Housing Giants - June 23, 2008 - (Page 16)

sell Appreciation for product is highest when concern for price is lowest. restaurant? Don’t you search the menu, choosing the two or three things that stand out most? And when the waiter arrives, don’t you ask their opinion of each? Home shoppers aren’t much different. Your customer’s first home buying decision is to select the two or three builders that stand out most. Building value at this point in your sales process means being different, and that means setting yourself apart in terms of your product and your process. And as far as your process, rapport is a waste of your customer’s time because they don’t want it or need it. Customers are trying to decide if they like you enough for further investigation, and all that requires is their experience to be comfortable. Your Customers’ seCond deCision and the importanCe of rapport Now that your customers have reduced their alternatives from seven to two or three, they must decide which of their two or three alternatives represents their “perfect” decision. We all know that there’s no such thing as perfect, but with so much money at stake, your customers aren’t seeking a good or great decision; they want the perfect one. No surprise, huh? Their 16 HOUSING GIANTS.6.23.08 www.HOUSINGGIANTS.cOm http://www.housinggiants.com

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

Housing Giants - June 23, 2008

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