Housing Giants - May 23, 2008 - (Page 9)

ARTICLE ONLY ADDS TO PROBLEM The article “It’s An Image Problem” only serves to mount the malaise — big time. This message is clearly an attempt by the writer to bash results-oriented closing systems, to divide and conquer. Let me briefly speak to a few points: Statement: “Salespeople today have an image problem.” Answer: Not where I come from. They only have a problem if they can’t close sales and put profits on the books. Statement: “Sales training programs are at the root of the problem.” Answer: I have a consensus with my clients that sales training doesn’t cost money, it makes money. One client agreed for years that one dollar invested in sales training brought his company $10 in additional, profitable revenue. Statement: “Technique training (sales training) is where the out-of-town guru arrives with a bag of tricks and says you need to close harder, earlier and more often.” Answer: Wasn’t it the American Management Association who said that in the sale of bi-ticket items, 80 percent of all sales are made after the fifth closing attempt — and the problem is that most salespeople know three ways to close but only use two! Statement: “The last thing they (customers) want to hear is blah, blah, blah, about your cabinets, countertops and insulation.” Answer: Sorry, that’s the heart of the selling problem today. They don’t hear enough about product differentiation. Let’s set the record straight. Closing the sale — done properly — is alive and well and by all measurements does not tarnish a salesperson’s image. Tom Richey, Richey Resources, Houston RICK RESPONDS I have to admit, my selling model is different than what the industry is used to, but it’s producing results. We all agree today’s marketplace is different, and that means we either we change or continue to do what we’ve always done and be content with the results we’ve always been used to. After an 18-month research study with a major builder in the upper Midwest, we achieved these results with this model. Initially sales per 100 customers was 4.5 percent. After introducting the system, the rate jumped to 12 to 15 percent. We also reduced time to contract by 48 percent and outsold the competition 3 to 1. Finally, this was with a product priced To submit a letter to the editor, higher than the competition. There are a lot of methods out e-mail sara.zailskas@reedbusiness.com. there. The one I’m describing has proven results. Read more on Rick’s blog at Houzing Zone.com. Letters are subject to editing for length, content, grammar, etc. WWW.HOUSINGGIANTS.COM 5.23.08.HOUSING GIANTS 9 http://www.housingzone.com/probuilder/blog/1630000363.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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