Dialogues for Results

Trash Or Treasure? Selling Value, Not Price.

"One man's trash is another man's treasure." Anyone who has had a garage sale can attest to the truth in this. During my last garage sale, I observed with fascination the potential uses for my "trash" people envisioned and what they were willing to pay for it. How does this play out in new home sales?

It means we must sell based on the value as defined by each customer, not the value we attribute, or the price as defined by the competition.

What, then, is value? It is not the price relative to square footage, or included features, or green building, or anything as defined by the salesperson or builder. Value = Customer Specific Life Changing Benefits - Price

Or put differently, the customer determines value by weighing the potential life changing benefits offered by your home against the price or risk. The role of the new home sales professional is to assist the customer in this determination of value.

1. DISCOVER the meaningful life changing benefits each customer desires. Discard the who, what, where, when, and how interrogatory closed end questions of the past in favor of creative open ended questions about how they live now, and how they would like to live.

2. DEMONSTRATE how one specific home that you offer can provide the meaningful life changing benefits the customer desires. Instead of demonstrating the products in a home, demonstrate the new life the home will produce for the customer.

3. DIFFERENTIATE your home from their present home (leased or owned), and from all other available homes, new or used.

Executing these 3D's with each customer will result in more sales! Copyright © 2007. No reproduction without permission. All Rights Reserved.