Housing Giants - August 25, 2008 - (Page 20) SELL By Rick Heaston, R.A. Heaston and Co. Time To ReinvenT YouR SaleS PRoceSS Rick continues his discussion about the critical path to buying by examining your customers’ sales perspective. With a neW critical path for buying, it only stands to reason that we need a new critical path for selling. To get that, we need to figure out if how we sell matches how customers buy. It’s the most important question and answer in our industry today. Let’s take a look at your sales process from the customers’ prospective to figure it out. from the truth. Rethink things from your customer’s point of view. How many customers visit your community, intent on building rapport with you? Do you believe that that’s their objective? Of course not. And with so many builders to visit and so many decisions to consider, they don’t have time to bond with each and every salesperson they meet. They have a stress level during each of their touch points (see graph to the right) you help manage, too. Customers want and need rapport once they decide they like what you have and put you in their “keep” pile, so that means that comfort should be your objective to create a strategic advantage. (Read my last column for a refresher.) Meet and greet What have you always been told about trust and rapport? I’m sure you’ve heard that it’s the key to the sale and that you have to sell yourself before someone will buy from you. Nothing could be further 20 houSing giantS.8.25.08 WWW.houSinggiantS.coM http://www.nxtbook.com/nxtbooks/reed/hg_20080623/#/14 http://www.nxtbook.com/nxtbooks/reed/hg_20080623/#/14 http://www.nxtbook.com/nxtbooks/reed/hg_20080623/#/14 http://www.housinggiants.com
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