Overcoming Fear in the Marketplace

 Overcoming Fear in the Marketplace [29:00m]: Play Now | Play in Popup | Download

We speak with author and speaker, Steve Waterhouse.

Virtually everyone I talk to is telling me they are facing a marketplace that is scared to make a decision; they are afraid to be sold.  And the worst thing you can do when you’re up against someone who is afraid is to start to look like a huckster.  As sales professionals we have to overcome that, and there are three simple techniques that can help us overcome that fear.

1.  Share your Successes

Be sure to lay out your track record of success to the client.  Everyone of us has been successful with clients; we’ve all had wins.  If we don’t bring those up until the client starts to object, then we sound like we’re chasing the deal.

Instead, bring these up at the beginning – even put in your marketing materials your successful projects, past experience, certifications, awards, etc.  Bring these up early in the process so that when people look at you they will see someone who is credible and has a track record behind them that predicts future performance.

It’s okay to ‘blow your own horn’ if it’s the truth.  In fact, it is necessary in this market to say to someone, ‘You probably would like to know who we are and who you’re doing business with.  I’ve brought along some information that shows you what we’ve done before and some of the projects we’ve worked on.’

2.  Collect Testimonials

Pick up the phone and call every client you’ve worked with over the last five years and ask them, ‘How did we do for you?  Are you pleased with what we did?’  When they respond positively, ask them if they will put that into a letter for you.  This builds on that track record by saying, ‘Here are people who will attest to the fact that we really do what we say we will do.’

Print testimonial letters out in color; signatures in blue or logos in color add additional warmth and weight to the letter.   Present these to the client early, or post all your testimonials on a board in your sales center.  These are powerful, as they tell your customers that quality people have done business with you, and they are safe to do so, too.

3.  Be Upfront with the Facts.

People today are tired of empty promises.  Everyone has in some way been hurt in this economy.  They want to see worst-case numbers, back-up plans, and audited results of anything you’re promising.  Do as much as you can to be as upfront as possible.  And if the numbers don’t work, don’t make the sale.  Tell people, ‘If this isn’t right for you, let’s not do it.’  I think we’re beyond the day when we could pack everyone into a deal.

Remember, you’re selling against the short-sale market and buyer’s fears.  People have to believe that they’re doing business with a company that is going to stand behind them long term, and that doing business with you is the right thing to do.

How would you like this home to live?

The more you know about your customer’s wants, needs, and situation, the better you’ll be able to meet those needs, overcome their fears, and help them find the confidence to move forward and buy from you.  On the other hand, if you discover early in the game that someone isn’t right for you – or you for them, then you should tell them, even refer them to someone who is a better fit.

Learn to ask good qualifying questions.  ‘What would be your ideal outcome from this project?  How would you like this home to live?’  Asking those questions gives you the position to make sure you’re answering their needs.

How do you compare?

People might ask you how you compare with this builder or that one.  I would say,

‘I don’t.  I would ask you not to ask me to tear down my competition.  Let me do this:  let me ask you a little bit about what you need; let me show you what we think we can do for you; let me give you some understanding of who we are and how we got to this position and why we might deserve your business.  If you’d like to compare us to another builder, please feel free.  But please don’t ask me to tear down my competition; I’d rather not be in that position.  But I’d be happy to show you what we can do for you.’

When it feels comfortable – like something you would say to a close friend or relative, then it’s probably right.  When it feels like your trying to hide something, or that you’re guessing or exaggerating, then it’s wrong.

In our business, we win much more often when we don’t compare ourselves with the competition.  But we’re never shy about our sharing our successes in a way that says to the client, ‘You can have confidence working with us because here’s what we’re going to do and are some documents that show that we’ve done it before.  And if you find that what we’ve presented to you today is a good match, then we’d love to commit to making this project the best experience you’ve ever had.’

And, if they are going to compare you with others, give them something substantial to compare.  Say, ‘When you’re comparing companies, please keep in mind a couple of the special things we do.  They may do them also, I don’t know.  But I just wanted you to know so that you were fully informed.’  Then, include in that list some things that you presume you do differently than anyone else.

You need to be prepared today to present a more credible package of track record, testimonials, and facts early in the game so that you avoid any type of arm-twisting ‘selling’ in this environment, because when people see or feel that, they run as fast as they can.”

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Contact Steve Waterhouse at www.waterhousegroup.com.

Subscribe to Steve’s blog at http://waterhousegroup.blogspot.com/

The New Dynamics of Selling More Homes

2010 Online Coaching Series

Next Wednesday, February 10, 2010

Connecting with Buyers: Forging Ties and Building Trust

With Melinda Brody

Buyers today are paralyzed by fear, uncertainty and doubt.  Learn how help them overcome their fears and find the confidence to buy from you… No matter the market!

Register here.