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Wednesday, June 13, 2007
Price or Value?
Jun 13 2007 7:50AM | Permalink | Email this | Comments (2) |
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Not long ago I had the opportunity to shop a bunch of sales people. Matter of fact, I wrote about it in GIANTS magazine. I was everywhere from California to Florida … and from Denver to Phoenix. And the thing that surprised me most was how … no … “what” sales people were trying to sell.
Associates seemed more interested in “selling” me their incentives and discounts … than they were on “selling” me their homes and communities. And to tell you the truth … they pretty much failed at both. Let me tell you why.
Today’s customer is different than they were five to ten years ago. And in addition to being more informed … they’re:
• More Knowledgeable
• Have less time
• Are less trusting
• Less tolerant
• And are more demanding
And if all of this isn’t enough … today’s customer is more confused than they’ve been in years. Think about it. Here they are trying to make the biggest decision of their lives and they have choice … after choice … after choice. Matter of fact … they have more choices than ever before.
So how would you expect them to make a decision … especially when all of the choices look pretty much the same? In other words … what are they suppose to do if your community … your homes … and your sales process isn’t much different than your competition? Give up? The answer is simple … they’d choose the lowest price. Which leads me to my last question.
If your “selling” price and incentives … is there any reason your customer should be interested in anything else?
Reader Comments
at 6/28/2007 3:14:46 PM, Tim Testa said:
I totally agree with Rick`s assessment. Buyers today have so many choices and ways to gather information. Unfortunately some things never change, that is, new home sales people typically give buyers their price list, inventory list, discuss incentives without building trust and a relationship with the customer. How could they possibly know what is a good fit for the buyer?
at 8/29/2007 11:57:49 AM, Bill Orton said:
I adhere to the philosophy of "just ask". Sales people are "trained" to follow the "track" and do things in a memorized fashion - like asking questions in order - that they fail to listen to the answer and don't even bother to ask...."what are you looking for?" "why are you moving?" "are you shopping for a new home or a deal?"











