Every custom builder must qualify prospective customers in order to determine whether they are serious buyers. It’s a tried-and-true way to streamline the sales process and save valuable time.
Below are five key issues that need to be addressed before a sale can be made. With some prospects you will need more time in certain areas, but for the most part you can adequately qualify a prospect in about nine to twelve minutes of direct questioning.
Location. Simply ask, “What area of town would be best for your family?” Further determine if the community or location you are offering suits their needs. Better yet, help them realize that your houses will suit their situation, lifestyle, work habits, etc.
Timing. By having a conversation about when the prospects want to buy, you can determine how serious they are, if you have inventory available, and what it will take to move the process along at the right speed. It also relates to their degree of urgency (or lack thereof). Ask, “Provided that we have a home to match your needs, when will you make the move?” Also related to timing is the need to have an expeditious transaction. Many sales are lost because the builder did not correctly perceive the importance of making the sales transaction a seamless event.
Finances. Here’s the sticky part. Many salespeople have the notion that “buyers are liars” and that they would never reveal enough information for you to get an honest take on what they wish to spend. I personally don’t buy into that philosophy because it automatically sets you up for defeat, objections, and buyer resistance. However, you must get an idea of what their financial expectations are. Simply say, “The homes in this community range from $465,000 to $645,000. Of course, the final investment is up to you. Where in that range do you expect to be?” The response will give you ammunition to move forward with further questioning to help them get what they need.
