The process of asking questions to uncover needs is not really that complicated, however, until you've had at least some training in what type of question to ask when - depending on how the client behaves and what attitudes they display - you will not be affective.
I say it is not that complicated because there are really only two types of questions, when have been referred to as OPEN and CLOSED.
I understand Skip’s point but, until you have profound knowledge of why and when to ask what type of question, this process of understanding your prospect(s) or buyer(s) will be any where from tedious to nearly impossible, which does not mean you will not get a deal. It just means you are wasting time, which I believe is your main issue, saving time on what homes you intend to show them.
Having stated that, I must say I also like Jerry Bresser’s approach, especially the critical advice; “memorize that and practice [this technique] five or ten times till you can say it smoothly and start using it with your buyers.”
Here is the issue. Personalities and attitudes govern the way people respond. And, clearly, that means both yours and the prospects … but it is easier to think in terms of and concentrate solely on the prospect, eliminating your needs, wants and desires completely.
Outgoing personalities are more likely to talk freely and tell you what they want, at least to the degree that they already know. Anyone in real estate certainly could use as a beginning the approach REALTOR mentions, there is no issue from this sales trainer’s experience if he/she/they (the prospective buyer) displayed an outgoing nature. If, on the other hand, they did not, and where more taciturn (less talkative) then the example given to start this thread off will not gather much information.
Having stated this as a all-too-quickly-assumed waste of time with the non talkative type, what is wrong with using a question to at least find out how talkative they are? Everything we do helps us gather information, if only the info on what to do next, as I hope this post will begin to help you understand.
Great sales people have several techniques they know intimately, they practice them all the time and can say them easily. And, far more importantly, they know when and where to use them, because that is what they are for; specific instances.
That is why I would learn Jerry Bresser’s approach, for when it is needed.
It is also why I would learn Skip’s various suggested opening questions, for when they are most likely to be effective. For instance Skip suggest using "What have you looked at so far that you've liked?" That clearly would be a VERY EFFECTIVE question to follow if and when the buyer(s) admitted they have been looking at houses “just to see how far our money would go” or words to that effect.
It is also why you must know closed probes, for when open probes are not working (because the person is not talkative and outgoing, but are more taciturn or introverted by nature and therefore you must “pull it out of ‘em!”).
If you want to be as effective as you need to be in sales you need to understand the reasons for asking open and closed questions and, unless you have already gathered information about the personality type you are dealing with that might lead you to believe that you should hone in with your open probe or even start with closed probes, which is rare, then the broader you begin the better. The process of narrowing in follows …
In my case, my personality when I am feeling good is infectious. I am somewhat over the top by nature, a fun loving type you might say. So I might “hand them the magic wand” and ask them to “waive it and tell me what your future house looks like”.
All true pros know that in almost all cases, even when they are dynamic and very outgoing, there are a number of details that must be asked to confirm various things that are said and those that are not. Thus the need to switch to a closed probe once in a while, to confirm you understand something they said may have been a little broad in nature or to even direct the conversation for a moment.
In most selling situations, at least when there is a master sales pro at work, the sales process will flow back and forth from open to closed and back to open. And with each ebb and flow – like a tide – usually one main element/benefit or needed feature of a product or service or even PAIN is uncovered (like their current house is perfect but it doesn’t have ___________) and confirmed as important or not so important to the prospect.
Just to throw even a little more light on the subject, this ebb and flow may even just confirm what is definitely not of interest, like a pool or hot tub, or that you misunderstood them. And this is most effectively done with a very direct closed probe, as in “If I am understanding correctly, you are looking for _________, is that correct?”
Like the old time and proven Benjamin Franklin close, the specific technique well described by Jerry is not – at least in my not too humble opinion – always appropriate. Especially when you have a couple that knows exactly what they want. They are already telling you, without much prompting of any kind. And, when you have prospects like this you are furiously making mental notes (if I can put it that way) and using the broadest possible comments or even just noises, as in; “Uhuh” or “Right” and maybe “Go on!” And this is to stay out of their way and let or encourage them to talk/keep talking.
Heck, you might even find yourself in a situation with a young couple where you have already asked a closed probe such as “How much are you planning to spend?” Then, even though they are very communicative and are telling you everything they think you need to know, you realize that their desires are unreasonable, that they cannot afford such a house, which no doubt Jerry would say was an argument for using his method. And, at this point, if I knew it well, I might. I might also use another way to point out that they may need to be a little more realistic, even turning it into a benefit, like saying something such as “That is where I come in, I am known to be a master at making your budget stretch as far as possible to get more for your money, though you might not be able to buy everything you want, in many cases, I can help you get more value!”
People, this is the profession of selling, right? If this is a buyer, we do not want to loose them to another selling agent, right? Having stated that …
This art, and have no doubt about it being just that, it is learned through years of trial and error and serious study and application. I personally have no issue with you starting out with “Can you describe the home you want to buy?” Or “… find?” Again if you realize they are apt to just tell you or even if you are not sure but be prepared to change tactics if they are not outgoing enough or mature enough to explain their feelings and thoughts. And the change in tactic is something that you may do several times in that interview process …
Remember, I have never sold a home or taught a real estate agent. The point is that sales mastery is the same in all selling professions. In your heart you ought not to be a REAL ESTATE AGENT, STOCK BROKER, LIFE INSURANCE AGENT or FINANCIAL PLANNER, though that is what you tell people. In your very core you are a master sales person or a student well on their way to becoming one.
Can I recommend that you take a basic sales skills course? Not a real estate one but something even more basic … as you need help understanding our profession and the techniques or probing. I can’t recommend such a course because I am out of touch but the PSS model from Xerox would have been a good beginning point for you to start to learn more about probing if it still existed.
And, for God’s sake, learn Jerry’s approach too. And I say this – again without ever having sold a home - because, as a master prober … I believe there are times when it fits perfectly. Good luck and God bless. -Gold Calling
- "What is important to you in your new home?"
- "What type of home do you want?"
- "What are the three most important factors in finding a home that you will love?"
- "What have you looked at so far that you've liked?"
- "How do you want your home to look when you drive up to it?"
- "How do you want your home to feel when your friends come over for the first time?"
- "Everybody has things that want in a new home; But tell me three things you definitely don't want."
- etc.
If you try broad and open-ended questions and they don't work, then you need to narrow down the subject matter. For instance, instead of asking "What type of home do you want?" you could ask "What kind of kitchen would make you happy?"; sometimes reluctant prospects will answer narrower questions (but still open-ended) rather than broader questions.
Good luck! -Skip Anderson