Posts Tagged ‘Finished Home Design Training’

Selling is a journey and not a process or something to be done to or even for people. Selling must be done with people after a connection of trust and confidence is made. When selling is practiced as a process people resist or are reluctant to participate. The connection needed to help, serve and do what’s best for the buyer is lost or never made at all when you are trying to take them through your sales process.

Become The Buyers Guide

To be a successful salesperson you’ll need to sell with people, because selling is a journey…The buyer’s journey or their process. So, the first step in selling is being invited to be the buyer’s guide. To do this you’ll have to connect with them so they feel confident enough to invite you and that requires you to be a likable, trustworthy, expert.

Most people admit that when they go shopping for anything that cost more than a few hundred dollars they’ve already decide to buy…They just want help confirming their decision and a better understanding of what to expect after they buy it.

The Question…Why would the buyer invite you to be their guide on their journey or buying process?

The Answer…Trust and aligned intentions, and they can be achieved by taking the next 7 steps.

1) Be mindful that they choose you to be their guide. It’s not up to you but their decision will be based on your attitude, actions and skills…’your behavior’. Most importantly, all of these are driven by your intentions. Once they do choose you, you’ll have to keep earning their trust and confidence by being a ‘good guide’ that puts their issues before yours. If your intention is to sell them, they won’t trust you enough to allow you to guide them. If your intention is to guide them to what’s best for them…they’ll allow you the privilege of being their guide.

2) How do you know you are the guide…Trust your instincts…Are they following your instructions, advice and direction? Listen, watch and feel for any sign they aren’t moving with you and…

3) When they aren’t moving with you, you have to reconnect…You reconnect by asking what’s wrong or where you got off course to uncover why you lost them and get back on their journey…Why are we not moving in the same direction? Remember it’s about serving people not trying to please them…It’s about their issues and next step, not yours. It’s about their reasons they are buying, not yours.

4) Remember, sometimes you aren’t the right guide for them but that should never be more than 15% to 20% of the time…80% to 85% of the people you have an opportunity to do business with can and will choose you as their guide if you make their ‘why’ they’ll buy, more important than yours (making a sale). Then you can find out if what you’re selling is best for them…the destination where they want to end their journey.

5) It’s imperative to understand you’ll only know their ‘why they’ll buy’ and be able to guide them if you stay connected, so they feel comfortable communicating openly and honestly with you and this happens when you align your intention with theirs…They won’t open up and share if they don’t trust your intentions.

6) Like any guide…it’s your job to safely guide them to the final destination they want. When it isn’t going that way, engage them as to why you aren’t in the same place but remember it’s not your job to choose the destination just guide them to theirs. Remind them you’re there to help them but it’s got to be more than words, it has to be your real intention to help, serve and do what’s best for them or they will feel your insincerity and disconnect.

7) Keep moving in the same direction, stay at the same destination with them until they are ready to move. Buying isn’t always a smooth journey, as we all know, but if you keep coming back to their destination each time it feels like you aren’t connected, then you can help them reach their final destination more often. Make them a customer, not just a sale, and making customers will increase your sales.

By Mike Moore

Buying a new home isn’t as much about real estate or an investment anymore as it is about the new homebuyer’s desire to enhance their lifestyle. So, the Design Center isn’t just about options andFHD A World Class Customer Experience upgrades anymore! It’s about a Homebuilder’s transformation into a New Home Retailer who can meet the personalization desires and deliver the ‘New American Dream’ of living a luxury lifestyle. It’s about understanding today’s ‘new homebuyer’ and delivering the world class customer experience they deserve when making the most important purchase of their life! To do this a homebuilder must start with the customer experience first and work their way backwards. They must focus on the customer first and not the products or process, so they can make the product and process fit the experience instead of making the customer fit the process.

This article addresses subjects near and dear to my heart…Homebuilding, Design Centers, new home personalization and the customer experience. My passion for all of these began when I started working in retail and then moved to the floor covering and interior design industries and continued on to new home sales. I’ve been teaching, training and coaching new Homebuilders and Design Centers  for many years and that led to my co-founding Options Online in 1996 with one of my clients. Options Online became a nationally recognized, award winning, online design center and options operating system. In fact, it was the first of its kind and is still going strong today as Studio Chateau. I also develop Finished Home Design, a series of workshops, seminars and coaching sessions to help Homebuilder and Design Center professionals deliver a world class personalization experience to new homebuyers. I wanted to share the 5 first keys for a Homebuilder and Design Center to stop struggling with options and upgrades and become a successful ‘New Home Retailer’. These 5 keys include 2 Self-Awareness Issues and 3 Mindset Shifts that must be addressed to become a New Home Retailer who does deliver a world class home buying, personalization and customer experience. So here are the first 5 keys…

Self-Awareness Issue #1…You are not a production builder…You build personalized homes on a schedule!

Construction MeetingDo you build production homes? No, you build personalized homes on a schedule, and until a homebuilder gets everyone in their business on this page they will continue to struggle. Homebuilders everywhere just wish options and upgrades would go away. Owners, executives, purchasing, construction, customer service and accounting people in the homebuilding industry struggle with this attitude and will continue to until they realize personalization is a core function of their business. After they acknowledge this is true, they can embrace the changes it causes to their jobs as a vital part of the business, instead of a hassle they wish would go away.

Self-Awareness Issue #2…Most people in the homebuilding industry are ‘used’ homebuyers and do not think like a ‘new’ homebuyer.

How many people in a position of leadership in the homebuilding industry would only shop for and buy a ‘new’ home i stead of a used home? Even if they buy a ‘new’ home they usually get to break all their companies rules for homebuyers to personalize it the way they want it…So, they aren’t really a ’new’ homebuyer, they are a new custom home buyer. I ask because the New Homebuilding Industry, is an industry led by and sold by predominantly ‘used’ homebuyers! Acknowledging this is a beginning that will allow you to start making the changes you’ll need to make to align with your intentions and mindset with the ‘new’ homebuyers who are your customers.

Mindset Shift #1…The vast majority of ‘new’ homebuyers want to buy the latest greatest and want a finished home, not a fixer up or a remodeling project! They’re buying ‘new’ instead of ‘used’ for this reason.

They’re dreaming of the lifestyle their ‘new’ home will allow them to live! Once a homebuilder experiences the first two self-FHD Collageawareness issues they can better understand the mind of a ‘new’ vs ‘used’ homebuyer. When this happens, and works it way through everyone at a homebuilder, then the homebuyer engagement and customer services will start to improve.

There has been lots written and discussed about how Boomers, GenX and Millennial homebuyers are different, but I’ll tell you they’re more similarities than differences when they make the decision to be a ‘new’ homebuyer and not a ‘used’ homebuyer. As new homebuyers they’re more alike than different…It’s more about lifestyle, personalization and their finished home, than it is about their generational differences.

Mindset Shift #2…Personalization is the most attractive thing about a ‘new’ home to the vast majority of ‘new’ homebuyers…So, it’s the most valuable thing you have to sell. Oh, and your standards aren’t fabulous or what a ‘new’ homebuyer wants in their home, and the vast majority don’t want to fix up their home after they move-in.

Personalization and the Design Center experience is the greatest value added service to help a homebuilder sell more homes. Getting new home sales agents to embrace this and not be afraid of the money people will need to invest to personalize their home is vital to their success in selling more new homes today! New home salespeople who embrace and engage ‘new’ homebuyers with a respect and appreciation for the different between ‘used’ homebuyers and ‘new’ homebuyers will be the big winners going forward. Over 80% of ‘new’ homebuyers don’t want to buy a new home ‘fixer upper’ and are willing to invest to make their new home their own personal living space. Engaging ‘new homebuyers’ with this knowledge improves the communication, allows for accurate expectation and makes the experience of buying a new home more enjoyable.

Mindset Shift #3…The Design Center isn’t about options and upgrades, it’s not about products, it’s about a personalized finished home.

First, the Design Center experience is about helping homebuyers design a finished plan for their new home that reflects their personal taste and enhances their lifestyle. Second, the homebuyer will need your help staying focused on why they bought a ‘new’ home instead of a ‘used’ home. Yes, they buy for one reason and then sabotage their own happiness if they aren’t properly assisted and guided by a trained professional with the expertise to truly serve them. However, when this is done correctly, Design Center sales increase, homebuyer satisfaction soars and profits grow!!! The proper customer engagement at the Design Center makes sure the homebuyer’s expectations match the reality of the home they are moving into, and assures they haven’t turned their new home into a new home ‘fixer upper’, unless they’re one of the few who truly wants a ‘new home fixer upper’!

This can only happen when a builder takes the next steps to educate and training all their staff. Everyone must come to acknowledge the first two self-awareness issues and begin accepting the 3 mindsets so they can align their thinking and service to match that of the ‘new’ homebuyer. Then, they can all start working together to deliver the world class customer experience a ‘new’ homebuyer deserves as part of the most expense purchase of their life and a Homebuilder can become a New Home Retailer!

If you want take the next steps in becoming a successful ‘New Home Retailer’ who delivers a world class customer experience, contact me for more information!

By Mike Moore