by Michele Newbern Gillis
Staff Writer
In this market, making yourself stand out is what is going to make or break you.
That was the message at the Northeast Florida Builders Associations Sales and Marketing Council’s breakfast last month the at the University Center at University of North Florida.
Paul Montelongo, a motivational speaker, recommends approaching prospective buyers in such a way that they take a step back, look at you and say, “Hmm, there is something different here.”
“You have to do something to distinguish yourself from others,” he said. “You can do that. The way you do that is by setting yourself apart. What we are after today is when a customer walks into our sales center or talks to us on the phone, we are looking for a certain response.
“That response is ‘Hmm, something different here.” That’s all you are after. Because if they don’t have that response, what category does that put you in? You are in the same category as everyone else.”
He told how he set himself apart when he started in sales by wearing suits to work everyday and buying a big Oldsmobile Regency Brougham.
“Did anyone have one of those?” he asked. “It had blue velour seats, chrome spoked wheels and wood a grained dashboard. It was the original ‘pimp-my-ride’.”
Although you may not need to go to that extreme, you can find your own unique way to set yourself apart from the rest.
“I’m challenging you to do something different so you get the ‘Hmm’ response and that’s the difference maker right now,” said Montelongo. “Would you agree that we are in a unique market? Here’s a fact for you: the housing industry has changed. One word has created the change in the housing industry and that word is the Internet.”
When the Internet was created, he said, no one realized the impact it would have on the real estate industry. He said consumers now stay up late at night researching the Internet before coming to see houses.
“Not only do they know what you know, they know what you should know,” he said. “Before the Internet, a customer would go into a minimum of 12 new model homes or sales center on a Saturday doing their investigative work. You know how many they go into now? Four. When someone comes into your model home now, you have a blessed soul in front of you. You have a qualified lead. Now who is it on to make that sale? You!”
Montelongo discussed how the industry has changed as far as how people communicate, methods of travel are different and the society itself has changed.
“Aren’t consumers savvier now than ever before?” he asked. “So, what is the difference maker? What will get you over the hump to make sales?”
Montelongo said you have to create for them a unique experience, so they remember you. He said there is nothing new in sales. Sales will always be sales.
“Here is what I have observed in our industry,” he said. “A lot of builders in 2003 and 2004 hired beautiful people to sit in homes and write orders. The educational process for those beautiful people was how to fill out forms. Now, in the current economy, those people who were educated in filling out forms are faced with the daunting task of actually selling.
“Here’s the interesting thing. The learning curve to fill out forms is very short. The learning curve to sell is a little more expansive. So, these people now have to actively prospect, sell and close deals. Many of them are frustrated and are exiting the business. It’s back on you to do the proactive things like prospecting, follow-up and closing.”
He said sales people are professional persuaders.
“If you are not in the professional persuasion business, then I guess you need another business,” he said. “You are all professional persuaders. Here’s the problem that we have. A lot of sales people won’t own up to that identity because it sounds pushy and car salesman-like.”
Montelongo said this market is nothing new - every 10 to 12 years, there is a peak and valley to the market.
“What does that mean to you?” he asked. “We are about to head back up. What does the mean for you? It means you can now eat. It means we are on the verge of you guys going gangbusters. However, right now is the time when you can really refine your sales strategies.”
He said it is a matter of perception in this market place.
“What we are dealing with here is a matter of perception in the marketplace,” he said. “Whose job is it to overcome, change or persuade that perception? Yours! Your customer is not buying from your company, they are buying from you.”
One of Montelongo’s closing truths is that buyers remember the experience more than they remember the product.
“Long after you sold the product, they remember how they were treated,” he said. “They remember when they showed up, they went ‘Hmm, I don’t know what’s different about it, but ...’ What experience are you providing for your potential buyers? What makes you different?”
He said there are three important things to remember:
• Create a unique connection with people.
• Ask them if they are ready to make a commitment today.
• Make your sales presentation with a “Today’s the day you are going to buy and I’m here to help you” attitude.
“What’s the worst thing that can happen?” said Montelongo. “You get another shot at it tomorrow. What’s the best thing that can happen? You make a sale.”
No matter what system you use, he said, be yourself.
“The number one thing people respond to is your authenticity,” he said. “If you tell them now is the time to buy a home and that the market is ripe, they will believe you and you are theirs. The unique you.”