public debate on the most critical issue facing home builders today: sales competence and how to achieve it. Bob Schultz, Boca Raton, Fla. 8 HOUSING GIANTS.5.23.08 WWW.HOUSINGGIANTS.COM http://www.housingzone.com/giants/article/CA6555476.html http://www.housingzone.com/giants/article/CA6555476.html http://www.housingzone.com/giants/article/CA6555476.html http://www.housinggiants.com

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Housing Giants - May 23, 2008 Contents Viewpoint & Letters News & Moves Process The Top 25

Housing Giants - May 23, 2008

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