Value Selling: Acquiring Information In Exchange For Value To Client

Value Selling: Acquiring Information In Exchange For Value To Client

Knowledge is gold in the sales professions. For realtors, that knowledge is vital to close sales in markets that have lost some of their zest. However, gathering the information that is vital to closing a sale effectively can be challenging and time consuming. Taking an approach that is too aggressive may seem intrusive for some prospects, and a good salesman knows when he or she has reached that threshold. On the other hand, a laissez faire approach may allow a good prospect to walk down the street and make a purchase of a home that may not be ideally suited to him, simply because that salesperson reacted more dynamically than you may have.

So how do you strike that balance between being helpful and being pushy, being interested and being overly invasive?

Open houses offer an incredible opportunity for a salesman to obtain the data that is essential to enable him to properly screen a potential buyer and to locate the home that is ideally suited to his or her needs and wants. Nonetheless, many otherwise competent real estate salespeople eschew open houses. They see them as nothing more than a parade of tire kickers. If that belief were true, there would be very few automobile dealerships, as their lots are overrun with tire kickers, many of whom ultimately make purchases. A client is a viewer or visitor to one of your homes who has an interest in buying and the resources. That buyer may not be aware, indeed, that he is in the market at the moment, but, if the right purchase presented itself, with the right conditions of sale, that decision would develop an immediacy.

Even when a prospect is not in the market today, a visit to an open house is an opportunity to make contact and gather valuable information on that buyer's circumstance and intentions.

So how do you go about gathering information, discretely and politely? Almost every open house host prepares specification sheets for the home being shown, but very few prepare specification sheets for the walk-throughs that come to visit and view. Why? Simply, they don't know how!

Specification sheets can be readily camouflaged. Prepare a questionnaire for each visitor, and, as that person enters, provide them with the details on the home, but also with a pencil and a questionnaire that asks them to rate various features of each room. Leave room for comments in each area, but do not provide a box or line for the visitor's name or contact information. Point out to the visitor that the questionnaire is completely anonymous.

However, invite them to visit a website that you have set up, so that they can provide more information on their views, and enter a draw or contest that you have established. It is on that website that you will obtain their particulars. Use the website, as well, to help them refine their preferences, wishes and dreams for their ideal home. Provide an abundance of valuable links for them, and invite them back, frequently, for more contests and more surveys. Find ways to make yourself invaluable to each visitor, from offering to provide lists of tradespeople to providing information on emerging trends.

That first step into the open house by every visitor should be your first step in building a relationship with that home-seeker. Make it a great first impression!

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