Q: Are there sales techniques that work better with mature buyers?
A: Absolutely. Builders who learn and apply specific closing techniques for boomer clients will have a smoother sales process and see a sharp rise in sales.
Begin with a clear understanding of all aspects of new home construction. Answer a buyer’s questions succinctly, but with authority. Take time to understand the customer’s needs and present the product in such a positive, enthusiastic and exciting manner that the customer can’t wait to move in.
For many older buyers, you’re selling not just a house, but a whole new lifestyle. This is more difficult because most of them do not have to move. The biggest competitor is not another builder – it’s the existing home. The idea of leaving behind the comforts of their current lifestyle needs to be addressed.
The salesperson needs to be sensitive to each older customer’s specific needs. that demands practice: Roleplaying with teammates and others will hone your skills so you can overcome the fears and objections of prospective buyers and create a comfortable sales transaction.
Once you and the customer establish a rapport, try to schedule a meeting at the customer’s home. You’ll learn about the clients’ lifestyle and environment – things they may not have said in the office. You might find that they don’t entertain or use their dining room or their basement, or they have stopped gardening. They might not have told you that their current home is outdated, their financial condition has changed or real estate values in their neighborhood are not what they used to be.
At meetings with your customers, make sure to give them clear explanations as to the home selection and purchasing/leasing process. This “instructional close” is especially useful if the prospective purchaser has been out of the buying market for years or may never have been responsible for handling the financial aspect of previous housing transactions.
Determine the most comfortable price range.
Determine the best financing program.
Determine the best move-in time.
Determine why the customer is interested in moving.
Determine the special needs of the customer.
Determine the special desires of the customer.
Maintain a list of service companies to assist the customer prior to move-in.
Maintain an approved list of service companies to assist the customer upon move-in.
Determine when to begin the purchasing process.
Close the buyer simply, with consideration and enthusiasm.
Older buyers – like all buyers –need to know how the process works. Explain it simply and directly! Don’t change your presentation if a customer is accompanied by a real estate broker. Acknowledge the broker’s participation as an important part of the sales process. Keep the broker and the broker’s manager apprised of customers’ questions. Pay real estate commissions on the gross sale of the transaction. The result will be an easier sale and closing and referral participation.
Smile, keep calm, have patience. Offer a firm handshake and a friendly, open smile. A smile relaxes people in a new setting, especially in a sales environment. Pay attention to every word your customer says. Be positive. Upon completing your presentation, thank the customer, smile and shake hands as you arrange the next meeting. When the prospective buyer is at ease, it is easier for the sale to occur.
Of all the skills a salesperson needs, one of the most important is to be patient: not all older purchasers are totally committed to buying a new home. They can become distracted by details or concerned about the prospect of change. Ask open-ended questions and take notes. Patience and direction helps keep the customer focused on the purchase.
Older buyers want to know you are paying attention. Look the purchaser in the eyes and maintain a concentrated interest. Make notes of the purchaser’s points of concern or other information that will help you complete the sale. Repeat information you feel is important for the purchaser. You may also make notes to share with the customer at the end of each presentation to help them prepare for the next meeting.
Don’t share so much information so quickly that listeners can’t keep up. Make sure that your prospective purchaser understands your message. Speak slowly and distinctly. Don’t condescend.
Be careful of stereotypes. Willingness to purchase doesn’t depend on gender. If a couple is visiting, it’s important to ask qualifying questions to help you determine each person’s level of interest in buying. Friends, adult children, neighbors and relatives may also affect the purchaser’s decision. As you begin to define the customers’ needs and wants, you may notice that one member of a couple is the likely decision-maker. However, be sure to make eye contact and direct your comments and information to both – or all – parties who are visiting.
Communicate an agenda at all meetings. Boomers and seniors often have lots of free time, and may assume they can take as much of the salesperson’s time as they’d like. Setting a clear schedule and providing an agenda avoids such a problem.
There should be a company policy that determines how much and how to share the experiences of other purchasers. When you can, incorporate third-party testimonials, including letters from happy home owners. Prospective purchasers enjoy learning that other people had gone through the same decision-making process and are pleased.
Older buyers need positive reinforcement, and providing it prevents buyer’s remorse. Follow up by phone, email, notes and published articles about the economy or your community. Regular contact pays dividends with a sale.
Make an effort to build a professional friendship with prospective purchasers. The friendly salesperson can not only make a sale but also to obtain referrals.
Finally, ask for the order! Take the time to find out how you can best help the customer, and you may be rewarded with a sale.