Marketing Matters
Build an Educated Sales Force
by Ken Peterson
Many of us have educational goals. Maybe we've decided to obtain a four-year college degree or beyond, a vocational diploma or even a certificate from a seminar. Regardless of accredited credentials, however, many professionals-including sales folks-have stopped learning.
You may be thinking, "Well that's not true of me; I'm constantly learning." But are you really applying yourself 100 percent to the art of sales? Are you demonstrating to management that you look over every aspect of your community and make informed decisions leading to more sales and satisfied customers?
Standard sales training programs cover the usual suspects: greeting guests, showcasing homes and walking through actual closings. But we can discover effective ways to provide staff members with the advanced tools they need to become educated sales professionals at their individual communities.
Most of us know and understand how people decide to purchase a home: Buyers make the decision with emotions and defend it logically after the decision. The goal of salespeople is to use their knowledge to educate customers as to why their offerings are the best. They must furnish sound solutions based on the clients' personal emotions and then support them with pure logic. How is this done?
To accomplish this goal, sales team members will need to concentrate on six areas: the salesperson, the city, the community, the builder, the plan and the home sites.
The Salesperson
One of the most important aspects of sales is building a relationship with your customer. It is imperative that you constantly work on your interpersonal skills to ensure you can effectively get to know and like your customers. There are many books to read and seminars that can help you accomplish this goal. And don't forget the significance of your appearance.
People will judge you in the first 15 seconds they lay eyes upon you, so get up from behind your desk and make them feel welcome. In today's selling environment, it is essential to focus on conversational and relationship selling by asking probing questions about your customer's needs, wants and motivations. When your customer is providing you with information-listen!
Your City
Many motives drive your customer's decision to move, and the old chestnut, "location, location, location" remains critical. The first of these three "locations" is the city, then the neighborhood, and then the home site. An educated sales professional knows all the details of the city in which they sell. These are just a few key areas on which you should be knowledgeable:
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traffic corridors (present and future)
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zoning (current and proposed)
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shopping centers
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local sporting events
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schools (private and public),
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places of worship
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public transportation
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local government
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entertainment
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recreational areas
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hospitals
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employment sectors
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cultural venues
You should be able to articulate approximate drive times to these locations as well.
Your Community
The second "location" is your community, or neighborhood. Whether you are in a standalone community or part of a master planned neighborhood, sales professionals need to invest the time to educate themselves on all aspects the community.
Of course, you must know the obvious amenities such as the entry monument sign, open space, parks, lakes, walking trails, pools, sports clubs and activities centers. But you also should possess a clear understanding of your public report, CC&Rs, landscape guidelines, architectural guidelines, community design (grid layout or curvilinear streets), utility providers and HOA fees. Having this information at your fingertips makes you an invaluable resource for your customer.
Your Builder
From a customer's perspective, peace of mind about the builder is paramount. It is nice to boast about the number of homes a certain builder has constructed, how many years in the business and number of design awards won. But to the customer, what really matters most is how well the homes are built, whether the builder stands behind them and whether they provide excellent customer service.
If you are a builder, your first goal when telling your story should be to demonstrate how well you will take care of your homeowners. Providing prospective buyers with insight into your history, brand, commitment and philanthropic activities are a wonderful way to align company values with your customers' personal values.
Additionally, you need to share what differentiates your company from the competition. There are a myriad of items from which to choose, everything from energy efficiency to style of construction. However, you need to select the aspects you feel set you apart from everyone else, including resale homes.
The Plan
We all know the unique selling advantages of pitching your floor plans' features and the benefits, so I'll spare you the details by simply stating the educated sales professional knows how to demonstrate a home. I can crystallize this process with a golden example given to me early in my career: Showcase your home to a customer in the same way you would demonstrate it to your best friend. Already, you might be thinking, "I know my friend and would only demonstrate the features and benefits that are important to her." Exactly! Get to know your customers so you can highlight those facets they are seeking in a new home. It is your role to provide your customers with solutions by listening to them and presenting them with relevant elements your homes offer.
The Home Site
The third "location" is your home site. The educated sales professional is constantly monitoring the many nuances that affect every home site within your community. Concerns include the building envelope, lot adjacency restrictions, lot coverage, public utility easements for front, rear and side yards, visibility site triangle, height restrictions, orientation, sun exposure, common areas, utility location, curb cut, retaining walls, grading and drainage, soil condition, view fencing, pool codes and backyard dimensions.
Many of these will have an impact on your customer's decision to purchase and may affect the type of home that can be constructed. Knowing this information in advance can mitigate any buyer concerns down the road. In addition, all home sites are unique, and you should know the advantages of each.
Members of a smart sales force are in control of setting themselves apart from all other sales teams in the industry. They make a decision to dedicate themselves to continued education, proving their value to sales management and ensuring that they can make informed decisions and, ultimately, hold the title of an educated sales professional.
Ken Peterson is Vice President of Sales and Marketing for Shea Homes.
