The Most Important Question of All.

Today’s consumer is accessing and utilizing a myriad of information to formulate perception and expectations of what their on-site visit should be like. Some consumers may do little to no research, preferring to rely on the sales consultant’s expertise. Others may prefer to research independently and keep control of the information gathering process as long as possible. They may never step foot in your office, but may indeed become a resident. It just depends on the individual.

When they do walk through the door, each consumer will be at a different stage of information gathering and decision making. Recognizing this will allow you to customize your presentation to honor and acknowledge your client’s research and their knowledge of your offerings.

The most important question a sales professional can ask to themselves at the beginning of each client interaction is – Where in the buying cycle is this client?

If for example, a gentleman comes in with a print-on-demand floor plan and is familiar with pricing, he is probably further into the buying cycle than the individual that enters because they saw your sign and have been thinking about moving. He has done research by reviewing floor plans and amenities and has selected the plan most able to accommodate his needs. To sit him down and methodically fill out a guest card, review your plans, talk about the amenities and beleaguer the point, will not be well responded to. At that point, it becomes about you and how you think the tour should go, rather than about him. You have forced him to go backwards in the buying cycle. You may lose him.

A smart move would be to ask him, “I am glad to see you have done your research. Shall we sit and talk, or walk and talk?” He will most likely select walking because he has determined what he wants and now he wants to see it. In order to be relevant, you, as a professional, need to get where he is and fast. You can still get all the information for the guest card, just jot it down as you walk. In this case, it makes sense to show the vacant ready first. He may have no interest in seeing the model. He knows what he wants. Your job now is not to show what you have, rather, why he should buy it.

If your client shows no knowledge about your community, and is at the beginning stages of the buying process, a more thorough needs assessment will be warranted.

Ask each client, “How much research have you done?” at the start of each presentation. Think of it as a gauge measuring temperature. If zero is “just starting” and 99 is “ready to buy”, where is the client that is in front of you right now? How can you best be relevant to their expectations, while delivering a professional and interesting presentation?

Is it about you, or is it about the client?