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Retail Sales Dialogue, Part Four

In the last post, we continued examining an example of a “retail” sales dialogue – in this case, a homebuilder with model homes open to visitors. In our last installment, the prospect revealed that she lives alone, wants to live in the area because her new job in cosmetics sales is nearby, and she may want to bring livestock from her ranch to the neighborhood!


Notice, again, how the salesperson uncovers and deals with Pain, uses listening tools, and works toward developing trust by allowing the conversation to go beyond traditional bounds with discussions of the prospect’s concerns/Pain rather than just talking about the homes this company has to sell.


My comments regarding what’s going on in the conversation are in (parentheses).


Salesperson: So, what other things besides the garage, and the quiet on your patio, and keeping high value in your real estate, are important? (Repeating the Pain.)


Prospect: It shows there’s an equestrian center on the map. Is that still going to happen, I can bring horses in or somebody else can bring horses in? 
Salesperson: My understanding of the plans for the equestrian center is that it won’t be to stable individual horses, but I can check on the equestrian center and get that information to you. (Opportunity to get her information later, contributing to the “Reliability” component of trust.  This should give her another opportunity to exceed her prospect’s expectations.)


Prospect: Well, if I use my garage as a barn, would I be able to put one in there? 
Salesperson: Well, I need to be real clear with you, Sharon, that we’re not going to be using the garage as a barn in Scott’s Acres. There may be places, though, that you could go that would be receptive to that. Because of the covenants, the rules here, you wouldn’t be able to use the garage as a barn, and nobody else would either. So, we don’t have to worry about people with their lizards or whatever coming in and scaring the cows, because we can’t have either one. (That’s answering the question, and holding on to a Clean Heart Position.)


Prospect: We have a lot of open space surrounding us, that’s why it would be very easy to be able to ride and have the outdoor activity. 
Salesperson: My advice would be to look at private properties that might have a barn on the land. May I ask, do you have a price range in mind, Sharon? 


(Asking.  Notice that this is an example of a Clean Heart Position—we are mentioning alternatives that may make sense for this prospect, such as a private property with a barn, even though we’re not selling those. This responsiveness to the prospect’s stated desire tends to build her trust in us—we’re not just advocating buying our homes, we’re listening. Plus, it’s a safe bet that her budget isn’t going to cover buying a big spread with a barn! And sure enough, look what happens next.)


Prospect: Somewhere around the 200’s. 
Salesperson: Around 200? (Listening.)


Prospect: Low 200’s. 
Salesperson: Low 200’s. (Listening.)
Prospect: The cosmetics business isn’t banking that much yet. 
Salesperson: The cosmetics business isn’t throwing off a lot of cash. (Listening.)
 
Prospect: Not yet. 
Salesperson: Well, I hear that. Well, that’s okay. I think in the low 200’s there are some options for you in Phoenix. What do you know about Scott’s Acres? (That’s staying positive and asking.)


We’ll continue this conversation and analysis in the next blog post!

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