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I can give an example. Sometimes I work by myself in a sales office in one of the communities. Signs on the street advertise that homes are for sale. People come in off the street and want to see what's for sale. The boss for that site says anyone who comes in should be treated like a buyer. I don't like showing people who aren't ready, willing and able so I ask about what kind of home they want, what price range, how soon. Those kinds of questions. Some of the people don't like that and say they just want to see what's for sale. I've had people who didn't qualify or didn't want to answer my questions complain to the boss that I wouldn't show them homes and that I wasn't very helpful. This week the boss told me for now on I'm supposed to show everyone that comes in any home they want to see.
Thomas, you sound frustrated.
I think your post points out one of the challenges with limiting oneself to the "only sell to those who are ready, willing, and able" mindset that is so heavily promoted in this forum. "Sell only to those who are ready, willing, and able to buy" works great for prospecting (and I contend that virtually every salesperson does this naturally when prospecting anyway because it's common sense), but for sales professionals who sell in an environment like you do (and there are a boatload of people who do, including retail, showroom sales, in-home selling with preset appointments, etc), you can't go about it that way. You're on call for a certain period of time and you need to serve people who come in to see what you have to offer because that's how your company is set up.
When my wife and I bought our current house seven years ago, we drove by the property and stopped at an open house (we both love houses and design and architecture at that time went to quite a few open houses every year). We had no intention of buying a home. But when we saw the home, we both loved it and eventually purchased it. If the agent had pre-qualified us to death (or
disqualified us), and then refused to show us the home because we weren't "ready, willing, and able" to buy, we wouldn't have purchased our home from the agent, so I think in selling (as opposed to prospecting) a salesperson has to be very careful about the "disqualify your prospects" thing.
That doesn't mean you can't be an effective salesperson when prospects do come in. I'm wondering if setting aside the "sell only to those who are ready, willing, and able" mindset might help relieve the pressure on your prospects??? Instead, focus on the prospect. Have a "welcome them" mindset, not a "disqualify them" mindset. DO ask questions - ask lots of them if they'll let you, but focus on building a relaxed, trusting atmosphere.
Be likable, be engaging, be real, and use your persuasion skills to try to get prospects to sit down with you for a minute (or ten or twenty) to chat before you show them around (some might be shocked that I would suggest using
persuasion, but persuasiveness is one of the qualities of top-performers, and no, persuasiveness is not the same as aggressiveness). Do you have a "registration card" or something they fill out before they see the property so you can get their information?
Of course, if none of this works and your prospect distances himself from you, you just have to smile and go with the flow and show them what you have while not spending a lot of time with them (unless you see the prospect is becoming interested in your product as you show it to them). And I would certainly recommend seeking referrals from these people ("can you give me the names of two or three of your friends or family or colleagues that you think may be looking for...".
I know I don't understand all the intricacies of your particular situation, so perhaps some of my suggestions don't fit or don't make sense. If they don't, ignore them.
I hope that is helpful, Thomas.
I also agree with bluenote that you should develop your own marketing program to bring in qualified prospects rather than just random people off the street.
The best to you! -Skip Anderson
I'm assuming you sell homes.
When people come into your office and haven't spoken with a lender, aren't sure of where they want to live, but do want to look at houses, treat them as though they have cash in their pocket and want to give it to you.
These people are your future customers, but you must make sure they will come to you when they are 'ready' to buy.
They are looking for a professional to guide them. They are looking for a professional to take a 'personal' interest in them. They are lost at this point, but they are interested in purchasing the most important thing they will ever buy in their lifetime...a home. You need to make yourself their 'lifeline.' You need to let them know they can trust you. You need to let them know you are the 'expert' they can count on.
This is the time you 'plant seeds' Thomas. You 'cultivate' these people like you would your garden. They may not buy for 6 months or a year, but if you show them you are honestly interested in helping them with every bit of knowledge you have, you ask them many questions about their lifestyle, and work to become a 'friend' who wants the best for them, you will be the only person they come to when they are 'ready.' I guarantee it.
When you 'plant enough seeds' there will come a time when you will suddenly wonder where all these buyers are coming from Thomas. Plant seeds with every potential buyer you speak with, whether they are ready to buy now or not. This is how you 'build' your business and 'explode' your income down the line.
It's not about you Thomas. It's not about the commission you will make. It's about forgetting your own EGO and taking a genuine interest in helping these people find the perfect home for their needs and desires. By treating these people like they were a family member or best friend they will 'sense' this and will trust you to help them.
If you spend the time necessary to show them homes you will increase their 'seriousness' about buying. They more cool homes they see the more they will want one of their own. Build value with these people. Give them all your skills and knowledge about the benefits of buying a home. Don't focus on the features of the homes, focus on the personal benefits that these features will bring into their lives.
For example, if the home has a beautiful deck don't emphasize how nice the deck looks and how well it was constructed. Paint a picture in their mind of how great it will be to entertain their family and friends on this deck with a barbecue on a beautiful day. Use this technique with all the features of the home.
If your office doesn't include financing you should contact a few lenders, meet with them, see if you can partner with these mortgage brokers, and make a 'business arrangement' with these people. You will refer your leads to them if they refer leads back to you. You work to build each others business. You form 'partnerships.' You become a 'full-service' realtor and guide your customer through the entire home buying process with your partners. You can also 'partner' with appraisers and home inspectors also.
I could go on and on, but to give you a quick idea of how to treat 'future' buyers, and build your 'future' business, I hope this short answer helps you. If you have more questions, bring them. I'm here to help you...Coach Doug -Dougd55