Building Results - The Ultimate How-To Guide for New Home Sales by Unknown

Author:Unknown
Language: eng
Format: epub
Publisher: Upper Canyon Road Publishing
Published: 2006-07-16T16:00:00+00:00

It enables your customer to customize the home to his exact specifications, thereby, ‘personalizing’ the house and enhancing its desirability.

It improves the profitability of your builder.

​ It’s hard to believe, but some salespeople resist option selling. They consider it a necessary evil to be accomplished as quickly as possible, if at all. In reality, however, option selling constitutes creative salesmanship at its best, because it gives the imaginative salesperson a wide variety of additional tools to help close the sale. Here are some ways to make options work for you.

Know All Your Options

​ Know all the options – what they are, how they work and what their benefits are. You can't sell what you don't know, so learn how to show or demonstrate each option from the buyer's point of view. Translate features into benefits tied to buying motivations. Emphasize that options will add to the livability and value of the home.

Understand Your Customer’s Needs

​ Make option selling a part of the Discovery and Qualifying process. If you know your customers’ needs, requirements and financial capabilities, you can weave the subject of options and upgrades into your sales presentation naturally. Most people will automatically want one or more options – upgraded flooring or fireplace, for example – so work them into discovery as soon as possible.

Limit Number of Options

​ Don't show all available options at one time. Too many choices may overwhelm or confuse the customer and may create resentment and sales resistance. Instead, program your presentation so that option selling is spread throughout your sales process, a natural part of your presentation.

Add Options to Your Product Manual

​ Maintain an options section of your product manual. Be sure you have ample information about the products and features you are selling. Customers invariably ask questions and you may not always have ready answers. With a complete product manual, including information on options, you'll have the information you need at your fingertips. Printed material can serve as powerful substantiation of your sales points.

Handling the Option Objection

​ Overcome objections to options. Some customers dislike the idea of options, feeling they are being ‘traded up’ or pushed into buying things they don't want or need. Others believe that optional features should be standard. It's important to stress the benefits of a well-designed options program – the ability to buy only the options and upgrades the customer wants. Point out the economy of volume production and the opportunity to personalize the home for individual tastes.

​ Probably the biggest advantage of an options program is a homebuyer’s ability to create an environment personalized to his or her specific lifestyle. It is their privilege and responsibility to decide which options they want and can afford. And it’s this freedom of choice that makes them feel that their new home will be built exclusively for them.

Demonstrating the Home Process

Demonstrating the Home is an art as well as a process. The following outlines ideas taught in this chapter. Follow this process to simplify the new home selling process for yourself and insure that the process is entertaining and enlightening for your prospects.

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