Dialogues for Results

WHAT TO DO WHEN YOU HEAR THE DREADED 'JUST LOOKING'

'Just looking' is customer code for 'I must be crazy to be here'. It does not mean they are not potential buyers! In fact, today, more than ever before, if they are in your office in spite of the negative media and the high price of gas that got them there, they are buyers! You have a good shot at selling them if you can control the encounter, engage in discovery, and execute differential demonstrations to create a Will to Own. It is up to you to uncover their true motivations and dreams, and then to demonstrate how your home, and only your home, will make meaningful differences in their lives that far outweigh the price or the risk.

Try this: "Of course you're looking. That's great! Interest rates are fabulous, and there are a lot of choices and once in a lifetime opportunities out there right now for smart buyers. Tell me, how long have you been looking?"

You're acknowledging that it is ok to look; you're planting a seed about the great buying opportunities for smart people, and then you are steering the dialogue back to purposeful discovery.

Or, try this: "Well, I'm glad you chose to include _____________ in your search. I know you want to see the models right away, but as my customers have discovered, spending just a little time now talking about you will save you a lot of time and unanswered questions. Tell me, can you describe some homes you've looked at that you really liked, or really didn't like?"

It is your choice to practice these "scripts" or create your own. Not having resolutions for what is essentially a 'greeting objection' from the customer is not a choice today. You need to acknowledge their 'fear' of being sold, and respect their right to 'just look', while still controlling the encounter and engaging them in purposeful discovery. Remember, if they are in your office in spite of the media, perceived market conditions, and the price of gas that got them there, they are potential buyers, no matter what they say!
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