Video Mystery Shopping: Customize and Personalize – It’s the only way to sell
In July, I had the opportunity to attend The Southeast Building Conference (SEBC) in Orlando. It was great connecting with old friends and sitting in on some excellent educational programs. The one common theme that I heard over and over amongst the speakers was the importance of customizing and personalizing your sales presentation if you want to make the sale.
I have been preaching this to the choir for several years now, so I was happy to hear how mainstream this has become in the home building industry.
At the Rockfest Sales & Marketing Rally, three industry speakers discussed marketing and selling to different groups of people: Women, the over 50 crowd, and Millennials. The information was fascinating! In fact, so fascinating that it made me realize that if you were to try to sell a home to a woman yet used the approach that millennials prefer, there is not a chance in the world it would work! In fact, it would probably backfire in your face!
New home sales associates have to realize that the selling process is not as easy as it once was. You can’t just lead your prospects around the model home, feature dumping about every fixture in the home, and expect them to purchase! No way, you’ve got to get inside their minds…you have to do the work to determine WHAT it is they want, and then build your presentation around that. No two sales presentations are EVER going to be the same. Each is individually crafted and delivered to meet the specific needs, wants and desires of your prospect. If you don’t learn that now, chances are you won’t be selling new homes in the future.
So, what’s the best way to customize and personalize your sales presentation? By asking the right questions in order to get the information you need to create your presentation. I would also recommend doing some research (YES, research) on buying triggers, marketing strategies, and selling techniques of different demographics and cultures. In today’s world, there is no one size fits all.