Discussion: One of the most powerful components in a sales relationship is for the prospect to like the salesperson. This is why it is a good idea to build rapport before discussing business. Look around upon entering their home. Are there any family photos, vacation photos, awards, or diplomas? Do they have pets? Discussing pets is a great ice breaker, because most people are emotionally attached to their pets. Ice breakers allow both parties to divert their attention from sizing each other up. So be sensitive and demonstrate your sensitivity. What hobbies are there in common? Remember, if they should decide to make a commitment, it will have had more to do with humanity than with competency. Relax, let them see the real you.
Action: On your next first meeting with a prospect, find a common element. Then make a personal connection before discussing business. This may be the most important discussion of your presentation. Try to let them do most of the talking. Freely discuss your relationship to the topic, but do not dominate. They would probably like to hear about your experience too, but the purpose on this visit is for you to learn about them, and to get them comfortable with you. Your next first meeting may take place over the telephone or maybe even via email. Telephone is tough enough, but email even tougher, unless you are very good with written composition. Nevertheless, you have to find ways to establish a common ground over both of these mediums. Bottom line, be personal. Get them to know of you as a person rather than an obscure professional with no emotional connection. It’s harder to say no to a real person, and they are more likely to share with you their real decision making criteria.
It may be harder to establish these common points with buyers, but it is no less essential. You can do it by tactfully asking probing questions at the initial contact or during the buyer needs assessment meeting. It’s a good idea to meet face to face with buyer prospects before getting into the car and driving around. It is in this critical meeting that you learn the most important things about the buyer. Ask questions that demand a subjective answer. “Where are you living now?” “Do you have children?” “How old are they?” “What schools in the area have you found that appeal to you?” “Do you have family here in the metro area?” “Where do they live?” Follow up with each of these types of questions, looking for gemstones that might reflect their hot buttons.
You’re not be sneaky or manipulative to inquire about your prospect’s needs and desires. You’re doing your job. They have come to you looking for professional guidance in the home selling or buying process. Just be aware that the only way you can be of service is to discover what service they require. Never make assumptions about this. I recall a time when I was helping a buyer from out of state that wanted to purchase a duplex or triplex. I did some previewing, and just could not imagine that she would want to live in anything that I had seen. When I picked here up to tour the homes that day, I even told her I did not suspect that she would be happy with the available inventory. That was a mistake. She was more than satisfied, and eventually bought one of the units. I had made an assumption—one which could have been fatal to my effort, had she taken offense.
Development: Next time you meet with a prospect, self-critique your presentation. Let each presentation be a classroom. Did you discover a common ground? If not, how might you have done so? If you did find the common ground, how effective were you in developing the conversation? The only way to get better at this is to practice. Seasoned sales people are experts at this skill.