ur guest blogger is Jason Forrest, he is a sales trainer; management coach; member of the National Speakers Association’s Million Dollar Speakers Group; and the author of four books. One of Training magazine's Top Young Trainers of 2012, Jason is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning to increase sales, implement cultural accountability, and transform companies into sales organizations. In 2013, he won a Gold Stevie Award for Sales Training Leader of the Year. |
One of my builder clients once had me analyze two communities with wildly different sales results for the same model. At one community, the plan simply wouldn't sell, but just 15 miles away, the same model was the top seller. Since buyer demographics, prices, and incentives were comparable in both neighborhoods, I went looking for the variable.
After a brief discussion with the sales professional at each location, I discovered the problem. The salesperson at the first community hated the layout and couldn't understand why anyone would want to buy this plan. However, in the second, the sales pro adored the plan and said that every customer he showed it to fell in love with the home. So what made the plan "unsellable"? The salesperson did. Scary, huh?
As a leader at your organization, make sure your sales pros understand that whether they love or hate a specific vehicle, it was designed specifically for somebody. Talk to them about the process a car or truck goes through before it even reaches your dealership. Remind them that it's already been through the ringer with hours of tweaks based on customer surveys, previous models, and research. Manufacturers know better than to throw a poor design out there and hope it works. It's true even for less-than-perfect resales. Some people want something with "character."
If a particular sales pro hates a make or model, tell them to get over themselves. Say, "Unless you're the one buying, it doesn't matter what you think. You're not going to live with it." Train your sales pros to discover what's best for each customer. When they do that, they'll find that indeed, what they may think of as un-drivable is exactly what someone else wants to drive home.
Forrest Performance Group specializes in culture change and creating urgency within real estate market through sales coaching programs. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and real estate sales training.
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