As I’ve been discussing over the past couple of weeks, Top producers those 20% of sales agents that account for 80% of new home sales have similar skills that help them survive and even flourish in the most difficult markets. The most exciting part of this research is that these skills can be learned and perfected by anyone with right attitude.

 

·         Leave no Customer behind. Top producers know the importance of follow-up. Experience tells them that if the customer leaves without setting up the follow-up odds are against them. Trust me nothing is more awkward than cold calling a customer with a lame excuse. If you don’t know what is of value to the customer for follow-up you simply did a poor job of discovery. Unfortunately today the follow-up has become even more impersonal. All too many sales people now make the mistake sending out impersonal email blast or letters thinking it is proper follow-up.  Given the extended buying cycle these skills are essential. The challenge again is getting “In-Touch” with the prospects needs. If, for example, the prospect tells you her kids would have to change schools, follow-up with “Hello Mrs. Johnson, it’s me, Brian Kennedy with All American Homes. Just like I promised, I’m calling you for something you might find of interest, I just received a new school package and thought it would be something you might like. I would be happy to stay late to make sure you get it. What day works best for you?”

 

·         Close, close, close. Top producers follow the ABC’s, “Always Be Closing” and are not afraid to close. They know closing requires incredible finesse. Much like fishing, pulling too hard will break the line. By never pulling you are less likely to set the hook. In fact, much of their presentation revolves around small trial closes that set the stage for asking for “the sale”. They are constantly receiving feedback that gets the prospect thinking about the possibility of purchasing their product.