When customers are chasing the unicorn (perfect house), their only options are to keep chasing or to compromise. It’s your job to get them to identify their non-negotiables and then to move forward on the home that is closest to what they’re looking for. It’s about getting people to make decisions that allow them to live life to the fullest right now.
To end the unicorn chase, use the funnel approach (rather than the shotgun approach):
The shotgun approach: “Here are five houses, which do you like best?” We feel like we have to show them everything, but it’s too ambiguous and ends with frustrated buyers!
The funnel approach: You find out what they they’re looking for, show the closest thing to it and have an interactive experience as you show the home. After that, you find out where they’re at and start funneling them toward a solution.
Don’t let them pull you into chasing the non-existent home that has every single aspect of what they’ve liked along the way. When you’ve shown them the home that is closest to their needs, stop.
Even if they say they’d like to see another floor plan, there’s nothing wrong with taking the reigns and saying, “You mentioned that x feature is important to you. If that’s still the case, the floor plan you want to see doesn’t have that. In looking out for your best interest, I’d rather keep you focused on the homes that fit the criteria you’re looking for.”
Keep it simple!
Here’s to earning what you’re worth!
Contributed by Jason Forrest, new home sales trainer/coach
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 builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change. Learn about our new home sales training programs at http://www.forrestperformancegroup.com.