Nov 16 2007 8:08AM | Permalink | Email this | Comments (0) |
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Yesterday I talked about one of the fundamental rules in selling.  It’s a rule that’s universal in terms of the relationship between a builder and their customer.  Here it is: 

Everything that touches a customer is the result of a process.

Which, as I said before, really means that, “Everything that a customer experiences is the result of a process.”   Think about it.  We work and work and work to improve our processes.  And what for?  You guessed it.  To improve our customer’s experience.

Matter of fact, we’re into our customer’s experience so much that we’ll brag about it to about anyone that will listen.  And sometimes on a daily basis.   Let me explain.  When we do a mailer … run an advertisement … or print a flyer … what do we talk about?  If you can’t guess … here’s the list.

We brag about our:

Financing … Mortgage Process
Design … Design Process
Quality … Production Process
Satisfaction … Service Process 

And that’s just for starters.  We talk about our communities … our amenities … and our orientations on top of that.  Which brings me to an interesting question. 

What do all of these processes have in common?  Let me answer.  They all happen after the sale!  And since they all happen after they sale  … it makes them nothing more than “claims” our customers may or may not believe.

But on the other side of the fence, what’s the only process that happens before the sale?  Bingo … the sales process.  And since that’s true … it makes your sales process the validation point to prove your claims are true. 

Isn’t it about time we upgrade and improve our sales process?  More food for thought.