Issue link: https://read.dmtmag.com/i/60637
SALES MANAGEMENT Selling To The Dominant BuyingMotive #3 BYGRAYSON SCHWEPFINGER In this the third and final article regarding how and why to sell to the dominant buying motives I would like to quickly summarize what we have covered in the previous two articles. Then I will close with the two most often heard dominant buying motives and how to use the information throughout the sale. To summarize, I pointed out that the domi- nant buying motive is the primary reason that they are talking to you today. There is something about the way they are currently living that they are so dissatisfied with they are willing to consider spending thousands of dollars to correct it. Whatever that reason, or reasons, are this is what I call their dominant buyingmotive. I listed the five dominant buying motives: pride, profit, love, need, and fear and gave examples of each. I also pointed out that I feel identifying the dom- inant buying motive, next to identifying how much they are able and willing to pay, is the sec- ond most important piece of information you can identify upfront in the interview. I also explained that the strongest close you can use is to remind them that your home will correct their dominant buying motive problem! Now let'smove on to what I have identified as probably the twomost often heard dominant buy- ing motives. They are the prospect that tells you they wish to downsize and the prospect that tells you they are tired of throwing away rent money. Let's start with the prospect that wishes to downsize. This prospect usually has a large home that they bought years ago in order to provide the space needed to raise a family. The family has moved out to raise their own family and the prospect is left with space they no longer need nor want. Generally speaking there are three things they wish to get away from. First, today's high cost of heating and cooling the home. Second, is the high cost ofmaintaining the home.And last, are the ever-rising costs of taxes on the home. APRIL 2012 24 THE JOURNAL This is an excellent prospect for two reasons. First they have equity in the home and the down money is rarely a problem. In fact it is not un- usual for this prospect to pay cash. The second reason is you have homes that can reduce the utility, maintenance, and tax problem to a tol- erable level! In the interview when they tell you they want to downsize ask why. Most of the time you will hear one of the three reasons listed. Let's say they want to get away from taxes. Reinforce this and add the other two reasons to make the prob- lem even worse. You may say something like, "If I understand what you're tellingme you are con- sidering making housing change to reduce the outrageous taxes you are currently paying for space you no longer need. Plus I would imagine you wouldn't mind reducing both the high util- ity bills plus the cost of maintenance. Am I right?" If they give you a fourth reason then sim- ply restate it and add the additional three. In the demo use phrases like the following wherever you can. "Is this the size home you had inmind?Won't it be nice to get away fromthose outrageous taxes you toldme about?Won't it be nice to reduce not only those oppressive taxes but also the utility and maintenance costs? It'll be nice to own a home you can enjoy without wor- rying about taxes, utilities, and maintenance, won't it?" In the close if you get any resistance point out what your home will do for them in regards to their dominant buying motive. You might say something like, "Howmuch longer are you going to pay those oppressive (Taxes, utilities ormain- tenance) costs? You know this home is the right answer. Let's put that money where it belongs, in your pocket. All I need to make the home yours is your okay right next to where I wrote thank you!" Perhaps far and away the most often heard dominant buying motive is the prospect that tells you they are tired of throwing away rent money. In the interview when you are told this restate it by saying, "If I understand what you are telling me you are tired of throwing away all that rent moneymonth aftermonth and you want to invest it in your own home. Is that right?" In the demo when showing the home use phrases like the following whenever you can. "Won't it be nice paying off your own home rather than paying off one for your landlord? This is exactly the kind of investment you're looking for isn't it?Won't it be nice to have something to show for your hard earned money other than rent receipts?" If you get resistance in the close you might say,"Howmuch longer are you going to continue to throw away rent money and have nothing to show for it? You and your family deserve better. Let's make this home yours! All I need is your okay right here next to where I wrote thank you." (I always write 'thank you' right next to the sig- nature line on the order blank) Please take the time to identify the dominant buyingmotives and use it throughout the sale. In today's marketplace you can't afford to miss anything that will increase your closing ratio. Well that ends the series. Until next time, GOOD SELLING! T J Grayson Schwepfinger is a nationally known speaker and member of the manufactured homeHall of Fame. He specializes in sales and sales management training and can be reached for comments or more informa- tion at his e-mail schwep1@aol.com or his phone 610 533 4969 His web site is wwwgraysonschwepfin- ger.com