Many custom builders are frustrated that they can’t seem to close a deal with prospective clients. Despite your killer sales presentation, detailed marketing materials, beautiful model homes, and stellar word-of-mouth referrals, some clients still waver in their home-buying decision.
If you’ve run into this situation too many times, you need to take steps to find out why these wishy-washy customers don’t seem ready to buy. There are many reasons a salesperson might have trouble sealing the deal with potential clients. Let’s examine why and what to do about it.
In my experience these are the top five reasons why a salesperson isn’t ready to ask for a sale:
1. The fear of rejection. Rejection hurts and most people just don’t have the resilience to handle continuous rejection.
2. Lack of trust. When a builder is about to ask for the sale, the client may sense it and stop him in his tracks. Often this is because the customer does not completely trust the builder.
3. Lack of experience. Many builders are not accustomed to asking for the sale so they forget, procrastinate about it, or just plain avoid it. When they do think about asking for the sale, the uncertainty of the situation may be too risky to attempt it.
4. Lack of a clear goal. Asking for and getting the sale is a goal-driven process. Lily Tomlin once said, “I always wanted to be something when I grew up. I just wish I had been more specific.” Setting specific goals is a process that many people avoid because of the potential to fail.
5. Lack of preparation. Sometimes the builder or his salesperson hasn’t thought about how to respond to a potential client’s questions in a variety of scenarios. They need preparation and training to overcome objections, field questions, and handle rejection.
These remedies should help you to close more jobs:
- “No” does not necessarily mean no; it may only mean “not now” or that the prospective customer needs more information. Expect to have to answer more questions, supply more information, and help the prospect clear up any doubts about your homes.
- Create trust and credibility with the customer well in advance of asking for the sale. Set your sights on helping the prospect make small decisions. Get commitments in small doses before you ask for the major commitment of a new home investment.
- Make asking for the sale a part of every sales presentation. Only asking for the sale occasionally or when you feel comfortable doing so will create uncertainty on your part. The more familiar you are with asking, the more sales you will close.
- Ironically, many custom builders do not set specific sales goals. Perhaps they have a big picture of the number of sales they hope to close, but they do not set short-term goals. Decide on a goal and put it in writing. Making a sale is a goal. However, asking for the sale is a goal, too.
- Be prepared to answer any potential objections, issues, or questions. Anticipate the variety of responses a prospect may have when you ask for the sale. Have a response for each scenario.
Clearing the way to ask for a sale can be as simple or as complicated as you make it. One thing is for certain: Preparation and anticipation will make the asking process much less imposing and your closing rate more successful.
Paul Montelongo has been a builder for more than 23 years and is a nationally recognized speaker and consultant to the construction industry. Visit Paul at www.contractorofchoice.com.
