By Michele Newbern Gillis
Staff Writer
In order to get customers to pay higher premiums for your product, Realtors and site agents need to focus more on customer service, master their technique and be open to spontaneity said Bill Webb, owner of William N. Webb & Company, Inc.,
Webb’s company is a residential development strategy resource firm, which creates coordinated marketing programs for builders, developers, and Realtors throughout the United States.
“Mastery of technique and focus on the customer are the two main ways to get a buyer to pay a premium for your product,” said Webb, the monthly speaker in October at the Northeast Florida Builders Association’s Sales and Marketing Council breakfast at the Jacksonville Marriott.
“With mastery comes the ability to focus on the customer. We are self-absorbed, we think about ourselves all the time. ‘What am I supposed to say next? Am I standing in the right place?’”
Webb said that as long as your conscious mind is focused on you, you may miss the buyer telling you something like “This is exactly what we have been looking for!”
“When you have mastered your technique, so that it is in your subconscious then you can do the most magical thing that I have discovered in this business,” said Webb. “You can have confidence in yourself, be centered in yourself and surrender to spontaneity.
“I have no idea what is going to happen next, but I know whatever it is, my instinctive reaction will be correct because I have mastered my technique so that I can focus on the customer. And if I focus on the customer, the customer will tell me how to persuade them to buy my product. As long as I am focused on myself, I will miss it. I have to focus on them and be open to spontaneity.”