Questions and Answers from Facebook

I love getting good questions from salespeople! I’m featuring a couple of recent ones in this week’s issue.

1. Ok, question for you. In my area where I am selling, we are getting 99% of our current traffic, (since April) coming in and saying they are two years out and after questioning, are not in a position to by a second home. What HGTV show are they watching that is telling them to say this, so I can figure out what to do with these people, besides market to them for two years. They are coming through my door, and this is how I make my living, they must be in the market now for a new home. Are other areas besides mine experiencing this type of buyer and how would you suggest dealing with this?

Great question, and one of the more difficult things that salespeople have to face on a regular basis. Of course, the situation will be different for every prospect, but the core of the issue for any given customer who is dragging their feet is a lack of urgency. I know that sounds obvious, but it begs the question, “what is urgency based upon?” I believe that, more than anything else, urgency is most specifically tied to dissatisfaction. What that means is that the people you are talking to are not sensing a great enough dissatisfaction in their current situation. Your task, rather than showing them how great your home is, would be to first help them understand the deficiencies in their current situation. Start by understanding why they are thinking about moving above everything else. If you can get to the pain, it helps them to understand that staying put is not an option. Mark my words: the single greatest predictor of urgency is dissatisfaction.

2. 5+5+5 system question. I love this idea and the suggestions for ways to add a personal touch to the message. Do you have any advice for ways to add a similar personal touch when you have never met the prospect and the notes may be vague or non-existent? I am stepping into this scenario. I can elaborate if you need me to. Thanks!

First of all, do anything you can to make it personalized. Look in the database for any clue that this is tailored to them – any notes about preferences, hot buttons, interests, etc. Or even just the part of town they live in. Find something to make it personal.  Then use the note as an introduction and write, “I’d love to bring you up to speed as to the most recent developments here at —- . I’ll call you in the next few days to talk in person and to answer any questions you might have.” Be sure to make the tone upbeat and positive, like you’re really looking forward to talking with them. Let me know how it works out!