How to close residential sales more effectively and become a high performing real estate salesman. Part 1
1) Be a good listener: The most important thing about being a good salesman, is to be a good listener. When you make that cold call or you have an incoming call from a prospect, most of you would rush to provide all details, say that this is the best deal in the world, give out the price and also emphasize that the stock is limited and that prices are going up in one week's time. Poof! There goes your sale buddy. You have done slightly better than a website or an information kiosk. And people seldom sign out their home buying cheques to a kiosk. Value the human interface. When you are on that first call, ask the prospect what she/ he is looking for. Why that location? Where does she/ he travel for work? How many people in family? Are there pets? Aging parents? Is there a view or a directional preference? Note these down and ask for a meeting or a call back, when you can get back after considering all these preferences. The moment you have taken out time to hear out a prospect's preferences in detail, you have established an edge!
2) Approach each sale with an open mind: You have a target. You have a particular (or a few) project(s) to sell. The stock that remains is not exactly the best of the lot. We understand that. Let that not bog you down. The more you think about the negativity of your stock, the tougher it will be to sell it. Remember that in the Indian market, it is rare to find apartments that are vacant forever. So, there is a buyer for every apartment. Approach each prospect with an open mind. Never start a sales call with the thought that 'Okay, I am going to pitch this project and these flats to this buyer'. You are not in a position to impose such an important decision on your prospect. In most cases, you will come away with a firm 'No!'. Start easy. Execute Step 1 above thoroughly. See if the requirement and your solutions match. If there is a complete mismatch between the two, apologize and move on. Leave your contact details and request her/ him to call you in the future for any property requirements. Move on. You have not closed a sale. But by having an open mind, you have made a friend!
3) Prepare well for each visit: Each prospect is important. Have everything ready with you when you are meeting your prospect. Remember, you are on the path to closure from the word go. One wrong step and the sale is out of your hand. Do you have the application form? The payment schedule and the sample agreement for sale? Do you have a list of answers to the most common questions? Do you know what the extra charges are apart from the basic apartment cost? The better prepared you are for a sales call, the more the chances are of you walking away with that booking cheque!
4) Keep that brochure in your bag for as long as you can: We have seen real estate sales folks meet a prospect, shake hands and pull out the project brochure and spread it on the table. That is when you loose control and the prospect takes over. You reach a crossroad when the lights are always red. Each question you ask is answered by a 'No' or a 'Maybe'. Each doubt needs to be resolved by you and in some time, you know that the sale is lost. Keep the brochure away for as long as you can. Engage the prospect in a verbal or digital presentation of the project. Make him visualize what his future home can look like and how comfortable and convenient it is going to be for the entire family. Build the excitement. Get to the floor plans and specifications last. That is when you introduce the brochure!
4 more tips to take this tutorial ahead next week. Right here on Indian Real Estate for Dummies!
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