Nov 13 2008 3:43PM | Permalink | Email this | Comments (2) |

Let me give you something to ponder. What would happen if … when a customer arrived at your community … they would honestly answer any question that you asked? In other words, you could have any information that that you wanted … and as much as you wanted. What questions would you ask?

Would you ask the same ones you ask now? Or would you ask something different? Or would it be a mix of new and old? In addition, when would you ask them? Would your interview questions be all “up front” … spaced out as your customer tours your models … or after they’ve seen what you have to offer? Lot’s to think about huh?

I know you’d ask all of the old favorites … you know what I mean … “Is this your first visit” … “What brings you out” … “What size ...Read More

Nov 6 2008 12:24PM | Permalink | Email this | Comments (0) |

Some things change and some don’t. On one hand, we still seem to be in a “holding pattern” … and on the other hand, there are people still buying homes. Sure, the numbers aren’t anywhere near like they were before, but there are still people buying homes. To me, that’s an opportunity.

It’s a market share opportunity. If there are five builders and one buyer, one builder is going to gain market share and four are not. This reality leads me to my point. Who is going to win?

In the past it was the person that could provide the biggest discount or best incentive package. Today, that’s still true to some extent, but discounts are starting to equalize. Builders are getting better at keeping track of competitive pricing. And, at the same time, becoming more realistic about what they have to do to make a sale. Whi...Read More

Oct 24 2008 11:25AM | Permalink | Email this | Comments (0) |

Things look better. I spent the last week in Las Vegas and Canada. And sales are up. People now seem to be able to sell their current home and able to purchase new homes. It makes me wonder.

Are customers realizing that they have to sell low in order to buy low, and realizing to get a good price they have to give a good price … or is it the market … or something else? 

And by something else … I’m talking about value building.

I still believe that value building is the key to success in today’s market. Think about it. If your customer is going to make a change … they have to believe that they are putting themselves in a better position than their current position. And if that doesn’t really, really happen … they’re not going to make a change. The risk is too high.

...Read More

Oct 14 2008 8:12AM | Permalink | Email this | Comments (1) |

I talked with a friend in Houston today. His name is Wayne Green and he had some interesting things to say. Things that caused me to revisit the current situation in our industry and how we do business. Mostly our thoughts about selling and making sales.

First, let’s start with attitude. Wayne insists it’s more than having best discount … it’s having the right attitude. In other words, it’s ignoring the sales associates that are “crying the blues”. You know what I mean.

How many times have you heard other sales people talking about how bad things are? And about how hard it is to get someone to buy … how hard it is to get them qualified … or what a problem it is to get them closed? This “buzz” not only gets you to a “place’ where it’s hard to sell … it affects you...Read More

Oct 9 2008 10:25AM | Permalink | Email this | Comments (0) |

I spent time talking to Realtors around the country and was a bit surprised with what they had to say. And it’s seems they all have the same problem … emails.

It’s not that they’re getting them … it’s what they contain that’s wearing them out. It wasn’t uncommon to hear them say, “I’m getting well over one hundred emails a day soliciting my business. And I just don’t have time to read them all. And unless they quickly get my attention I delete them before I waste time opening them … reading them … only to find out I’m not interested.”

When I asked which ones got their attention, their answer was simple. They said that the emails that get their attention are the ones that they can quickly (without opening) understand … and contain the following subject info...Read More

Aug 12 2008 8:27AM | Permalink | Email this | Comments (2) |

I’m noticing that sales people around the country are becoming more and more focused on “selling’ … than they are on “making a sale”. Selling is all about you … whereas making a sale involves you and your customer.

Sure … I know that you’re asking them what they’re looking for … but that’s not what I’m talking about. Today’s customers have too many choices … are too knowledgeable … and are too sales savvy to be sold like the “old days”. And the truth be known … are tired of your feature and benefit presentations.

To be successful in today’s market you need to understand how your customer shops … makes decisions and finally feels comfortable enough to move forward. And until you understand what they encounter along the way,...Read More

Jun 9 2008 12:13PM | Permalink | Email this | Comments (1) |

It's amazing how much I hear about going back to "The basics." Back to the “blocking and tackling of selling”, some say. Others call it, “The fundamentals”. I call it “Crazy”. And for good reason. Look at what’s happening in the world today … and all of the things that have changed:

• The housing market has changed
• Incentives have changed
• Management philosophies have changed
• The stock prices have changed
• Interest rates have changed
• Land prices have changed
• And most of all … customers have changed

We’re living in a world of inconsistancy… one that’s evolving and reinventing itself nearly everyday. And we’re talking about going back to the fundamentals or basics of selling? Who thoug...Read More

May 23 2008 8:06AM | Permalink | Email this | Comments (1) |

First of all, I welcome the comments from Bob Schultz and Tom Richey. After all, how can our industry improve and grow without debate? And no matter whether we agree or not, the three of us are interested in selling more homes.

While I agree with Bob, smoking … improper dress … and being late is a problem in our industry, it’s more of a hiring problem than anything else. And if that’s the type of people that we’re used to hiring, we’re in trouble before we’ve even get started.

But let me get back on track. Closing seems to be the issue we’re debating. Do I have a problem with closing … No! Closing is essential to selling.

My issue is much larger. My point is that we need to...Read More

Apr 30 2008 12:57PM | Permalink | Email this | Comments (0) |

I was listening to a sports talk show today and heard one of the hosts, Alfred Williams, talk about a quote he heard during his Super Bowl days with the Broncos. And based on how the Nuggets did against the Lakers ... heard it again in the last few days. It went something like this:

The athlete that plays the hardest ... the longest ... usually wins.

The more that I thought about this simple sentence, the more profound I thought it was. The athlete that plays the hardest ... the longest ... usually wins. How much closer to the truth can you get? It made me think, but it really made me think of how it applies to business.

Picture what happens when you substitute “Sales Person” for “Athlete” and “Sell” for “Plays”. It should cause you pause for a moment and reflect. Here’s how it...Read More

Apr 28 2008 11:16AM | Permalink | Email this | Comments (2) |

I came across an article in a major newspaper in one of our major cities ... which I’ll leave nameless to protect the innocent. In any case, it doesn’t matter anyway, because what you’ll read about is the same everywhere. Matter of fact, I believe it addresses the “state of selling” in today’s homebuilding industry. Here it is:

Buyer’s Lost as Builders Botch “Hello”
By Al Lewis

Jen Gordy wants to buy a new home.

She’s gone from one construction site to the next, popping into sales offices and touring model homes. Mostly she’s been ignored.

Sometimes she can’t even find the sales office, and when she does, there is often not a sales person to be found. And when an actual salesperson is in the sales office, he or she is on the phone. ...Read More

Apr 21 2008 8:40AM | Permalink | Email this | Comments (0) |

How can so many people be seduced into believing that “closing” is what causes a sale? I think I know. It’s the lure of the reward. If you want a fancy name, psychologists sometimes call it the “recent reward syndrome”. Let me explain.

What’s the best way to get Clarence, the family dog, to do a new trick? Don’t you say, “Sit”, push his butt down and give him a treat? And don’t you repeat this sequence over and over until Clarence sits by himself? Of course you do. You’re just as smart as any of the famous animal trainers ... and you know that a quick reward guarantees a quick response. You know that Clarence’s behavior was influenced by the reward.

Well, guess what? You’re no different than Clarence. Your behavior is influenced by the reward too. Let me show you what I mean. ...Read More

Apr 8 2008 10:12AM | Permalink | Email this | Comments (0) |

When the word “appointment” comes up, I usually cringe. If I’ve heard the question once, I’ve heard it a hundred times, “Did you ask for an appointment?” Which seems to be the only question managers are asking these days.

Some companies even organize a weekly or monthly meeting that is devoted to phoning prospects. You know the type I mean, the ones where you’re told to report to the main office after work ... bring all of your registration cards ... we’ll furnish the pizza ... and you’ll do a “phone a thon”.

These “phone a thons” are getting so organized that there’s even contests, with prizes awarded for the most success. And in the end, a “good” time was had by all. Your manager says to him or herself, “See, all you have to do is ask, and you’ll...Read More

Mar 18 2008 3:04PM | Permalink | Email this | Comments (4) |

Some time ago I read an article in the Harvard Business Journal. From what I see in the field, I believe it’s time to get it out ... and dust it off again.

For the first time in quite a while I’m noticing that managers are “sticking” with the cards they were dealt. In other words, sticking with the people they already have. And that’s not a problem if you already have they best staff in town. But I’m sure that’s hardly the case. Which leads me to a question.

What happens if you don’t have the best sales staff in town? And what happens if you combine a lackluster staff with a tough market. You don’t have to be a genius to know that it’s a recipe for disaster. Even so, I might have an answer.

Have you ever heard of the ED formula? It’s a good way to evaluate your people and g...Read More

Mar 6 2008 7:05AM | Permalink | Email this | Comments (7) |

I visited a sales office in Austin the other day. Never mind the builder ... the name isn’t important any way. It’s my story that’s important. Here goes.

I arrived at the sales office an hour or so after they opened. And even before I could get to the plat table, I received the usual greeting, “Hello. Is this you’re first visit?” Which was followed by, “What brings you out today?” And it went downhill from there.

Next, I was asked all of the usual questions. Yes, the same ones that everyone in the business uses:

Are you working with a Realtor? 
Do you live in the area?
Why are you thinking about a change?
Do you have a home to sell?
What size home are you looking for?
How soon are you looking to change?
Do you ha...Read More

Feb 29 2008 8:30AM | Permalink | Email this | Comments (2) |

How does that old saying go, “The definition of stupid is continuing to do the same thing and expecting different results.” As cruel as it might sound, I believe our industry is stuck in this proverb. Continuing to use the same sales process and expecting different results. Let me explain.

How long have you used the sales process that you’re currently using? Yes, I know it’s evolved a bit ... more emphasis on the customer and more emphasis on “needs based” questions ... but that’s not my point. It’s the same variation of “Discover the Hot Button” ... “Present to the Hot Button” ... and “Close to the Hot Button” we used ten, fifteen ... even twenty years ago.

“Hot Button” selling might have been all right then, but it clearly doesn’t work in today’s...Read More