How to “Listen” Clients into Buying
In general, the sales person gets a bad rap. That’s because many sales professionals tend to oversell. When a salesperson oversells, he or she actually talks himself or herself out of the sale.
Selling a home is not a process of convincing someone to buy. Instead, a sale is made when you have probed so well that you learn what the prospect wants—and then recommend suitable solutions.
If you are new to real estate sales, you may try to talk prospects into buying. When you are more experienced, you try to listen for openings and utilize what you’ve heard (or observed) to facilitate the buying process.
Top-producing real estate agents have such finesse that they can actually “listen” people into buying. This not only means that they delve deeply for needs and wants but also suggests that they also pay attention to how the prospect reacts.
1. Watch for verbal and nonverbal cues.
There’s a certain feeling in the air when the prospect is ready to go ahead, and there is often a distinct change in the prospect’s body language and behavior when he or she is ready to buy. Look out for these potential buying cues: speeding up, slowing down, conversing privately with a significant other, and asking a lot of questions.
2. Ask questions.
The more you know about the prospect, the more that you can assist this person in finding the home of their dreams. Ask lots of questions and then note the responses. However, try to avoid questions that elicit a yes/no response. Asking open-ended questions can help you to obtain even more information that will get you to the closing table.
3. Embrace awkward pauses.
When you ask a question to which there is not an immediately response, do not follow up with another question. Instead, embrace the silence. Let your prospect fill that silence by providing you with information that could help you make the sale later on. If you start talking before the prospect answers, you may not have the information that you need to make the sale. Let prospects be silent or converse privately. Those “awkward” silences could work to your benefit.
Listening usually starts with questions, but it also includes nonverbal cues. When you notice the cues and ask the right questions, you will get all the information you need to close more sales—just as long as you remember to put your foot in your mouth.