TouchPoint Selling

Mar 20 2009 2:13PM | Permalink | Email this | Comments (0) |
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By Rick Heaston

Details are important, now more than ever before. A recent visit to Texas convinced me my statement is true. After visiting a few different builders, I had to say to myself, “Geez, who’d want to buy a home from these guys”? Which prompts another question.

How easy is it to do business with you? In other words, is it easy to work with you and buy a home, or are there roadblocks that make it a hassle to shop and purchase from you?

I know your instant answer would be, “I’m easy to work with and it’s easy to buy from my company.” But is that the case? I’m going to “toss” you a few questions and let you be the judge. Here goes.

• How easy or hard is it to fill out your registration card? Is it a mile long? And is it information you really need in the first five minutes?
• Are your qualifying questions the same questions that you ask on your registration card?
• What about you, do your qualifying questions benefit you or your customer?
• Is your price sheet easy to read, or does it contain too much information (because you priced every elevation for every plan)?
• Does your feature sheet make it easy for your customer to compare and locate specific items, or is it three or four massive lists with a point size too small to read?
• Are your floorplans proportionate to each other, or are they hard to compare because you tried to fit each plan on one page?
• Is your sales process designed to help your customer compare and buy, or it designed to help you to gather information, present and close?
• And so on

What am I suggesting? Simple. Walk yourself through your own sales process – step by step – and take a look from your customer’s point of view. You might be surprised what you find.