Realtor Advice

The Most Powerful Way to Sell

by Ken Taylor 

 

Step One - Focus on the things that the customer feels are important by asking highest value questions.  These are questions that give us the best information in order to let the customer or prospect sell.  An example would be:  'When you are working with a professional realtor, what are the things that are most important to you in the home buying process?'  Focus on the answers to that question.  He or she will tell you exactly what is important to him or her.  You now have the information to begin the selling process.

 

Step Two - The sales professionals who are good enough to uncover needs often make the mistake of beginning to sell immediately.  Instead, they should ask a 'Columbo' question.  Remember the TV detective in the trench coat?  Just as he was about to leave, he would say, 'one more question!'  Often, we think we understand a need but do not get the customer to elaborate.  Here is an example of a Columbo question:  'Mr. and Mrs. Smith, you mentioned you wanted a home located near an elementary school.  How close do you need to be and are there any special concerns regarding the right school?'  You can see how much more detailed the information you receive will be from asking this simple question.

 

Step Three - Turn needs into problems, but let the customers express the problem.  If we are truly going to let the customers or prospects sell themselves, this is a skill you must possess.  When the prospects said they needed to be near an elementary school and you realized that need, a problem creation question would have been a powerful next step in the sales process.  Example:  'How would it impact your daily life if you were not near a school?'  When the prospects give the answer, they have created the problem - not you.  That is powerful!  People buy when they have a solution to their potential problems.

 

Step Four - Expand the significance of the problem for the prospects.  Only 6% of sales people use this powerful skill, but, according to research, those who do are the top 6% who make over 80% of all commissioned income in our country!  Example:  'You mentioned that not being near a school caused a real time constraint on your family.  If you must drive an extra 20 minutes each way or 40 minutes total, how much would that be in a week?'  (the answer is 200 minutes). 

 

'And, how many more in a month?' (the answer is 800 minutes or 13 hours!)  The expansion process turns what might seem to be a small problem into a large problem.  You could have added gas expense to this example.  Expansion creates a sense of urgency for the prospects to take action now and rely on you for solutions.  Who does the selling?  The prospects - since they answer the questions!

 

Step Five - Ask your prospects what the payoff will be.  Example:  'The home we located is only five minutes from the elementary school.  Will this help solve your problem?'  Once they answer, (they are still doing all the selling), the prospects are ready to take action.

 

Step Six - Gain commitment, but, once again, let the prospects do the selling by using a 'participation close.'  This is a close where the prospects are partners in the process, and, in most cases, close themselves.  Example:  'Mr. and Mrs. Smith, what's our next step?'  Answer:  'Well, let's look at the home!'

 

This is a simple process that takes all the work out of selling and makes it very non-threatening for the customer or prospect.  Practice these steps and watch your success improve dramatically.  When the customer or prospect does all of the selling, it is a smooth and simple process with dramatically improved results!