“Objections are simply unanswered questions in the minds of your prospects.”
SUMMARY: Increasing closing rates (while reducing canceled contracts or “CANS”) within the New Home market is the Holy Grail for all home builder’s sales agents. Here’s a script that can make this happen for you … and all it takes is asking your prospects two simple questions.
As a national sales trainer for new home builders, I’m continually amazed when the builder’s sales agents blindly adopt the role of a mundane salesperson instead of a trusted advisor.
Research shows that people decide within seconds of meeting someone whether they’re trustworthy or not.
In fact, social psychologists studying first impressions tell us that people immediately ask themselves two questions when meeting someone new:
- Can I trust this person?
- Can I respect this person?
One of the techniques I share with my clients is the “2-Question Interview” … and when I started using it, I increased my close rate by over 200%!
After the initial “Meet and Greet” sequence, most sales reps slide into a sales pitch which generally begins with the same lame phrases “So, what brought you here today?”, or “So, ya’ out looking to buy a new home?”
Instead, why not be seen as their trusted advisor? Trust goes deeper than product knowledge, sales banter, and formal niceties.
Tell the prospect the “WHY” behind your role and what you are trying to do. Otherwise, prospects will ascribe your intentions based on their fear of being sold.
Here’s the basic 2-Question Interview Script
THE OPENING – “To help me better understand what you are looking for and what is important to you, would you be offended if I ask you two simple questions?”
No one is going to respond with, “Yes, I would be offended” because prospects expect you to ask them questions!
THE QUESTIONS – Next comes the questions (ask them in this order – and LISTEN to their response):
- What is the one thing you really love about where you currently live? [prompt them to explain in detail why they LOVE this feature/benefit – and you’ll be surprised at some of the answers you hear]
- OK, now what is the one (or two things) you really dislike about where you are living? [again, prompt them to go into detail why they HATE this feature – the more emotional the answer, the better it is for you!]
The answers will give you an amazing insight into their motivation. They allow you to quickly drill-down into your available models, floor plans, and specific locations that better fit the needs of your buyer. This can be very useful when you transition into your DEMONSTRATION phase and then again into your CLOSE.
With a little practice, you can easily customize this script to fit the personality of your buyers (based on a simple 30-second DISC assessment of the prospects) while eliminating any initial anti-sales-pitch pushback.
P.S. – Remember, you need to ask these two questions in this specific order and write down the answers. In a later newsletter, I’ll explain how to include this information within a killer closing script.
“You must become the only VIABLE CHOICE in your market” – Jay Abraham
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