“People don’t buy features; they buy benefits”
Shoppers (walk-ons) visiting a model home sales center display will often be initially reluctant to reveal information about their wants and needs in a new home. Sometimes the response when you ask them what they have in mind is “we’re just looking” or perhaps “just getting ideas.” Often these responses are intended to prevent perceived confrontational sales pressure.
Be welcoming without probing questions about their intentions and volunteer to answer any concerns and questions about the homes they are touring. As you show them model homes they most likely will reveal the reasons for the visit as they become comfortable with your presence.
It is not the features that your home has – it is your taking the time to find out which combination of those features offer the greatest value and perceived benefits to the buyer.
Often a shopper will be a bit disoriented when entering a new home and will not completely comprehend how the floor plan is configured to address their family requirements, and/or the benefits of the features, amenities, and construction quality. A successful salesperson will be accomplished in “demonstrating” features and the benefits of all of the homes they are representing.
The “feature/benefit” sales approach will spur interaction that will reveal the wants and needs of the home shopper, such as number of bedrooms required, special needs, lifestyle, home placement site, budget, etc. The tendency for many salespersons is to over-talk the feature benefit presentations without interaction and reaction from customers. Your chance of making the sale is improved when you let the customer do most of the talking.
“Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that “listening” is the most important part of their job.”
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