Video Mystery Shopping Tip: The Power of Product Knowledge!
Last week I was watching several Video Mystery Shops and I was stunned by the lack of product knowledge that some new home sales people exhibit. The fact is, in order to be really successful in sales; you have to be passionate about what you are selling. In order to be passionate about what you are selling; you must be confident in your sales presentation. In order to be confident in your sales presentation; you must have extensive product knowledge. It all begins with you! You must become the product expert!
When you become the product expert, you create a high comfort level with your prospects. They TRUST you because you have the answers. For most people, buying a home is the single largest purchase they will ever make. And they are looking for an expert to guide and lead them through the process, and that my friend, is YOU!
A few years ago, I was in the market for a new computer. Now, I consider myself somewhat techie, but I don’t have a clue about the inner-workings of the latest and greatest products that are out there. I needed some ‘expert advice’. SO, off I went to Best Buy to get my information so I could make a smart buying decision. Salesperson Sam greeted me, and after I explained what I was looking for, he led me to the computer section of the store and *showed* them to me. I started asking him questions about the capabilities of the different machines, and which one would work best for me and my business. He got a blank look on his face, as if I had just asked him to recite the Greek alphabet….backwards. It became PAINFULLY clear he did NOT have a clue about his product!
Thankfully, Salesperson Sarah came to his rescue! Sarah explained to me the advantages, benefits and capabilities of each machine; she discussed the operating systems, memory capabilities, and everything else under the sun that pertained to each computer. By the end of the presentation, I was ready to *drink the kool-aid*! Sarah was my HERO! I confidently purchased my computer from her and never had a moment’s regret!
So, how do YOU get the product knowledge that you need to be an expert in the new home sales industry? Here are four easy tips!
- Spend time with your community builder! Ask him (or her) questions as if you were the buyer. It is important that you understand the entire construction process, the types of materials and products that go into building your new homes. Your clients are counting on YOU to be their resource during the entire building process!
- Scripts /role play. Create a notebook that includes all the features and benefits of your homes. Write down information about each feature and why it is unique and important to your prospects. Practice with your peers, your sales manager, or even with your dog! Just be sure to practice.
- Spend some time in your design center with a design consultant. Ask them to go over different options and selections with you.
- Know your competition! One way to help you learn more about your product is to know about your competition’s product. This will allow you to point out differences and unique selling points that make your new homes the superior choice!
There is no excuse for NOT knowing everything about your product. Your prospects and clients will quickly be able to tell if you don’t know what you are talking about. Trust me! Last time I was at Best Buy, I noticed poor Salesperson Sam was no longer working there…….rumor has it he took at job at MacDonald’s…..I guess he figured out it would be easier to gain product knowledge about Big Macs instead of Mac Computers!