Issue link: https://read.dmtmag.com/i/146145
SALES MANAGEMENT Closing Up Front BY GRAYSON SCHWEPFINGER The biggest reason for a prospect not buying at the end of the presentation is because you have them in the wrong home! Any, or all, of the following reasons can cause this: it is the wrong floor plan, they don't like the décor, it doesn't fit their needs or wants, it's the wrong price, etc. The best way to handle any objections to not buying in the close is to not let them even come up. This may seem like a too simplified answer to a complicated problem, but it is true. If you can get the prospect to tell you, in detail, the following four things, then show a home that fits this criteria, there is no reason for the prospect not to buy. 1. What do they want and why do they want it? The want will tell you what to sell, the why will tell you how to sell it. 2. What do they need and why? Again, the need will tell you what to sell and why they want it will tell you how to sell it. 3. How much are they able to pay to achieve their wants and needs? I don't really care if they are willing to pay more than their debt ratio will allow. If I can't find a lender that will agree, it is a moot point and a lost sale. 4. How much are they willing to pay? Just because they have the ability to pay for any home you handle doesn't say they are willing to pay it. In order to do this, it will be a byproduct of a well-presented, complete interview before any homes are shown. All of the resistance to letting you conduct a good interview is fear-based. As mentioned in a previous article, they are afraid that if you identify how confused they are about such a large purchase, you will take advantage of them. The two most difficult things to get sales people to do properly is to return to the office for the interview and to ask enough interview questions. To return to the office, ask "What can I sell you today?" (I like to make sure they understand why AUGUST 2013 24 THE JOURNAL we have gathered here today) or if that is too heavy, ask "What can I interest you in today?" Then, regardless of what they say, tell them, "Fine, please, follow me." Turn and walk back to the office. In over 95% of the cases, they will not know where you are going and will follow you to your office. DON'T, DON'T, DON'T look over your shoulder!. Do not use, "Do you mind if we go into the office first?" Then, tell them "I can't show you anything until I get some questions answered." There are only two ways to motivate someone to do anything, particularly something they are seriously concerned about. One is to give them an advantage for them to do what you want them to. The second is to give them a penalty for doing what they want to do rather than what you want them to do. I'm sure you have heard an example of this from someone raising their child when they tell them, "If you do it, I will buy you an icecream cone, but if you don't do it, you will get a spanking." The way to use both the 'carrot and the stick' approach with a prospect to get them to return to your office so you can conduct a proper interview is as follows: In the rare case where this doesn't work and you hear, "I want to see them all!", answer with, "I'd gladly show you every home on the display center if that is what you want to do, John, but if we just took 20 minutes in each model we have on display, it would take 3 hours and 20 minutes." (That's for 10 models. People just don't realize how long it would take to look at them all.) "I'm sure, John, you don't want to spend that much time just looking, particularly if the home doesn't make sense to your family. As an example, how many bedrooms will you require?" John: "Three. "That's exactly the kind of information I'm talking about. I'd waste your time looking at one, two and four bedroom homes, wouldn't I?" Why don't we narrow it down a bit more and save you some time?" If they tell you they aren't sure if they want a two or three bedroom home, simply use the one and four bedrooms that are left. Return to your office. You can handle "I won't know it until I see it" by telling them "I can appreciate that but I think we can eliminate some of the more obvious things. As an example, how many bedrooms will you require?" When they tell you, simply continue with, "That's exactly the kind of information I'm talking about. I'd waste your time looking at one, two and four bedroom homes, wouldn't I? Why don't we narrow it down a bit more and save you some time?" Return to the office! "We are just looking" or "We aren't doing anything until next year", should be answered with, "I can appreciate that. Everyone that ever invested in a home started by looking. Regardless of when you buy why don't we at least look at something that would make sense? As an example, how many bedrooms will you require?" When they tell you, simply continue with, "That's exactly the kind of information I'm talking about. I'd waste your time looking at one, two and four bedroom homes, wouldn't I? Why don't we narrow it down a bit more and save you some time?" Return to the office. Until next month, GOOD SELLING! T J Grayson Schwepfinger is a nationally known speaker and member of the manufactured housing Hall of Fame. He specializes in sales and sales management training and can be reached for comments or more information at his e-mail schwep1@aol.com or his phone 610 533 4969. And his Website – graysonschwepfinger.com.