Housing Giants - June 23, 2008 - (Page 14)

sell Rick Heaston, R.A. Heaston and Co. Know YouR CustomeR’s CRitiCal PatH to BuYing Home buyers have different needs at different points in the sales process. This first part of a two-part series examines just that. Fortune companies do things differently. And that’s especially true when it comes to sales and marketing. For instance, they have a saying that guides their approach to customer satisfaction. It goes like this: Everything that touches a customer is the result of a process. In other words, “Everything your customer experiences is the result of a process.” Think about it. How many meetings do you have, all in the name of improving your customer’s experience? How much do you work on your mortgage, selection, production, orientation and service processes? My guess is a bunch. But what about your sales process — how much have you worked on that? If everything a customer experiences is the result of a process, what happens when your customer experiences your sales process? And most of all, how well does your sales process facilitate the decisions your customers must make before they decide to buy? Today’s customers are more in charge than ever before, and at the same time they’re less trusting — and have less time. Selling is more challenging than ever before. It’s not easy to deal with customers who know what they’re talking about yet don’t trust you and are in a hurry. It’s a customer’s world, and to make it a seller’s world, you have to change the game. And that means changing how you approach the game. You must absolutely, positively understand your customer’s decision process. 14 HousinG Giants.6.23.08 www.HousinGGiants.com http://www.housinggiants.com

Table of Contents Feed for the Digital Edition of Housing Giants - June 23, 2008

Housing Giants - June 23, 2008 Contents Viewpoint News and Moves Sell Workforce The Land Dilemma

Housing Giants - June 23, 2008

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