Video Mystery Shopping: Getting to Know You – It’s all about Discovery!
In Chapter 3 of my new book ‘They Said What??!! Behind the Scenes of 25,000 Video Mystery Shops’, I write about the importance of getting to know your prospects. This is called the Discovery Process. It gives you the opportunity to ask questions and get input to match the right home to the right person.
The Discovery questions are vital in understanding moving motivation, size of family, time frame, preferences, how long customers have been looking, what other builders they’ve looked at and liked, etc.
The goal of Discovery is to be a true new home sales counselor and ASK questions to understand the customer’s situation, wants, and needs. Sounds pretty simple, right? WRONG.
You would not believe the number of video shops I have watched where the sales associates almost seem to ‘CRINGE’ when it comes to asking questions! When I have asked sales associates why they don’t ask questions, their response is often that they don’t want to seem nosey. Really? How else are you going to find out what is important to your prospect if you don’t ASK questions? Telepathy?? It’s not like you are asking them personal information about their religious beliefs, political affiliations or sexual preferences! You are asking valid questions in order to be able to HELP them in the home buying process.
If you look at most professions there is a fair amount of questioning and discovery that goes along during the process. If you don’t ask the questions, you can’t solve the problem. Can you imagine going to a doctor’s office, sitting in the examining room and having your doctor walk in and immediately start prescribing meds to you? Of course not, the first thing the doctor (or nurse) is going to do is ask you questions about how you are feeling. This allows them to understand what is wrong and then offer a remedy.
To be a successful new home sales person, it is imperative to MASTER the Discovery part of the sales process. Here’s a tip from my book: In the Discovery process, take the time to carefully and cautiously dig a little deeper with each question you ask. You’ll be surprised how easily people will open up to you when they feel you’re genuinely interested in them. Another idea is to use a clipboard, tablet, or something to takes notes on your tour. Nothing screams “I’m important’ more than writing down what your customer is saying.