When we do things over and over again, it is easy to assume that everyone knows what we know.
We do things like use industry jargon. SPEC, anyone? Do a Punch List lately? And, we forget to share with our prospects and customers what to expect next. Although it takes quite a bit of effort, try to step back and think like your prospects and customers.
In your mind’s eye, try to experience buying from you for the first time. Anticipate and prompt for questions. Let them know that it is both normal and okay to have questions and that you are here to help guide them. Try to set the stage for what the next step in the process is, especially when you are handing off to another team member. For instance, think about how the transition works between your OSC (Online Sales Counselor) and your sales professional; or, from sales to the design center, sales to construction, construction to customer support, and so on. Anyone who has ever competed in a relay knows that the most critical part of the race is the hand-off of the baton.
When I spoke on “The Customer Experience Funnel” at the Master Session at the International Builders Show with Chris Hartley from Trendmaker Homes in Dallas, TX, one best practice I witnessed is to create a video with both team members in it to share with prospects (if they haven’t yet purchased) or customers (after they have purchased). This way, you know you are sending a consistent message, and it helps the customers to feel more comfortable because they see the next person on video with the person to whom they already have a relationship.
Your team members can have a little fun with these videos and let their personalities shine through. Just make sure everyone stays true to the message that should you want conveyed to support the brand. To get more personal than this, you could set up a quick video chat using Google Hangouts, FaceTime, Skype, or Facebook Messenger, but this will create more work when you need to repeat it with each prospect or buyer. Use technology to help you, but more importantly think through your processes as a company and map them out. Do they put the customer first? If not, it might be time to refocus them in 2020.
About the author…
Kimberly Mackey is the founder of New Homes Solutions Consulting, and has a reputation as someone with real world solutions in a competitive and rapidly changing sales environment. She is known for her flagship program, “50 Sales per Year before Any Walk-in Traffic.”
Kimberly is a sales management consultant, trainer, and keynote speaker with 20 years of experience as an executive in the residential home building and real estate industry. She has a proven track record working with builders and developers of all sizes – from local/regional companies to publicly traded nationals. Kimberly works with brokers from across the country and is the architect and director of the highly successful Preferred Builder Partnership program with Berkshire Hathaway HomeServices Florida Properties Group where she works with 32 builders and over 600 agents.
She serves on the Board of Directors for NAHB and FHBA and the Board of Trustees for the National Sales and Marketing Council. Kimberly is a Life Director for FSMC and Tampa Bay Builders Association’s SMC. She is also the recipient of the 2017 Associate of the Year Award for FHBA.
Learn more by visiting NewHomesSolutions.com.