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 (1) |

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 (1) |

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 (3) |

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 (0) |

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

Feb 21 2008 7:16AM | Permalink | Email this | Comments (0) |

I’ve had an interesting question from a sales person in Tennessee. And what a good question it was. It went something like this:

What do you do if anything ... especially in today’s market … to get a customer to stop shopping and start buying? In other words, how do you get them to say, “Yes, this is my best decision, let’s do it”. The answer might be easier that you think.

To begin … as a great sales person ... you need to understand more about how your customer “makes decisions” ... than you need to understand about “how to sell”. Most sales people know how to sell. After all, that’s what sales training is all about. But most don’t know how customers make decisions. Which makes my next question very simple.

How many sales people really understand a customer...Read More

Feb 6 2008 1:22PM | Permalink | Email this | Comments (0) |

I’m hearing interesting things in the field.  I’ve visited customers in Texas … California … Nevada … Ohio … and Florida in the last few weeks and hear the same thing from each of them.

The quality of their traffic is much … much better.  Yes, sales aren’t there yet … but people are willing, even if they aren’t able.  Seems like the same old reason … they can’t sell their current home.

All in all … it’s a start.

Feb 1 2008 8:53AM | Permalink | Email this | Comments (3) |

I just got done reviewing a shopping report for a customer out West. I was shocked … No I was astounded. It kind-of ties in with my last blog. Not what I intended to write about … but I can’t help myself.

In my last episode, I talked about the differences between a “large sale” and a “small sale”. Matter of fact here’s what I said:

I’ve talked to too many customers and visited with too many sales people, The results are in. What worked then … doesn’t work now. The market has changed and so have your customers. And why shouldn’t they?

You didn’t need to do much selling over the last five to ten years? Your customers took care of everything. All you had to do is have product … and you had a good chance of making the sale. Now times have changed. ...Read More

Jan 29 2008 9:52AM | Permalink | Email this | Comments (0) |

I’ve talked to too many customers and visited with too many sales people, The results are in. What worked then … doesn’t work now. The market has changed and so have your customers. And why shouldn’t they?

You didn’t need to do much selling over the last five to ten years? Your customers took care of everything. All you had to do is have product … and you had a good chance of making the sale. Now times have changed.

What worked a few years ago doesn’t work now. And for a reason … a real good reason. Customers have changed how they shop and make their final decision. And because of that … builders are suffering. Which means builders are beginning to realize that their way of selling … maybe isn’t the best.

Now more than ever before, builders are starting to realize tha...Read More

Jan 15 2008 7:00AM | Permalink | Email this | Comments (1) |

I had someone post a comment from my last blog. It really got me thinking. Thinking back to my “previous life” …. life on the “homebuilding side of the business”. Here’s what happened.

I wrote about conversion rates … and discussed a conversation I had with a manager friend in Phoenix. My friend talked about how he believed that the key to today’s market was conversion rates. Matter of fact, what I wrote went something like this:

A friend of mine believes that today’s market is all about the associate that does the best job in terms of selling. And not about the one that does the best job in terms of discounting. After all, everyone’s discounting these days … and everyone’s discounts are about the same.

My friend also poses one more question. If today&rsq...Read More

Jan 8 2008 6:55AM | Permalink | Email this | Comments (2) |

On my last blog I discussed the importance of conversion rates. Specifically, I talked about how my manager friend in Phoenix believes that today’s market it’s all about the associate that does the best job in terms of selling. And not about the one that does the best job in terms of discounting. After all, everyone’s discounting these days … and everyone’s discounts are about the same.

My friend also poses one more question. If today’s market is all about conversion rates … why are we satisfied with what we are currently doing? And why don’t we think we can get better?

He continues by asking if six percent is what we are used to … why don’t we believe we can convert ten to twelve percent of our traf...Read More

Jan 7 2008 6:58AM | Permalink | Email this | Comments (0) |

I just met with friend who’s a manager in one of America’s toughest markets. Phoenix, to be specific. He said something I’ve been trying to say for months … but was able to instantly say it better. And not only did he say it better, he said in a way that made it instantly easier to understand. Here’s what he said.

“Today’s market isn’t about advertising or marketing techniques that used to work. Today, it’s about doing things different … it’s about conversion rates”.

...Read More

Jan 4 2008 9:41AM | Permalink | Email this | Comments (1) |

I’ve got a question for you. It’s a different kind of question … but still relevant as far as today’s market. Especially for someone selling new homes. Matter of fact, it might give you some good ideas, And more than that, it’ll help you be more successful. Here goes:

Why does a gambler keep gambling?

An easy question … with an easy answer. Gamblers keep gambling because they always believe that they are going to “hit it big” on the very next draw. And if they don’t … it doesn’t matter, because they still believe it’s going to happen. And that leads me to my next question:

Why do home shoppers keep shopping?

Again, an easy question … with an easy answer. Home shoppers keep shopping because they always believe that they are ...Read More