Firstly please accept my sincere apologies to all of our loyal Blog readers for the absence of posts. The good news, is that we have been swamped, travelling the country helping sales team to excel and beat their markets. Now it is time to get back to some serious blogging business.
Many of you benefited greatly from the National Stimulus Program, which caused a great surge in sales up until the end of April. After we temporarily drained our customer pipelines, it may have been anti-climatic realizing it was back to business as usual. Instead of being “down in the dumps” (setting aside any political agenda’s), we should all be appreciative for the opportunity to dramatically increase sales, deplete our inventory reserves, and increase our earnings. Now that it is over let’s get back to business as usual, and see how we can learn how to implement the essential level selling skills at the highest possible and most consistent level, so that every month feels like a permanent stimulus for you and your sales teams.
Interestingly 83% of respondent’s who attended our 2010 New Home Sales Camp ® that ended on May 6, enjoyed their best sales month of the year, immediately after attending the program. This statistic is even more remarkable when you consider that the press announced May as the worse month in 38 years for new home sales. We say this not to brag, but to inspire you that with the proper focus, training, and belief in yourself you can accomplish greatness on a consistent basis.
With that in mind let’s focus on closing. At a recent International Builders show, I used the prop of a chicken to make the bold statement that “We are not closing chickens; we just don’t know the words.”
Here is the link to the you tube video.
http://www.youtube.com/watch?v=3n3WjJqXy40
Having been a sales person for so long and being the compassionate fellow that I am, I always feel bad when I hear owners and managers complaining that their salespeople can’t close. Most times, what is lacking is the proper instruction followed up with rigorous role playing to ensure that we develop our closing skills and confidence.
Let’s explore the various kinds of closes there are, the words we should use, and
importantly when to use them.
Many of you benefited greatly from the National Stimulus Program, which caused a great surge in sales up until the end of April. After we temporarily drained our customer pipelines, it may have been anti-climatic realizing it was back to business as usual. Instead of being “down in the dumps” (setting aside any political agenda’s), we should all be appreciative for the opportunity to dramatically increase sales, deplete our inventory reserves, and increase our earnings. Now that it is over let’s get back to business as usual, and see how we can learn how to implement the essential level selling skills at the highest possible and most consistent level, so that every month feels like a permanent stimulus for you and your sales teams.
Interestingly 83% of respondent’s who attended our 2010 New Home Sales Camp ® that ended on May 6, enjoyed their best sales month of the year, immediately after attending the program. This statistic is even more remarkable when you consider that the press announced May as the worse month in 38 years for new home sales. We say this not to brag, but to inspire you that with the proper focus, training, and belief in yourself you can accomplish greatness on a consistent basis.
With that in mind let’s focus on closing. At a recent International Builders show, I used the prop of a chicken to make the bold statement that “We are not closing chickens; we just don’t know the words.”
Here is the link to the you tube video.
http://www.youtube.com/watch?v=3n3WjJqXy40
Having been a sales person for so long and being the compassionate fellow that I am, I always feel bad when I hear owners and managers complaining that their salespeople can’t close. Most times, what is lacking is the proper instruction followed up with rigorous role playing to ensure that we develop our closing skills and confidence.
Let’s explore the various kinds of closes there are, the words we should use, and
importantly when to use them.
MINI CLOSES
When should you close, and how often? Of course we all know from the very beginning when you first meet the customer, and throughout your presentation.
As I like to say:
As I like to say:
"Mini closes lead to big sales!”
Roland Nairnsey
Roland Nairnsey
Research shows that the average human being can only focus for 48 seconds, how long did I say? Just checking. So with that in mind, every 48 second span of communication we need to share a feature, cap it with a pertinent benefit and then involve the customer.
The choice of these consistent involvement questions and phrases are endless.
Many times while on the road, I will ask sales teams to come up with as many of these as they can possibly think of. Below is a photo of Mary Beth who successfully sells homes for Caviness & Cates in North Carolina, with a dry erase board full of involvement phrases.
Here are just a few examples:
“Isn’t it” “Wouldn’t you agree?” “Couldn’t you imagine”, “How does that work/look feel?” “What do you think?” “Make sense?”
And of course so many more. Find the ones that you are comfortable with and start using them immediately. As a sales coach, I have found that so often we are saying smart things to our customer, but are not taking the time to “Fish for Feedback” by checking in with our customers, and see how they feel about what we just shared with them. When we learn to slow down, and trust our customers by inviting them into the process, the connection is huge and sales increase exponentially. Plus, you will have far more energy for your self and your next customer as you are allowing the customer to do far more of the talking.
The choice of these consistent involvement questions and phrases are endless.
Many times while on the road, I will ask sales teams to come up with as many of these as they can possibly think of. Below is a photo of Mary Beth who successfully sells homes for Caviness & Cates in North Carolina, with a dry erase board full of involvement phrases.
Here are just a few examples:
“Isn’t it” “Wouldn’t you agree?” “Couldn’t you imagine”, “How does that work/look feel?” “What do you think?” “Make sense?”
And of course so many more. Find the ones that you are comfortable with and start using them immediately. As a sales coach, I have found that so often we are saying smart things to our customer, but are not taking the time to “Fish for Feedback” by checking in with our customers, and see how they feel about what we just shared with them. When we learn to slow down, and trust our customers by inviting them into the process, the connection is huge and sales increase exponentially. Plus, you will have far more energy for your self and your next customer as you are allowing the customer to do far more of the talking.
ALTERNATE CHOICES
“Choices = Commitments = Closings.”
Roland Nairnsey
Roland Nairnsey
Give your customers a choice, (the simpler the better), they give you their commitment and you close them on their commitment. Before you know it, they have made four of five very important commitments to you, before they have even committed to buying a home.
For example:
For example:
SALES GENIUS
“Mr. and Mrs. Customer, we include maintenance free vinyl flooring,
we also offer ceramic tile or hardwood, which would you prefer?”
“Mr. and Mrs. Customer, we include maintenance free vinyl flooring,
we also offer ceramic tile or hardwood, which would you prefer?”
Once they respond, and then continue with:
SALES GENIUS
"Great when we go back to my office I will be happy
to make a note of that/price that out for you?”
"Great when we go back to my office I will be happy
to make a note of that/price that out for you?”
In under thirty seconds, you just made an appointment to take them back that day to your sales office (After you go to the available home or homesite) for a recap and price out; or review of their luxury choices if you aren’t able to price anything for them. At the end of the price out, you will be able to show them the highly affordable monthly investment of their brand new home, with their luxury choices, and you will have earned the right to do what? That’s it…Ask for the Sale!
Give at least 5 alternate choices in a typical presentation and aim to bring back approximately 80-90% of your customers on a first visit for a recap and price out in person and sales again will increase dramatically.
PS. Unless they are out of State, never agree to email or fax your price out, only in person since buying is emotion backed by logic, they need to return to you. (See previous blog for specific “No enabling” dialogue.)
Give at least 5 alternate choices in a typical presentation and aim to bring back approximately 80-90% of your customers on a first visit for a recap and price out in person and sales again will increase dramatically.
PS. Unless they are out of State, never agree to email or fax your price out, only in person since buying is emotion backed by logic, they need to return to you. (See previous blog for specific “No enabling” dialogue.)
CLOSE AS YOU GO (sm)
“Closing is the process of helping others make
decisions that are good for them.”
Bob Schultz
“Closing is the process of helping others make
decisions that are good for them.”
Bob Schultz
Again instead of waiting until the end of your presentation with a random closing question that may feel like it is coming out of left field; learn to close as you go. Gain mini agreements, and build your Yes Bank (sm). At the end, your closing process will be a simple recapping of all the agreements you gained along the way.
In the sales office, close out your builder, location and community. During your model demonstration close out the front of the home, the kitchen, great room,
back yard (if there is one of course!), the downstairs, the owners retreat, and then the upstairs.
A word of caution, don’t make your closings statements too lofty or esoteric, because they become harder to agree with. So instead of saying, “Isn’t this the most amazing kitchen you’ve ever seen in your whole life?” Simply say:
In the sales office, close out your builder, location and community. During your model demonstration close out the front of the home, the kitchen, great room,
back yard (if there is one of course!), the downstairs, the owners retreat, and then the upstairs.
A word of caution, don’t make your closings statements too lofty or esoteric, because they become harder to agree with. So instead of saying, “Isn’t this the most amazing kitchen you’ve ever seen in your whole life?” Simply say:
SALES GENIUS
“How does the kitchen work/ look/feel?”
“How does the kitchen work/ look/feel?”
Much easier to agree to, and move the sale forward.
FINAL CLOSES
And here are we are, finally having earned the right to ask for the sale. How many times in a typical presentation. Between 5-7. Not in a row of course, that’s just begging! Let’s remember to keep it simple, and when culminating your model demo, close it out. Simply say:
SALES GENIUS
“Is this the (type)* of home you’d like to own?”
“Is this the (type)* of home you’d like to own?”
*If it is the model say type of home, if it is the available home itself then drop the word type.
When they say yes, then you will say:
When they say yes, then you will say:
SALES GENIUS
“Great, let’s go look at the available homes/ home sites!”
“Great, let’s go look at the available homes/ home sites!”
Notice we don’t say, “Would you like to go”, because the customer could say no. You need to become a “crazy home/homesite loving fool” and be walking out the door to get them sited on their first visit. Without them falling in love with the one of a kind homesite or home that could go away; there can be no authentic emotional urgency, and therefore no real fear of loss, that will lead to the sale.
Once you have narrowed down the home or homesite then of course we have nothing left to do but what? That’s it …Ask for the Sale. Instead of saying “Do you wanna tie it up/bind it?” Which is a little risqué if you ask me, instead simply say:
Once you have narrowed down the home or homesite then of course we have nothing left to do but what? That’s it …Ask for the Sale. Instead of saying “Do you wanna tie it up/bind it?” Which is a little risqué if you ask me, instead simply say:
SALES GENIUS
"Now that you have found the home that you like,
Do you have any questions before we go back and review the paperwork?”
"Now that you have found the home that you like,
Do you have any questions before we go back and review the paperwork?”
A genius question, as most people are conditioned to say “no”, when asked for the business. So in this case no is a good answer. If they have an objection manage it and ask again, if they are appearing pressured and not ready to go ahead, don’t pressure them instead offer to go back to your office for a recap. As I discussed in great detail in earlier blogs, at the end of your recap closing process you will be far more likely to have proactively managed any of their real concerns, and will have earned the right to now ask again, with a much greater likelihood of making the sale. Simply ask:
SALES GENIUS
"Do you have any questions before we begin the paperwork?”
"Do you have any questions before we begin the paperwork?”
Of course since so much of professional communication is body language, you will have a blank agreement on your desk and a pen in hand when you ask this question, so that you are clearly displaying your closing intent, but in a very friendly way.
Once you ask for the sale, you will typically get either the sale or an objection, so then you will manage their objection and then ask again. You can’t ask with the same words every time as that would be too transparent, so we need to practice the myriad ways in which we can ask for the sale. Not until we have asked between five to seven times can we be sure about our customer’s readiness and ability to buy that day, and then at least we can move straight to the appointment.
So now that we know more about the many types of closes as well as many of the words to say, we can throw away the Closing Chicken, and look our managers in the eyes and say, “I’m not a closing chicken, now I know the words?”
Please feel to write to me at:
Once you ask for the sale, you will typically get either the sale or an objection, so then you will manage their objection and then ask again. You can’t ask with the same words every time as that would be too transparent, so we need to practice the myriad ways in which we can ask for the sale. Not until we have asked between five to seven times can we be sure about our customer’s readiness and ability to buy that day, and then at least we can move straight to the appointment.
So now that we know more about the many types of closes as well as many of the words to say, we can throw away the Closing Chicken, and look our managers in the eyes and say, “I’m not a closing chicken, now I know the words?”
Please feel to write to me at:
With any questions or for any clarification on any of the closes in discussed.
SALES HEROES
I normally select one or two salespeople from across the country who have gone above and beyond in their pursuit of sales excellence, to give them special recognition. But in this blog, I have decided to congratulate ALL of you. Yes, literally, any one reading this blog who is still in Home Sales and eager to hone your skills deserves a giant sized pat on the back from us. As I work with sales teams all across the country, I truly have a deep rooted respect for all of you for having the courage to stay in this business, during these incredibly adverse economic conditions in most of your markets. Especially, while so many others who may have jumped in during the good times, have already jumped back out for seemingly less challenging jobs.
The good news is that, now is the perfect time to perfect you skills, and the fact that you can sell successfully in these tough times, means that as others sadly fall by the wayside, you have a huge opportunity to gain market share, as well as refine your selling skills. Think about the huge advantage you will have when the market starts to get back to a faster pace. You will be perfectly positioned to reap the rewards, this time creating consistent and long lasting success for your self.
So kudos to all of you, you are ALL our sales heroes!
Lastly some updated photo’s of the lights of my life, my little toddler Max and beautiful wife Svitlana.
The good news is that, now is the perfect time to perfect you skills, and the fact that you can sell successfully in these tough times, means that as others sadly fall by the wayside, you have a huge opportunity to gain market share, as well as refine your selling skills. Think about the huge advantage you will have when the market starts to get back to a faster pace. You will be perfectly positioned to reap the rewards, this time creating consistent and long lasting success for your self.
So kudos to all of you, you are ALL our sales heroes!
Lastly some updated photo’s of the lights of my life, my little toddler Max and beautiful wife Svitlana.
Thanks for the great feedback from previous blogs and go out there and make a difference
Truly,
Coach Roland
Newhomespecialist.com
Written By Roland Nairnsey
Senior Vice President, Training & Development
Bob Schultz and the New Home Specialists
Roland@newhomespecialist.com
No comments:
Post a Comment