TouchPoint Selling

Oct 24 2008 11:25AM | Permalink | Email this | Comments (0) |
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By Rick Heaston

Things look better. I spent the last week in Las Vegas and Canada. And sales are up. People now seem to be able to sell their current home and able to purchase new homes. It makes me wonder.

Are customers realizing that they have to sell low in order to buy low, and realizing to get a good price they have to give a good price … or is it the market … or something else? 

And by something else … I’m talking about value building.

I still believe that value building is the key to success in today’s market. Think about it. If your customer is going to make a change … they have to believe that they are putting themselves in a better position than their current position. And if that doesn’t really, really happen … they’re not going to make a change. The risk is too high.

All of this leads me to remind you that first, if you have traffic … they’re there for a reason. Second, that if they’re visiting … most of the time they’re going to tell you that they’re just looking. And third that they’re not going to make a high risk decision unless they believe they are going to benefit by their choice.

In the end, it’s all about value. And that doesn’t mean price. I’m astounded when I visit communities and only get something like , “Let me show you our fantastic kitchen … we include Blah … Blah … Blah … and finish by saying, “Wouldn’t you agree, these are beautiful cabinets?”

If everyone is selling that way, how’s a customer going to make a choice? How are they going to differentiate? If you guessed price … you’ve hit the jackpot. Move beyond features and benefits and you’ll hit the jackpot. After all … people are still buying homes … it’s just who’s going to be making the sales.