A great book to add to your library is Jeffrey Gittomer’s The Little Red Book of Selling. It is a little book that gives short and sweet answers to many questions sales people have about selling. I love his philosophy of selling – because it mirrors my own! – that the best selling has nothing to do with high pressure or manipulation but everything to do with understanding the buying motives of the consumer.
The only way you will ever be able to understand your buyer is to ask questions and more questions and more questions. The more you find out about your buyers, the easier it will be to sell them the home they really want to buy.
Think a moment, on average, how many questions do you ask in a typical sales presentation? Try to keep a rolling tally of the questions you ask. At the end of the presentation, ask yourself if you discovered everything you needed to know about your prospects: buyer characteristics, timeline, hidden move motives such as family or health, financial capability, downpayment monies or cash, pre-qualified for mortgage, size and floor plan preference, schools, community desires, distance to work. Chances are, at the end of your evaluation, you will find that you could have used more questioning. Always ask more questions.
Remember the rule: Ask more questions than information you give out. Make it a 2 for 1 rule – I will ask two questions for every one piece of information I give out. Watch and see if your closing doesn’t improve.
Questions are the sales professionals best friend. You will earn more money for asking the right questions than for knowing the right answers. Intelligent questions allow you to:
- Identify clearly the type of prospect with which you are dealing.
- Qualify early in the selling process the “go” or “no go” profile which can be an efficient time saver.
- Understand the buyer’s current situation such as agenda, hot button interests, and buying stage.
- Establish the necessary rapport or comfort level, that is vital for effective communication.
- Determine the decision making process and who is instrumental in its processes.
- Uncover significant shortfalls or strong suits between you and the competition.
- Reinforce credibility and breed confidence by demonstrating a concern for the prospects’ well being.
- Encourage a rock solid information flow based on plain and honest dealings.
“Successful people ask better questions, and as a result, they get better answers.” ~Tony Robbins
“Judge a man by his questions rather than his answers.” ~Voltaire