Over the years I've have been fortunate enough to have extensively researched the characteristics of top producing salespeople (those 20% of sales agents that account for 80% of new home sales). By combining that knowledge with my own practical experiences I have been able determine those practices most valuable for sales success.  What I’ve found is that history does tend to repeat itself. Those characteristics that forged “Top Gun” sales people in the past are for the most part the same today. The key: spending the time to understand the customer’s true wants, needs, desires and the ability to fulfill them. I call this “in-Touch” selling. Although some people are more naturally gifted for sales, all of the following characteristics can be learned and practiced successfully by anyone.

 

·         Experts in their field. Top Producers know it’s not enough to know your product. You also need to know your competitors, especially in down markets. Customers typically don’t pay more for a home than an equally desirable substitute. Unfortunately most customers conceal their true thoughts regarding other homes their considering.  This, combined with sales people egos wrongly eliminating viable substitute‘s worthy of research provides a weak basis of knowledge to sell from. Knowing and researching comparables is absolutely critical to navigate customers to your compelling value. The best way to accomplish this is to use the tried and true cost comparison method whereby you assign positive and negative dollar values to your comparables. Remember to assign values to intangibles. Things like snob appeal and builder reputation have value and should also be weighed. I have included an oversimplified example below (Table-1).  Also make sure you pay close attention to best practices that you can incorporate into your own presentation.