TouchPoint Selling

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?