You may not think you do it, but in new home sales, whenever you talk negatively about your competitors, it can come across like trash talk. And that only hurts you because:
1. It wastes energy:
Whenever you spend time focusing more on the competition’s flaws than on your strengths, you are wasting your time and energy. Talking about why they shouldn’t buy from someone else brings the atmosphere down. On the other hand, focusing on why they need to buy from you brings the energy and enthusiasm up.
2. Trash talk counteracts your prospect’s motivation and hope:
Buying a new home is a big decision and buyers need to feel certainty in order to move forward. If they leave you with a vague feeling of negativity, then they will attach that feeling to the overall decision. They may not even understand where it came from, but if people leave your sales office saying they just didn’t have a good vibe, they’ll go right around the corner to a competitor.
3. The Law of Persuasion works against you:
Coming across as defensive ends up making the customer wonder why you’re so worried about the competitor, giving that competitor the edge. Your prospect thinks, “Wow, Mr. Sales Pro was really worried about Brand X, I better go find out why the other builder is so special.”
You’ve got enough working against you–don’t add your own trash talk! The solution? Just know every single reason why you rock and why people choose you. And talk about that.
Here’s to earning what you’re worth!
JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
ABOUT FORREST PERFORMANCE GROUP
Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.