Jumping to Conclusions

Wes Hicks

Here is an incident that illustrates the importance of finding out what a potential customer needs before you offer your “best selling point.” On a fine sunny Sunday afternoon we were touring a parade of homes. Each builder was showcasing what they felt was a great example of their craftsmanship and expertise. In each home we were greeted by a representative. In one home the representative handed us their “package” which included the developer’s promotional material on the area, along with the builders promotional material. While handing over the package, the young gentleman said matter-of-factly that they had the lowest cost per square foot in the area.
Apparently he felt that their claim to fame was that they could build cheaper than anyone else. He didn’t think that their quality was a selling point. With this bit of information as an introduction to their show home experience, one tends to use that to frame all that you are about to see. Hmmm, perhaps their kitchen cabinets are not as nice. Gee these bathroom fixtures are not as good. I wonder what corners were cut is inside the walls, that I can’t see.
When someone is touring a show home, or viewing your offering for the first time, remember that you want the customer to first think “What would it be like if I owned this?” In the case of the home; can they see themselves living in a home like this? If there is some hesitation, what changes would they like to see? They have to imagine owning it before they will buy.
Don’t jump, find out what they are thinking before you offer your best points, it might not be what they are looking for.

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