It's all about them. You must bond and connect. If you don't do this part, and you just start talking about prices and who we are and what we offer, are they really listening? But if you start talking about them, and then a little about you, then they will be more apt to listen to what you have to say.—N.K.
Measure and manage. Calculate your closing ratio based on units of traffic. Know that increasing sales requires more traffic or higher conversion rates. Take ownership of both and increase each.—P.H.
DAVE HARDING, the national 2004 Sales Manager of the Year, working then for Western Pacific Housing in Los Angeles, now has his own firm, Ultimate New Home Sales & Marketing.
Celebrate successes. The sales crew is the largest and often the only source of revenue to a merchant builder. Give the sales professionals the respect that comes with that. Let your own team, and the rest of the market, see how proud of them you are. This will carry you through some sales slumps, and will help you recruit.—D.H.
Have fun.The home-buying experience is typically rated as a higher stress inducer than a root canal, divorce, or even death. Make it your responsibility to truly lessen the fear and anxiety for your buyers ... and all those who come into contact with you. Spend as much time with them as possible. Do not simply point them to your models. Build the rapport that will pay huge dividends. It will set you apart from those that disrespect the customer.—P.H.B
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