QUALIFY AND UNCOVER NEEDS
“Most people buy not because they believe, but because the salesman believes.” – Ben Feldman
Overview
Qualifying and uncovering the customer’s needs is an area of the sales process where the top sales agents shine. They know that time is money. In order to use your time, and the customer’s, wisely you need to qualify the customer quickly. This is a key area where the best agents pull away from the average. Always start your interaction with questions, not presentations.
Why Qualifying is Important
GL Homes communities are designed to have massive sales centers and model rows, many floor plans to choose from, a vast option program and hundreds of homesites available. This is one of the reasons why customers love our communities and we are so successful. The best agents can cut through the overwhelming confusion their buyers experience and show them exactly what they are looking for. They do this by qualifying and asking questions.
Qualifying
Once you qualify a customer you will have a direction for your presentation. A common acronym for the basic information you will need to uncover is T.I.R.E.$.
T – Timing: when do they want to buy? Do they need to sell a home or do they want to sell?
I – Income: what do they do for income? How do they intend to purchase the home?
R – Requirement: what are they looking for in a home? What are their must haves?
E – Experience: how experienced are they in their buying process? Did they just start?
$ – Money: what do they want to spend? What is their price range?
The Art of Asking Questions
Think of when you meet a new person in a non-sales environment. Your conversation happens naturally and you ask questions effortlessly. This is how you should think about your qualifying. Make a friend and help that friend get what they want. The top sales agents start qualifying and asking questions the moment they meet the customer.
Integrate Qualifying into Your Presentation
Once you get through the basic questions and begin to go through the sale process, you will be able to develop a path for how your interaction will go. Continue to ask questions as you make your way through the community. Don’t be afraid to ask if they like what you are showing them. The insight they will give you can change the direction of your presentation.
Use What You Know
The top sales agents capitalize on using the information they gather throughout the presentation to help them connect with the buyer and ultimately sell them a home. They can also make quick changes to the trajectory of their presentation as they uncover bits of information. Listen to what the customer tells you and act on the information.
Sample Qualifying Questions
You should have memorized the first 2-3 questions that you want to ask from the start.
This gives you a strong starting point to open your conversation.
- What are we trying to accomplish today?
- Where do you live now? and what brings you to the area?
- How long have you been looking for a home? are we your first stop?
- What type of home are you looking for?
- What is the top, top, top that you want to spend?
- Tell me about your current home. What do you like about it? What would you change?
- Have you ever purchased a new construction home?
- How did you hear about GL Homes?
- What do you like to do for fun? Are you familiar with the area?
- What type of activities you do participate in at your current clubhouse?