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?

Bad Design Is Like a Comb-Over

Great design is powerful. It gives the consumer an attractive first impression that will help facilitate an interaction, at which point they begin developing a perception and emotional connection with your brand. If they have good experiences, they will stay, and ultimately return when future need arises. Great design conveys quality, freshness and durability.

Bad design, on the other hand, is like a comb-over. It’s an attempt to “make do”. Everyone notices, and perception is diminished, but nobody will comment on just how bad it is.

In today’s marketplace, it is crucial to make the decision to care as much about how your product is presented as you do about the product itself. What does your branding message say about the quality you deliver? Do your models, signage, collateral and interactive offerings say “Sharp haircut!” or “ Oh…that’s bad”?

Remember to look in the mirror. Because when it comes to bad design, nobody is going to tell you just how bad it is.

BYOC (Bring Your Own Cabinets)

Ever wish you could rearrange your cabinets and counters like you do your furniture? Now you can. Design Within Reach is showing modular cabinet systems designed by Nilus de Matran that align the qualities of fine furniture with the functionality demanded by today’s cook. Essentially a system of modules that function like furniture for your kitchen, the system is configurable and portable, delivering a completely unique and customized experience for the buyer.

While we may not yet be ready for people to “bring their own cabinets”, I see great potential for this product in club rooms and common space. As consumer demands and needs change, so might the kitchen space. Not to mention, the system could easily be configured to work in a remodel situation, allowing greater impact to budgeted dollars.

For more information, visit http://www.dwr.com/category/kitchen-bath/kitchen/dwr-kitchen.do

Forget Us, It's About Them

There is a lot of buzz today about the importance of getting relevant to the consumer. How, exactly does one ensure your actions as a salesperson resonate with your clients?

It’s very simple. Before anything comes out of your mouth, ask yourself, “Is what I am going to say about me, or about them?’

Take, for example, follow through. Salespeople are told to follow up. They are told to customize their program, and that successful follow up should consist of at least five points of contact. Sometimes they are given scripts and templates to work from. Some are mandated to call the client within 24 hours. Others are required to respond to Internet requests within 2 hours. Of course, it is imperative to find out if not from us, who they bought from, so we know who we’re competing with.

In theory, these are all good practices and help to establish consistency and delivery throughout the portfolio. Here’s the paradox – we can run a tight ship as it pertains to a follow up program, and it will get done, but unless we make it about the consumer, and teach salespeople how to resonate, the energy spent is for naught.

Take the typical 24-hour follow up call. “Hi, this is Sandy at The Willows. You visited our community yesterday and I was wondering if you had any more questions and how your apartment search is going. I would to have you come back and take another look…”

What is that call really about – the consumer, or us? Would most consumers find the call valuable, or a hindrance? Now picture the consumer. After visiting 7 communities they have received 4 calls almost exactly like that one. Will they be thrilled when number 5 comes through? If your salespeople are uncomfortable with the 24-hour phone call, it is because they know in their hearts they are saying nothing of relevance to their client, and therefore know they are not providing value.

If, on the other hand, Sandy intentionally keeps something out of her presentation, and starts with, “Mr. Jones, during your visit I neglected to mention the bike/walking path that sits just one block from our community and runs all the way through town. I know you mentioned you like to walk and this may factor into your decision. Would you like me to send you a map?” she is providing additional information that, based on the presentation, the client would find relevant. It becomes about them, not us.

That’s being relevant.