For example, I took a friend to the Colonial Country Club, where I am a member. It’s a fantastic place, but the salesperson just showed my friend around with an attitude like, “Here’s the club. We’re great. Let us know if you’re interested.”
So I sold my friend by telling him about the return on his investment. I helped him crunch numbers and see the benefit of using their pool versus installing one in his backyard. They weren’t the ones saying it to him. I was. And it really ticked me off.
I will always maintain that people want to be led in the areas they are not experts. There are a lot of directions they could go and without you, it’s easy to get confused. If we, as sales professionals, don’t do lead, we’re doing them a disservice.
This post was inspired by an article on the Wall Street Journal called To Increase Revenue, Stop Selling. I disagree wholeheartedly with the sentiment and it has inspired another post as well as an upcoming article on Avid. Stay tuned.
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.