Creating a Richer, Bolder and Better Experience–December 2011

Posted by on Dec 27, 2011 in Coach's Corner-Blog, Uncategorized

-Sales- “Coach’s Corner”

The belief that “the desire to improve one’s life has more influence over his or her buying decision than any other factor” is something I want to drive home this month. It is critical for top performing sales professionals to truly believe and rejoice in this fact. To this day I thank my personal sales coach, Jason Forrest for making me aware of it because when I embraced this statement my entire sales presentation became more focused and therefore more influential and effective…and I was more successful.
But what does it take to get your customer to the point where they truly believe what you are offering will improve his or her life?

My prospect discussions with you last month mostly ended with the same objection: “They love me, love the community, love the company and love the home…but, they can’t buy because they have to sell their current home.”

I want you to re-read my opening sentence: “the desire to improve one’s life has more influence over his or her buying decision than any other factor.” I am going to get tough here when I say: have you done your job completely if you hear the objection—I can’t buy now because I have to sell my home first?” I say, with all respect, no. The highly competitive sales professional realizes that he/she has not YET created enough value and emotion surrounding the investment, and this is required in order for the customer to make the decisions to do WHATEVER it takes to get to where they want to be—in your community in the home offered for sale!

If you are struggling with creating the value and emotion required to sell homes, consider doing this:

You, your community manager, your receptionist, your maintenance technician—everyone at Jensen’s that comes in contact with the customer (and our existing residents because they are customers as well as referral sources), MUST strive to create richer, bolder and more memorable experiences for our customers than the competition. I like to call this the “Disney World Experience” because everyone who has been has great memories of the trip(s) to Disney with the family. What made it so special? Was it the immaculate grounds? How about the amazing service? Maybe it was the fact that they called you by your name? Whatever the case—do this NOW and do this every day at your work with EVERYONE you come in contact with. Be special by making them feel special. Create an amazing experience for your customer—something they will not receive anywhere else. Pictures of them in the house or by the clubhouse pool, bake them cookies (find out what kind they like) and have them already at the house they are excited to see, how about preparing something personal and special for them that has to do with the surrounding area/community? Prepare for their visit by having a “Welcome to XXX community Mrs. and Mr. Smith” on a dry-erase board greeting them when they come into your office. How about putting some dirt from the home site into a zip lock bag to remind them of the ground their custom home will be built on? You can do most anything, just be warm, sincere, creative and most of all—learn about and take action on their unspoken needs! The funny part about this is…they expect it nowadays. We are in a service industry so we really instinctively need to enjoy serving others!

This month I want you to share with me ten (10) ways you will be able to create a richer, bolder and more memorable experience for your customers. Remember, current residents are customers too! Please have this prepared for our call that I will make at some point after December 11th. As usual, I will ask you to email it to me after the call. Sales Managers and Sales Representatives need to do this and I look forward to improving the experience we give our residents and customers because the sooner they act, the sooner their lives will improve…and that is really what the business we are in is all about, agree?

–Patrick