Video Mystery Shopping Tip: Need a Secret Sales Weapon? Sell Your Builder!
What makes one new home builder better than another new home builder? I mean, really, aren’t they all about the same? They use the same types of building materials, they typically offer new homes in similar price ranges at a similar square footage, and most builders have some type of warranty or guarantee to back up their product, right? So, what is the big deal about telling your new home prospects your builder’s story?
Well, for starters, your builder’s story is your secret sales weapon! Think about it, your builder is your brand! OF COURSE you want to tell your prospects all about your builder!
Face it, not all new home builders are created equally! Let me give you a non-industry related example: when you need to go to the grocery store, how do you select the store where you will shop? After all, most grocery stores offer the same selection of canned food, produce, meats and other products, right? WRONG? My guess is that you will go to a specific grocery store because of its ‘brand’. You trust the brand! You like the brand! You are loyal to the brand!
There is a reason that Publix is the dominating grocery store chain in Florida and there is a reason Winn Dixie is closing stores quicker than you can say ‘The Beef People’. It’s all about the brand and what that brand represents to people.
By selling your builder you not only gain credibility and trust with your prospects, you are able to affiliate yourself with a brand that is much bigger than you are alone! So, why do some sales people have a difficult time selling their builder? My guess is they don’t really know how to do it properly without sounding like they are reciting a speech they memorized for ninth grade graduation. Your builder’s story needs to come naturally and not in the form of a Shakespearean soliloquy! Here are a couple of tips to get you started!
Three Tips to Selling your Builder:
- Always ask your prospects ‘what is important to you’ in a new home builder? This takes the pressure off of you and allows you to get some very valuable information from your buyer! Once they answer the question, you can build your builder’s story (no pun intended) to address these items. If, for example, quality construction is a hot button, adapt your presentation to include information about why YOUR builder offers the best quality construction in town!
- Use the pronoun ‘WE’ when talking about your builder. It isn’t an ‘us vs. them’ scenario. I can’t tell you how many times in video shops I hear new home sales people saying: ‘Well, I can always ask them if that change can be made’. Remember, you on the same team as your builder. Use this to your advantage.
- Do your homework – KNOW your Builder’s Story! Know who the key players are (by name), know when they opened for business, how many homes they sell each year, how many communities they build in, and what sets them builder apart from the rest! What is your builder’s USP (Unique Selling Proposition)? If you need help, call your marketing or sales manager.
- Practice – do some role-playing with other sales team members. Sales Managers – you may want to make this a focus of an upcoming sales meeting. The more comfortable you are in your delivery, the better you become in your sales presentation!
We all know that in sales, in order to really be successful, you’ve got to believe in the product or service you are selling. In new home sales, that product is your builder! Make it your secret sales weapon!