Video Mystery Shopping: The New Rules of Qualifying
Back in the day, the qualifying process for sales associates basically consisted of two things. First, you had to make sure the prospect had enough money to buy the home, and secondly, you had to find out if they had a house to sell. It was a pretty simple process. Once you had answers to those two questions, you could sell them a home.
My, how things have changed! Today, qualifying your prospects has taken on a whole new meaning! You see, your role has changed and evolved over the years. You are no longer a new home sales associate…you are a new home advisor! Your role is to determine if your product, community, and builder match up with what your prospect is looking for. So, in addition to finding out if they can afford your homes and that they don’t have a home to sell, you have to learn how to qualify on everything!
Also, qualifying used to be something that you did throughout your sales presentation. You might do a little qualifying at the beginning, a bit more in the middle, and even some at the end of your presentation. This has also gone by the wayside. In today’s world, it is imperative that you qualify your prospects at the beginning of your presentation. This is done so as to not waste your time or your prospect’s.
I was in the field last week visiting clients throughout Florida, and every sales person I spoke with said that Qualifying had become the most important aspects of their presentation. For example, I visited one very large community in SW Florida that offered 69 floor plans and 6 different product lines! In addition, because of the uniqueness of the community, people from all over the area stop by just to look at models, take the complimentary boat ride through the community, and eat the free chocolate chip cookies! Needless to say, this is a community that gets a lot of traffic. Add to that, the community is very large and on average a sales presentation can take up to 2 hours.
It didn’t take long for the sales associates to realize that if they were going to invest 2 or more hours of their time with the prospects, it was very important to know they were ready, willing and able buyers! In addition, they also realized that due to the multiple product lines and numerous floor plans, they had to use strong qualifying questions to narrow down the options for the prospects based on their needs and wants. Whew! What a process!
I watched the sales team in action, and was very impressed with how they managed all of this qualifying. In most cases, the sales associate had the prospects sit down and before they began discussing the amenities, product lines, and builder story, they started off by saying: ‘Before we get started, we are going to spend about 20 minutes or so talking to determine your moving motivation and time frame and conclude if this community, product line, and builder are the right match for you. We are going to go over what your needs and wants are, and also what type of lifestyle you live. This will better allow me to narrow down your options.’
Awesome stuff! This line of qualifying and questioning allowed them to determine if the prospect was really interested in moving forward or if they were just there for the free cookies and model tours. In our industry, time is money. It is better to invest the time upfront qualifying your prospects before you play cruise director for 2 hours showing models.