you value your customers? Do you sell them a home and then go on to
the next sale? To really succeed in business, it is key to fully understand
the value of a customer. Most people are short sighted and look
at a customer as an income, profit margin, or a commission.
are your biggest assets. They not only pay your salary or commission
when they buy a home from you, but it can continue to help with the
success of your business, if you treat them right.
Consider the value of
your customer, from the public relations standpoint. Word of mouth advertising,
and the good will of your customers talking about their experience after
they have worked with you and your company, can be the best advertisement.
Customers are an investment in your company’s future!
How often do you follow
up with customers in the first year, after their new home purchase?
I would hope it would be 3 or 4 times. If you’re afraid to call a
customer because there might be a problem, that’s the very reason
you need to be in touch!
Let’s just use a fictitious
number to determine the value of each customer. Let’s just say
a customer is worth $20,000 to a company, when they buy a home from
you. From there you need to add the public relations value, and the
word of mouth advertising value, of a customer talking you up. Then
add the value of your customer referrals, that turn into a sale.
Using the fictitious number,
I would estimate that a customer’s worth to your firm, is about $50,000.
You do your own math and estimates, and see what you come up with. The
$50,000 number is probably low! What if a customer sends you multiple
referrals, that turn into sales over time? If you were
worth $50,000 to a potential company, what kind of service and after
sale contact, would you expect?
Keep in mind, that the
cost of getting a sale, costs x dollars. Getting referrals from that
sale just doesn’t happen by accident, you must work it. There
is a cost to getting referrals, but it’s really not an expense, it’s
an investment that pays a high return. When you start understanding
the value of the customer and pay attention to them and their needs,
you’ll find the return will be even greater than you can expect.
invest a few more dollars, and double or triple your money? You can
get a 5 times better return, by investing in your customer, than you
could get by increasing your margin 5%.
In order for this to really
work for your company, all your front line employees and subs, need
to understand the value of a customer. Brainstorm with your team, and
get creative on how you can service your customers better and more often.
Once you establish a mindset of how important a customer is, you’ll
see how easy it is to build your business.
Questions for you to
- How well do
you know each individual, potential customer?
- Do you know
what they need, in order for them to buy from you?
- Do you know
what their needs are, once you have received the deposit?
- Do you know
what their needs are, while their house is under construction?
- Do you know
what their needs are, once they have moved in?
- What kind of
emotions are they going through, during each stage of the buying process
- How do your
customers feel about you and your firm, after the sale?
- What are some
of the creative ways of staying in touch?
the critical time frame in which a customer places a deposit for their
home, until the time they move in. This time frame becomes the major
focus of their everyday life. This is the time, when the issue and discussion
of their new home under construction, is a key part of most of their
conversations. This is a time, that you can build the strongest
bond between you and the customer. This is a time, when customer service
has the greatest effect in building your business. Remember, the price
of an unhappy customer can cost you additional service expenses, and
it will. It can cost you a lot of future business!
How about those customers
I call evangelists, the ones that praise your business and service?
The ones that constantly give you referrals on a regular basis.
What little extra things do you do, to thank them? Remember, the more
referrals you get from past customers, the lower your advertising costs
Next time the phone rings,
think about the caller as the individual who will pay your salary or
commission. Put your ego aside, and understand that the only reason
you are in business, is because you have a product and service, that
the customer needs and wants.
Best of sales success!
About the author:
specializes in working with builders, housing companies and building
product suppliers, in the area of sales, marketing and public relations.
Jerry has been featured on the Today Show and in People Magazine. Special
feature home projects that he has been involved in have been seen in
USA Today and in hundreds of newspapers, radio, TV, industry trade publications
and specialty consumer magazines like Country Living, House Beautiful,
Country Home, and Home Magazine.
For more information on his book
“Selling New Homes: Sales & Marketing Workbook for Million-Dollar
Producers”, check out his web site: www.jrouleau.com Jerry can be reached at 860 589-7391 or by
e-mail at: [email protected]
Guide To Selling New Homes|
Complete Guide To Selling New Homes is a step by step strategy that
is guaranteed to improve your sales process. Generate more traffic
to model homes while learning valuable information that will impact
Attend targeted seminars on New Home Sales
Achieve better productivity
Break out of the box
Get the name of your business in print through public
Increase consumer recognition of your product
Jerry's sales tools give you the competive edge
in overcoming objections and closing the sale, screening and
qualifying, question selling model merchandising and advertising.
This is an encyclopedia of new home selling information. If you sell
new homes this book is a toll everyone on your team must have.
|Table Of Contents
Chapter 1: Human Relations
Chapter 2: Model Homes
Model Home Set-up Checklist
Working a Model Home
Body Language & Dress Code
Showing the Model
Model Maintenance Checklist
Merchandising the Interior
Merchandising Tips & Ideas
Chapter 3: Sales Aides & Sales Tools
Chapter 4: Question Selling
Advantages of Question Selling
Chapter 5: Screening & Qualifying
Developing Creative Questions
Follow-up Time Frame & Tools
Chapter 6: Telephone Techniques
Sample Phone Follow up Questions
Chapter 7: First Appointments
Reasons for First Appointments
Utilizing Customer Recap Sheet
Chapter 8: Finance Qualifying
Working with Financial Institutions Ballpark-finance
Chapter 9: Objections & Closings
Closing the Sale & Testimonials
Closing Tips and Techniques
Chapter 10: Advertising
Setting up an Advertising Budget
Developing Ad Copy
Do´s & Don´ts of Advertising
Chapter 11: Sales Activities
Home Show Selling
House Raising, Parade of Homes
Promotional Activities that Generate Traffic
Chapter 12: Public Relations
Benefits of a PR Campaign
What Makes a Story
Writing Press Releases
Chapter 13: Business Plans
Setting up a Business Plan
Marketing Plan Checklist
Determining Home-buyer Needs
Fast Track Sales & Marketing Plan
Sample Eighteen-month Plan
Chapter 14: Miscellaneous
Four Elements of a Goal
Types of Goals
Hiring Sales Personnel
Resume & Interviewing Tips
Job Performance Review
Sales Job Description
Chapter 15: Resources
What readers have to say about the workbook.
" While most books on home selling and marketing are out of date
before they hit the bookstores, this book has timeless advice that
will keep you successful for decades."
Building Systems Magazine
“Great information! You can never revisit the fundamentals of
selling too often. Thanks for taking the time to put together such a
David Allaire, C. M. Allaire & Sons,
“I just received your book, and its great. It´s many things that
I already know but its great to have in writing to read over and
over. It also confirms what I have been telling my staff, now they
can see its not just my point of view. Thank so much for the quick
shipment. I will refer this to other people that I know in the
Judy Owens, Wery Quality Homes
“Jerry covers all the bases with this book. Our sales team has
learned volumes from his teachings. It´s a very hands-on, practical
approach." RECOMENDED BY
Bill Dudley, President, Carolina Model Homes and
Homeworks Custom Builders