Apartments will not sell themselves, or how to properly process the client
In today’s tough competition among developers, the level of professionalism of sales managers in this area plays a key role. Anna Druzyuk gives recommendations on how to properly organize the work of the salesman and explains why it is important to periodically audit the competencies of managers
The real estate market has never required such efforts in the fight for customers as it does now. In the face of tremendous competition from developers to account for every single call. If the sales Manager does not call back in time or poorly processes a potential buyer, he will leave without thinking twice to competitors.
Unfortunately, improper processing and even loss of requests are not uncommon and are found even among leading developers. It is good if the object itself is in demand among buyers: when the offer is high-quality and inexpensive, there is usually no end of those who want it, and sales plans are fulfilled in one way or another. However, this no longer works with less competitive properties at a higher price. Therefore, effective lead processing is one of the most important factors for successful sales today.
In the real estate market, there is a situation in which the synergy of quality service and processing of potential customers can lead to a 30 % increase in sales, so it is simply necessary to control the work of managers. In this article, I would like to share recommendations for evaluating and improving the performance of sales managers in real estate.
Portrait of an employee of the sales Department
First of all, you need to understand that the sales Manager is the person of the company that a potential buyer of an apartment faces in one format or another. Such a person should be polite, pleasant in communication and be able to win the customer over, as well as tell about the product so that they want to see it at least, and in the future — to buy it.
As a rule, the sales Department employs people who are focused on results: those who understand that their success depends on the quality of work and earnings do not come by themselves. In other words, the employee must understand that the more customers visit the sales office with his help and buy an apartment, the more pleasant his remuneration will be.
In this regard, it is important to correctly identify the orientation of a potential employee during interviews for the selection of sales managers: whether he is “process” or “effective”. Only the second type is suitable for working in sales: these people are motivated to “squeeze” customers and achieve results. But “process” people get more pleasure directly from the activity itself, rather than from the result. Such a candidate will bring little benefit to the company and is unlikely to be interested in fulfilling the sales plan.
General recommendations for communication with clients
In the initial conversation, the main task of the Manager is not to sell an apartment, but a meeting. Why? Because buying an apartment is not buying trinkets on AliExpress in one click, but a serious process that requires a balanced approach. People buy housing for investment or living, and in both cases they are interested in the quality of the product: they invest money or their own trust in it, waiting for maximum comfort for themselves and their family.
That is why the goal of the first contact is to “package” the product for the client, present all the advantages, interest — in other words, motivate for the meeting. And already on it, the sales Manager works with specific customer requests: shows lots that meet all their needs, tells them more about the benefits-and so on.
In addition to the standard processing of customer requests, the sales Manager must be able to do the following (for some items, real dialogs are given as negative examples):
1. To identify the needs. This is extremely important, because knowing the client’s goal, a skilled sales Manager will be able to beat it.
For example, a customer wants to buy for themselves and their family (says they will live with their children). In this case, you can immediately tell about the advantages for children: a safe yard without cars, near parks, you can walk, there are convenient storerooms for strollers, and so on.
If the purchase is an investment, then you need to convince the client of the maximum liquidity of the object — to say that there are excellent lots for delivery, for example, odnushki with a good balcony, a good location, distance to the metro.
Understanding what the client wants, the Manager shows and tells what he needs. Without knowing the needs, it can offer the buyer useless options.
Client: “I need to get to school not far, I have a child soon to school.”
Manager: “we have all the infrastructure nearby: shops, a cinema, a Park and three more metro stations within walking distance.”
The main thesis in the sale of housing is that the client always acquires not just the area and brick walls, but the opportunities that this apartment gives him, and the solution of certain problems with its help.
2. Offer an alternative. If the potential buyer is not satisfied with something, you need to solve this problem.
For example, the client says that he does not like the balcony area (too small). You need to offer another option, but the answer is not always on the surface: you can just offer another option with a large balcony, or you can ask what it is for. If the client wants to equip it for an office, then this is one thing, and if he wants to keep a stroller or Bicycle on it, he will even be more suited to the option of a lot with a storage room.
Here is an example of a real dialog, when instead of offering a lot with a different layout, the Manager simply “merged” the client:
Client: “I’d like a bigger kitchen.”
Manager: “Sorry, but this apartment only has such a kitchen.”
3. Working out objections. Any sales Manager should be able to work out the client’s objections using clear and logical arguments.
The best way to respond to objections is to say, ” Yes, but…” For example, so:
“You are too expensive!»
“Yes, perhaps the price is not the lowest, but we use high-quality materials in construction: the walls are so thick that you can’t hear anything from the street or from the neighbors. Special construction technology requires more resources, but all this is for your comfort!»
It is also important to remember that buying an apartment is parting with a significant amount of money. The client will constantly have doubts and fears, and at all stages of interaction, a competent salesman should be able to level them.
Not very good about transport accessibility:
Manager: “Yes, the track is loaded: what to do, in the morning people go to work, in the evening from work, on weekends and holidays-to the country and back.”
4. Understanding your competitors ‘ product. Today’s real estate buyer compares dozens of different offers, and this must be taken into account.
There is a fairly clear link with the item about the customer’s needs. The Manager must understand exactly what the client wants and what advantages the LCD developer has in this regard relative to the LCD competitors. This does not mean that it is necessary to speak badly about other developers, but if the visitor communicates in the key of “but the competitors…”, then it should always be prepared arguments.
5. Communication at all stages of the sales funnel. The Manager must understand that the interaction with the client begins with a call, then goes into a meeting, and then into a deal.
A common mistake of salesmen is when they do not warm up a potential buyer at all these stages of interaction. A call? You need to offer to send contacts and invite them to a meeting (you can optionally offer an additional discount when visiting the sales office before such a date). Next, you should call and remind about the meeting, and after the visit to clarify how the person is doing, whether there are other questions, whether he plans to consider the LCD in the future. Otherwise, there is a risk that the sales Manager of the neighboring object will do all this and take your client away.
6. Working with refuseniks. If a person refused to buy for some reason, this does not mean that it is necessary to put an end to it.
To work correctly with the database of refuseniks, you need to sort them by groups: the price did not fit, wait a long time for commissioning, and so on. From these groups, you need to identify those who can potentially return: for example, if the object is surrendered earlier than expected, you can tell those who did not want to wait for the initial deadline. If the client is not satisfied with the absence of a mortgage from a Bank, and then it appeared, perhaps he will return to the consideration of the project. It is important to correctly compare cause and effect. Why did the person refuse? What can make him change his mind?
Also, it is recommended to make a mailing list for promotions based on the database of “fallen off” customers — in this case, there is also a possibility that the buyer will return if some offer turns out to be “in the card”.
Evaluating the quality of sales managers ‘ work
To make sure that the sales Department and call center perform their work at the proper level, usually use two types of evaluation: quantitative and qualitative. It is impossible to focus solely on digital indicators, even if the Manager is “efficient” and not “process”, it is important to understand how he achieves certain indicators.
An independent and objective tool for qualitative evaluation is the check-lists: to be filled in after a phone conversation with a sales Department employee and after a secret buyer’s visit to the sales office. The checklist is a comprehensive audit of such parameters as the implementation of standard sales technology and behavioral regulations adopted in a particular company. Thanks to this, we can analyze the employee’s performance not only based on the results, but also from the point of view of the process.