New Home Sales Training

The blog post last week brought in a number of good comments from top professionals, and led me to some interesting conversations throughout the week. Thought I would share a couple of new thoughts related to the subject.

First of all, I heard this great quote related to the topic. I can’t find the source (a Google search attributed it to several different people). Here is the quote:

“Intent is more important than technique.”

Think on that quote and all that it entails. To me the quote speaks to the heart of the matter. If you’re in sales what is your intent, your purpose? Why are you there? Seriously, what is your mission? These are important questions to consider because your actions and behaviors will always follow your purpose.

For example, what is the purpose of a politician on a campaign trail? It is to get as many single votes as possible. So he/she knocks on doors and makes phone calls, because one’s actions and behaviors always follow their purpose.

What is the purpose of a salesperson? If the sales representative believes it is nothing more than to give out information, or to make friends, or to set up the sales conversation for a further visit, then you’ll see mediocre efforts.

So what is your purpose? Why are you there? Really? Get the purpose right and you’ll soon find that your actions and behaviors are also right. Why? Because intent really is more important than technique.

Go ahead – take a stab – what is your purpose??????

From time to time I will meet a salesperson who will tell me flat out that they are not assertive. Typically they say things like, “I’m not pushy – I just let the sale happen”, or “The customers will let me know when they’re ready to buy, but I’m not going to push it.” There exists for many salespeople a built-in excuse for not closing – “it’s just not me.”

I suppose that’s fine if your only interest is in keeping the customer in a comfortable place. But look closely – that was never in your job description. The sales process is a two-way street. That means both parties have needs that must be met. There is a win-win solution, and ultimately that involves the prospect moving forward with a purchase decision.

The question we must consider is one of degree – how much is too much? How much should we push, and when should we back off?

For some perspective on this topic , consider a definition. In the classic book Your Perfect Right, authors Robert Alberti and Michael Emmons offer the following definition of “assertiveness”:

Assertive self-expression is direct, firm, positive – and when necessary persistent – action intended to promote equality in person-to-person relationships. Assertiveness enables us to act in our own best interests, to stand up for ourselves without undue anxiety, to exercise personal rights without denying the rights of others, and to express our feelings honestly and comfortably.

Inherent in that description is the idea that I can ask for what I want, so long as I am respectful to the person to whom I am asking.

It is my opinion that the majority of salespeople (in all industries) lack the necessary assertiveness for the job. Their fear of rejection is so high that they end up paralyzed in their approach. Often this is due to a high level of threat sensitivity, as they play out the worst-case scenarios of customer interactions.

The problem here is that the salesperson is robbed of the opportunity to accomplish his or her goals. But they are also robbing the prospect of the same thing! When we let our fear get in the way we force the customer to make the next move. If they share that same fear they will sit on the sideline waiting to be asked. Each then disables the process further.

Can I suggest that you get it out of your mind that assertiveness is a dirty word? You have a right to ask for the sale, and your customer has the right to say no. But if you do not ask you do not get. And sometimes when you do ask….you change people’s world!