Welcome
Overview the nature of the group and the training before us
Today we'll be exploring what has changed with our prospective buyers and what we have to change - often from some long-standing and ingrained sales habits - to adapt to this new consumer.

Our customers now live in an environment of fear.

Ask the group what they fear...and why?

Information - we used to control it (caveat emptor/Buyer Beware) and now that it - often more than we even do! (caveat venditor/Seller Beware) .

Control - we used to have it; they have it now?

Mortgages - how different is the mortgage world now?

What else?

There's one other thing that has changed...we now live in an "opt-in" world. What effect has that new truth had on advertising?

Is there any reason to think this wouldn't also affect how we sell?

And there's something else the rest of the business world has figured out that home sales professionals still struggle with? And that this that there's a difference between selling big ticket and little ticket items? Two entirely difference processes? And what differentiates the two in the consumer's mind? RISK! (which we'll address later...)

Higher consequences (of the wrong decision)

More decision parts (more complex)

More incentives (everyone's competing in the race to the bottom)

More advice (selling to those we don't get to talk to)

More choices (even with lower inventory...is there really a scarcity of choice?)

Somewhere in there is our "Waldo"!

About 6% are "happy"

About 6% are "validators"

About 7% are "unhappy

And 79% "have issues" and these are our customers!

There's a huge risk in making the wrong decision!

Consumers are more often led to confusion in our processes than clarity

No one has a good process for helping the consumer determine value (and if we don't do it for them, they'll do it themselves and get it all wrong!)

The Risk Curve

Why is it so difficult for consumers to develop "value"?

When everything looks the same, it's hard to differentiate.

And when it all looks the same, what is the one differentiator the consumer will glom onto? PRICE!

So all value is a comparison. So what are they comparing you to?

What they have now (the most important comparison you can make)

Your competition!

We have to understand the concept of the "Perfect Decision" box.

Buyers evaluate their decision across two axes: What is the "quality of my decision" (Have I shopped enough? Do I know enough?) and how big are my "reasons to move" (Is my problem big enough?).

So let's put one of the most important concepts on the table right here that will underpin everything else we do.

What makes people move in the first place? (discuss the scenario and why people say they are "just looking").

No one moves until...

And this is being generous...

By the consumer who is very excited about what they see (this is our home!!!), but doesn't have a compelling reason to move.

Here's the consumer who has a really compelling reason to move...but isn't anywhere near far enough along to commit (haven't seen enough houses; no mortgage approval; no influencer buy-in).

They never get to 100%. But this is often close enough!

No one moves until the pain of staying the same is finally bigger than the pain of change!

Discuss the pain of moving, mortgage, repairs, selling hassles, disappointment, new home issues/utilities, etc.!

Discuss the breakdown at each stage of the process!

We need a process that aligns with NOT how we want to sell, but how the consumer wants to buy!!

It's all about the funnel...still. Always has been, always will be.

We drop a lot in the top and hopefully qualified buyers drop out of the bottom!

Step One - top of the funnel. What are they thinking (process of exclusion): Do I put you on my keep pile?

What do they need from us?
Comfort!

And we'll discuss how to get them "comfortable"

What are they thinking: "Which of these are my best 2-3 alternatives?"

What do they need from us?
Rapport

I think this is it! But should I just stay where I am?

What do they need from us?
Trust

Okay - I'm ready to make the leap. Have I made the best deal I can make?

What do they need from us?
A relationship

It all starts with how effectively we "open" the sale. Remember, the consumer is looking to see if they put you on their "keep" pile. What they need from you is "comfort". How do you achieve that?
By acknowledging it's their agenda that's important!

Then you have to differentiate yourself!

Then you have to create the proper expectations!

Exercises: opening scripts; how to differentiate yourself (5 USPs); how to create the expectation of what comes next.

It's based on what they see (product) or what they feel (process - you!)

Opening the Sale

The Interview Tour
- Situation
- Problem
- Implication
- Need/Payoff

Demonstrating Capabilities

Obtaining Commitment
- Matching
- Making Recommendations

Gives you a context for the visit and why they are looking for a home.

Questions here should be brief, not "interrogatory" and strategic.

Problems drive ALL housing purchases? We have to get to the heart of the problem. We need to set the stage for problem the problem and deepening it through Implication questions.

Many people haven't thought through the implications of their problem. They start with some "implied" needs (problem statements) and we have to move them into "explicit" needs ("I want; I need").

This process transitions from the "sad" Implication questions into "happy" Need/Payoff where the customer can start to tell you how your home will solve their problems. They begin selling themselves!