Have you done your research this month? Is your competition creeping up on you with new amenities, products and special incentive programs? Have you stealthily” shopped” the “other guy” to be able to counter any objections your prospective client may have?

STOP THE PRESSES! Your biggest competition is not the builder, broker, realtor, remodeler, manufacturer or big box store down the street. While it is important to have knowledge of your competition, it is more important to know your buyer. By far, they present your biggest competition. What is it? Indifference and apathy which leads to indecision is your fierce competitor.

How often have you worked a prospective client, only to find out they decided not to decide to invest in a new home, any new home? You may have felt they were genuinely interested in your new home product. Your presentation was moving along nicely when suddenly they seemed to turn cold. When you follow up with them a month later, they indicate to you they decided not to buy anything and just stay where they are.

Here is what to do to win the battle against indecision.

• Condition your prospective buyer to make decisions. Lead them down the decision trail by asking them to make many small decisions along the way. For example, engage them in creating a “wish list” of products, locations, amenities and features they want in their new home. Each item on the “wish list” requires them to make a small decision. Simply use “which one” language. “Which one would you like in your new home?” “Which one is best for your family?”, “Which one do you prefer?”, “Which one is easiest for you to maintain?”, “Which one would you place on your wish list?”
• Set the expectations of the sales process. Reduce the intimidation factor by disclosing how the real estate sales process takes place with your company. Begin with site selection. Move to product selection followed by the paperwork process and finally the move-in process. Caution: do not overwhelm them with this information. Merely set out an overview and then ask, “Which part of the process needs more explanation?” By discussing and following the process, the surprise factor is reduced and their confidence in you is strengthened.
• Continuously tap into their buying motivators. By asking insightful questions and listening to the answers you will discover why they are visiting with you in the first place. Listen beyond the answers for the real motivators. Never underestimate the power of the human ego as a key buying motivator. Once you determine what their fear, pain, ego or pleasure is, continue to bring it up during your sales process and attach it to each product and feature of your presentation.
• Confirm buying indicators with more questions and validation. Don’t just assume you know their buying motivator. Most buyers have more than one or two. Continue to validate their needs with ongoing questions. Your job is to match their needs with your product. The only way to do this is to continue to ask questions and validate their answers. This process keeps them engaged in the buying process and makes them a part of the process. Validate each response they give you, as this will reassure they are making good decisions.
• Ask for the commitment in many ways. There is no single closing question or process that is a magic bullet. Thank the Real Estate gods in heaven for that. Use many different closing questions and strategies. Begin to ask for a commitment from the very beginning. Most sales people do not do this for fear they are being pushy or intrusive. GET OVER IT. Your skillful mastery of the sales process will eliminate indecision on the part of your prospective buyer.
• Use ownership vocabulary. Speak in terms of, “when you own this home”, “when you move into this home”, “as a XYZ Company homeowner, you are entitled to…”, “how will the holidays feel to your family in this home”, “you will be proud to protect your investment”, etc. Use words like yours, ownership, take possession, agreement, pride, investment, etc. Ownership vocabulary places your prospective buyer in the mindset of possession.
• Acknowledge the obvious. It is perfectly acceptable to acknowledge the home ownership process may seem overwhelming. You may dispel fears by simply acknowledging to your prospect, “Because of the many decisions homeowners must make, sometimes people don’t want to go through the process. However, I am here to answer any questions you may have about becoming a new XYZ Company homeowner and to help make the process as easy for your family as possible. Now, where would you like to start?”

Keep your prospects fully engaged to prevent indecision. Bona fide sales pros have many tools to accomplish this.

Until we meet and greet in person, “All the best to you”!

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© 2008 Paul Montelongo, Paul Montelongo International
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www.paulmontelongo.com

Paul Montelongo is an international authority on sales motivation. He conducts corporate sales training programs, delivers inspirational keynote addresses and offers retreats for sales and management teams worldwide. Get free weekly electronic tips and learn more about Paul and his resources for sales professionals, at www.PaulMontelongo.com.