TouchPoint Selling

Mar 12 2009 9:52AM | Permalink | Email this | Comments (2) |
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By Rick Heaston

As bad as things seem, people are still purchasing homes. Sure, it’s not like it used to be, now it boils down to who is going to get the sale, you or your competition.

In the past, it seemed like there were almost as many buyers as there were builders. And making your numbers was pretty much a forgone conclusion. Now, as you know, that metric has drastically changed.

A few years ago, you and your four competitors might have had four buyers between you. Today, you have one buyer and the winner takes all. The big question is how do you become the winner and not the loser. My answer, as always, is simple. Outsell your competition.

I understand that discounting plays a huge role in the final outcome of a sale, but in most places pricing has normalized. And that brings us back to being a better sales associate than the guy across the street.

I talked today with Carolyn Morrison, Vice President of Operations for Mattamy Homes in Phoenix, and was fascinated by what she had to say. Even in such a difficult market, she was selling homes at a higher price than her competition.

Naturally, Carolyn believes that she delivers a better home than anyone else, but also admitted that there was much more to it than that. The answer for her success focused around her sales people.

Carolyn spends time on site each week as a sales coach and believes that today’s success requires it. With price being such a critical factor, she believes there’s no other way but to outsell her competition. And to outsell her competition, she knows that her associates have to be on top of their game.

I’m sure I’m not telling you anything you don’t know, but let me say it a different way:

Today’s game is not about advertising, marketing, scheduling, or land position. Today’s game is all about selling. There are a lot of builders and not many buyers … and that means it’s all about you!

And ss Carolyn says, “Your success or failure is all wrapped around the one on one experience you have with your customer.”